“Content marketing is the art of creating and sharing valuable content that attracts and retains a target audience.”
Content Marketing Institute
“Foodsite” is a culinary business website template on the Framer platform, designed for commercial sale in the digital market industry. It targets restaurants, bakeries, and coffee shops looking to establish an online presence for commercial purposes.
On this blog, I will share my process of developing Foodsite sales strategies, including target audiences, marketing assets, selecting target platforms, and sales procedures.
Who’s the target?
As outlined in my market research report, Foodsite is designed with two distinct audiences in mind, each with unique goals, skills, and digital needs. Due to their differences, each group requires its own tailored marketing strategy.
Professional web developers are a primary target for Foodsite. They seek tools that improve their workflow and reduce production time—without compromising on the quality of the end product. This group is used to work with website templates, and they prefer ones with high customization properties.
Restaurant owners with some, even minimal, technical background are also a main target for the Foodsite template. They recognize the value of having an independent website in addition to the standard social media presence. Offering a website template with a user-friendly manual would save them the large expenses of hiring an experienced web developer.
Marketing Foodsite to web developers
An experienced developer can customize this template for multiple clients. The market plan highlights its time-saving features, boosting project speed and visual appeal. Demonstrating how Foodsite helps meet deadlines, impress clients, and expand services emphasizes its value as a professional tool, not just a design shortcut.
Gumroad marketplace is the leading selling platform for Foodsite. Most web developers are familiar with it and conduct business in this marketplace. On the Gumroad sales page, I have listed all the market assets, including product descriptions, mockups, thumbnails, a demo website, included pages, features, and potential Frequently Asked Questions.
Here’s the link to access the Gumroad Foodsite marketplace.
Since web developers often engage on platforms like LinkedIn and Twitter, I created marketing posts targeting this audience. Those include direct links to Gumroad Foodsite’s sales page.
The challenge with reaching business owners
This is a diverse group that is usually not concentrated in the same digital space. I know that because ten years ago I was one of them. This week, I asked myself how I would sell Foodsite to Mauricio in 2015. Which pain points should I target? Which platforms would I find him? How can I make this sale?
During that time, I remember managing multiple business tasks simultaneously. I had to handle demanding customers, staff management, bills, and on top of that, work to increase income. While a restaurant website seemed like a good idea, I had limited time and resources to develop one. At that point, I settled for a very simple, DIY Wix standard website.
The person I was ten years ago is exactly who I want to help with Foodsite today. I’d emphasize that the digital solution on the market is cost-effective, highly customizable, and most importantly, with the right tutorial, he can build it himself.
I created a video commercial stressing those key points. I wrote a clear script with a key message: “This is a user-friendly, ready-to-use template that requires no coding or extensive technical knowledge.” I highlighted the template’s main features, emphasizing how easy it is to customize. I also included visuals of busy business owners to establish an emotional connection. To enhance storytelling and viewer engagement, I added compelling background music that reinforces the message. Below you can watch Foodsite video commercial:
The next challenge is how I can get a coffee shop owner from Nebraska to watch this commercial. Uploading the video to YouTube can reach some audience, but probably not the majority of them, even with the right tags. Locating specific Facebook groups, uploading Instagram content, and joining some LinkedIn networks can enhance Foodsite visibility, and efforts are currently being made in that direction.
Pricing Foodsite
Pricing a website template involves carefully balancing value perception, market competitiveness, and profitability. To set Foodsite’s price, I researched competitors of Culinary Framer websites and overall market pricing.
I found that many competitors offer two licensing options: a single-use license and an extended-use license. The single-use license allows customers to use the template only once, while the extended-use license grants unlimited use and the right to sell it to others. I chose this sales approach because I prefer to sell Foodsite directly to small business owners rather than having someone buy the template and resell it for less than I do.
During my analysis, I considered that Gumroad charges a 30% commission on each sale made through their marketplace. Additionally, if a customer purchases the product via the Gumroad profile or a direct link, Gumroad takes a 10% fee plus $0.50 per transaction.
After considering all the points listed previously, I consider the average prices based on competitors’ templates for these two packages. The final prices for Foodsite single-use license and extended license are $ 40 and $200, respectively. I plan to increase this price when enrolling Foddsite in digital markets that charge a higher commission (e.g., Creative Market charges 50% per sale).
Conclusion
Developing Foodsite has been more than just creating a Framer website template — it’s been a journey into how strategic content marketing, pricing, and audience segmentation influence the success of a digital product. Every decision, from identifying two distinct audiences to customizing marketing assets and platform strategies, embodies the core of content marketing: understanding our audience and providing genuine value.
Below you can find my complete marketing plan report of Foodsite project.
