The wholesale page on your website

Short answer. Answer seven questions above the fold: where you deliver, what you roast, roughly what it costs, how ordering works, what happens in the first month, whether you do equipment, and who picks up the phone. Publish a price range rather than the full sheet. Ask seven fields on the form. Promise a same-day reply and keep it.

What a café is trying to find out

A café owner opens your page between the morning rush and a delivery, with two other roasters' pages in the next tabs. They are not reading; they are checking. Every question below is one they will answer from your page or from somebody else's.

Notice what is not on that list: your founding story, your roast curve philosophy, and the word "passionate". Those are not wrong, they are just not the decision. Put them lower down or on the about page, where the café that has already decided will happily read them.

The eight blocks, in order

1. Who you roast for, and where. One sentence naming the kind of business and the area: "We roast for cafés, bakeries and restaurants within about forty minutes of [town], delivering Tuesdays and Fridays." This is also the sentence search engines use, so write it in the words a café would.
2. The coffees. Name, origin, roast style in plain words, what it is for. "Chocolate, hazelnut, works in milk" tells a café more than a paragraph of tasting notes. Formats and bag sizes here too: 1 kg, 250 g retail, whole bean or ground to their grinder.
3. What it costs. A range, and what moves it. See the next section.
4. How ordering works. A small table: order by, delivered on, minimum order, delivery charge and the free threshold, payment terms. Five rows, no prose. This is the block cafés screenshot and send to their business partner.
5. The first month. Three or four bullets on what actually happens after they say yes: the dial-in visit, the recipe cards, the check-in call, the review at day thirty. Most roasteries do all of this and almost none of them say so before the sale. See onboarding a new wholesale café.
6. Equipment and training. One line each with a link. A surprising share of wholesale enquiries are really "my grinder is dying" enquiries — see selling equipment to your cafés and barista training.
7. Who you are. A named person, a mobile number, the roastery address, and one photograph of the actual roastery with a human in it. Not a stock photo of latte art.
8. The form. Seven fields, below everything else, with the reply promise next to the button.

Should you publish prices?

Publish a range. Not the full sheet, not nothing.

The argument for hiding prices is that they vary by volume and you want the conversation first. True, and it is also how you end up quoting three cafés who were never going to pay your number, while the café that could afford you assumed you were expensive and rang somebody else. The argument for publishing everything is transparency, but a full sheet on a public page gets compared line by line against roasters whose costs are nothing like yours, and it is the first thing a competitor prints out.

The middle is a range with its condition attached:

House espresso €18.20 a kilo, €17.30 from 10 kg a week. Seasonal single origins €22–26. Decaf €21.00. All prices without VAT. Full sheet on request — we usually send it the same day.

That does three jobs at once. A café looking for coffee at €12 a kilo leaves without costing you a phone call. A café that can pay €18 knows it can. And the volume break is visible, so the first conversation starts at "how much would we need to take", which is a much better place to start than "what's your best price". Where the numbers come from is in the price calculator, and the sheet itself is the price list template.

The application form

Seven fields. Every extra one costs you applications, and everything else can be asked on the call you are about to make anyway.

Do not ask for a message. "Tell us about your business" produces either nothing or three paragraphs, and neither changes what you do next. Do not make them choose products from a catalogue before you have spoken. Do not ask for a password.

Next to the button, say what happens: "We read every one. Expect a call from Sam within a working day." Then do it. A café enquiring on a Tuesday morning is usually enquiring with two or three roasters in the same hour, and being first beats being best more often than anybody likes.

A page skeleton to copy

Replace the bracketed parts. The order matters more than the wording.

# Wholesale coffee for cafés in [region]

We roast for cafés, bakeries and restaurants within about [40] minutes
of [town]. Deliveries [Tuesday and Friday]. Roasted to order — your
coffee is never more than [three] days old.

## What we roast

  House espresso     Brazil and Colombia. Chocolate, hazelnut.
                     Built for milk.               [€18.20]/kg
  Seasonal origin    Rotates every [6–8] weeks. Filter or espresso.
                                                   [€22–26]/kg
  Decaf              Sugarcane process. Caramel, red apple.
                                                   [€21.00]/kg

All prices without VAT. From [10] kg a week the espresso is [€17.30].
Full sheet on request, usually the same day.

## How ordering works

  Order by       [Monday 12:00]
  Delivered      [Wednesday], [7:00–11:00]
  Minimum        [3] kg
  Delivery       Free from [5] kg, otherwise [€8]
  Payment        [15] days, bank transfer

## Your first month

- We come on the first delivery and dial the coffee in with your team.
- A recipe card for every coffee, printed for the bar.
- A call in week one and a proper review at day thirty.
- If a delivery is going to be late, you hear it from us first.

## Equipment and training

We [lend espresso machines against a supply agreement / sell and
install grinders and brewers] and we train new baristas at no charge
for accounts taking [5] kg a week or more.

## Who you'd be dealing with

[Name], [role], [mobile]. We roast at [address]. If we're at the
machine we'll call you back within the hour.

## Apply for an account

[Seven fields.] We read every one — expect a call from [name] within
a working day.

Getting found

Three things bring cafés to this page, and only one of them is search.

• Your name on a bag. Somebody drank your coffee somewhere and typed the name in. This is the biggest source for most roasteries and it is a packaging decision, not a website one: the name has to be readable across a counter and the bag should carry the town.
• Search, in plain words. Cafés search for a roaster plus a place — "coffee roaster [city] wholesale", "wholesale coffee supplier near [region]". So the page has to contain the city and region as words, in the heading and in the first sentence, not only in a map embed. Give it an honest title: "Wholesale coffee for cafés in [region]", not "Trade".
• Other people's sites. Specialty guides, city directories, the café directory at roasters.app, local business listings, and the websites of cafés you already supply. A line on a customer's own site saying which roaster they use is worth more than most of what you could write yourself, and most cafés will add it if you ask.

One practical note: make sure the page is reachable from your shop's main navigation. A wholesale page linked only from the footer of a retail store gets found by search engines and almost nobody else.

What to leave off

• A downloadable PDF as the only price information. It is a form in disguise and half of phones will not open it properly.
• "Contact us for a bespoke solution." Cafés read this as "expensive and slow".
• A wholesale login on a page nobody has an account for yet. Put it in the footer; the page is for people who are not customers.
• Minimum orders buried in terms. If you need 3 kg, say 3 kg where the prices are. Finding it later feels like a trick.
• Every certification logo you have. Two that matter beat nine that are decoration.

Knowing whether it works

Two numbers, checked quarterly. How many applications arrived, and how many became accounts. If applications are low, the problem is being found or being believed. If applications are plenty but few convert, the page is attracting the wrong cafés — usually because it is silent on price, so everybody applies and most leave when the sheet arrives.

A useful third habit costs nothing: on the first call, ask how they found you. Ten answers will tell you more about where to spend your time than any analytics dashboard, and it feeds straight into the source column of your pipeline and into whether paying for leads is worth it.

Questions roasters ask

What should a coffee roastery's wholesale page include?

Who you roast for and how far you deliver, the coffees with formats and roast style, how ordering actually works — order day, cutoff, delivery days, minimum, payment terms — a price range, what happens in the first month of an account, and a short application form. A café should be able to decide whether you are worth a phone call without sending one.

Should a roaster show wholesale prices on the website?

Show a range rather than the full sheet. A line like "house espresso from €17.30 a kilo at 10 kg a week, single origins €22–26" filters out the cafés looking for a commodity price and lets the serious ones self-qualify. Hiding every number means cafés ask three roasters for a sheet and compare on the only axis a sheet has.

What should a wholesale application form ask?

Business name, VAT or company number, the contact's name and mobile, the delivery address, roughly how much coffee a week, what they use now, and when they want to start. Seven fields. Anything else you can ask on the call, and every extra field costs you applications.

How do cafés find a wholesale coffee roaster online?

Mostly by searching for a roaster plus their city, by looking at the bag on a bar they liked and typing the name in, and through café directories and local specialty guides. That means the page needs your city and region in plain words, your name on other people's sites, and a bag whose name is readable across a counter.

How long should a wholesale enquiry take to answer?

Same day, and say so on the page. A café that is enquiring is usually enquiring with two or three roasters in the same hour, and the first one to ring back has an enormous advantage over the best one that replies on Thursday.

Does a wholesale page actually win accounts?

It rarely wins one on its own. What it does is make every other channel work better: the sample drop, the referral, the bag somebody saw. Most applications come from cafés that already heard your name somewhere and wanted to check you were real before calling.

Where Order Book fits

Order Book does not host that form; keep it on your own site. What it does is take the enquiry from there: add the café as a prospect, send it a sample, and when you invite it, it signs in with the address it gave you — no password, its own prices, in its own language.

That matters most for the promise you made next to the button. The café is already in your book when you ring them back, so the first call is about coffee instead of about spelling the address.

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