I agree about word of mouth, but it’s also really important to have a web presence. A website, even if it’s just a static page, plus a facebook page, a Twitter account (linked to FB, no work at all!) and all of the free listing sites are a great way to get spotted in a search.
Becky, Cakes by Ballderdash & Bunting, Somerset, UK www.facebook.com/ballderdashandbunting
