Website Must-Haves for Florists

8 Website Must-Haves for Florists

Looking for a list of website must-haves for florists? You're in exactly the right place.

Y'all heard me preach about how important your website and I believe that down to my bones. Particularly now, with the continued increase in online ordering and more and more customers getting comfortable connecting with florists online.

Your website is the easiest way to make your sales process super simple as well as making marketing way more streamlined.

But it's also really easy to get overwhelmed sorting out website must-haves for florists. The additional layers of tech, trying to troubleshoot and getting totally confused by the possibilities, add-ons and additions is totally normal.

In fact, I just saw another ad from Shopify, celebrating how easy it is to get a shop set up on their platform. I think these ads actually make the issue even bigger for us.

Yeah, it is easy to get it set up and started but getting the products uploaded, looking the way you want it to look, getting the delivery date picker sorted, and the checkout streamlined in a way that suits the needs of your customers is a totally different game.

So, I thought it would be helpful to put together a list of my 8 website must-haves for florists.

Website Must-Haves for Florists – Tip 1: Your Website Is Your Flower Business.

One of the biggest changes to come out of the last two years of upheaval is that more customers are shopping online than ever before. In fact, the world of online shopping is expected to exceed $5.5 trillion dollars in 2022. That's a big number, right? (Check out this article from Cloudwards.net.)

No longer is having a brick + mortar shop the benchmark for success as a floral designer. In 2022, your website is your flower business.

So, the goal is to translate the in-store shopping experience, the expert status of being a professional florist into your flower business website, creating an easy-to-navigate online experience for your clientele and a money-making asset for your business.

Tip 2: Find a Restaurant Theme For Your Website.

If you are going to use one of the DIY platforms like Shopify or Squarespace, when you're looking for a theme to use, focus on restaurant and cafe themes.

In the early iterations of my website, I made the mistake of paying for a portfolio theme (yes I totally got sucked in by the prettiness of the templates). But then I had to back to the beginning, figure out how to add heaps of new content, set up new page layouts from scratch and add on extra plugins and widgets.

Learn from my mistake and save yourself a giant headache on Day 1: focus on finding a theme that works for a cafe, a bakery or a restaurant.

There are so many crossovers and similarities between floristry and restaurant services that you'll be able to repurpose a lot of the default theme templates and layouts to really fast track your progress.

It's one of the easiest shortcuts to adopt when you're sorting through florist website must-haves.

Tip 3: First Impressions Matter.

Particularly in our industry. We're selling a luxury service and marking up our designs at a hefty premium. That demands that we put our best foot forward in terms of our marketing and the first impression we present to our customers.

So, be intentional with your visuals, the flow on your website and the level of sophistication you put out into the world. As crazy as it sounds, your customers are going to use your website as a placeholder for your ability to design. That means those first impressions really do matter.

If you don't want to figuring all things florist website, be sure to join us inside Flower Boss Bootcamp – we give you the templatest to follow, the words to use on each page and give you the tools to make it easier to build a better flower business website. Click here to join us today.

Tip 4: Use Simple, Direct Words.

One of the common mistakes I see florists make is trying to be uber creative with the words they use on their website. Yes, there are SEO implications with our word choice but just as important is that we need to make our language as simple as possible for our customers to understand.

Most customers are incredibly intimidated and overwhelmed by the prospect of talking to a florist and if we use too much industry jargon, designer speak and just make it all too fancy and complicated, they're going to run screaming the other direction.

So, when it comes to things like 'Order flowers', just say that. You don't need to get fancy and go with 'fill your basket' or 'spread joy'.

The general rule I like to follow with website words is to stick with the language your seven-year-old nephew would understand. Keep it simple AF.

Tip 5: Set up an About Me Page

I spent years hiding behind the facade of our business because I was worried I'd get called out as a fraud or not good enough. Turns out, I lost customers because they didn't know there was a real person, a real family behind this business.

So, don't be shy about telling your story.

Share with your clients why you LOVE flowers, how you first fell in love with this work and what your mission is. In turn, you'll notice your clients will fall in love with you even more because they'll be able to see your passion and your drive.

The brand Toms is a great example of this. We can buy a pair of slip-on shoes from thousands of different businesses around the world.

But we buy Tom's because we know their story and want to support their mission.

Your flower business is no different. Embrace the discomfort and start to share your mission and passion with the world!

Tip 6: Integrate Your Instagram Feed

This has got to be one of my favourite shortcuts for making your website look good. Integrating your Instagram feed into a few pages on your website keeps the content looking fresh, but you don't have to spend any time going in and updating image galleries or uploading new photos.

And, rather than just having it on one page on your website, don't be shy about doubling up. I suggest having it on your homepage, your about me page and your main services page.

This one tip has got to be one of my favourites when it comes to website must-haves for florists.

Tip 7: The Top Navigation is More Important Than You Realise

I didn't realise this but there is actually a lot of thinking that goes into setting up that top navigation on your website.

The goal with the navigation is to make it easier for your customers to navigate themselves through your customer experience. You want to serve up the experience and your content one step at a time.

So, put yourself in your customer's shoes and map out the process you want your clients to experience – from the moment they land on the page, to where they want to go next, second and last. And go through it all step by step (better yet, have a trusted friend do it for you and give you an honest opinion.)

HOT TIP: One of the best lessons I learned is to NOT have your wedding enquiry form linked in that top navigation. Yes, it lead to lots of enquiries but most of them were a waste of time.

Tip 8: Take It One Step At a Time

The thing about getting a kick-ass website stored is it is a lot of work. And what seems like a simple idea (thanks to Shopify), ends up leading you down a whole path of solving lots of itty bitty problems, constantly running into roadblocks and then taking the time to figure out how to overcome it.

One of the reasons getting a florist website sorted is complicated is because we need to have lots of layers of tech. For example, when your customers are ordering flowers, there are some very specific plugins we need to include (i.e. card message, delivery date picker).

This is what makes florist business websites different to other websites (and much more complicated than Shopify pitches it to be).

One of the best things you can do is get off your computer and grab a pen + piece of paper. Map out the process. Go step by step and really think about the stages your client needs to go through.

You can even look at florists in other cities, heck even head on over to Interflora or Petals just to see the steps in the process. And then start to sort it out for yourself.

I find drawing myself a diagram and going through it in detail to be really helpful.

In my experience, of all the website platforms available, I like WordPress the best. I've found it to be the most flexible, SEO-rich and cost-effective option for florists.

I know the initial set-up on WordPress can be overwhelming so check out this YouTube video where I walk you through the process step by step.

So, when it comes to sorting through website must-haves for florists, remember to take it one step at a time.

My #1 Tip for Streamlining Your Approach

Your website can be one of your best allies in growing your business. All the struggle and frustration we experience in trying to sort out the tech and getting it working is 100% worth it. It's one of the greatest gifts we can give ourselves and our business.

One of the biggest reasons I've been such an advocate for getting a kick-ass website sorted is that it saves you thousands of hours of time. Literally.

And it doesn't even need to be the fanciest, most sophisticated solution out there. I'm not talking about the sexiest plugins and latest widgets. And I'm definitely not saying you need to spend $$$$ on it.

On this week's podcast episode, I'm sharing heaps of helpful shortcuts, tips and tricks and ideas to help you use your website to streamline your approach.

Spending a little bit of time now can free up so much time and energy in the future, giving you more flexibility and allowing you to spend more time flowering and less time admin-ing.

Inside This Week's Podcast Episode:

Simplifying the website building experience for florists

My go-to strategy for getting your website sorted

The five layers of every flower business website you need to pay attention to

What to focus on first when you next evaluating your own website and making planned updates

Listen to the full episode here

 

Full Episode Transcript


Enjoy the Show?

Online Flower Business Tips

Online Flower Business Tips – 5 Steps to Success

Looking for online flower business tips? You're in the right place. If we've learned anything from 2020 + 2021, it's that if you want to have a successful flower business, being online is a must.

No longer is having a cute little brick and mortar shop the secret to success. In order to get customers and grow your flower business, we gotta level up our online marketing skills.

Even though we had a physical flower shop, we conquered the online game early on in our business. It's one of the reasons our business was so profitable.

So, I thought it might be useful for y'all if I put together five lessons, five online flower business tips to help you cut through all the confusion and see what matters most when it comes to growing your business.

Know this: the whole world of online flower business tips can be overwhelming.

There is a lot to learn. The learning curse is steep.

Setting up a successful online flower business requires a lot of Googling, trying stuff, stepping outside your comfort zone and embracing technology. But it's worth it. I promise!

The Most Important of All Online Flower Business Tips: The Same Pricing Models Apply

One of the biggest mistakes to avoid is not pricing correctly. It's really tempting to think all your customers want is cheap flowers and low-priced options but they really don't. (After all, that's what we as consumers are bombarded with every day, right?)

Now, just because you're not forking out for high street rents doesn't mean you don't need to follow the same pricing model.

I'll encourage you to keep things super simple and just decide that you too can follow the same pricing model as those who have a fancy shop.

As a business owner, you've got enough to think about and enough new things to learn that keeping pricing simple is one of the best gifts you can give yourself.

Once you accept that pricing can be simple, then you can shift your energy to learning all the other things – the things that will help you get customers and grow your business. Things like, figuring how to set up a new website, sorting through your online catalogue and conquering SEO is complicated enough.

You don't need to compound that by second-guessing your approach to pricing.

The fact of the matter is, even if you did have a physical retail shop, in order to get the volume you need to run a profitable flower business, the majority of your customers are going to be ordering from out of town anyway.

So they aren't even going to set foot in your shop anyway. You working from your garage makes no difference to them.

Just decide today, right now, that the industry-standard approach to pricing applies to you too.

Tip #2: Your Website is Your Most Valuable Asset

This is true whether you have a shop or not. In today's world, more customers are shopping for florists online, which means your website is your single most important asset to your business.

Having a full functioning online ordering system is a must. Having a mobile-friendly, responsive website is also mandatory. Being able to go in and update your prices, adjust the content, announce closures and sort through your images is also important.

When it comes to learning online flower business tips, a Facebook page or Instagram profile is not the same as a fully functioning website. Yes, they can be helpful (see Tip 5 below) but in today's digital age, you gotta get your business online and fully transactional.

The truth is, humans are lazy. Your customers are lazy. They want to be able to place their order in as little as three clicks. If they need to send in a form or place an enquiry and wait for you to respond, they're just gonna pass and move on to your competition.

Tip #3: Set Your Sights Higher

When it comes to getting your website sorted, it's the perfect time to step out of your comfort zone and set your sights higher.

The first impression you make with your customer matters. A lot. How user-friendly your website is, how easy it is to navigate (on desktop, mobile and tablet), the overall vibe and level of professionalism all contribute to gaining trust with your next customer.

That trust is what instils your customers to finally buy, to put in their credit card info or send through that enquiry form. If your website isn't top-notch if it doesn't feel professional and high quality, you're going to miss out on a lot of money.

Now, that's not to say you need to spend 10s, or 100s of thousands of dollars on it. But having beautiful photos, easy-to-read typefaces and a great layout matters.

Better yet, set up your website for the business you want to have in the future. Don't limit yourself to what your business looks like today.

Tip #4: Win the Google Game

I know it's easy to get swept up in the Instagram, Facebook, Tiktok, Pinterest world. But when it comes to getting customers, attracting clients and getting found online, Google matters.

Set up your Google My Business listing, sort through the details of SEO and, if you're doing daily flower deliveries, get yourself set up on Google Ads.(Be sure to check out this recent blog post to learn a few insider secrets for Google Ads.)

It's not enough to have a website, but getting found, being accessible and getting on your customer's radar is just as important. Google makes that possible.

Tip #5: Use Social Media to Bring Your Customers Behind the Scenes

Love or hate it, social media is here to stay. And if you run a business, having a social media presence is a standard of entry.

Better yet, social media is a great way to build more trust and provide guidance and expertise to your future customers. It's a way to show your customers you're alive + ready to help them.

Use Facebook to build relationships with your local community. Use Instagram posts to showcase your work and provide expert advice.

Post to Instagram Stories to showcase what's in season, show your customers you're open for business, share what's new in-store and bring them behind the scenes.

Want more helpful tips? Check out this super helpful YouTube video we put together a few months ago: Easy Instagram Story Ideas for Flower Business Owners.

Want more tips to help you conquer digital marketing for florists?

Learning to navigate all things Google, sorting out your website and coming to terms with the fact that being a floral designer + business owner requires us to learn a lot is just one piece of the puzzle when it comes to making more money in your flower business.

What no one tells you about being a human being and running a business is that your success comes down to your mindset, learning how to overcome limiting beliefs, navigating imposter syndrome and continuing to show up even when things get hard.

I stayed stuck for so long in my business because I was waiting for things outside of me to change. I signed up for all the workshops, did my formal certification and have invested a huge amount of money in learning the craft of floral design. I wish someone had told me sooner that learning the art of being a creative entrepreneur, learning how to step into the role of CEO and embracing the discomfort of personal growth...those are the real secrets to building a thriving business.

At the end of the day, no one really cares whether we're formally trained, have all the credentials in the world or if we can claim "expert status". Our customers just want to know we can help them solve a problem. But every florist I know has struggled with imposter syndrome at one time or another.

If that's you, you're in exactly the right place. Be sure to check out this recent podcast episode:

Enjoy the Podcast?

Marketing Tips for Florists

Marketing Tips for Florists: How to Get Found Online

So you've spent all your time and energy getting your website sorted. But now you're left scratching your head, wondering why the orders and enquiries aren't piling in? Now you're wondering, WTF do I need to do to get found online?

I've gotcha covered. Check out these three super helpful marketing tips for florists.

Marketing is a 'Thing'

Before I started my flower business, I spent 15 years working in fancy corporate marketing jobs. In fact, I've been studying marketing for over +20 years. I did my undergraduate degree in marketing and even have my masters. #overachiever

To say I LOVE marketing is an understatement. I'm totally, utterly obsessed with deconstructing and dissecting how the big multinationals market their business, how they attract the right customers, at the right time, with the right message.

Even more than that, I love taking those same business and marketing principles and teaching florists the right and wrong way to market their business and make money.

When it comes to marketing tips for florists, one of the most important lessons I learned was that we gots to approach our marketing from a totally different perspective.

Where other businesses need to grow their following, increase engagement and prioritise exposure, we floral designers get to approach marketing from a totally sideways perspective.

Why?

Because our customers shop differently. Our customers behave differently.

Let's pause for a moment...If you think about your dream client, the person who is going to place the next online order or send through the next event enquiry. Close your eyes and imagine you are that person. Put yourself in their shoes.

Quite literally. Close your eyes and think about how they would approach it. When they're looking for a floral designer, what do they do? Get super-specific.

When they jump online, where is the first place they go? If they're on Google, what do they type into the search bar?

If they're on Instagram, what do they type into that search bar? If they're somewhere else, what do they do? Envision the process in all its itty bitty fantastic detail.

The most important part of this planning process is to get super duper specific:

  1. Get specific in the platforms that your ideal clients use
  2. Get specific in the words/phrases/hashtags your clients use

Putting yourself in your client's shoes, envisioning the experience from their perspective is the single most powerful thing you can do. Seriously.

Stop Following the Crowd

Our industry teaches you that you need to do a heap of styled shoots, get exposure and worry about being featured on some famous blog. Then, and only then, will you be able to attract the kinds of clients you're dreaming of, yeah?

Wrong. I'm happy to tell you, there is an easier way. But it requires you to stop following the flower crowd.

Winning at floristry, building a thriving flower business requires you to learn a new approach to marketing.

Of course, you could go to business school, get all the degrees and geek out on all things marketing. Or you could shortcut your success and spend your energy focused on three super simple marketing tips for florists:

  1. Be in the right place
  2. At the right time
  3. With the right message

The Golden Rule of Marketing

If I had to distil down the single most important lesson from all my years as a fancypants marketing exec and spending thousands of dollars on all the degrees and qualifications, it would be this:

Get out of your own head and put yourself in your customer's shoes.

When it comes to getting found online, this really is the secret to success. It's not rocket science. It's not about being the best designer and it's definitely not about being famous or popular.

It's about being your most empathetic, helpful self. Using your imagination and really getting in touch with what matters most to your customers.

If you find yourself constantly second-guessing, over-thinking and over-complicating things (like we all have a tendency to do, being smart AF humans), hit pause for a hot second.

Go out into the real world and find 1-2 real-life humans who embody your dream client (or at least a kinda close proximity to a version of your dream customer).

Have a conversation with them. Buy them a coffee. Or a cocktail. And ask them to explain to you their research process – where would they go if they needed a florist? Get super specific and write it all down. Verbatim. Better yet, ask them if you can record the conversation and then get it transcribed.

Flashback to my corporate days, working with the likes of Dominos Pizza, Expedia and HSBC, we used to spend hundreds of thousands of dollars on focus groups. You can do the same thing. Just on the super cheap.

It's time to take a page out of the successful big business multinationals. Learn from their process and do the same thing in your flower business. It's time to stop overcomplicating things, overthinking things and get back to basics.

You will be so surprised at how simple this can be. And even after just one conversation, you'll start to see how differently you can think about this whole marketing thing – you will start to be able to answer that burning question: How do I get found online?

Marketing Tips for Florists

At the end of the day, the right marketing mix is going to depend entirely on what services you're offering in your flower business.

Customers looking for a flower delivery behave differently to those looking for a wedding stylist. Someone looking for table arrangements for a christening behaves differently than someone looking for a casket cover.

Putting yourself in your customer's shoes truly is the secret to figuring out the right approach.

If you need it, here's a quick list of marketing priorities for floral design businesses:

Daily Flower Deliveries

Wedding Flowers (without a Planner)

  • Instagram Hashtags
  • Google My Business Listing
  • Search engine Optimisation

Floral Subscriptions

  • Local media + influencer partnerships
  • Instagram / Facebook paid ads
  • Word of mouth

Remember, every flower business has its own subtleties, its own nuances to consider. But use this list as the foundation for your marketing plan. Build on it and call out your own BS when you start to overcomplicate things (yes, we all do it).

Start tracking your data and test out new ideas. And if you ever feel like you're off track, make a plan to sit down with another real-life human being. Ask them to explain their process again and then recalibrate your approach.

No matter what, just keep going.

You got this, peoples. Let's go!

And don't forget, if you want to get my A-Z blueprint to marketing your flower business, join us inside Flower Boss Bootcamp. This is THE program to help you grow your business, get customers and make more money.

You get my exact approach, my step by step system to make it work. Click here to learn more.

this is Google Ads Tips for Florists

4 Google Ads Tips for Florists

Focused on daily deliveries? Wondering how to increase your sales volume?

Google Ads is the secret to increasing your orders and getting customers to your flower business. 

Google Ads changed the game for our flower business. It’s how we got the volume required to turn over more products, grow our team and make more money.

GOOGLE ADS FOR FLORISTS – THE BASICS

If you’ve ever set up a Google Ads campaign, you know it’s super easy to waste money. A lot of money – it’s easy to spend hundreds and thousands of dollars with no return.

Yes, Google tries to make it easy to set up a campaign. After all, it makes good business sense for them to encourage you to spend money. But if you’re not seeing the return on investment, you’ll quickly wonder why you’re spending this money in the first place. Is Google Ads worth it? Absolutely yes. But you’ve got to learn how to approach Google Ads for your flower business, otherwise, you’ll end up wasting a lot of money very quickly.

We’ve gotcha covered. Here are four Google Ads tips for florists you can use to get your advertising campaigns pointed in the right direction. 

GOOGLE ADS TIP #1 – USE EXPERT MODE

When you first set up a campaign in Google Ads, you’ll be inclined to follow the obvious path and go with what Google suggests: a Smart Campaign.

Don’t do it. Look for the little line of type that says “Switch to Expert Mode”.

If we take the 10,000-foot view, for most small businesses, a Smart Campaign is the right answer.

Except flower businesses aren’t most small businesses. Our customers shop differently. There are some nuances and subtleties to our customer sales process that require us to set up more sophisticated Google Ads campaigns. Therefore, a smart campaign falls on its face with flower businesses. 

A mart campaign works if your business fits into one of two traditional categories:

  1. Your business only caters to local customers. You don’t care about advertising internationally. This works for electricians, catering businesses, restaurants, massage therapists, etc.
  2. Your business caters to customers around the world and can deliver around the world. This captures most clothing stores, giftware providers and product-based businesses.

But what about florists? You’ll notice we don’t fall into either of these categories.

Our business model is different to either one of these categories. We will take orders from customers internationally, but we only deliver locally.

This means we don’t fall into the traditional categories of Google Ads campaigns. For this very reason, you need to set up a more sophisticated approach to our campaigns. That requires the use of Expert Mode. 

HOT TIP: If you’ve already got a campaign up and running and it’s set up as a Smart Campaign, you will need to start over again. I know it’s a pain, but it’s worth the short term irritation. It really is!

GOOGLE ADS TIP#2 – SET UP CONVERSIONS

Conversion is how Google knows there has been a successful purchase. The ultimate goal is to get Google to be able to serve up your ad to users that will actually turn into paying customers.

The best way to make that happen is to set up conversions.

Now, I ain’t gunna tell you it’s a super simple tech thing to sort out. In fact, it’s probably something you need to outsource. But that’s super easy to do these days.

My go-to suggestion is to jump on Fiverr.com. Search “Google Ads Conversion + Your Website Platform” and connect with a freelancer who can help. For as little as $10 they can get the job done within 48 hours. It’s so amazing! 

Once you have conversions set up, you can adjust your Google Ads campaign to optimise for conversions. That means Google will make sure it’s showing your ads to customers who are more likely to buy – it will shift the emphasis to customers who are likely to deliver a conversion.

What does this mean in plain English? You stop wasting money on junk leads.

GOOGLE ADS TIP #3 – INCLUDE YOUR DELIVERY AREA IN YOUR KEYWORDS

One of the greatest marketing advantages we have as floral designers is that our services are location-specific. Your business only caters to deliveries within a certain footprint. Because of this, we can focus on a super targeted set of keywords 

When it comes to setting up your Google Ads campaign, this is a really important detail. Like REALLY important.

You need to teach Google to hone in on your footprint – you don’t want to attract any old “flower delivery” customer. You only want customers who need flower delivery to a specific area (the area you deliver to).

So, when you’re setting up your keywords, be sure to include the names of the suburbs, neighbourhoods, cities, counties you deliver to. For example, if you are a florist who delivers across Perth,, then your keywords should be “Flower delivery Perth” not just “flower delivery”.

Other keyword options include:

  • “your location florist”
  • “flowers your location”
  • “flower shop your location”

This one adjustment can save you hundreds of thousands of dollars over time. 

GOOGLE ADS TIP #4 – KEEP AN EYE ON NEGATIVE KEYWORDS

A Google Ads campaign is the exact opposite of “Set it and forget it”. It can take anywhere from 6 weeks to 6 months to get it humming. It needs babysitting. You'll have to keep refining it. It'll need tweaking. 

One of the specific areas to keep checking in on is Negative Keywords. This is where you show Google the keywords you don’t want to pay for.

Identifying negative keywords tells Google to ignore any searches that include specific not-relevant keywords. The specifics will depend on your business and what you offer, but a few examples might include “artificial flowers,” “hampers,” “dried arrangements,” as well as towns, cities and countries you don’t deliver to. 

A good rule of thumb to follow is checking in on your ads and keywords every 7 to 14 days. 

If you need more tips on How to Use Google to Grow Your Floral Business then check out this blog post.

NEED HELP?

Google Ads for florists can be super confusing. Even the people who work at Google don’t know the subtleties of what we floral designers need to navigate.

This is because our marketing is different to other kinds of businesses – we want to accept orders from anywhere in the world but we only deliver to a specific area. It’s a totally different model to restaurants or electricians. Or clothing brands.

There are so many advantages we florists have when it comes to marketing but when it comes to Google, we don’t really fit easily into one of their pre-set categories. This is what makes setting up a campaign complicated (that and the generally overwhelming Google Ads interface).

It’s easy to waste money on Google Ads for florists.

If you want step by step instructions and our expertise, sign up for our Flower Boss Bootcamp

We’ve developed a specific training outlining our exact approach (including the ads to set up, key watch-outs and how to optimise performance once the ad is up and running).

We’re here to make it easy, to show you exactly what you need to focus on (and what to ignore) when it comes to making more money in your flower business. We want to give you the exact tools you need to set up a successful online shop for your flower business.

And it’s all waiting for you inside our Flower Boss Bootcamp.

MONEY-BACK GUARANTEE

As a matter of fact, we feel so strongly about what we teach inside this program and all the resources we provide, we’ve even set up a money-back guarantee. You’ve got nothing to lose and everything to gain!

Imagine where your flower business could be in 90 days if you signed up today. Together, we can change the trajectory of your florist business. 

Click here to learn more about my Flower Boss Bootcamp and we’ll see you on the inside.

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