Websites for
Florists
Websites for independent florists. Browse by occasion, order or book a consultation, and photography that carries the whole thing. No monthly platform fee.
Sound familiar?
- Someone needs flowers for Saturday and is deciding on a phone in about ninety seconds.
- Your arrangements are on social media, where nobody searching for a florist in your town will find them.
- The site shows stock photographs of bouquets you did not make.
- A national chain outranks you for the name of your own town.
What I do about it
Site build
Fast on a phone, photography-led, no monthly platform fee and no commission on orders.
Occasion catalogue
Arrangements grouped the way customers actually search: funeral, wedding, birthday, anniversary.
Orders and consultations
Two separate routes, because buying a bouquet and arranging funeral flowers are not the same conversation.
Local search
A real page for your town, plus the listing details that decide the map result.
A job I actually did
Anonymised. Sector, size and region only, never a client name. The work and the numbers are real.
Who: An independent florist in Greater Manchester, positioned on craft rather than price, selling arrangements for occasions rather than as a general gift shop.
Before: Floristry demand is occasion-driven and usually searched for at short notice, often for a funeral, a birthday or an anniversary decided on that week. The site had to survive being opened on a phone by somebody who has minutes rather than an evening, and it had to make an independent shop look like the better choice than the chain advertising above it.
- An arrangements catalogue that can be browsed by occasion, because that is how people actually arrive at the decision.
- Two separate calls to action: order directly, or book a free consultation. Somebody choosing funeral flowers wants to speak to a person, and somebody buying a birthday bouquet does not.
- Full-bleed photography of their own work, sized so it still loads on a phone.
- Local positioning written for the town they trade in, rather than generic copy that would fit any florist anywhere.
After: The catalogue is browsable and the two routes into an enquiry are separate, so the customer who wants advice and the customer who wants to buy are not funnelled into the same form. There is no platform subscription behind it.
What went wrong: On a florist site the photography does most of the persuading, and that puts a real ongoing burden on the shop rather than on me. Good photographs of this week’s actual work will beat any design decision I make, and stock imagery would undo the whole thing, since a bouquet nobody in the shop arranged is exactly what a chain looks like. The other honest limitation is seasonal: a catalogue reflects what was in stock when it was written, so if the range changes often, someone has to keep it current. I would rather say that up front than pretend a website is a one-off purchase that stays accurate by itself.
Questions
Do florists need an online shop, or just a website?
It depends where the money is. If most orders are phoned in or arranged in person, a catalogue plus a good enquiry route will serve you better than a checkout, and it costs less to run. Full e-commerce earns its keep once enough people would genuinely complete a purchase at eleven at night without speaking to you.
How do I compete with the big national flower sites?
Not on price or delivery radius. On being local and real: your own arrangements photographed properly, your town named honestly, and reviews from people nearby. The chains cannot be a Bolton florist, and that is the whole advantage.
What about Valentine’s and Mother’s Day?
Those two weeks can carry a large share of the year, and they are worth preparing for weeks ahead rather than days. A static site will not fall over under the traffic, which is a genuine advantage over a page that queries a database on every visit.
Can I update the arrangements myself?
Yes, and you should, because the range moves with the season. You own the repository either way.
Do I need professional photography?
Not necessarily professional, but it does need to be yours. A phone camera near a window beats a stock photograph every time, because the stock photograph is what your competitors are also using.
Tell me what you need
No pitch deck, no discovery call to book another discovery call. Describe the job and I will tell you what it takes, or tell you that you do not need me.
Or see what I have built and the free tooling.