Florists
7 things every florist website should get right
I’ve looked at a lot of London florist websites recently. Some are beautiful, some are years overdue for a refresh — but the same handful of small things decide whether a visitor actually orders.
None of them need a new website. Here are the seven I’d check first.
1. Answer “Will it arrive in time?” straight away
That’s the question behind almost every flower order. Many florist sites only answer it on a delivery page that nobody reads, or not until checkout.
Put a short line where people decide — near the top of the homepage and next to the “Add to cart” button:
Order by 1pm for same-day delivery across [your area]
If the cut-off changes on busy days, say so. I’ve written a step-by-step guide to setting up same-day cut-offs on Shopify, including a countdown that uses your shop’s time zone.
2. Let customers choose a date and write a card — before they pay
Flowers are nearly always for a specific day and a specific person. Make sure customers can:
- pick a delivery date (and a time slot if you offer them),
- write a card message in a proper box, not squeezed into “order notes”,
- add extras — a vase, chocolates, a balloon — at the right moment.
If any of these only happens by phone or email after the order, you’re losing orders from people who don’t want the hassle.
3. Collect email addresses — and use them on the big days
Flower buying runs on the calendar: Valentine’s Day, Mother’s Day, birthdays and anniversaries that come round every year. That makes email one of a florist’s best tools, yet many florist websites don’t have an email sign-up at all.
You don’t need anything fancy. A sign-up box, plus a few well-timed emails:
- two weeks before Valentine’s Day (Sunday 14 February 2027),
- two weeks before Mother’s Day (Mothering Sunday is 7 March 2027),
- a “thank you” with a small discount after someone’s first order.
Even a simple reminder like “Last year you sent flowers for Mother’s Day — it’s on 7 March” is about the easiest repeat sale there is.
4. Use one email tool, not three
The opposite problem is just as common: two or three email apps installed over the years, each with part of the customer list, and nobody quite sure which one sends what.
Pick one, move your contacts into it, and remove the others. You’ll pay less, your list will be in one place, and your site will load a little faster.
5. Make it fast on a phone
Most flower orders start on a phone — on the bus, at lunch, in a hurry. Every chat widget, pop-up, review carousel and tracking pixel adds code the phone has to download before your flowers appear.
Open your site on mobile data (not your shop Wi-Fi) and be honest about how it feels. Then remove apps you no longer use and check for code they left behind. My post on quick wins to speed up a Shopify store walks through the usual culprits.
6. Check what Google shows under your name
Search for your shop and look at the result. Is the text under your name a clear, inviting description — or a stray sentence, a cookie notice, or a placeholder someone forgot to change?
That text usually comes from your page’s meta description. It takes two minutes to write a good one: who you are, where you deliver, and what makes you different. While you’re there, make sure your Google Business Profile has up-to-date opening hours, photos and a link to your website.
7. Put your domain on auto-renew
This one isn’t glamorous, but it matters. When a domain name expires, someone else can buy it — and old florist domains are sometimes snapped up and turned into gambling or spam sites. Every old link, directory listing and Google result then sends your customers somewhere you really don’t want them to go.
Log in to wherever your domain is registered, switch on auto-renew, and make sure renewal emails go to an inbox someone actually reads.
A quick checklist
Open your website on your phone and ask:
- Can I see how and when you deliver, without scrolling?
- Can I choose a delivery date and add a card message before I pay?
- Is there an email sign-up — and am I emailing before Valentine’s Day and Mother’s Day?
- Do I have just one email tool?
- Does it load quickly on mobile data?
- What does Google show under my shop’s name?
- Is my domain on auto-renew?
Tick all seven and you’re ahead of most florist websites out there.
Not sure how yours measures up? I’ll go through it for free and send you a short video with the top five quick wins. Just send me your link below.