Are You Making These 3 Florist Website Mistakes?

In Flower Marketing by Seamus11 Comments

Are you making these 3 common florist website mistakes? If so, you could be turning off potential customers and losing sales.

As I’ve tip-toed through the virtual tulips over the years, I must have looked at thousands of florist websites and I very often see 3 big mistakes being made over and over again – mistakes that if you are making could be turning potential customers away.

Here’s 3 great florist websites that DON’T make these mistakes which is why I like them so much from a marketing perspective.

Mistake #1 – Information Missing or Hard To Find

North St Botanical’s website makes it easy to find out everything a customer might want to know

Florist website: North St Botanical

Florist website: North St Botanical

I have come to really appreciate websites that keep it all “above the fold” which is jargon for “what you can see on your screen without scrolling down”. This website does this well and as you can see, all of the vital info is right up front and easy to find, ie. phone number, opening hours, etc.

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The last thing you want is your potential customer getting all irritated because they can’t figure out where you are, when you’re open or how to contact you!

Other things I love about this site are that the site is fast to load and it keeps the emphasis on visuals, i.e. photos of flowers which is pretty important. A neat little package and definitely all looks very groovy*.

*Is using the word “groovy” still a thing? Probably not huh…

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Mistake #2 – Poor Use of White Space

Lindsey Myra’s website does a wonderful job of using white space to communicate what she is all about

Florist websites: Lindsey Myra

Florist websites: Lindsey Myra

When I first started here at Tesselaar Flowers 4 years ago, I didn’t care much about design, I was all about the words and the technical marketing geek stuff like SEO. I remember early on being given a bit of a crash course in design principles and not really quite getting it.

Well, after 4 years of looking at floral design and thinking about website from a visual angle I have REALLY come to appreciate design aesthetics as being very powerful and much more important than I used to think. Especially white space – and this site by Lindsey Myra is a great example of how less is so, so much more.

The space around the single image and the minimal text elements really looks wonderful, drawing your attention to the flowers and communicating a visual message of class and style, which is also reenforced by the stylized “signature” logo.

I also love the way the traditional “home” page is renamed “welcome” and the “about” page (which I ALWAYS click on first after landing on a website) is re-imagined as “story”. This instantly arouses curiosity – it makes you want to know what the story is! Intrigue! An excellent florist website all round.

Mistake #3 – Where Am I? Who Are You?

Flores del sol’s website overcomes a common Blogspot issue by including an easy to see navigation menu

Flores del sol

Flores del sol – intelligent use of Blogspot

Now generally I am a bit of a WordPress snob and don’t recommend using other free or low cost website builders (for too many reasons to mention here) but I do understand the appeal of something cheap or free and easy to set up and use.

So IF you are not willing or able to pay someone to build you a decent website using WordPresss then Blogger blogs, which usually reside on the domain, can be a pretty good option for a few reasons:

  • They can look pretty sweet,
  • they are easy to use
  • and they are nice and Google-friendly (not surprising seeing as Google own the platform).

And hey – it certainly doesn’t seem to be doing Holly Hipwell’s reputation any harm!

Are You Making This Florist Website Mistake?

However, the thing is that I so very often see a fundamental mistake being made on florist Blogger blogs (and on Tumblr too) in that often people seem to just not bother with one of the most important elements – a navigational menu.

The menu matters – it helps your visitors feel orientated which helps them feel in control, which gets their heads in a good space when they are on your website, which in turn reflects on your brand!

Two must-have elements in your navigational menu are contact details (err … kind of important) and an interesting, informative, brand-building “About” page. About pages are one of the most important pages on your blog, and you can see here that the florist in question,Β Christina Rose, does a great job of building her brand, both visually and in words, on her about page.

This is re-inforced in the siebar with the mini-about section, including groovy* picture.

So I have chosen the above blog specifically because it clearly shows that it is possible to make a very nice, visible menu on a blogspot blog that helps the website visitor to get to know you and what you do and to contact you if they want to hire you! A must!

*There’s that word again … ah stuff it, I’m bringing groovy back, baby!

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Seamus is Tesselaar Flowers' digital marketing manager. He's a creative marketing geek, writer, musician & accidental flower lover. He helps small businesses with websites and web marketing. If you need any help regarding the Tesselaars website you can contact him on


  1. Great post thank you. Just what I needed to read. I am trying to create my new website (on a budget) after attending the fabulous Tesselaar sponsored Chapel Designers event in Bowral! It was a great, inspiring event and Holly is a friend πŸ™‚

  2. Thank you, Seamus, for sharing my site and appreciating it’s layout. As I designed and constructed it myself, that makes me really chuffed! Thanks again. Lindsey

  3. Thanks for the helpful info Seamus. I’m currently planning how to go about setting up a website and what content to include. This is very useful. I’ll continue to research and mind map until I get the right combo of info and pics etc. Thanks again. Wendy Drury, Pick of the Bunch-Birkdale.

  4. I totally agree with you Seamus! What’s the point of making a website if you don’t have the accurate information about the business such as the name, address, location map, etc. The website design should also be crisp, simple and easy to navigate.

    1. Author

      One thing I try to warn my clients is how much effort is required on their behalf when they commission me to build them a new site. It is very much a collaborative effort between client and developer/designer. Let us know how you go!

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