Creating engaging content for your florist website is a delicate balancing act. You want to attract new customers browsing online and provide value to those already loyal to your shop. However, certain content traits can have unintended consequences, turning web visitors away before they become paying clients.

Now more than ever, potential customers expect websites to be crisp, straightforward, and honest. They have little patience for flowery language or marketing misdirection that doesn’t address their real questions and concerns. And so these few things that florists often miss, if avoided, could make a big difference.

Not having an easy to use site navigation

When visitors arrive at your site, they need to instantly understand how to find what they’re looking for. A confusing navigation menu leads to frustrated users who won’t take the time to figure it out. Simplify your main navigation menu with clear, descriptive categories like “Flowers”, “Arrangements”, “Plants”, etc. Make use of mega menus to provide easy access to important subpages. Include a search bar. And have a visible contact link and shopping cart on every page.

Writing content that is poorly done or not useful

Generic, sloppy writing will never connect with your audience. And rambling about topics with no relation to your business will only bounce visitors away. Your copy should be warm and conversational, speaking directly to your ideal customer.

Providing customers with care instructions makes you an invaluable resource. These simple guides build trust and loyalty. Be focussed on topics that matter to them and create pages or downloadable one-pagers, like care guides, arrangement ideas, seasonal flowers, etc.

Cover proper hydration, lighting conditions, handling, arranging, and more. Offering this value-added service can increase sales. Hire a copywriter if needed to create useful, relevant content.

Not following best practices for search engine optimization

If your content is not optimized for search engines, you will miss out on organic traffic from people searching for local florists. Do keyword research to determine what terms and phrases your customers use. Incorporate these naturally into your copy and meta descriptions. Include alt text for images. Format content for skimmability. And publish fresh blogs and articles regularly to give search engines new pages to index.

Putting too many pop-ups and ads that get in the way

Interruptive pop-ups and excessive ads make for an annoying experience. Visitors will be so distracted that they forget why they came in the first place. Popup forms and ads should be used sparingly. Test different frequencies and only enable pop-ups once a visitor has spent substantial time on your site. And keep ads minimal and relevant.

Allowing slow page loading that frustrates users

In an age of impatience, even a few extra seconds for a page to load can mean losing a sale. People expect sites to load instantly. Audit your site speed and implement optimizations like compressing images, eliminating render-blocking resources, and using a caching plugin. Shoot for under 3 seconds, the maximum time before conversions drop.

Not optimizing site design and content for mobile devices

With most browsing now happening on phones, a non-mobile-friendly site just doesn’t cut it. Difficult navigation, tiny text, and other issues will have visitors quickly moving on. Use responsive design to optimize for any device. Check that tap targets and text are large enough for thumbs. Simplify menus and limit scrolling. Test on actual devices, not just emulators. Mobile speed is critical too.

Missing opportunities to use compelling images and multimedia

As the saying goes, a picture is worth a thousand words. Compelling images and videos draw people in and get them excited to buy. Splash beautiful flower photos and arrangements throughout your copy and galleries. Include behind-the-scenes photos and videos to build trust. And optimize media for faster loading with correct sizing and compression.

Forgetting to include clear calls to action 

If visitors aren’t prompted to take action, they likely won’t. Without clear next steps, you miss out on conversions. Place buttons or links strategically throughout your site encouraging visitors to “Shop Now”, “Contact Us”, “Book a Consultation”, etc. Make them brightly colored and emphasize with size, borders, and placement.

Using inconsistent branding and messaging across platforms

A disjointed aesthetic will make your business seem unprofessional. Failing to establish a consistent look means not having a clear brand identity. Determine your color scheme, logo placement, image style, and content tone. Create a style guide documenting these standards. Review new pages to ensure alignment before publishing. Consistent branding boosts recognition and trust.

Not monitoring analytics or listening to user feedback for improvement

You can’t improve what you don’t measure. Without tracking key metrics or listening to customers, you’re missing opportunities. Use Google Analytics to monitor traffic sources, on-site behavior, conversions, and more. See which content performs best. Set up surveys, reviews, and social listening. Solicit customer feedback. Then optimize accordingly.

Not using Locally-Focused Content

While you serve customers across your city or region, spotlighting your local roots builds connection. Share your origin story and team background. Highlight involvement with community groups and events. Blog about popular local venues and holidays. Source products and partners in the community when possible. This sense of “small town” belonging engenders customer loyalty.

Not providing in-depth flower product descriptions and arrangement recipes

Visitors want to know exactly what they are getting. For each type of flower and arrangement, include high-quality photos from multiple angles. Describe the flowers used, their colors, sizes, and any special attributes. List the total number of stems and flowers. For arrangements, detail the full contents of what is included. 

Share tips or recipes for how you designed and created the arrangement for a behind-the-scenes peek into your artistic process. The more information you provide about your offerings, the easier it is for customers to make confident purchasing decisions.

Conclusion

In the floral industry, customer loyalty spans generations. But that lifelong trust can be shattered in an instant by a website that disappoints. Remember, small shifts can lead to big results.

To make it easier for you, Hana Florist POS makes it simple to build your flower site with clear navigation menus. So customers can instantly find what they need. The software provides beautiful themes and layouts. So florists can showcase their arrangements in their full glory.

The system also optimizes websites for speed and mobile use. Ensuring quick loading of pages across devices. And it includes powerful ecommerce features. So florists can sell directly from their site with ease. Try it today!