Pages a florist's website should have

Your website doesn't need to be big. It needs to answer the questions a stranger asks before they hand over money for flowers. Where are you? What do you sell? Can you get it to me by Saturday?

So this guide walks through the pages a florist's site should have, in plain English, with no jargon. Skip any page that doesn't match what you really do. A funeral page for a shop that doesn't do funerals is worse than no page at all. And if you're starting from nothing, the last section tells you which five to build first.

Purpose: Tell a visitor in a few seconds what you are, where you are and what to do next.

Start with your shop name and your town, in plain words. "Independent florist in [your town]" does the job. Add one or two lines on what you actually sell: everyday bouquets, event flowers, funeral work, delivery. Only list what's true.

Put a real photo of your own work at the top. A bouquet you made, in your own shop, beats anything else you could use. Then give the visitor clear routes: see the bouquets, order, find the shop. Three buttons are plenty.

Show your address and phone number on the page itself, not tucked away on another one. Add today's opening hours if you can keep them current.

If you're a UK limited company, GOV.UK says your website must show the registered company name, registered number, registered office address and where you're registered. Footer is fine. Check with the relevant regulator or your accountant if you're unsure whether it applies to you.

Keep it short. The home page is a signpost, not a brochure.

Avoid stuffing the page with every service, every offer and every seasonal date you can think of. Avoid slideshows that hide your phone number. Avoid stock photos of flowers you don't sell, and avoid a welcome speech that takes three paragraphs to say you're a florist.

Purpose: Show what you really offer, so people know what they're getting before they order.

This is your shop window. Treat it that way. Use real photos of real bouquets that you've made, shot in decent light, ideally against a plain background.

For each bouquet or style, say what's in it as honestly as you can. Flowers change with the season and with what comes in from your supplier, so say so. A line like "Flowers may vary with the season; we'll keep the colours and feel the same" is honest and sets expectations. Use your own wording, and only promise what you can deliver.

Give the size or the price, and be clear about what that price includes. Is the vase extra? Is delivery extra? Say it here, not at the checkout.

Group things sensibly: everyday bouquets, seasonal pieces, plants, gifts, whatever you sell. If you do made-to-order arrangements, say how to ask for one and how much notice you need.

If you can't show a photo of something, think twice about listing it. A page with ten honest products beats a page with fifty vague ones.

Avoid copying photos from other florists or from wholesale suppliers. Avoid descriptions that could belong to any shop ("beautiful hand-tied bouquet of fresh seasonal flowers" tells nobody anything). Avoid listing items you don't stock, and avoid hiding extra charges until the last step.

Purpose: Help a couple or an organiser decide whether to contact you, and make that contact easy.

Only build this page if you do weddings and events. If you do some and not others, say which.

Say what you offer in plain terms: bridal bouquets, buttonholes, table arrangements, arches, venue flowers, whatever is true for you. Show real photos from your own work. If you have permission, name the type of venue or event; if you don't, leave names out.

Explain how it works. What happens first: a call, a visit, a form? How far ahead should people get in touch? Do you do a consultation, and is it free? Only say what's accurate for your shop. If you don't publish prices, say how you quote, for example "every wedding is priced individually, so tell us your date, venue and rough budget."

Be clear about the practical bits: whether you set up at the venue, whether you collect afterwards, how far you'll travel.

Finish with one clear way to enquire. A short form with date, place and a few details is easier than a blank message box.

Avoid showing photos you didn't take, or that aren't your arrangements. Avoid vague promises like "we make your dream day perfect." Avoid long forms that ask for twenty things. And don't leave the page up if you've stopped doing events.

Purpose: Let a grieving person find what they need quickly, in language that is calm and respectful.

Again, only if you do it. Then do it with care.

Write the way you'd speak to someone at the counter. Short sentences. No sales tone. Say what you can make: wreaths, sprays, sheaves, tributes, smaller pieces. Show real photos. Explain how to order and how much notice you need.

Be practical and gentle together. Say how the person can give you the details you need, like the name and the funeral director, plus the date and time and whatever message goes on the card. If you can deliver to the funeral director or the venue, say so. If there are things you can't do, say that too, plainly.

Give a phone number, and make it easy to find. Many people will want to talk to someone rather than fill in a form, and that's fine. Let them.

Check any rules about what you can say or promise with the relevant professional body or your local council if you're unsure. Don't guess.

Avoid cheerful language, exclamation marks and discount banners. Avoid euphemisms that confuse ("floral tributes for the departed" is stiff and cold). Avoid promising a delivery time you can't guarantee. And avoid burying the phone number.

Purpose: Answer, before anyone asks, whether you can get flowers to them and when.

This page saves you phone calls. Be exact.

List the areas you deliver to, by name: towns, villages, postcode areas, whichever way you actually work. State the days you deliver. State your cut-off time for same-day orders, and make sure it's your own real time, not a number you think sounds good.

Say what delivery costs, or how you work it out. If it varies by distance, explain how. If there's a minimum order, say so.

Cover what happens if nobody's in. Do you leave flowers with a neighbour? Come back? Phone first? Say what you really do.

Add collection: where to pick up, when, and how long to give you after ordering. If you take orders for next-day collection, say by when.

Mention busy periods in your own words: Mother's Day, Valentine's Day, Christmas. Say that cut-offs may be earlier then, and say when you'll announce the dates. Don't promise what you haven't planned.

Keep your own details current. An out-of-date cut-off time creates angry phone calls.

Avoid a vague "we deliver locally." Avoid promising same-day delivery to places you can't reach in time. Avoid leaving old holiday information up after the date has passed. And don't hide delivery charges until payment.

Purpose: Make it easy to buy or ask, and make clear what happens next.

Give people more than one way to reach you if you can: a phone number, an email, a form. Say which is quickest. If you only answer the phone during opening hours, say so.

For an order form, ask for the minimum: what they want, who it's for, where and when it's going, and a card message. Each extra field makes people give up.

Tell them what happens after they send it. Will you reply by email? Phone? Within what time? Say a time you can honestly keep, "we reply during opening hours, usually the same day" if that's true.

Explain how payment works: online, by phone, in the shop. Say whether you take deposits for larger orders. Explain what happens if they need to change or cancel, and how much notice you need. Keep that wording simple, and check the finer points of consumer rules with your local council's trading standards team if you're unsure.

Add a line for urgent orders: "For same-day orders, phone us." Then make sure someone picks up.

Avoid forms with ten required boxes. Avoid auto-replies that promise things you can't do. Avoid a contact page with only a form and no phone number. And avoid leaving enquiries unanswered; a form nobody reads is worse than no form.

Purpose: Get someone to your door, at a time when you're open.

This is the page people use when they're about to walk or drive over. Make it work on a phone.

Put your full address, written out, and a map people can open on their phone. Add a line on how to find you, using landmarks that are true: "opposite the post office" or "next to the bus stop," whatever's real. Mention parking, step-free access and where the nearest bus or train stop is, if you know the answers.

List your opening hours by day. Show the days you're closed. Add bank holiday and Christmas hours well in advance, and take them down when they're over. If your hours change with the season, update the page when they do.

Include your phone number and email. If the shop has a separate workshop or you work partly from home, be clear about which address customers visit and which they don't.

Keep this matching your Google Business Profile, your shopfront and your stationery. If your hours say one thing here and another on Google, someone will turn up to a locked door.

Avoid showing hours you don't keep. Avoid a map that doesn't load. Avoid putting your address only in an image, where it can't be copied or read aloud by a phone. And avoid directions that rely on a shop that has since closed.

Purpose: Share practical tips from your own experience, so customers get more from what they buy.

This is where your know-how helps. Keep it to what you've learned by doing the job, not textbook science.

Write short guides in your own words: how you'd tell a customer to look after a hand-tied bouquet when they get home, what you do with tulips, how you'd handle roses. Say what has worked for you. "In our shop we trim the stems and change the water every couple of days" is honest and useful, if it's what you do.

Keep each guide to a handful of simple steps. Add a photo of your own where it helps. A short guide on how to look after a funeral wreath or a wedding bouquet the day before an event can be genuinely helpful.

Link each guide from the relevant product or order page, so someone reading about a bouquet can see how to look after it.

If you're not sure about something, leave it out. Don't make claims about why flowers last longer or wilt faster. If it isn't something you know from experience, it doesn't belong.

Avoid copying care tips from other websites. Avoid claims about plant science you can't back up. Avoid a wall of text with no breaks. And avoid promising how long flowers will last; it depends on too much you can't control.

Purpose: Keep the details people see on Google accurate, so they find the real you.

This is a free listing for your shop, and it's one of the first things many people will see. Claim yours, and keep it up to date.

Use your real-world business name, the one on your shopfront, your website and your stationery. Google's guidelines say not to add keywords to the name. So "Petal & Stem" stays "Petal & Stem," not "Petal & Stem Florist Cheap Wedding Flowers [Town]." (That name is invented for illustration.)

Check your address, phone number, website link and category. Add real photos of your shop and your work. Keep your opening hours right, and update your holiday hours before each holiday, as the guidelines tell you to. Out-of-date hours cost you customers and goodwill.

You can't pay for a better local ranking. Don't be sold that idea. What you can do is keep the profile honest and complete.

Check that your details match your website word for word. Same name, same address, same phone number.

Avoid stuffing extra words into the name. Avoid listing a fake address or a shop you don't have. Avoid ignoring it for months. And avoid paying anyone who promises to push you up Google's local results.

Purpose: Show real feedback from real customers, and show that you read it.

Ask happy customers to leave a review. Do it politely, in person or in a short note with the order. Make it easy: give them the link.

On your website, show a few real reviews, with permission and with the words exactly as written. Say where they came from. Don't edit them, and don't cherry-pick only the glowing ones if you can help it; it doesn't read as honest.

Reply to reviews. Say thank you to the kind ones, briefly and in your own voice. For a complaint, reply calmly, say what you'll do, and offer to sort it out by phone or email. Keep replies short. Nobody wants an essay.

If you have photos from customers who've agreed to share them, those are worth a lot more than anything staged.

Check with the relevant regulator if you're unsure about the rules for how reviews can be collected or shown. Don't guess.

Avoid writing reviews yourself, or asking friends and family to post ones they haven't earned. Avoid offering a reward in exchange for a good review. Avoid ignoring the bad ones. And avoid a page of five-star quotes with no names and no source.

Purpose: Let people know who they're buying from.

People like to know there's a person behind the counter. Say who you are, how long the shop's been going, and what you care about in the work. Keep it factual and warm.

Add a real photo of you, or of the team, in the shop. Names are fine, if the people are happy to be named. Say how you got into flowers, if there's a short true story. Say where you get your stock, if you want to, and only if it's accurate.

Explain what makes your shop what it is: a particular style, a specialism, a local connection. Be specific. "We love flowers" tells nobody anything; "we arrange everything by hand in the shop each morning" does, if it's true.

If you're a limited company, put the company details required by GOV.UK on the site, either here or in the footer: registered company name, registered number, registered office address and where registered.

End with a clear next step: see the bouquets, get in touch, come in.

Avoid a long life story that has nothing to do with flowers. Avoid grand claims you can't prove ("the best florist in the county"). Avoid a stock photo of a smiling stranger. And avoid leaving out your name; it's the point of the page.

Start here, in this order. Add the rest as you have time.

1. Home page: your name, town, what you sell, a real photo and a way to order or visit.
2. Bouquets and flowers: real photos, honest descriptions, clear prices.
3. Delivery and collection: areas, days, cut-off times and charges, as your shop really works.
4. Opening hours, address and how to find you: hours, map, phone and directions.
5. Ordering and enquiries: the simplest way to buy or ask, with a phone number alongside.

Then, as you're ready, add weddings and events, funeral flowers, care guides, reviews and your About page. Keep your Google Business Profile right from day one.

A note on numbers, since people ask. National monthly estimates from DataForSEO, dated 18 October 2026, put "florist near me" at 135,000 searches in the UK. "Florist website" comes in at 110, "website for florists" at 170, and "florist seo" at 20. These are estimates for the whole country, not for your town, so treat them as a rough sense of scale and nothing more.

Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It's a quick way to see where the gaps are before you decide what to build next.