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Florist guide: How to write product descriptions

You're a florist, not a copywriter and lets face it writing doesn't always come naturally to everyone. In a busy online floral market, a good product description can be the difference between a customer making a purchase from you or from another online florist.

Whether it's beautiful bouquets, elegant centrepieces or exotic floral arrangements, here's our quick guide to help you craft fab product descriptions like an expert:

Know Your Audience: Before putting pen to paper (or fingers to keyboard), understand your target audience. Are they romantic souls seeking the perfect anniversary or Valentine's Day gift? Or perhaps they're sending funeral flowers as the last gift they'll send to their loved one? Tailor your descriptions to resonate with their needs.

Paint a Vivid Picture: Transport your customers to a fragrant garden or a whimsical meadow with your words. Describe the colours, textures, and scents of your flowers in vivid detail. Use sensory language to evoke emotions and create an immersive experience for the reader.

Highlight Unique Selling Points: What sets your designs apart from the rest?

Whether it's your use of exotic blooms, a specific stem such as peonies (everyone's fave), eco-friendly packaging, or same-day delivery service, highlight these unique selling points in your descriptions. Conveying value and exclusivity can entice customers to choose your products over a competitors.

Tell a Story: Every bouquet has a story waiting to be told. Share the inspiration behind your creations, whether it's a romantic tale, a cultural tradition, or a nod to nature's beauty. Storytelling adds depth and personality to your products, forging a connection with your audience.

Focus on Benefits: Instead of simply listing features, focus on the benefits your designs will bring to the recipient. Will your arrangement brighten someone's day, convey heartfelt emotions, or add elegance to a special occasion? Clearly communicate how your flowers will enrich the lives of those who receive them.

Use Descriptive Language: Choose descriptive adjectives and adverbs to enhance your descriptions. Instead of "red roses," opt for "velvety crimson roses" or "scarlet red roses" to evoke a sense of luxury and sophistication. Experiment with words that capture the essence of each bloom, from delicate and dainty to bold and vibrant.

Include Keywords: Incorporate relevant keywords in your descriptions to

improve your website's search engine visibility. Think about terms that potential customers might use when searching for floral products online, such as "wedding bouquets," "Mother's Day flowers," or "spring bouquets." This will help make your website more visible on search engines such as Google and Bing, take a look at our Beginner's Guide to SEO blog for more help with this.

Create a Call to Action: Encourage customers to take the next step by including a clear call to action in your descriptions. Whether it's "Order by 3pm for same-day delivery" or "Surprise your loved one with a bouquet today," guide them towards making a purchase.

Keep it Concise: While it's important to paint a vivid picture, keep your descriptions concise and easy to read - nobody wants to read a lengthy essay! Aim for clarity and precision, conveying the necessary information without overwhelming the reader with unnecessary details.

Optimise for Mobile: With 50% of all online traffic coming from mobile devices, ensure that your product descriptions are optimised for mobile viewing. Use short paragraphs, bullet points, and clear formatting to enhance readability on smaller screens. All of our eflora websites are built with mobile first technology, click to find out more about our florist website features.

Now let's put this into practice... Here's a couple of examples we've written after following the above steps:

Peony Bouquet  Big, blousy and beautiful - the epitome of a summer day. Our peony hand-tied in shades of soft pink and a selection of foliage makes the perfect birthday bouquet or 'just because' arrangement. Wrapped in our eco-friendly packaging and available for same day delivery if you order by 3pm. Hurry! Peonies are here for a good time, not a long time - treat your loved one today.  •	Summer hand-tied featuring 5 peonies and foliage  •	Same day delivery available if you order by 3pm •	Environmentally friendly packaging  •	We guarantee it'll look beautiful for at least 7 days

White Rose and Lily Bouquet Oozing sophistication. A chic bouquet of delicate ivory roses and crisp white lilies wrapped in our elegant yet environmentally friendly packaging - the perfect gift for your loved one.  •	Featuring white roses and lilies •	Designed by Florist of the Year 2022, Lisa.  •	Hand-tied by one of our talented florists, all the recipient needs to do is put them in a vase. •	Same day delivery available if you order by 3pm •	Planet-friendly packaging - recyclable, biodegradable and beautiful too.

Bright. Bold. Beautiful. Meet our Vibrant Hatbox, bursting with colour - an instant mood lifter that will remind your recipient of a hot summer day. Hand-crafted with the freshest stems available on the day and arranged a chic, reusable hatbox that also makes a lovely keepsake.  •	Bright blooms pre-arranged in a hatbox, ready to display.  •	Same day delivery available to Sleaford, Leasingham, Ruskington, Digby and Cranwell if you order by 3pm •	Hand-delivered with care.

We hope you find these tips helpful! With an eflora website, it's really easy to add your own products to your site - you can do this yourself in just a few clicks or with the help of a member of our team, click to find out more about our websites for florists. Happy writing!


Not part of eflora yet? What are you waiting for? Find out what an eflora florist website could do for your business and book your demo. If you're an eflora subscriber, access our exclusive content by joining our private Facebook group.



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