Florist Website Audit Checklist

Auditing your website is a great way to check that your florist website is working as it should. It can also help you identify any changes or updates that you might need to make, or even help you consider if it's time to switch provider. We've put together a handy checklist to help you keep on top of your website and make sure you're maximising your online sales.

1. Technical Performance on your florist website

✅ Website Speed & Performance

• Test with Google PageSpeed Insights or GTmetrix.

• Compress images (flower images are often large - a minimum resolution of 200ppi is required to make sure your images appear crystal clear.)

• Use lazy loading for gallery images.

• Minimise CSS, JavaScript, and HTML.

• Ensure fast load times (less than three seconds).

✅ Mobile Optimisation

• Website is responsive and mobile-friendly.

• Buttons and text are easily clickable/readable on mobile.

• Check mobile checkout process for usability.

✅ Security & Maintenance

• SSL certificate installed (HTTPS).

• Updated plugins, themes, and CMS (e.g., WordPress, Shopify).

• No broken links or missing images.

• Regular backups in place.

2. SEO (Search Engine Optimisation)

✅ On-Page SEO

• Keyword research for terms like “florist near me,” “wedding flowers [city],” “same-day flower delivery.”

• Optimise title tags and meta descriptions for each page.

• Use H1, H2, and H3 headers properly.

• Include location keywords (your delivery areas).

• Add alt text to images the photo.

✅ Local SEO

• Google Business Profile is claimed and optimised.

• NAP (Name, Address, Phone) is consistent across website and directories.

• Embedded Google Map on contact page.

• Local schema markup added (e.g., Local Business schema).

• Positive reviews displayed or linked to Trustpilot and/or Google.

✅ Content SEO

• Blog with relevant posts (e.g., “Best Flowers for Valentine’s Day,” “Choosing Wedding Bouquets”).

• Internal links between product and blog pages.

• Each page has a unique meta title and description.

3. Design & User Experience

✅ Visual Design

• Clean, modern, floral-themed design.

• High-quality photos of real arrangements.

• Consistent colour palette that matches your brand.

• Legible fonts with clear contrast.

✅ Navigation

• Simple and intuitive menu (e.g., Shop, Weddings, Sympathy, Occasions, About, Contact).

• Breadcrumbs enabled for easy navigation.

• Search bar works properly.

✅ Conversion Optimisation

• Prominent “Order Now” or “Shop” buttons.

• Visible phone number and contact info.

• Easy-to-use shopping basket and checkout process.

• Trust signals (reviews, guarantees, delivery info).

• Clear delivery policy and area coverage listed.

4. Content & Messaging

✅ Homepage

• Showcases best-selling arrangements or seasonal specials.

• Includes local focus (“Serving [City Name] since [Year]”).

• Features testimonials or customer reviews.

✅ Product Pages

• Descriptive titles (e.g., “Classic Red Roses - Same-Day Delivery”).

• High-quality images (multiple angles).

• Clear pricing and size options.

• Add-ons (vases, chocolates, cards) displayed.

• “Add to Basket” or “Buy Now” buttons visible above the page fold.

✅ About & Contact Pages

• Personal story or local roots highlighted.

• Phone number and email are clickable.

• Map and shop hours included.

5. Analytics & Tracking

✅ Data & Insights

• Google Analytics 4 installed.

• Google Search Console connected.

• Conversion tracking set up for contact forms and purchases.

• Use heatmaps (e.g., Hotjar) to understand user behaviour.

6. Marketing & Social Integration

✅ Social Media

• Links to your social media accounts (Instagram, Facebook, TikTok etc.) that work.

• Instagram feed embedded or linked.

• Social sharing buttons on blog posts.

✅ Email & Promotions

• Incentives offered (e.g., “10% off first order”).

• Automated thank-you and order confirmation emails personalised.

7. Accessibility & Compliance

✅ Accessibility

• Alt text on all images.

• Proper colour contrast for text.

• Keyboard navigation possible.

• Captions or transcripts for any videos.

✅ Legal

• Privacy Policy and Terms & Conditions pages.

• Cookie consent banner if required.

• Clear refund and delivery policy.

Download printable checklist

We know some of this may seem a little daunting but don't panic! With an eflora website, we take care of all of this for you so that you don't have to. From our fab website features to design services. Your florist website is in safe hands with eflora.

And don't just take our word for it!

"Our eflora website has really been a blessing, we had a very good website previous to signing up and we were very nervous about changing over. It’s now working so smoothly with how we operate - the orders come through ROSEGold so everything is in one place and they filter into the FarEye delivery app too. We find that everything is updated extremely fast on request and our customers have a great journey and have lots of options on how to pay. We haven’t looked back since! We’d advise any florist who hasn’t got an eflora florist website to get onboard and let the figures speak for themselves." - Karen, Michelle's Flowers in Pontefract.

"Within the first month we had over 60 orders (yes it was over Christmas but still after Christmas they are coming in steady and more that what we had with FloristPro). The whole look of the site is neater and up to date, we have a great blog page and our local weekly specials and collaborations are on there too. Our customers who order get the delivery notification through the Interflora delivery technology. I'm so glad we embraced the change. Best thing to start 2025 and were looking forward to more orders ongoing." Laura, Regent House of Flowers in Wrexham.

Ready to switch to a website provider that enables your business to thrive in an online environment? Book your eflora demo today!

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