The Biggest Website Mistakes Florists Make (And How to Fix Them)
Your florist website is often the first place a customer sees your business, so first impressions really do matter. Before they visit your shop, speak to you on the phone or see your flowers in person, they’ve probably already had a look online.
That means your website needs to make the right impression.
The trouble is, it’s easy to overlook the little things that could be making your website harder to use – or even costing you orders. An outdated design, confusing navigation, missing product information or a difficult checkout can all leave potential customers clicking away and looking elsewhere. The good news? These problems are more common than you might think and they’re usually fixable.
If you’re looking at websites for florists and wondering what makes a good one, here's some of the biggest website mistakes to look out for and what you can do to improve them.
📱 Outdated Design, Slow Loading and a Poor Mobile Experience
Your florist website should reflect the quality, creativity and personality of your flower shop. If it looks outdated, takes too long to load or doesn’t work properly on a mobile, it could be doing more harm than good.
A few things to look out for:
Pages that take too long to load.
An old-fashioned or generic design that doesn’t reflect your brand.
A website that’s difficult to use on a mobile phone.
Buttons that are too small or menus that are difficult to navigate.
Images or text that don’t display correctly on different screen sizes.
Why does it matter?
Customers are busy. If your website is slow or difficult to use, they’re unlikely to stick around and work out how to place an order. A well-designed florist website should feel just as welcoming as your shop. It should showcase your flowers beautifully while making it easy for customers to find what they’re looking for. And it’s not just your customers you need to think about. Website speed, mobile usability and other technical factors can also affect how easily your business is found on Google.
🤔 Confusing Navigation and Hard-to-Find Calls to Action
Have you ever visited a website and had no idea where to click next? Your customers can feel exactly the same. Your florist website should guide customers through the buying journey, from browsing your products to choosing a delivery date and completing their order.
Common problems include:
Complicated menus that make it difficult to find products.
Important buttons hidden away at the bottom of the page.
No clear ‘Shop Now’, ‘Order Flowers’ or ‘Buy Now’ prompts.
Customers having to click through several pages before they can place an order.
No obvious route back to your main product categories.
Why does it matter?
The easier your website is to navigate, the easier it is for customers to buy from you.
Clear calls to action and straightforward navigation remove unnecessary barriers and help customers move naturally from browsing to buying. You shouldn’t make them work hard to place an order!
📸 Missing Product Information, Pricing or High-Quality Photos
Your flowers might look incredible in your shop but customers can’t pick up a bouquet and have a closer look when they’re shopping online. That’s why your product pages need to do the selling for you.
Check that your products include:
Clear, accurate pricing.
High-quality photographs that showcase your designs.
Helpful product descriptions
Information about flower types, colours, sizes and any additional gifts.
Clear information about delivery and availability.
Why does it matter?
Customers want to know exactly what they’re buying before they place an order. Good photography helps them picture the finished design, while useful descriptions and transparent pricing give them the confidence to click ‘Buy’.
For more tips on improving the product information on your website, take a look at our smartphone flower photography for your florist website tips and how to write product descriptions article.
Your product pages are one of the most important parts of your website, so make sure they’re doing your flowers justice.
💐 Ignoring SEO and Local Search
You could have the most beautiful website in the world, but if nobody can find it, it isn’t going to generate many orders. Search Engine Optimisation (SEO) helps your website appear when potential customers are searching for the products and services you offer. For a local florist, that could include searches such as ‘florist in [town]’, ‘flower delivery [town]’ or ‘flowers near me’.
A few things to check include:
Are your website pages targeting relevant local search terms?
Does your website clearly tell Google where your business is based?
Is your Google Business Profile complete and up to date?
Are your location and delivery areas clearly explained?
Are your product and service pages optimised for search?
Why does it matter?
Good local SEO can help more customers discover your business when they’re actively looking for flowers in your area. Remember, SEO isn’t something you do once and forget about. Your website should continue to evolve as your business, products and customers do.
🛍️ Making Online Ordering More Complicated Than It Needs to Be
Your customers want convenience. If they’ve found the perfect bouquet, they shouldn’t have to jump through hoops to order it. A complicated checkout, limited delivery information or too many steps can quickly turn a potential sale into an abandoned basket.
Ask yourself:
Is it easy to find your products?
Can customers quickly choose their delivery date?
Are delivery charges and options clear?
Can customers easily add a message?
Is the checkout simple to complete on mobile?
Is it obvious how to contact you if they have a question?
The best websites for florists combine beautiful design with a simple, straightforward ordering experience. Your website should make buying flowers feel easy – not like hard work.
💪 Your Website Should Work as Hard as You Do
Running a flower shop is busy enough without having to spend your time fixing a website that isn’t working for your business. A good florist website should do more than look pretty. It should showcase your flowers, reflect your brand, help customers find you online and make it simple for them to place an order. That’s exactly what we believe websites for florists should do.
At eflora, our websites are designed specifically for independent, local florists - built with the tools and features you need to help turn website visitors into customers. In fact, our order journey is based on the same steps it would take for a customer to place an order in your shop. From mobile-friendly design and local SEO to online ordering and easy-to-manage products, an eflora florist website can become a valuable part of your day-to-day business - you could even go as far as calling us your digital partner.
Ready to Make More of Your Florist Website?
Take a look at your florist website from your customer’s point of view. Is it easy to navigate? Do your products look their best? Can customers find you on Google? And, most importantly, can they place an order quickly and easily? If the answer to any of these is ‘not quite’, it could be time for a refresh. Still not 100% sure? Download our free florist website audit checklist.
Looking for websites for florists that are designed with your business in mind? Find out how eflora can help you create a website that looks great, works hard and helps you sell more flowers online.
For for more information, take a look at our website features, site examples and design services.
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