Professional website for florists & flower shops

The brick-and-mortar flower shop has been squeezed from two sides over the past decade: from below by supermarket bouquets from 4.99 EUR and petrol-station roses - and from above by online platforms (Bloomon, FlowerUp, Fleurop.de) with professional marketing, subscription models and delivery promises. The traditional city-centre florist loses in this scenario because they neither play in the price war nor are visible in marketing. The solution lies in positioning as an artisan-individual provider - and this positioning happens today mainly online, before the customer enters the shop.

At the same time, two segments are growing that are online-affine: wedding flowers (booming event business with strongly visual purchase decisions - Instagram, Pinterest) and funeral flowers (customers in an emotional state do not want to stand in a shop but order online and call). For both segments, a well-thought-out website is the decisive sales channel. A well-done wedding section brings 5-15 jobs per season with 800-3,000 EUR order value - that quickly exceeds the revenue of half a year of walk-in customers.

The homepage uses warm, real photos of your workshop and your work - not stock photos with perfect tulips on a white background. A large, calm photo area (bridal bouquet on a wooden table, bouquets in the shop window, you at work), your name, your philosophy in one sentence ("Seasonal, regional, hand-tied"), opening hours and a clear phone number are enough on the homepage. Too many categories and buttons on the home page look like a supermarket leaflet and devalue your artisan positioning.

The range is shown by style direction, not by individual product. "Romantic-Pastel from 45 EUR" with 4 example photos is better than "Spring Magic Bouquet 42.50 EUR" - you stay creatively flexible and bind the bouquet each day from what the wholesale market delivered fresh. Customers choose style, price range, occasion (birthday, get-well, anniversary, apology, "just because") and delivery option. A separate "Seasonal Highlight" category shows what is particularly beautiful right now - peonies in May, dahlias in September, amaryllis in December.

The wedding area is an almost separate landing page with a large gallery of realised weddings, package orientation (Basic, Classic, Premium with each benchmark), a detailed enquiry form and an online bookable consultation (30-60 minutes in your shop or via video call). The consultation page transparently explains the process from enquiry to wedding - that builds trust and reduces unqualified enquiries.

The funeral area is deliberately quiet and respectful: muted colours, little motion, a clear selection (wreath, bouquet, urn decoration, grave decoration), ribbon print with band colour and text, delivery directly to the funeral hall or cemetery with date and time. A prominent phone number gives customers who emotionally do not want to type in a form a direct path. This area is often 20-40 percent of online revenue - and customers come through recommendations and local SEO.

The regional delivery service is clearly defined: service area as a map or postcode list, delivery fee tiered (0-10 km free, 10-20 km 5 EUR, 20-30 km 10 EUR), delivery times (Monday-Saturday, delivery by 2pm for orders by 10am), and honest exclusions (Sunday only funeral and wedding flowers). For nationwide shipping we optionally cooperate with Fleurop or Euroflorist and integrate their shop as a white-label solution.

The Washington Convention on International Trade in Endangered Species (CITES, implemented in the EU by Regulation 338/97) regulates trade in protected plant species. In everyday florist work, certain orchids, cacti and tropical import plants are mainly affected. As a florist you are rarely a direct importer, but you must be able to provide proof of origin on sale (CITES certificate or wholesale delivery note with species protection marking). We integrate an optional "species protection relevant" field into the product database so that you are documented case by case.

EU Regulation 1143/2014 on invasive alien species prohibits the sale and planting of certain species (current list: Union list). In the ornamental-plant area, this affects e.g. Lupinus polyphyllus in some federal states, certain Impatiens species, Heracleum mantegazzianum. A short notice page on the website naming your supplier screening documents due diligence.

German distance selling law (§ 312d BGB) applies to every online order by consumers, including the right of withdrawal - but for perishable goods and flower arrangements with individual production, an important exception applies (§ 312g Abs. 2 No. 2 BGB): the right of withdrawal does not apply for goods made individually to customer specification. This applies to bridal bouquets, funeral wreaths and individually bound bouquets. We formulate the withdrawal notice cleanly and point out the exclusions so you are legally safe.

Florists live from local visibility and seasonal peaks. Valentine's Day, Mother's Day, All Saints' Day and Advent often make up 30-40 percent of annual revenue. A website that does not prepare these occasions wastes revenue. We build seasonal landing pages with own URLs (e.g. /mothers-day, /valentines-day, /funeral-flowers-all-saints) that rank for wedding occasions in Google search and are ready in time for orders.

Google Business Profile with the correct category (primary "Florist", secondary "Wedding Service" or "Funeral Service" depending on focus), consistent NAP data and Schema.org markup (Florist, LocalBusiness with priceRange and openingHoursSpecification) round off local visibility. Review management is important - especially for wedding and funeral flowers where emotions are high and positive reviews generate follow-up orders.