Building Your Floral Design Website: Essential Tips for New Designers
Starting your own floral design business, whether you’re working from a home studio or renting a space, can be exciting—but it can also feel a bit overwhelming. When I started my floral design business, I remember feeling exactly the same way. I knew I needed a website, but I wasn’t 100% sure what to include or where to start.
The good news? Your website doesn’t have to be perfect or overly complex. It just needs to show who you are, what you do, and how potential clients can connect with you.
In this guide, I’ll walk you through the essential elements every floral designer’s website should have—plus a few tips to help you get started without feeling like you need to do it all at once. If you are looking for someone else to take the reins, I offer Squarespace web design for floral designers and creative businesses.
1. Start with a Simple, Clear Homepage
Your homepage is where visitors will get their first impression of your business, and it’s also where SEO (Search Engine Optimization) starts. You want search engines (and potential clients) to understand exactly who you are and what you do right from the get-go.
Your homepage needs a clear heading hierarchy that includes your business name, what services you offer, and where you’re located. This is not only helpful for visitors, but also crucial for SEO—search engines will read this information and understand where to place you in search results.
Here’s an example of how to format it:
H1: Business Name (e.g., Blooming Designs)
H2: What You Do (e.g., Wedding & Event Floral Design)
H3: Where You’re Located (e.g., Los Angeles, CA)
Include a clear CTA (call to action) under this information. Make it easy for potential clients to contact you. Be direct: Contact Us, Book Here.
Using this clear structure helps both people and search engines understand your business at a glance, which can improve your local SEO and help more clients find you.
Include a testimonial on your home page - let users know immediately that you are a trusted designer.
Images sprinkled throughout your home page give an instant overview of your style and work. No need to go over-board but work from events or styled shoots works well, if you’re just starting out include arrangements you have made in the studio. When I first started I invested in a photographer for a couple of hours and designed a handful of pieces for them to photograph. Be thoughtful about the types of images you’d like to include, those that reflect your work now and work you would like to be generating in the future.
2. Portfolio or Gallery
Your floral portfolio is one of the most important sections of your site. Potential clients want to see your design style and range, so make it easy for them to browse through your best work. You don’t need hundreds of images to start—just a few standout pieces, categorized by event type if possible (e.g., weddings, corporate events, everyday floral arrangements). I’m not convinced potential clients want to be scrolling through too many images, I personally would always keep my portfolio on the smaller side.
When starting out contacting other wedding and event vendors in your area and putting together a styled shoot is a great way of getting professional photos. Think of a venue close to you that might host events or dinners for clients, can you offer to design the florals at cost or donate? This is worth while if it generates future work or they have a professional photographer for the event who would then share the photos with you.
Keep your images high-quality, and make sure they’re optimized for the web. This means compressing them to ensure they load quickly, which is also an important factor for SEO. You can read more about SEO and how it can work for your business here.
Include a testimonial and a clear CTA (call to action) the user may land on this page before any others. Make it easy for them to get in touch with you.
3. About Page
The "About" page is your chance to connect with potential clients on a more personal level. Share a bit about your journey—why you love floral design, how you got started, and what makes your approach unique. Do you use sustainable mechanics in your floral designs? Include that. What are your values?
I know when I first started, sharing my story helped me build trust and rapport with clients. I focused in on my USP (unique selling point) an English florist, living in Los Angeles inspired by my English countryside roots.
You can also use this space to mention any notable experiences or training you have. Clients love knowing they’re working with someone passionate and knowledgeable.
It’s worth remembering that not everyone will come to your website through the home page. They may enter your site through the About Page or another page. Include a testimonial on your about page as well as a sprinkling of photos, so the user really gets a sense of who you are, why folks like working with you as well as your specific style.
Include a clear CTA (Call to Action) make it easy for people to contact you and inquire with you.
4. Services Page
Clearly list the services you offer and what potential clients can expect. Whether you specialize in wedding floral design, corporate events, or something else, make it obvious here. If you’re comfortable, include starting rates or price ranges to help manage client expectations right from the start.
Don’t forget a couple of testimonials and a CTA. You could also link to your About page from your services page, encouraging users to get to know you and connect as well as letting search engines know that your website is easy to navigate.
5. Choosing Colors and Design for Your Website
Designing your website can feel intimidating, but remember—this is your chance to let your style and personality shine. When I was choosing the colors for my website, I found inspiration from my favorite wallpaper designer, which really helped bring out my brand’s personality. You can pull ideas from your surroundings, favorite patterns, or even your floral work itself.
Stick with 2-3 main colors for your site to keep it cohesive and professional. Think about your brand’s vibe—are you going for something soft and romantic? Bold and modern? Your color choices should support that.
6. Include Clear Contact Information
Make it as easy as possible for potential clients to reach you. Whether it’s a contact form, email address, or phone number, ensure your contact details are visible and easy to find—either in the top navigation or as a section on every page. If clients can’t find a way to reach you easily, they might move on to someone else.
You might also want to include a brief FAQ section on your contact page. Common questions like, “How far in advance should I book?” or “What areas do you serve?” can save you time answering emails and help clients understand what to expect and is a great place to include keywords for SEO. I wrote a blog about keywords - you can read more HERE or save for later!
7. Optimize Your Site for SEO
SEO is essential for getting your website found online. At a minimum, make sure your homepage includes keywords like "floral designer" or "wedding florist" along with your location. For example, if you’re based in Los Angeles, a phrase like “Los Angeles wedding florist” should appear naturally in your text.
Your images should also have descriptive alt text that includes keywords (e.g., “wedding bouquet by Los Angeles florist”). This helps Google understand what’s on your site and improves your chances of showing up in image searches.
I wrote a piece on SEO for florist websites , you’ll find handy tips and tricks I implemented on my own floral design website. Honestly, this is where my SEO and web design business began…
Below you’ll find my SEO Toolkit download. The PDF contains valuable insights in to optimizing your business for SEO and how to get your website showing up in search results. The PDF also includes 50 researched keywords for you to use in your website copy and also on social media.
SEO TOOLKIT - ATTRACT YOUR IDEAL CLIENT
Finally, make sure your website is mobile-friendly. Most people will find your site on their phones, so it needs to look good and work well on smaller screens. Google also ranks mobile-friendly sites higher, so it’s a win-win.
8. Don’t Forget The Legal Stuff
If you have a website you should have a privacy policy/terms and conditions page, this sits in the footer of your website. I’m not a lawyer and would suggest you take legal advice or explore a website like Sprout Law (or similar) for affordable templates and advice.
Privacy Policy
A privacy policy is essential if your website collects any kind of personal information from visitors (e.g., through contact forms, payment processing, or newsletter sign-ups). Many countries have strict data protection laws that require websites to inform users about how their data is being used.
Why a florist needs a privacy policy:
Legal compliance: Laws like the GDPR (General Data Protection Regulation) in Europe, CCPA (California Consumer Privacy Act) in the U.S., and other regional regulations require businesses to be transparent about their data collection practices.
Transparency with customers: It tells your customers what kind of information you collect (e.g., names, email addresses, payment information), how it’s used (e.g., processing orders, sending newsletters), and whether it’s shared with third parties (like payment processors or delivery services).
Trust-building: A clear privacy policy shows that you take customer data seriously, which helps build trust. People want to know their information is secure when making online purchases or inquiries.
Terms and Conditions
A terms and conditions document outlines the rules and guidelines for users when interacting with your website. It sets the legal framework for transactions, liabilities, and customer rights.
Why a florist needs terms and conditions:
Limitation of liability: It protects you from potential disputes with customers by specifying what you are and aren’t responsible for (e.g., delays in delivery due to external factors).
Clear expectations: It helps set clear expectations with customers regarding shipping, returns, cancellations, and refunds. For example, if you don’t accept returns on fresh flowers, this should be clearly stated.
Intellectual property protection: If your website contains images, designs, or content you’ve created (e.g., floral arrangements, photos), the terms can protect this intellectual property from being copied or misused.
Dispute resolution: It can outline how disputes will be handled (e.g., through mediation or arbitration) and specify the governing law if issues arises.
Wrapping Up
Building your floral design website doesn’t have to be overwhelming. Start simple: a clear homepage, a portfolio to showcase your work, an About page to share your story, and a Services page to outline what you offer. Don't forget SEO basics like adding keywords and making sure your site is mobile-friendly.
You don’t need a perfect website to start getting clients—just something that reflects your style and makes it easy for people to connect with you. From there, you can build and improve as your business grows.
Good luck!
PS If you're exploring Squarespace templates, I offer a Web Design in a Week service. We take up to a month to gather all the info and inspiration, then I build your strategic, beautiful website and deliver it to you one week later.
