A florist's website lives or dies on its photos.
Florists and gift shops with visible product photography on their website get 2–3 times more enquiries than those with just a price list and a phone number. A basic florist website starts at £79, and a full site with seasonal pages, gallery, and delivery info runs £199–£499. I build sites for visual businesses across Saltaire, Shipley, and Bradford — and the difference between one that converts and one that sits there doing nothing always comes down to the same few things.
Product photography doesn't need a studio
You don't need a professional photographer. You need a phone, natural light, and a clean background.
Take photos near a window. White or neutral background — a piece of card works fine. Shoot from slightly above at a 45-degree angle. Take 3–4 shots and pick the best. That's genuinely all you need. The bouquets and arrangements are already beautiful. Don't overthink it.
What kills a florist's website is no photos, blurry photos, or photos taken under fluorescent strip lighting. A gift shop in Saltaire with 20 well-lit phone photos of their actual products will outperform a competitor in Bradford with three professional shots that are two years old.
Delivery info must be obvious
The first question someone has when they find a florist online: “Do you deliver to my area?” If the answer takes more than one click to find, they'll go somewhere else.
Put your delivery areas on the homepage. Postcodes, town names, or a simple radius. “Same-day delivery across BD17, BD18, BD16, and LS29. Next-day to the rest of West Yorkshire.” That's clear, specific, and answers the question before anyone has to ask it.
Delivery charges should be visible too. “Free delivery within 3 miles. £5 within 10 miles.” Hidden delivery fees are the fastest way to lose a sale at the last step.
| What works | What doesn't |
|---|---|
| 20+ phone photos of real products in natural light | 3 professional photos from 2023 |
| Delivery areas and charges on homepage | “Contact us to discuss delivery” |
| Seasonal pages: Valentine's, Mother's Day, Christmas | Same product page year-round |
| Opening hours with bank holiday exceptions | Hours buried in Google listing only |
| Location with parking info | Just a postcode |
| WhatsApp button for orders | Contact form with 24-hour response time |
| Instagram feed showing recent work | Social icons in the footer nobody clicks |
Seasonal pages are money
Valentine's Day, Mother's Day, Christmas, sympathy flowers. These are the four biggest revenue drivers for most florists, and each one deserves its own page on your website.
People search for “Valentine's flowers Shipley” in late January. “Mother's Day bouquet Bradford” in early March. If you have a page with those exact words in the title and real photos of your seasonal arrangements, Google will show you to those people. If you don't, the national chains get the click instead.
Create the pages once. Update the photos each year with your latest arrangements. 15 minutes of work for a page that brings in seasonal orders year after year. For more on how local search works, see the plain English guide to local SEO.
Opening hours and location
Obvious, but constantly wrong on florist websites. Your hours on your website need to match your Google Business Profile. When they don't, people turn up to a closed shop and leave a bad review.
Include parking information. “Free parking on Victoria Road. 2-hour bays directly outside.” For a gift shop on Bingley Main Street: “Pay and display in Myrtle Walk car park, 2-minute walk.” This sounds minor but it removes a real barrier. Someone choosing between driving to your shop or ordering from an online retailer cares about parking.
Instagram integration done right
Most florists are already posting to Instagram. Good. Now connect that feed to your website so it updates automatically. A live Instagram grid showing your last 6–9 posts does three things: keeps your site looking fresh, shows recent work, and proves you're active.
Don't just put social media icons in the footer. Nobody clicks them. Embed the feed on your homepage or gallery page where people actually see it. Your Instagram IS your portfolio — use it that way.
Do you need e-commerce?
Probably not. This surprises people, but for most local florists and gift shops, a full online shop with checkout, stock management, and payment processing is overkill.
What works better for a shop doing 5–15 orders per day: a gallery of your arrangements with starting prices, a WhatsApp button, and a simple contact form. “Tap here to order via WhatsApp” gets the same result as a £2,000 e-commerce build without the overhead of managing an online shop.
E-commerce makes sense when you're doing 30+ online orders per day and need automated inventory. For a florist in Saltaire or a gift shop on Otley Road, WhatsApp and a contact form handle the volume perfectly.
I cover this in more detail in the guide to websites for local businesses — the principle applies to any business where the product is customised and the volume is manageable by hand.
How much does a florist website cost?
A single-page site with a product gallery, delivery info, hours, and a contact form starts at £79 with Pacavita. A multi-page site with seasonal pages, Instagram integration, and local SEO runs £199–£499. Full e-commerce is £499+ and only worth it at high order volumes.
The best investment for most florists isn't the website itself — it's the 30 minutes spent taking good photos of your work. That's what actually sells.
What to do this week
- Take 10 photos of your current best-selling arrangements — natural light, clean background, phone camera
- Add your delivery areas and charges to your homepage if they're not already there
- Check that your opening hours on your website match your Google Business Profile
- Set up a WhatsApp Business number and add a “Order via WhatsApp” button to your site
- Create a page titled “Mother's Day Flowers in [your town]” with 3–5 seasonal arrangements and prices