Someone searching for flowers online is searching for today. A forgotten anniversary, an apology, a hospital, good news at 16:00.
The first question is not which bouquet. It is whether it arrives in time.
What a florist's site actually needs
The cutoff time for same-day delivery. At the top, large, visible. "Orders by 16:00 — delivered today." A site that hides this loses exactly the client in a hurry, who is the best client in the field.
Navigation by occasion, not by product. Nobody searches "bouquet with roses and lisianthus". They search "flowers for her birthday", "funeral flowers", "new baby congratulations". The occasions are the pages.
Delivery zones and time slots. Which districts, at what hours, what it costs. A buyer who does not see their area leaves.
A photo of the actual bouquet before delivery. The strongest differentiator available. Flowers differ from the catalogue picture, and a client who receives a photograph of their own bouquet before it leaves trusts you completely.
Pre-orders for peak days. 1 and 8 March, Valentine's, Easter, 1 September. Half the year happens on those days, and pre-ordering is the only way not to turn orders away.
The card message. A required field, not a hidden optional one.
Who receives and who orders. Two different phone numbers on the form. Half of all delivery problems come from having only one.
The integrations that matter
Online payment. Someone ordering flowers for another person pays on the spot. What each processor requires is written up here.
Delivery windows by slot. "Between 14:00 and 16:00" is far more useful than "today", especially for hospitals or offices.
Confirmation with a photo on delivery. The person who ordered is not the person who receives. A photo at handover closes the loop.
Common mistakes
No cutoff time. The client does not know whether it arrives today, so they call — or leave.
A catalogue by flower type. Nobody thinks that way when buying.
No pre-order for 8 March. It loses the orders from the single day that matters most.
Stock photos of bouquets you cannot make. The client gets something else and writes the review.
What we build
A prerendered site with a visible cutoff time, navigation by occasion, delivery zones and windows, online payment, pre-orders for peak days and confirmation with a photo. Romanian and Russian. Shop structured data with the delivery area.
Questions
What matters most on a florist's site?
The same-day cutoff time, visible without scrolling. Almost all the traffic is searching for today, and if it does not get the answer immediately it leaves.
Why navigate by occasion rather than by flower?
Because nobody buys "tulips". They buy "something for my mother's birthday". The occasion is how the buyer thinks, so the occasion is the page.
Is a photo of the bouquet before delivery worth it?
It is the strongest argument you can have. It removes the number one fear in buying flowers online: that it will not look like the picture.
How do I prepare for 8 March?
With pre-orders open from February, a limited range on the day itself, and reserved delivery windows. Without pre-orders you turn away business on the one day everybody asks for everything.