🎧 SEO & Website Metrics for Florists (Simple Breakdown)

Hey flower friends!
 I get genuinely excited when I see that lightbulb moment go off for someone in business—when things finally start to click. So today, I want to break down SEO and website performance in a really simple, practical way.

There’s so much noise around websites, SEO, and analytics. Let’s cut through it and focus on what actually matters for florists.

🌿 Step 1: Is Your Website Even Set Up to Convert?

Before we talk numbers, ask:

• Is your site easy to navigate?
• Are pages labeled clearly?
• Do people land where they expect to land?
• Are your main revenue pillars obvious?
   (Weddings, events, everyday deliveries, sympathy, holidays, etc.)

Your website should guide people naturally toward how you make money.

📊 The Only Website Metrics You Really Need to Watch

Here are the key numbers I look at when someone says, “I’m not getting enough orders.”

1️⃣ Unique Visitors

This is how many individual people visit your site.

Example:
 500 unique visitors + 1,000 sessions = people are returning (good sign!)

2️⃣ Bounce Rate

This tells you how many people land on your site and leave without doing anything.

🚩 If your bounce rate is 70–75% or higher, people aren’t finding what they expected.

This usually means:

• The page doesn’t match the search intent
• The layout is confusing
• The site loads slowly
• The offer isn’t clear

3️⃣ Page Paths (User Flow)

Where do people go once they land?
 Example:
 Home → Weddings → Gallery → Contact Form → Exit

This helps you see:

• What pages are working
• Where people get stuck
• Where they drop off

4️⃣ Time on Site

Longer time can be good… but sometimes it just means someone left the tab open. Use this metric alongside others, not alone.

5️⃣ Cart Abandonment (For Ecommerce)

If 10 people start checkout and only 5 finish, you’re losing 50% of potential sales.

Common reasons people bail:

• Checkout is too complicated
• Too many form fields
• Slow load times
• Confusing pricing
• Poor mobile experience

I always recommend pretending you’re a customer and going through your own checkout process. You’ll spot issues fast.

6️⃣ Conversion Rate

This is HUGE.

Industry averages:

• ~3% = meh
• 5–6% = strong
• 10%+ = dialed in

If you have 1,000 visitors and only 10 sales, your conversion rate is 1% — which tells us something on the site isn’t working.

I’ve coached florists with 10–15% conversion rates. It’s possible.

🔍 Where Are Your Customers Coming From?

Traffic sources matter:

• Google search
• Instagram
• TikTok
• Email
• Pinterest

If TikTok brings tons of traffic but zero orders… that might not be where your buyers live.

This is tracked through UTM links and Google Analytics, and it’s powerful info for deciding where to focus your marketing energy.

🧠 The Big Truth:

If sales are slow, you have either:

• An audience problem (not enough right people),
• A conversion problem (your site isn’t turning visitors into buyers),
• Or both.

Data helps you know which one it is.

⚠️ One Website Warning

When you completely redo your website, you often wipe out years of SEO authority Google has built for you.

Sometimes you don’t need a full rebuild — you just need:

• Better structure
• Better messaging
• Better CTAs
• Faster load speed
• Cleaner checkout

A tune-up can outperform a total overhaul.

🌼 Final Thought

Your website should be your best salesperson:
✔️ Clear
 ✔️ Easy
 ✔️ Data-driven
 ✔️ Built to convert

If you’re struggling to make sense of your numbers or feel like your site isn’t working for you, I’m always happy to jump on a 1:1 and help you find the small tweaks that can turn your website into a lead and sales machine.

You deserve a site that actually works for you, not just one that “looks pretty.” 💻🌸