A date is fixed. A bouquet has to arrive. A funeral needs flowers tomorrow. Someone searches for a florist near them, opens your site, and decides in a few seconds whether they can order without guessing. Soft petal photos and a number buried under three menus do not count. They open the next shop that already says what to do next.
A florist website is not a gallery for people who already know your door. It is the front desk when the event will not wait.
That first screen has to answer:
- What you make — bouquets, wedding flowers, funeral arrangements, or same-day gifts — in the first sentence.
- The area you deliver to, named towns, not “we deliver nearby”.
- How to order now: a number that works on a phone, a short form, or a clear email — whichever you really answer.
- Cut-off times for same-day and next-day, including weekends if you take them — and what happens when you are closed.
- A little proof you are real — your name, the town, a recent arrangement, not a stock vase.
You do not need a catalogue of every stem. You need a page that lets a stressed planner finish the order without hunting.
If your current site still makes them hunt for that, write to hello@merkwell.com. Say what a first order must answer on the first screen. We can put the desk where they can find it.