If you already have a website then I want you to open your About Page.
Read the text you wrote and look at the images. Now ask yourself this question:
“Is this enough to convince an hesitant bride to work with me?”
If you can’t answer with a big YES then keep reading.
Table of contents
1/Some pages on your florist site are meant for conversion.
The About Page is one of them.
Here’s how your future client will most likely browse your site if they’re landing on your Homepage.
Let’s say they found you on IG and they’ve already binged your content.
They know your style
The palette you’re usually using
Your favourite flowers
They know how you look like (and they think you're pretty)
They know that you’re open for bookings and they decided to learn more about your offers
Not every client will DM you on social media. Many people would rather use your site.
Here’s what’s happening behind the screen:
They’re skimming your Homepage and Services Page.
They’ve already seen pictures of you and they’re curious to know more.
A quick look at your menu to see what categories are displayed and they may click on your Portfolio but ultimately they want to know 2 things:
Who are you and can they trust you?
And how much does it cost to hire you? What are your rates?
You have to use your About Page to build that trust. The 2nd question can be answered on your Services or Portfolio Page.
2/What exactly should you write to make them instantly choose you?
Future brides contact at least 2 florists before booking anyone. You’re probably not the only wedding florist they have in mind.
It’s your duty to make them realise that you are the florist they should work with. And we don’t do “convincing” over here. I don’t believe in begging clients and chasing after them.
We show up as our best selves and the right people will notice and hire us. That’s one of my mottos in business and you should start thinking this way. So be clever on how you’re putting yourself out there.
What I’m about to share is not a full guide of dos and don’ts but I promise it will change your perspective.
a) People love stories!
-Talk about how you became a florist.
What made you start this journey? Was it a hobby or are you fully qualified with a training? Which leads me to the next point.
-Show off your expertise.
Did you go to a floristry school? Did you attend any workshops? Did you collaborate with famous florists in your town?
-What are you up to right now? What's going on in your business? Are you fully booked this year? Can you travel if needed or are you only serving people in your area?
-What are your complimentary services? Flower delivery perhaps? Custom floral arrangements? Or are you an event florist accepting corporate requests?
b) You need to show off your personality
-Besides doing floral design, what are your other hobbies? Do you like reading? Are you an introvert or an extrovert? What season do you like the most?
-What’s unique and interesting about you? Do you have a special talent? Did you win any contest? Are you a dancer, a singer, a painter?
c) Share highlights of your personal life
How old are you? Are you a millennial or a gen Z? Did you recently get married? Do you have kids? Any pets maybe? Where are you originally from? What made you move to your current city?
d) Then sell yourself but don’t make it too obvious
-Talk about your style and your process. What type of people do you want to work with? Would you rather work with a laid back bride or an enthusiast one? How can they contact you?
-What are your business values and why did you choose them?
For example, mine are passion for flowers, real and authentic affinity and quality of services.
e) And last but not least, share testimonies
A quote or two to show them that you are trustworthy and you’re the best at what you’re doing. There’s no need for them to look elsewhere.
And don’t worry about how you could possibly share all of those valuable information on a single page: I can take care of the design. My job is to build your optimised website and help you get signed.
This article only covers your web copy aka the textual content. Now that you know how to write a great About page, you may consider learning more about how to advertise your flower business in general. As a marketer specialising in the floral industry, I’m using this blog to share strategic techniques to make more money selling flowers online.
Consider subscribing to my mailing list for weekly marketing tips and advices. And in the mean time, feel free to read this article on how to promote flowers on social media.
Now do me a favour, take a piece of paper or your laptop and rewrite your content.
Take care!
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