Posts tagged "floral website"

Stand Up to Internet Floral Order Gatherers

October 31st, 2017 Posted by Idalina Bertone Blog, Floral Order Gatherer, Florist Ecommerce, Florist Resources, Florist Websites, Florists' Thoughts 8 thoughts on “Stand Up to Internet Floral Order Gatherers”

Have you worked hard to provide quality blooms and care to all your customers, only to be forced to compete with a floral order gatherer?

It can be frustrating and discouraging for florists who invest serious sweat equity into running a flower business only to see an eCommerce company to move in and pass themselves off as local florists.

There are many different kinds of floral order gathers, from the larger, well-known wire services to ones that take over search engines. We will focus on the floral order gatherers who run search engine ads that knowingly deceive their consumers, and offer you ways to maximize your sales and eCommerce legibility without worrying over order gatherers’ paid ads to lure customers into shopping with them under false pretenses.

Image via Shutterstock

What are Floral Order Gatherers?

Order gatherers—in this case, floral order gatherers—are virtual businesses that have no intention of filling the order purchased by its customers. What order gatherers essentially do is harvest the customer’s information and payment details and then look for real local florists to fulfill the order.

Order gatherers can benefit themselves and the filling flower shop alike, right? Well, yes and no. Order gatherers only pass along a fraction of the customer’s payment, and the customer gets less of what they actually paid for.

Floral order gatherers know that they profit by sending orders to a real local florist, while you the actual florist pay for mortgage/rent, utilities, employees, and product.

Another concern is that some order gatherers are passing themselves off as local florists when in actuality they do not run a flower shop or design flowers. You likely have seen their paid ads on search engines.

Below is an order gatherer’s paid ad on Google. (We covered the name of the order gatherer as well as their website address.) If you look at this ad you can see how easily a customers could believe this is a genuine San Diego florist. There is no indication that this company has nothing to do with fulfilling their order.

Image provided by Google

A Step in the Right Direction: There have been several lawsuits filed by florists to stop these order gatherers from blatantly falsifying information on their ads regarding their location.

Image via Shutterstock

How to Beat Floral Order Gatherers

So what can you do to stand apart from floral order gathers that are taking over your area with paid ads on search engines? Unfortunately, there is no surefire way to stop them other than educating your consumers and marketing your floral business in a way in which it is not affected.

We understand that is easier said than done, however there are a few points working in your favor: floral order gatherers’ time is limited, there are more and more articles out to help consumers identify order gatherers, and consumers are wary of paying more for something only to get less.

Take these actions to brand yourself and increase your visibility as a legitimate local florist in your area, that will offer customers exactly what they paid for.

  1. Use a blog. If you have an option to add a blog to your floral website, do so and take an action on educating customers on what a real local florist offers versus a floral order gatherer. An article on your website on this topic will reach more people than visitors that just land on your web page. Besides discrediting order gatherers, this strategy will bolster consumer confidence in your floral eCommerce.
  2. Add content and write-ups. Add a gallery and write-ups of your flower business’s staff to your website to showcase you as a local florist.
  3. Consider your marketing. The advantage you have as a real local florist is that you do not have to spend a small fortune on ads that fundamentally deceive your customers you’re trying to attract. Market your flower business on social media consistently and be sure to ask satisfied customers to review your shop on Google and Yelp. The best way to do this is having links on your floral website to allow customers to easily click and review you.
  4. Use store promotions and offers. Floral order gathers offer many enticing promotions to entice customers to click and shop—refer to the search engine add above, offering 45% savings. We do not want you to give your flower arrangements away from free, however, consider running some enticing offers to get customers to click on your website. This is a great option for gaining new customers as well.
  5. Don’t forget about SEO. Your search engine optimization should be on point to compete with online businesses like order gatherers. Work with your floral website provider to make sure you are listing on the first page on search engines. Make sure your Google business page is set up and work on adding images and getting reviews. This all helpful in raising your site’s ranking on search engines.
  6. Try a Google ad. Thanks to the internet, marketing is so different today than it has been in the past. That isn’t to say that mailers don’t work, but placing a Google AdWords ad can be helpful in building your brand visibility. Start off with a lower budget, see how your conversions go, and build up from there.

Image via Shutterstock

Floral order gatherers do not play fair. There is no way to stop them completely, however, florists do have the upper hand as floral order gatherers need filling florists to make their business possible. Partner up with other real local florists and stand up to the floral order gatherers by educating your consumers. We are not saying that no florist should ever fill a floral order gatherer’s order, but it’s about time that florists get compensated appropriately for their services. Do not hesitate to ask for more money if you are filling a gatherer’s order. Florists, your expertise and resources are needed to keep floral order gatherers in business—remember that.

 

 

Florists, how have floral order gatherers impacted your flower business? Please share your feedback in the comment section below. If you have any questions please post below as well!

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Floranext makes great florist software. Florist websites, floral POS, florist wedding/event proposal software, and florist technology. Let us know if you want a free demo or try our software for free here.

florist webmaster tools

Want more web orders? Work smarter, not harder!

October 15th, 2014 Posted by Jessica Blog, Florist Marketing, florist technology, Florist Websites, Search Engine Optimization, seo 1 thought on “Want more web orders? Work smarter, not harder!”

Want more florist web orders? There are a few things you can do to get more visibility for your florist website.

Your florist website’s visibility can make or break your sales. Unfortunately, the full time job of running your small business can often make it hard to improve your website and its rankings. This is why you need a plan. By pinpointing what improvements will have the biggest effects on your online flower shop, you can use your time most efficiently to boost website sales as well as your online reputation.

florist webmaster tools

Your Roadmap for Online Florist Success – Google Webmaster Tools

Google Webmaster tools is a free application that lets you see your website’s ranking for key search terms.

In this example, we’ll be looking at the search results for Mom and Pop Flowers in Pasadena, MD for the month of September. Webmaster Tools shows a search query and how your site fared against the term.

Closerlook

  • Impressions – Every time your store shows as a search result it makes an “impression.” The first row shows that 39 people searched Mom and Pop Flowers and found this florist’s website.
  • Clicks – It also shows that of those 39 impressions, 13 customers clicked on the Mom and Pop Flowers link, for a click through rate (CTR) of 33%.
  • Average Position – On average, this store’s link was the third result on the page. All in all, it looks like this shop is doing well when customers are searching for the name of the store.

Here’s where webmasters starts to shine, however. The second row in our example above shows that while 39 people had a chance to see our florist by shopping the name of the store, 219 people chose to search “Pasadena flower delivery” instead. Zero of these customers clicked on our shop’s link, and their website is 35th on the list of results – not even on the first page!

How to use Google Webmaster Tools to Build Traffic

This shop is missing is the chance to be seen by the 219 people searching for “Pasadena flower delivery”. They could focus on becoming a top search result for “Pasadena flower delivery” and any other query that has a higher number of impressions and lower number of clicks or lower page ranking. Here are some ideas!

  • About Us – Mom and Pop might want to include these phrase “Pasadena flower delivery” in the About Us section of their site
  • Front Page – Put the phrase in their front page of the site, preferably in the H1 tag, the closer to the top of the site, the better
  • Blog – Start a blog and be sure to include the high-impression search phrases. The more these words are on your site, up to a point, the better the chances your website will show up in these search results.
  • New Content Page – Create a page on your website with the title Pasadena Flower Delivery with a description of your services – momandpopflorist/pasadena-flower-delivery

Google Webmaster Tools – Advanced Features

More advanced users will quickly be able to find more uses for Google Webmaster Tools. It can show what products people are looking at most, what pages they’re staying on the longest, what people ignore altogether, and a host of other useful facts.

The point is not to become overwhelmed with online data, but to find what areas could do the most to boost your shop’s digital presence. In the example above, Mom and Pop could spend lots of time and resources trying to capture the number one spot for their shop’s name in order to get a few more clicks per month. Or, they could focus on other queries like Pasadena flower delivery that offer room for huge improvements and hundreds of new visitors to your site.

florist webmaster tools

Google Webmaster Tools is free and easy to set up. How are people finding your flower shop online? What can you work on to make sure your site is making impressions and being clicked on? Using Webmaster Tools, you may be able to come up with your own road map to success and make major strides with surprisingly little effort.

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Floranext Logo

Floranext makes great florist software. Florist websites, floral POS, florist wedding/event proposal software, and florist technology. Let us know if you want a free demo or try our software for free here!