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Florist Tech: August/September 2010
DIY vs. Hiring a Pro |
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Written by Georgiana Laudi
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We all know how important having a professional web presence is for our
businesses, but it can be tricky to know just what is professional and
what’s actually hurting us. How can we be expected to know the
happenings of the web industry that changes more often than the stock
of red roses? There are some things that you must simply know and do
yourself, but don’t quit your day job – help may be easier to find than
you think.
We all know how important having a professional web presence is for our businesses, but it can be tricky to know just what is professional and what’s actually hurting us. How can we be expected to know the happenings of the web industry that changes more often than the stock of red roses? There are some things that you must simply know and do yourself, but don’t quit your day job – help may be easier to find than you think.
Your (new) website
When it comes to creating a website, don’t mess around, hire a professional. Your choices range from wire service templates to a custom site representative of your shop. It might hurt at first but spending $2,000 to $10,000 is not uncommon. Just remember, saving the time you would have spent creating a sub-par site is priceless, and if done right the site will pay for itself within the first few years. Do your research when choosing what is right for you. Pick a company, agency or freelancer you trust and make sure that making changes to your site afterward is an easy task.
Search engine optimization
This is one of those areas that truly can impact your bottom line with a professional hand. Keyword research and analysis is something you want done right, the first time. Also, where and how to place your keywords can be challenging if you don’t know what you’re doing. If you’re getting a new website, this is when your SEO should be done. Ask the developer what kind of services they offer. If you’re looking to improve your current site, hire an agency or freelancer with small/local business experience. Once the initial SEO is done, maintaining it can definitely be DIY. It is an excellent idea to have a working knowledge of SEO as this will help you tremendously with writing, listings and social media efforts long term.
Website maintenance and upgrades
Due to the seasonal nature of the industry, florists websites need updating more often than most small businesses. Homepage updates, seasonal and holiday items, out of stock or out of season products, etc., all put a strain on your time. You should know your way around the administrative area of the website and how to accomplish small tasks like adding new products. This you can do yourself. If you find you’re consistently running behind, hire a pro, because having an out of date website hurts your business. When making bigger changes like adding new pages, changing the navigation, etc., write it out and have someone check it over before you publish.
Social media
Though some businesses are now hiring community managers to help them keep up, the best person to handle the social side of things is you. Spaces like Facebook, Twitter and your blog are do-it-yourself. Who better to talk up your products, answer questions and give personality to your business? Watch some webinars or better yet hire someone to consult with you and your staff for a couple of hours. It will help you hit the ground running and also give you a go-to when you have questions. Though it can seem time-consuming at first, remember that Facebook is the largest network of your customers available. If five years ago someone told you they could deliver 400 million people to your website every day, you’d have paid big bucks for it.
Web links, listings and citations
Finding websites and directories to link to your website is DIY. This is an ongoing process of looking for local businesses, quality directories and popular review sites to submit your business info. Every week set aside time to look for sites that are either relevant in location or industry, or popular business listing sites like Google Place and Yelp. Check out florist directories like FlowerShopNetwork.com, Flowers Canada.org or Canadian shopping sites like CanadaRetail.ca and TryCanada.com. If you cater to the wedding market, this is also another opportunity for listings. This can be a long process but every listing is like a vote for the credibility of your website to search engines, and it gives customers more ways to find you. Remember, quality over quantity.
Florists are industrious, dynamic and can turn on a dime – that’s why small is beautiful these days on the web. Being in small business gives flexibility the big guys just don’t have. The advantages of small are wasted though if we don’t take the time to tell the world. Just like that DIY bride who insists she can get it all done and as well as you can, sometimes florists need to learn to ask for a little help.
Georgiana Laudi is a third-generation florist and marketing manager at Terrafolia in Montreal. She’s also dedicated to helping other florists succeed with their websites. Visit her online at GrowAFlorist.com or reach her at
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