Venting: Selecting a Talented Florist


Brenda Della Casa, Preston Bailey


Dear Readers,

I cannot thank you enough for the many recommendations that I received last week. I was most especially appreciative to have heard from so many florists in the United States and around the world.  I spent many hours looking at the recommended sites.

Last week, I promised to share my humble opinion and select one talented floral designer to promote on my site.  Well, I have some good news and bad news.

The good news is that I found five florists who have sparked my interest, and I am now in the process of learning more in order to give them proper acknowledgement.  The bad news is that I discovered that many of the recommended sites do not do an adequate job of displaying the talents of the designers they are set up to support.  If I were a client, I simply would have no idea if I was dealing with talent.

It is for this reason that I would like to spend the week making suggestions that are based on my own trials and errors.  I will share my thoughts on what I feel clients are looking for when they come to your respective sites.  It is my hope that, in doing so, all of us will learn how to better position ourselves and display our talents to our potential clients.

Let me start by asking a very basic question: if you are a florist, do you think you need a website? Many florists still hesitate in creating a site, claiming they are fearful that others will copy their work.  I’d like to borrow one of my favorite expressions Judge Judy uses on her popular TV program, “Baloney.”

The issue of cost is also a consideration I often hear. Florists are worried that setting up a site is too expensive.  This is only partly true.

This week, I will be working with my brilliant Director of online content and communications, Brenda, to deliver tips to help you create a cost-effective and dynamic website that showcases your talents. It is not enough to just have a site (which you need) but have one that gives the very best impression of you and your business.

Please feel free to ask Brenda and myself any questions about your site, whether it is established or just being designed.  We will do our best to help you as much as we can.

Question: Do you think you could run a business in today’s market without a site?


(Photo Courtesy of Matt Brawn)