Wedding florist site with prices up front

The enquiry nobody sends

Wedding flowers are bought once, by people with no reference points, spending more than they expected on something they cannot easily compare. Every florist's website says get in touch for a bespoke quote. Almost nobody wants to be the person who asks what an arch costs and then discovers it is four times their budget.

So the enquiry does not get sent. Not because the couple were not interested, but because sending it felt like a commitment to a conversation they were not equipped to have.

The florists lose out too, in a way that costs them their weekends. The enquiries that do arrive are unqualified, so a large share of the consultations are with people whose budget was never going to work, and everybody finds this out an hour into a meeting.

What I built instead

Prices on the page for the things people actually order: a bridal bouquet, a bridesmaid posy, a buttonhole, an aisle meadow, a dressed arch, a pair of pedestals. Split into ceremony, party and reception so the numbers sit next to the decision.

Then an enquiry form with a running total. You tick what you think you want and the site adds it up as you go, so by the time you press send you already know roughly where you are and so does the florist.

A running total on an enquiry form

Unusual, and the whole point of the page. It converts an anxious open ended question into a number the couple arrived at themselves, which is a far easier thing to press send on.

Prices grouped by moment, not by product type

Ceremony, party, reception. It is how the day is planned and how the budget is mentally divided, so the numbers land where the decision is being made.

A named holding fee, published

Holding a date for a fixed amount turns a vague are you free into a clear commitment with a known cost. Vagueness about deposits is where a lot of wedding suppliers lose trust early.

Change your mind, said explicitly

Couples change the palette. Saying up front that this is expected and allowed removes a real fear, which is that the first choice locks them in for eighteen months.

The gallery is evidence, not decoration

Real arrangements against the prices they relate to, rather than a mood board. The job of the images here is to make the number look reasonable.

Questions answered on the page, in the couple's words

When do we pay, what if it rains, do you set up. The frequently asked list on a wedding supplier site is doing sales work, not support work, and should be written that way.

What publishing prices costs a florist

You lose the couple who would have fallen in love with the work first and stretched the budget afterwards, and that is a real customer who does exist. You also invite comparison on price with florists who are cheaper and worse. The trade is that you stop spending Saturday mornings on consultations that were never going to convert, and you get enquiries from people who have already accepted roughly what this costs. For a small studio where the owner's time is the constraint, that trade is usually worth it. For a larger operation with someone else doing consultations, it may not be.