The Natural Florist has been a cornerstone of the St. Augustine community for over four decades, offering fresh flowers, plants, and event florals with timeless elegance. As demand grew for seamless online ordering and modern event inquiries, they partnered with SFWP Experts to bring their website into the modern age—while keeping their heritage front and center
Project Overview
Industry
Retail · Floral & Event Services
Services
Web Design, Web Development, Content Strategy, UI/UX, SEO/SEM
Challenges
Outdated website
The previous site lacked visual appeal and functionality, particularly on mobile where most users browsed
Limited eCommerce capability
Online ordering was clunky and hard to navigate, resulting in abandoned carts and phone-based ordering
Low search visibility
Despite strong local reputation, the brand ranked poorly in local flower delivery and wedding search terms
Event inquiry confusion
Brides and event planners struggled to find clear information on floral services or how to get started
Research & Discovery
We worked closely with The Natural Florist team to understand their audience: local shoppers, out-of-town gifters, and engaged couples. We conducted:
Local SEO analysis
to uncover regional keywords for flower delivery and event florals
User journey mapping
across holidays, weddings, and everyday orders
Competitive benchmarking
against regional and national floral chains
Solution
Fresh UX & Web Design
Crafted a design that felt artisanal and modern, inspired by The Natural Florist’s in-store charm
Used rich floral imagery, elegant type, and subtle animation to convey luxury and local warmth
Simplified the homepage and collection paths for major categories: Birthday, Sympathy, Weddings, Plants, etc.
Streamlined Online Ordering & Forms
Integrated a responsive and intuitive eCommerce system with real-time inventory
Added quick-order options for seasonal and best-selling bouquets
Designed a dedicated wedding & event section with a gallery, testimonials, and an easy consultation request form
SEO & SEM Optimization
Rewrote all service and category pages with localized, keyword-rich content (e.g. “St. Augustine flower delivery,” “Historic District wedding florist”)
Improved page speed and site performance for Google Core Web Vitals
Launched SEM campaigns for key occasions—Valentine’s Day, Mother’s Day, and local wedding season
Responsive Design
Built fully mobile-first, the new site makes browsing, ordering, and wedding planning seamless from any device. Buttons are thumb-friendly, checkout is distraction-free, and floral collections adjust gracefully across screen sizes
Outcome
57
decrease in mobile bounce rate
271
increase in monthly online orders
355
growth in monthly wedding inquiries
633
boost in top 3 local keyword rankings
