If you’re like most florists, website revenue represents 30 to 40 percent of business. Many of these purchases are from local customers already familiar with your brand, people who visited your site directly or used your name in a search. (You can confirm that fact with a quick review of your web analytics.) The rest stem from people finding you through geographic searches or arriving from social media, directories and web- site references.
How do you convince those customers — who don’t know you or your shop — to stay on your site and make a purchase? That’s the big question.