Let’s be honest - most people aren’t reading your whole website.

They’re skimming. Scanning. Subconsciously deciding whether you’re “the one” within seconds of landing on your homepage.

And if your floristry website doesn’t give them what they need right away? They click out. Not because your work isn’t good enough (it probably is). But because people are busy, easily distracted, and constantly comparing.

That’s why what you put "above the fold"- the first part of your homepage you can see before scrolling - is everything.

It’s your one chance to make someone feel like:
“This is the florist I’ve been looking for.”

Without that immediate connection, even your most thoughtful designs and beautifully written copy might never be seen.

So let’s make sure you’ve got the right pieces in place - right where it counts most.

1. Your Location: Make It Clear.

One of the most common reasons people bounce off a florist’s website?
They can’t figure out where you are.

Include your location clearly and proudly in your homepage copy. Something like:
“Austin-based floral designer specializing in artful, garden-inspired weddings.”

Don’t bury it in your footer or hide it in your contact form. Your dream clients need to know right away that you serve their area. And bonus - Google needs to know it too. Including your city or region helps your site show up in local search results.

2. What You Do (Specifically)

A vague “floral designer” title doesn’t help your ideal clients know they’re in the right place.

Are you a wedding florist? Do you offer daily deliveries? Elopements? Grand-scale installations in dreamy historic venues?

Be clear and confident in describing what you do - and even more importantly, what you specialize in. This helps clients immediately understand if you're the right fit for them, which means more aligned inquiries and fewer people asking for services you don’t even offer.

3. What Makes You Unique

This is where you go beyond “I love flowers” (we all do) and into what makes your work yours.

What’s your approach?
What sets your process apart?
What do your clients rave about most?

Maybe you’re known for wild, textural arrangements with locally grown stems. Or your background in fine art shows up in your color stories. Or you obsess over details and hand-deliver every bouquet with a handwritten note.

Whatever your edge is - own it. And don’t wait until your “About” page to say it. Put a version of that uniqueness right at the top of your homepage.

4. Your Best Work - Not Just Any Work

Visuals matter. A lot.
The photo (or photos) you show above the fold are doing more work than you think.

They need to do three things:

• Represent your best design work 

• Reflect the kind of events or clients you want more of

• Create a specific feeling - something aspirational, emotional, and aligned with your brand

Skip the generic close-up of flowers, with no clear design skill visible. Lead with something that shows your scale, your style, your vibe.

And keep it clean. One hero image almost always beats a fast-moving slideshow, which most people won’t stick around to watch.

5. A Clear Call to Action (CTA)

Once a potential client lands on your site and thinks “ooh, I like this,” what happens next?

You have to tell them.

Whether you want them to inquire about events, browse your flower delivery shop, or book a consultation - your homepage needs to make that action obvious and easy.

This isn’t the time for subtle. No tiny “learn more” links in the corner.
Give them a bold, direct CTA:

• “Inquire About Your Wedding”

• “Shop Flower Arrangements”

• “Book a Design Consult”

And if you serve multiple audiences (like weddings and deliveries), separate your paths. Two clear buttons for your two clear customer avatars. 

A Few Extra Ways to Increase Conversions Above the Fold:

🧠 Write with personality, not just professionalism
“Custom floral design for modern couples” sounds fine.
But “Artful flowers for big feelings and unforgettable parties”? That gives people a vibe.

📱 Check your site on mobile
Most clients will view your website from their phone. Make sure your design - and especially your CTA - is easy to see and tap, not buried halfway down the screen.

🚀 Speed matters
Slow-loading sites lose interest fast. Compress your images, simplify animations, and keep things moving.

Above the fold isn’t just a technical term. It’s your storefront window. Your opening line. Your very best shot at capturing someone’s attention before they’re off to the next tab.

And when it’s done right, it turns casual scrollers into excited inquiries.

So go take a look at your homepage.
Do your dream clients know what you do, where you are, why you’re different, what kind of work you create - and what to do next?

If not, start there.
Because when you get this right, everything that comes after is so much easier.

And if you're ready to take the next step in building a brand that books dream clients with confidence, clarity, and pricing that reflects your value - [Grab my free Floral Pricing Guide here.]

It pairs beautifully with a homepage that actually converts.