Designing a High-Converting Landing Page for Florist Business.

This local florist needed to transform their digital presence to compete with larger flower delivery services. They faced several critical obstacles:

Local customers were increasingly ordering from national flower delivery apps instead of shopping locally

Their previous website failed to showcase the quality and freshness that set their arrangements apart

Their conversion rates were suffering because customers couldn't quickly understand their unique selling proposition

The emotional element of flower-giving wasn't being effectively communicated through their digital experience

I started by researching how color and imagery influence purchasing decisions for gift products. The vibrant pink palette wasn't just aesthetically pleasing—it strategically evokes the feelings of joy, affection, and warmth that motivate flower purchases.

The headline ("Fresh Flowers in less than 37 mins or delivery FREE!") directly addresses the key pain point for flower buyers—receiving wilted, disappointing arrangements. This specific timeframe (37 minutes, not 30 or 40) creates authenticity and believability that generic promises lack.

Working in Figma, I crafted a layout that balances emotional appeal with direct conversion elements:

High-quality, close-up flower photography showcasing texture and freshness details invisible in competitors' stock photos

Gradient dark overlay behind text for optimal readability without sacrificing the visual impact of the flowers

Two-tiered CTA approach with contrasting button designs—the primary "Purchase Now" in vibrant purple stands out while "Learn more" provides a low-commitment alternative

An ultra-clear value proposition is immediately visible without scrolling

Supporting copy that connects the product to emotional benefits ("brighten your space," "pure joy")

I built the responsive site in Framer with careful attention to:

Lightning-fast load times to keep impulse buyers engaged (under 2 seconds on mobile)

Mobile optimization that maintains the emotional impact of the imagery across devices

Simplified purchase flow that minimizes steps between landing and checkout

Animation subtlety that draws attention to the CTA without distracting from the message

Backend integration with their local delivery tracking system to actually fulfill the 37-minute promise

62% increase in conversion rate compared to their previous website

41% higher average order value as customers responded to the freshness guarantee

Expanded delivery radius as the compelling offering attracted customers from neighboring areas

Significant reduction in customer acquisition costs through improved conversion efficiency

The owner's feedback: "This design doesn't just sell flowers, it sells the feeling behind sending flowers. I've had multiple customers mention they chose us specifically because our site made them feel confident we'd deliver something special, not just another bouquet."

This project demonstrates how strategic design thinking can transform a commodity product into an emotionally resonant experience that drives real business growth for local businesses competing in crowded markets.