At Bloomerang Solutions, we’re passionate about helping florists grow their businesses and we’re thrilled to share that our founder, Art Conforti, PFCI, was recently featured in Floral Management magazine, the flagship publication of the Society of American Florists. In the article, Art shared valuable insights on one of the most overlooked but powerful tools in local search engine optimization (SEO): local service area pages.
If your floral business serves more than one city or town, but your website only focuses on your primary location, you’re likely missing out on countless potential customers who are searching nearby. As Art explains, the key is to help both Google and your customers understand exactly where you deliver and why you’re the florist they should trust.
Why Local Pages Matter More Than Ever
When someone searches online for a florist in their town, Google tries to match them with the most relevant, nearby results. But if your shop is in City A and someone in City B searches for “florist near me,” your business might not show up—even if you deliver there.
Too often, florists try to get around this by simply adding a list of city names to their homepage or using generic phrases like “serving the greater metro area.” Unfortunately, that’s not enough to help your visibility in search results.
Art recommends a smarter approach:
Create individual pages for each city, town, or neighborhood you serve.
These are called local pages (or city pages), and they serve as dedicated content hubs that tell search engines—and potential customers—that you’re not just a florist in your main city. You’re also a trusted provider in the surrounding communities.
What Makes a Great Local Page?
According to Art, a successful local page should include:
Custom-written content that mentions the specific location (no copy-pasting from Wikipedia!).
A brief overview of your services in that area.
Links to featured arrangements or offers tailored to that city or town.
Mentions of local events, like school proms, college graduations, or even seasonal happenings like a nearby farm’s corn maze.
These updates don’t need to be extensive, but they do need to be authentic and relevant. Plus, regularly refreshing your content tells Google your website is active—which helps boost your ranking in search results.
Real Revenue, Real Results
This isn’t just theory. One florist who partnered with Bloomerang Solutions implemented local pages for ten nearby towns, and those pages brought in $19,000 in additional revenue in just one year.
As Art puts it:
“That little bitty town - Google is looking for somebody, and nobody has a page for it. Make a page for all the little towns.”
By simply being more visible in underserved markets, florists can tap into high-value customers who are eager to buy - if only they could find you.
Helping Florists Thrive, One Page at a Time
At Bloomerang Solutions, we specialize in building marketing strategies that make a difference. Whether you’re looking to improve your local SEO, freshen up your website, or launch a new promotional campaign, we’re here to help you grow smarter and faster.
Want to learn how local pages can work for your shop? Contact us today to schedule a consultation.
And stay tuned for more tips, success stories, and digital strategies designed just for florists!
