As a florist, you pour your heart and creativity into every arrangement—but what happens when clients keep choosing someone else? It’s frustrating. You’re left wondering:
What am I missing?

Here’s the truth: clients aren’t looking for perfection. They’re looking to feel something—confidence, clarity, trust. But they don’t know how to articulate that, so it’s your job to make sure every part of your online presence hits the right notes.

Let’s break down three reasons why clients may be passing you up—and how to turn it around.

1. Your Website Isn’t Built to Signal Trust

When a potential client lands on your website, they don’t know what they’re looking for. They’re not floral experts. They’re not trying to analyze your design principles. They’re trying to answer one question:
Can I trust you with my event?

Your website needs to give them that answer—fast.

The issue? Most florist websites are missing critical trust signals. They feel vague, cluttered, outdated, or confusing. The branding is inconsistent. The messaging sounds generic. The flow doesn’t make sense. That’s a problem—because when someone feels even a little uncertain, they bounce.

If your website doesn’t feel like it belongs to a pro, people assume you’re not one.

What builds trust on your website:

• Clear, confident language that speaks directly to your ideal client

• Clean design and intentional branding

• A clear sense of who you are and what your aesthetic is

• Simple navigation that feels professional, not homemade

There’s always room to improve here. The smallest tweaks can lead to big shifts in how people perceive you. Don’t assume your website is “fine.” Ask yourself: Would I trust me, based only on this site?

2. Your Portfolio Isn’t Consistent Enough to Build Confidence

Here’s what most florists miss: clients aren’t just looking for beautiful work. They’re looking for predictability.

They want to be sure that what they see is what they’ll get. If your portfolio is all over the place—different styles, tones, lighting, color palettes—it’s hard for them to feel confident in what you’ll deliver. Even if each piece is technically beautiful, inconsistency creates doubt.

This doesn’t mean you can only do one style. It means your portfolio should feel curated and intentional.

Audit your portfolio:

• Do all the photos look like they were taken by the same brand?

• Does the work reflect your current pricing and dream client?

• Are there designs that dilute your brand because they no longer align?

• Are you showing your best work—or just everything you've done?

Consistency = trust. You don’t need to show it all. You need to show the right things.

3. You’re Missing Social Proof

You could have a beautiful site and a strong portfolio—but if you don’t show that other people have trusted you, you’re still missing a major trust builder.

Social proof matters because it creates a shortcut for your clients. It signals, “Others have hired this person and loved the results.” That’s all they need to see sometimes to go from “maybe” to “let’s book a consult.”

And yet—most florists underuse it.

What counts as strong social proof:

• Testimonials (bonus points for real names, locations, or photos)

• Logos of press features or vendor partnerships

• Behind-the-scenes content from real weddings or installs

• Collaborative work with planners, venues, or brands your client recognizes

• Screenshots of feedback from DMs or emails (with permission)

Don’t bury your social proof on a testimonials page no one clicks. Weave it throughout your site: after your service breakdown, next to portfolio galleries, even in your inquiry form confirmation message.

So, what’s your next move?

If you’re realizing your online presence could be stronger—good. Most florists think the answer is more marketing, but marketing only works when the backend (your brand, website, portfolio, and proof) is dialed in.

Inside Flowering Minds, I help florists build businesses that actually convert. From elevating your portfolio to crafting a trust-building website and using social proof the right way—you’ll get the strategy, feedback, and support to make it all work.

You don’t need to guess.
You just need to build with intention.

You’ve got this.
Lys x