A florist website that reflects the business
The Business
This client runs a floral design business for weddings and events, helping engaged, colour-loving couples find environmentally sustainable flowers for their big day in Orange County. Her work is bold, joyful, and rooted in a genuine commitment to sustainability — the kind of florals that make a wedding feel unmistakably theirs.
The Challenge
Her old site was built on Showit, and it was holding her back in ways that had nothing to do with her talent. It was difficult to navigate and update, blogs had to be outsourced to a separate WordPress setup just to publish, and the portfolio hadn't kept pace with her recent work — larger floral installations, more colour, more ambition. The site simply wasn't telling the story of where her business had grown to.
She came to me needing three things at once: a more professional website that actually showcased her current portfolio, proper SEO support so the right couples could find her, and a smoother, easier way to manage it all going forward.
Who She Was Trying to Reach
Engaged couples who love colour and want a wedding that reflects their values — specifically, couples looking for a more sustainable approach to their flowers. They needed a site that felt as warm and considered as the flowers themselves, with enough clarity and credibility to know they were in good hands.
What We Set Out to Do
Her goals were clear from the start:
Increase traffic, with SEO built in from the ground up rather than bolted on afterwards
Establish credibility through a more polished, professional presentation of her work
Grow her list with a pop-up freebie download
Bring the site to life with video of her installations, not just static photography
Migrate cleanly from Showit to Squarespace, without losing the blog content she'd already built
On the brand side, the brief was to keep the colour and the fun, personality-led copy — but in a more polished form. The new site needed to reflect her current portfolio of larger, more colourful installations, and the copy needed to feel relaxed and approachable without losing an ounce of professionalism.
How We Worked Together
This is where I think the process really made the difference. Alongside the design work, we tackled SEO, keyword strategy, and copywriting together — not as separate workstreams handed off in sequence, but as one connected effort, because a beautiful website only works if the right people are finding it.
The trickiest technical piece was migrating her existing blog content from Showit over to Squarespace without losing the SEO value it had already built up. I scheduled them to go live at staggered intervals — so the new site had a steady stream of fresh content rolling out, which helped the website’s online visibility.
The Result
The new site is warm, inviting, and colourful — but polished in a way that gives it real credibility. It's early days, but the difference is already obvious: a website that finally looks like the calibre of work she's producing, built on a platform she can actually manage herself, with SEO foundations in place to help the right couples find her.
In Her Words
"Clare’s ability to not only tackle the creative aspects of the overall design and the technical things like SEO, but to uncover new strategies to implement that would help my business. Goes above and beyond what's been agreed upon. Great communication and follow up."
"[The blog migration] was handled like a champ! She took the extra time to get it done, spoke with the Showit chat team, and not only moved the blogs over to the new site but scheduled them to publish at different times so it benefited my website."
"It's pretty recent, but I can tell already how clear and fun, yet professional it looks. It's warm, inviting and colourful but polished."
Her Advice to Other Business Owners
"Come with a set of priorities, design ideas — but be open to what Clare will uncover for you throughout the process. She's truly uncovered some gems out of the internet coal mine to not only help create a beautiful and effective website, but implement strategies for a stronger business."
Thinking about a website that finally does justice to your work? Get in touch to talk through where you are and where you'd like to be — clareashbrook.com
