LAUREL & FINCH FLORAL DESIGN

A Central Texas floral designer needing a website revamp.

Lauren was referred to me by a dear friend. She was in need of a website revamp and saw that work I had done for other wedding partners like The Book of Beautiful Weddings and Twenty Toes Photography. Using her existing branding, we worked together to build a new website that showcased her breathtaking work and available services.

CONTEXT
Small Business Website Redesign

TIMELINE
Fall 2019

TOOLS
Adobe Illustrator
Wix.com

CONTRIBUTION
Consulting
Creative Brainstorm
Research
Information Architecture
UX / UI

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Defining the Problem

Lauren had a website made using SquareSpace, but she wasn't in love with it and wanted it to be more on brand for what she was doing. She wanted to take her current website and elevate it and ultimately drive higher-end clientele and book larger weddings.

PROBLEM STATEMENT

Lauren needed a new website to help drive higher-end clientele and book larger weddings. We will know this to be true when we see our users contacting Lauren for her floral design services through her newly ramped website.

 
 

Creative Brainstorming & Inspiration

For the first 2 weeks, Lauren and I exchanged her branding guidelines, logos and what floral design websites inspired her. In the end, she wanted to keep her existing branding and work towards a site that included an about page, services page, kind words, and a way to contact her, while also utilizing the beautiful photography of her work from other Waco photographers. 

Information Architecture 

 

We agreed upon a simple website consisting of five main pages; Home, About, Services, Our Work, Kind Words and Check My Date. The other objective we wanted to solve for was leading users to contact Lauren and ask about her floral design services. My solve for this was having call-to-actions throughout each of the pages, either leading them to the Kind Words page or the Check My Date page where they would fill out a contact form. 

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Reviews & Revision Stages

We started off with wireframes with mock photos from her existing site. We knew these weren't going to be the final photos, but knew we wanted to really showcase high resolution photos done by photographers she partnered with and pair that with parallax scrolling and overlays. The most tedious part was collecting these photographs; especially those of couples to showcase. 

Style Guide

 
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Key Functions

LARGE PHOTO SHOWCASING / PARALLAX

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THE IMPORTANCE OF CALL-TO-ACTIONS

Knowing Lauren was wanting to convert higher-end clientele, I knew we needed to have ways to take any users from any page and closer to contacting her. Therefore, added call-to-action strips throughout the site helped drive users to that contact page. 

 

BASIC SEO CAN HELP ESTABLISH A BUSINESS' ONLINE PRESENCE

We wanted to be sure Laurel & Finch was being found among other florists in the Central Texas area. Lauren provided some great body copy for her website and picking out keywords from there I made sure to input that into page titles and meta tags for site crawlers. 

GREAT PHOTOGRAPHY CAN MAKE A BIG DIFFERENCE

If it weren't for the great photography that Lauren gathered from other wedding photographers she worked with, the website would not have functioned as well. Floral design is highly visual, so having great photography really helped bring the look and feel together.

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What did I learn?