How to Use Stories to Help Your Website Convert More Customers

Detailed event shots can help tell the details of your story.

Most clients have no idea the time, skill, knowledge, and attention to detail required to create eye-catching floral designs. They appreciate the results but may undervalue your expertise because they don’t understand the problems you are solving, how you develop your solutions, and why you are uniquely qualified to be their florist.

This misunderstanding can lead to decreased profits, price haggling, and an inability to scale your business. Being a business owner is frustrating enough without the added confusion of communicating your worth to your leads.

The good news is you can avoid the pitfalls caused by client knowledge gaps by telling a better story about your wins, systems, and philosophy. Stories make complicated ideas and processes simple and easy to understand.

As an expert in your craft, you have an abundance of knowledge that your clients—especially freshly minted soonlyweds—don’t have. Your wealth of experience is a blessing, but it can also prohibit you from clearly articulating your “why” and workflow.

By taking a step back and building out your story, you will reduce the amount of brainpower required by your prospects, which will minimize friction on their buyer’s journey and increase your booking opportunities.

When you take the time to share how you have executed your clients’ floral visions in the past, you will build stronger relationships with website visitors and social media followers.

Prospective clients will then imagine greater possibilities and see you as an integral part of their event’s success.

There are several story frameworks you can use to help you. One of the more prominent options is the StoryBrand SB7 Framework that Donald Miller introduces in his book, Building a StoryBrand (a highly recommended read!). Regardless of the structure you employ, there are three main elements to include in every good story.

Go Beyond the Surface to Understand What Your Client Wants

First, you need to understand what your client wants and what their ideal situation would be.

For example, a couple may be looking for a unique floral design concept to complement their modern aesthetic and capture the essence of their rich Japanese culture. The ultimate sign that their florals were a winner could be praise from both their tradition-revering Obaachan (grandmother) and their college friends.

On your portfolio page, you could highlight how you researched Japanese flower meanings, dove into related trends from Architectural Digest, and spoke at length with the soonlyweds to create a design that surpassed everyone’s expectations, including their Obaachan. Showcase images of the florals alongside happy, smiling wedding guests whose experience was elevated by your work.

Articulate the Problem You Solve

This client opted for an understated cascade bouquet mixed with a full bohemian vibe.

The second key element of a compelling story is the problem that your clients are attempting to solve.

Think past the fact that they need flowers for their event and dive into the more nuanced issues that may be preventing them from getting what they want. Make sure to include how that problem makes them feel and why they shouldn’t have to deal with the anguish it causes.

Let’s say you’re working with a client who is getting married but hates traditional bouquets. They have gone on Pinterest and poked around the internet but can’t seem to find a floral design that matches their edgy but elegant style. Their wardrobe, car, and the rest of their wedding decor are precisely “them,” but the florals seem to be a sticking point.

Use empathy and take a second to put yourself in their shoes. They’re most likely frustrated, overwhelmed, and discouraged. They lack the floral knowledge and talent to articulate their creativity and find themselves blocked. They may also be right on the edge of settling for something lackluster because they feel they have run out of options.

After working with you, they walked down the aisle with a punk rock/art deco hoop bouquet they didn’t even know was possible. So instead of just posting an image of your creation on your portfolio page, tell the full story of the problem you solved and include a testimonial from your happy client.

Clarify the Path by Outlining Your Plan

Include details about the ceremony space! This is so important for the bride and groom—and your future clients want to hear about how you’ve worked with past clients.

Most likely, the ins and outs of floral design are new concepts for your clients. The process can feel intimidating, and they probably have a lot of questions before they work with you. On your portfolio page, talk about the stages you walked previous clients through so that prospects can visualize taking the same path.

A floral wedding ceremony arch could make or break the entire look of the occasion. If it is sparse, guests may feel underwhelmed by a poorly executed vision.

If it is unstable, includes flowers the couple is allergic to, or uses culturally offensive elements, even more severe consequences could arise. Therefore, a couple or their planner must know they are working with a floral designer who will consider every detail and has the experience to create a gorgeous and safe arch.

To help mitigate the risk, use a recent arch project in your portfolio, and talk about your process from flower selection to construction. Include any additional points of interest that demonstrate your dedication to your craft. When you demystify your strategy and are transparent, you will increase your trustworthiness and set the stage for healthier relationships.

Big and lush meets minimal in this boho teepee Wedding arbor.

Your goal should be to transform your website portfolio from a collection of pretty images to a revenue-driving storybook.

By the time visitors navigate away from your site, they should know the key reasons you’re different from your competitors and how you’re a match to solve their problems. Photos alone aren’t sufficient to tell a highly converting story, and you are doing yourself a disservice if you don’t write words that showcase your expertise.

If you would like more help telling your story, click here to download the Growth Storytelling Blueprint Implementation Guide. Inside the guide, you will find tangible tips, worksheets, and action steps.

All photos by Lovelenscapes Photography.