A florist I know once sent me a screenshot of her product page and asked why customers kept leaving before the peonies loaded. The photos were gorgeous. They were also 6 MB each, and there were nine of them on a single page. On a phone with average cell service, the bouquet was basically invisible … Read more
A few years ago I rebuilt a small botanical garden’s website around a photo of their spring peonies. The mockup was gorgeous: blush pink, dusty rose, a bit of leafy green. Then I ran the text through a contrast checker. Nearly every pairing failed. The pretty pink headline was almost invisible on the cream background, … Read more
A few years ago I helped a florist friend in Ohio rebuild her website three weeks before Valentine’s Day. Her old site looked pretty, but it had no delivery date picker, no cutoff times and a checkout that asked customers for a recipient’s address only after payment. She lost orders every day. That experience taught … Read more