How Important Is My Florist Shop Address

My name is Siobhan. I have been involved in marketing since 1996 both in my jobs in Sydney, since Andrew and I bought a flower shop in Kingscliff NSW and we moved to Northern NSW, and since we moved fully online with flowers and sold the shop in 2009. I am the co-owner of Lily's Florist. I wanted to share that with you as most florists we partner with around Australia don't know that, in fact if you are reading this article, there is a chance that you have already taken orders from us over the last 17 years.

> Find out more about me

In this blog post, and it may seem obvious to some but not to others, I wanted to briefly touch on, at least in my opinion, the importance of you business address on your website, and where you should place it. In an earlier post I wrote in great detail about the importance of your phone number placement, a mobile vs local phone number, impact on sales & SEO and a whole lot of other interesting facts.

> Read that post here

Your Business Address is a Customer & Google Trust Factor

Your Customers

People are increasingly preferring local businesses, shops that are in the town they are sending flowers to, or generally just shopping for anything online. Just recently I got really into making my own coffee at home each morning, so I decided to buy some digital scales to measure the amount of coffee I was adding to the basket for my coffee machine. At least 20 businesses sold the scales I wanted, I clicked them all, but it wasn't until I clicked on one result in Google that showed the business to be in Brisbane that I decided to pull the trigger and buy them. It was not that they were cheaper, or that their website was better, it was simply that they were located in Brisbane. At least for me, this was huge, and sold me over anything else, or what any other website had to offer. Moreover, they actually added a handwritten note with my package to say thank you, just for coffee scales!

I shared that to illustrate my point. Showing your address on your website where you florist shop is located is critical to create trust for the traffic that hits your website.

Trust With Google & Other Search Engines

The ripple effect with having your flower shop address on your website, is your Google rank/s relative to where your shop is located, and for other landing location pages you may have created close your your shop. It's likely, due to this alone, and possibly the quality of your content, that it will help these pages grow faster and rank higher.

< Read my post on how to create a florist location page

Let's say you are florist in Bondi and you have your address on your website, but you also have location pages for Coogee, Bronte and Maroubra. Having your Bondi flower shop address on all these pages can be a trust signal for Google and it may rank you much higher than other websites in your area, or online florists trying to get into your area.

The bottom line is, make sure your business address is easy to read and clearly stated on your website.

What if I Don't Add My Florist Shop Address

I've seen this play out countless times over the years. A florist builds a website, loads it with beautiful photos of their arrangements, writes decent product descriptions, but then... no address. Or worse, it's buried three clicks deep on some obscure page that nobody ever finds.

People land on your site, they're keen to buy, but something feels off. They can't quite put their finger on it, but there's this nagging doubt. "Are they actually local?" "Is this even a real shop?" "Am I about to send my money to some dodgy operation overseas?" And just like that, they hit the back button and find another florist who proudly displays their shopfront address.

I get it, some florists worry that showing their address might somehow hurt them. Maybe they think it makes them look small compared to the big online operations. But here's the reality, hiding your address makes you look exactly like those faceless overseas operations that people are actively trying to avoid.

And Google? Well, Google notices too. When there's no clear address, no consistent location information, your local rankings take a hit. You're basically telling Google "I don't want to be found for local searches," even though local searches are probably where most of your customers are coming from.

The irony is, the thing you might be nervous about showing, your physical location, is actually one of your biggest competitive advantages against the massive online players. Use it.

Where Best to Place Your Shop Address

Contact Us Page

This seems pretty obvious, but yes here is one of three places it must go. 

The Footer if Your Website

This is far less obvious and far less common but it's crucial. The reason for that is that, if a customer is on any page of your website, they will see your local address, reinforcing that you are who you say you are, and you are a local flower shop. The potential knock-on effect is simply a higher conversion rate, therefore more sales.

More than that, if a potential customer has added a product to cart and is on your /cart or /checkout page/s they will see your address in the footer adding yet another trust signal potentially helping with conversions.

Stay tuned as, in the next blog post, I will be showing how to embed your Google Business map onto your contact us page to supercharge your florist SEO.

It's a Wrap

Look, I get it. When you're juggling stem orders, dealing with suppliers, managing staff, and trying to keep your website updated, worrying about where to put your address might seem like the least of your concerns. But here's the thing, after 17 years of working with florists across Australia, I've seen firsthand how these small details can make a real difference.

Your address isn't just about Google rankings or SEO tricks. It's about showing people that you're real, that you're local, and that you're there. In a world where faceless online businesses are everywhere, being able to say "we're right here on Main Street" matters more than ever.

So if you haven't already, take five minutes today. Put your address in your footer. Make sure it's on your contact page. Let people know where to find you. It's one of the easiest things you can do to build trust with both your customers and Google.

FAQ

What if I run my flower business from home and don't want to display my residential address?

Look, I completely understand this concern. Running a business from home is how loads of florists start out, and safety is absolutely paramount. Here's what I've learned works best: get yourself a PO Box or use a virtual office address in your area. Google is actually fine with this as long as you're consistent across all your online profiles. The key is being transparent about your service area rather than trying to hide that you exist at all.

You could also consider just listing your suburb and state without the street address, something like "Servicing Bondi and surrounding areas from our local studio." This gives customers that local confidence without compromising your privacy. I've seen plenty of home-based florists rank brilliantly in Google using this approach. The worst thing you can do is have no address at all, because that's when people assume you're operating from overseas or you're not legitimate.

Should I put my address on every single page, or just the footer and contact page?

The footer and contact page are the absolute essentials, no negotiation there. The footer means it appears on every page anyway, which is perfect. But here's where it gets interesting: on your location landing pages, absolutely include your full address. So if you're in Bondi and you've created pages for Coogee and Bronte deliveries, having your Bondi address on those pages actually helps Google understand you're a real local business servicing those areas.

Don't stress about cluttering your design though. In the footer, keep it simple and clean. On your homepage, you might add "Local Bondi Florist" near your logo or in your header, but you don't need the full address there. Product pages? Skip it, the footer's got you covered. The rule I follow is this: if someone's looking for location information, make it easy to find, but don't beat them over the head with it on pages where they're just browsing your arrangements.

How specific should I be with my address format for Google to recognize it properly?

Consistency is everything here. Pick one format and stick with it everywhere. I recommend using the format that Australia Post uses: 123 Main Street, Bondi NSW 2026. Not "St" but "Street", not "New South Wales" but "NSW". Why? Because that's what Google Maps uses in Australia, and you want everything to match up perfectly.

When you're putting it in your footer, use the full format every time. Same on your contact page. This isn't about being repetitive for customers, it's about giving clear signals to Google. Think of it like this: Google is trying to verify you're real by checking if your information matches across the web. If you write "Main St" in one place and "Main Street" in another, you're making Google work harder to figure out you're the same business. Make it easy for them, and they'll reward you with better local rankings.

Will displaying my address hurt me if I also deliver to areas far from my shop location?

This is such a common worry, and honestly, it's backwards thinking. Showing your address actually helps you capture more delivery areas, not less. Here's why: when someone in Parramatta searches for "flower delivery Parramatta," they're not just looking for shops physically in Parramatta. They're looking for florists who deliver to Parramatta. Big difference.

What you need to do is be crystal clear about your delivery areas. Under your address in the footer, add a line like "Delivering across Sydney 7 days a week" or "Servicing all Sydney suburbs." On your delivery information page, list out all your delivery suburbs. Create landing pages for your major delivery areas. I've seen Bondi florists successfully deliver to Parramatta, Penrith, everywhere, because they clearly communicate their delivery range. Customers actually trust a real shop with a real address more than some mysterious online operation, even if that shop is 30km away. They know you're accountable, you're findable, and you're not going to disappear with their money.