How to Optimise Your Florist Google Business Profile

Your Digital Storefront

Hi, my name is Siobhan and I started Lily's Florist with my partner and husband, Andrew back in 2009, you most likely have even received flower orders from us over the last 19 years. However, we were both involved with flowers in 2006 when we bought Kingscliff Flower Shop. The goal was to sell flowers, but also move more into gifts, natural skincare, house care and baby products. I won't bang on too much about it but owning that shop gave me critical insights about the value and importance of local SEO, back then Google Place, but more recently your Google Business Profile (GBP) for your florist shop.

> Read more about my journey from shop to Australia-wide flower network

In this blog post my goal is to explain a no BS, as I have been in the trenches like you after all, way to get onto the first page of, let's call it Google Maps for simplicity, for a <place florist/flowers> Google search in your local area.

I need you to start by stop treating your GBP as some type of afterthought or inconvenience. Actually, it has the potential to be your powerful tool to drive flower orders and phone enquiries to your flower shop, and it's free. Here is how YOU can master it and avoid spending countless dollars on Google Ads that chews into your profit per order. 

Here is how to master it and here is a little first up secret, pun intended, 'fresh is best' but more on that later.

* Note: this image is a visual representation and for educational purposes only

Getting the Basics 100% Right

Fill in Everything

When starting, or editing your GBP, don't skimp, don't take shortcuts, take your time and get it right. Concisely fill in every field, all your services, the payment types your website takes like PayPal or American Express (expensive as it is), and even if your flower shop is easily accessible and has wheelchair access! Don't skimp.

Business Hours

This may seem really obvious but I see it so often. Incorrect opening hours, even days missing. Having your correct opening hours is crucial. For example, let's say your GBP says that you open at 9AM but you actually open at 8AM, and say someone search for flowers to your area at 815AM, Google will show your store as being closed thereby impacting your sales potentially for that day.

Holidays & Special Occasions Business Hours

This one is almost always missed from my 19 years of experience.

You rank #1 in GBP for <place> florist. That rank drives loads of traffic and flower sales to your business. You are usually open Monday to Saturday 8AM to PM. But you have been crazy busy planning for Mother's Day and you have completely forgotten to change your hours for that Sunday, so Google sees you as closed, as do your potential customers. Fail. You sit there wondering...what the heck is going on, I am getting foot traffic but that darn phone ain't ringing!

The next Valentine's Day that falls on a Sunday is in the year 2027, so be prepared for that one too as distant as it may seem!

Strategic Categories

Primary Category

Right, this one's massive and so many florists completely mess it up. Your primary category MUST be "Florist". Not "Gift Shop", not "Flower Delivery Service", not "Wedding Specialist". Florist. End of story, as least in my opinion.

Secondary Category

Your secondary categories? This is where you can go nuts. Chuck in everything you actually do - "Flower delivery", "Wedding florist", "Event florist", "Gift shop" if you do gifts, "Funeral florist" if that's your thing. 

But here's the kicker - don't add categories you don't actually service as this tends to become friction points for customers as you are unintentionally building expectations with people. I've seen florists add "Balloon shop" when they've got like 3 sad balloons gathering dust in the corner. Google's not silly, they'll figure it out and it'll possibly hurt your rankings across the board.

Claim Your Entire Territory with "Service Areas"

This is where some florists I have seen absolutely blow it. They'll spend 60 bucks on Google Ads trying to rank for "flower delivery Paddington NSW" when they could've just... added Paddington to their service areas. For free. Mental right?

The Mistake That's Costing You Orders

Most florists throw in their shop's suburb and call it a day, be in Bondi or Birdsville, it's simply not enough. Maybe they'll add the next suburb over if they're feeling adventurous. Meanwhile, they're driving 20km to deliver flowers but Google has no bloody idea you service those areas. So when someone in that suburb searches for flower delivery, guess who doesn't show up? You, and it's really that simple.

The Fix - And Yeah, It's Tedious But Do It Anyway

Get into your GBP, find the "Service Areas" section, and manually add every. single. suburb. you deliver to. Not just the main ones. Every tiny pocket, every little area with 500 people and a post office. If you deliver there, add it.

Takes about an hour if you're thorough. Most florists won't bother - which is exactly why you should.

* Note: this image is a visual representation and for educational purposes only

A word of caution though. Be sensible. Let's say you are a florist in Bondi and use couriers for your flower delivery, who usually charge you $16.95 for deliveries. So one day you are feeling wild and even more adventurous and you start adding other Sydney suburbs like Mascot or Annandale. Great a customer thinks, this florist can deliver to Annandale for me, they place an order, and it's confirmed. You contact your courier telling them about your new delivery area and they say, 'yea, naa' that will be $22 for delivery. You are now left with a conundrum, wear the extra delivery yourself which will crush your profit, or diving into that awkward phone call and trying to get the extra $5.05 from the customer, who will almost certainly say 'no'. 

There is a solution to that of course and that is dynamic flower delivery pricing based on the recipients postcode, but that is a story for another day, but perhaps chat to your web guru about it. They will know what you are talking about. 

Why Service Areas Are Important

Here's the thing and that is when someone searches "flower delivery in Woollahra" and your shop's in Bondi, Google needs to know you deliver there. Without adding it to your service areas, you're invisible. It doesn't matter if you've been delivering to Woollahra for 15 years, it doesn't matter if half your customers live there. Google can't read your mind.

The florists ranking for those searches? They spent the hour adding their service areas properly. That's it. That's the secret. You've got this!

Build Your Mini-Catalogue with the "Products" Tab

Right, this is the bit that drives me a tad wacky. Google literally gives you a free shop front window and a lot of florists leave it empty. It's like having a shop on Oxford Street in Paddington and boarding up your windows. Why would you do that?

Outside of actually creating your Google Business Profile this is one of your best weapons when it comes to 'free' internet marketing.

The Feature Most Florists Ignore

The "Products" tab in your GBP is basically a mini online flower shop, think of it as a micro version of you actual main website and treat it with the same amount of love. People can scroll through your arrangements right there in Google Maps without even visiting your website. They're already looking for flowers, they're already in buying mode, and you're... what? Hiding your best work? Please don't do that.

* Note: this image is a visual representation and for educational purposes only

How to Use It Without Stuffing It Up

My best advice here is to add your 10-15 best sellers. Not 50, not 3. Around 10-15 hits the sweet spot. You should be able to find your best sellers by, at least for online sales, going to your admin of you website, finding something that looks like sales reports, then product sales. You should then be able to filter the results by date. Here, I would do the last 12 months, not a day less, this gives the best average overview over a large stretch of time, therefore being more accurate. If you do anything shorter your sales may be skewed by big events like Valentine's & Mother's Days. So on that, ensure you don't do February to February as again, this will skew your results on favour of Valentine's Day roses for example.

Here's what each product needs:

• A Real Photo - And I cannot stress this enough, so much so, I will say it again, a real flower product photo that you took, or the flowers you made - YOUR flowers. Not some stock photo you grabbed off Google. Not that perfect arrangement from the wholesaler's catalogue. Your actual work. Even if it's not perfect. Customers can smell fake from a mile away.
• Take it With Your Phone in Your Shop - I can say, without any doubt, that nobody, no SEO guru, anywhere will tell you this, as they just don't know. By taking the photo, with the the camera on your phone you are geo-tagging your flower product photo. For example, if you took the photo of your product, with your phone, in your shop in Bondi, your Apple of Android phone knows your exact location and, this is a little hard to explain, but within the photo it embeds the coordinates of where the photo was taken/ This means that when you upload your photo to your GBP Google will also read this geo-location information further adding to your legitimacy, your local ranks in the area where your shop is and it a major local SEO trust signal!
• A Clear Product Name - "Dozen Red Roses" not "Love's Eternal Flame Bouquet #7". "Bright Mixed Gerbera Posy" not "Sunshine Happiness Collection". People search for what things are, not what your flower shop team named them after three vinos on a Friday arvo.
• The Actual Price - Stop being coy about pricing. Chuck the price in there, be honest and transparent. $65 for a standard bouquet? Own it. Customers hate clicking through only to find out you're out of their budget. Moreover, inaccurate pricing on your GBP, compared with your website, is a double edged sword. Not only will it potentially hurt your ranks due to trust factors, it may cause friction with customers due to mismanaged expectations on pricing, thereby hurting your potential sales
• GBP Product Descriptions - I cannot emphasise enough how important this is, for all your flower products, within your GBP. Don't use generic content, don't use Ai but if you do I strongly suggest you follow by guide on using Ai for flower product content. Be very specific when writing your content, tell the customers what they will get with the bouquet. If it comes with 4 roses and 3 lilies, tell them that. If your website has 3 sizes for the product ensure you let the customer know what size product they are looking at. This is crucial as they may think they are looking at the the smallest version when actually it's the largest version of that product. This will lead to confusion when the recipient receives the flowers leading to possible negative reviews or partial refunds that you will have to wear.
• Call to Action Button - When uploading a product you should have the opportunity to change the call to action (CTA) button. Though seemingly minor, it's not. Ask yourself...what is your goal? You goal isn't to tell customers to 'get an offer', or to 'learn more'. Your goal is simply to sell flowers. The customer is just a few clicks from a flower sale, they are highly motivated, possibly emotional. Remove the friction and simply make all your CTA buttons: Buy! The reason I advise 'buy' over 'order online' is that roughly 20% if your sales may come from phone calls. So someone seeing order online who wants to call you instead might be put off by 'order online'.

Why This Will Move the Needle

Look, people are visual shoppers, especially with flowers. When they see your actual flower arrangements with actual prices before they even click through, two things happen. First, they know you're legit - you're not hiding behind stock photos and vague promises about flowers. Second, they self-qualify. If they're looking to spend $40 and your cheapest arrangement is $75, they won't waste your time which is crucial for a small flower business, or theirs.

I know a florist in Taree who was getting maybe 3 online orders a week. Added 12 products to their GBP with real photos they took on their iPhone - nothing fancy, just their actual Tuesday arrangements. Within a month they were getting 15-20 orders weekly. Same flowers, same prices, same everything. Only difference? People could actually see what they were buying before they called or clicked.

The florists cleaning up on Google? They've got their Products tab sorted. Full stop.

Master Your Reputation (Reviews & Q&A)

This is the stuff that'll make or break you. You can have the best flowers in Australia but if you've got 2.5 stars and unanswered questions sitting there, customers will scroll right past you to the mediocre florist with 4.8 stars. Harsh but true.

I did a two post recently on getting Google reviews, managing reviews, good bad and fake ones if you are interested. You can read them here:

> False Fake Or Unfair Florist Reviews

> How To Get Google Customer Reviews For Online Orders

Part 1: Get Reviews Rolling In

Get 10+ Reviews This Month

Email your past customers. Seriously, do it today, actually not today, do it now. Pull up your last 3 months of orders and send them a simple email. I created this template for you to play with:

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For Google Reviews

Subject line: Quick question about your flowers from <Your> Florist?

Hi Henri,

I hope the flowers we sent out the other day arrived fresh and made someone smile as that's genuinely what matters most to us.

As a small Australian, local <your suburb/town> family business trying to do things right, honest feedback on independent sites like Google is incredibly important. It helps other people know what to expect and keeps us on our toes.

If you have 60 seconds to spare, would you mind sharing your thoughts on your experience? Every bit helps.

> Leave your review here <link to your Google business profile

No worries if you're flat out, but we'd be hugely grateful if you could.

If you have any questions we're here to help! Give us a call at <your shop phone number>

Jenny & the team @ <your> Florist

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For Product Review Reviews

Subject line: Quick question about your flowers from <Your> Florist?

Hi Henri,

I hope the flowers we sent out the other day arrived fresh and made someone smile as that's genuinely what matters most to us.

As a small Australian, local <your suburb/town> family business trying to do things right, honest feedback on independent sites like Product Review is incredibly important. It helps other people know what to expect and keeps us on our toes.

If you have 60 seconds to spare, would you mind sharing your thoughts on your experience? Every bit helps.

> Leave your review here <link to your Product Review profile

No worries if you're flat out, but we'd be hugely grateful if you could.

If you have any questions we're here to help! Give us a call at <your shop phone number>

Jenny & the team @ <your> Florist

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Three Pronged Approach & Building a Customer Review Profile Beyond Google

You will notice that I shared two templates with you, this is a hack that nobody will tell you and that, I promise. It's gold, and I am giving it to you. Use the template for any other platform you wish to generate reviews on - like Facebook too.

Building a review profile is important, actually, more than that, it's very, very important in my opinion. This means building on your Google reviews but also on 3rd party review websites like Product Review, but also on your social media account/s like Facebook. More and more people are looking to 3rd party websites for recommendations based on experiences of others.

Not only that, by spreading your customer reviews across multiple channels you are increasing the likelihood of your reviews being picked up and you being recommended by Ai as more and more people are using Ai, as the new Google, for what used to be just 'Google it' - be it Gemini (Google), Perplexity or ChatGPT. This is future proofing your business. 

To achieve this, I want you to follow these important steps:

1. Generate the Data

After you have found the last 3 months of sales, generate the first name of each customer, the date they ordered, and their email address, add them all to an excel file and save it, or Google Sheets. Let's arbitrarily say that you have had 100 online orders on the last 3 months, so you will have 100 first names and 300 email addresses - ensure you save the file if using Excel, if use Google Sheets it will save automatically

2. Work Out What Customer Will Receive Which Review Link

Google should still trump all review requests to other platforms. Try to work on roughly a 6 to 4 ratio. Meaning, for every 10 emails you send to customers, 6 should have a link to your GBP profile and the other 4 to a 3rd party websites like Product Review and one to your social media account split evenly. 

3. Create a Colour Scale in Your Document

Label your your reviews in this simple way. Google make each cell blue, Product Review make yellow, and Facebook make red.

4. Change All the Cell Colours

Now go down your list of email address, change each cell colour so that it corresponds with what link you are going to send with that email. In practical terms as an example, rows 1-6 will be blue (meaning Google), rows 7-8 will be Product review in yellow, and rows 9-10 will be red for Facebook. Just like in this example.

5. Open Your Email App/Program

I cannot stress this enough. If at all possible, ensure that you send the review request from the email address that the original email order came from - in a perfect world that is. Ideally, never from a Gmail/Hotmail type email address, ideally from [email protected] as an example. 

Why? If you send your review request email from anything other than your actual shop email address it's quite possible that your customers email provider or APP/Program will view the email as SPAM so they may never see it, which ain't good it must be said.

6. Create You First 6 Emails Using the GBP Link - follow these steps

Copy the template above I shared, and paste it into your email body. Go to your doc and copy the email address, you can either right click and copy, or better and way more efficient, click on the cell and click control 'c' (if you are using Windows). Then go back to the email and in the address bar click into it, right click on your mouse and then 'paste', or control 'v' (if you are using Windows).

Now copy and paste the subject like ensuring you fill the details for your specific shop: Quick question about your flowers from <Your> Florist?

Now change the example first name in the template above from Henri to your customers first name, according to the doc, so starting with row 2, in the example above.

Next you need to add your GBP link. I strongly urge you to read the blog post below on how to find your link. Yes, you could just Google your business name but this hack below goes way further. Sharing simply the GBP link is fine but there is no call to action in that, it's just a link, your customer, when it's clicked, will still need to find the review button, click it, then do the review, if they can even be bothered. Using the hack in the blog post, when clicked, the review link will automatically fire the review link so your customer won't have to search for it, this removes a huge potential choke point, meaning, you are far more likely to get the review. 

> Learn a hack on how to find your GBP link so the review window pops out instantly

For Facebook and Product Review, you will need to find your review page for each website.

7. Embedding the Review Link Into the Email

Within your email, find > Leave your review here <link to your Product Review profile.

Assuming you are using Windows in your florist shop, select that entire line of words, including the arrow '>'. Within your email APP you need to find something. It may look like a paperclip or it could say 'insert link'. Whatever the case, once you have select the line of text, click on that button, then paste in the relevant URL, specific to what email you are sending.

8. Your Email Signature

Change the demo signature to your business details. If you are the owner, I highly recommend saying something like Jenny and Team @ <Example Florist> or something similar.

9. Proofread & Check Link is Correct

Check the email for mistakes, click on the link you pasted to ensure it's correctly pointing to, in this example, to your GBP.

10. Copy Email & Paste to a New Doc

Yes, open Word of Google Docs. Copy and paste the email then save as: Google Review Template. This will save you loads of time moving forward, then you don't need to do the Google link every time.

11. Send it! Oh, and Reconcile

Hit send, you are done, you have created your first review email and sent it to a customer. You don't want to, however, send two emails to the one customer, this is bad form!

Now, go back to your Word/Google doc and fill in the 'Date Sent' column to today's day. This reconciliation process is critical and is an excellent habit to get into.

The proceed to do the next 5 emails with the GBP URL.

12. Product Review & Socials

Rinse and repeat all steps for the last 4 emails out of your first 10, remember your are working on the 6/4 ratio and building your review profile.

So now you should have 1 template doc for Google reviews, 1 template for Facebook and 1 template for Product Review, ensure you save the files with those naming conventions!

Breath.

Now that I have finished typing all that out, I can see that you may feel overwhelmed. Please don't. Once you get the hang of this it should take you no longer than one minute per email, or even less! That should be your goal, or at least until you can automate the process, which I will talk about a little further down.

Review Email Automation

Look, I just walked you through sending review emails one by one. If you're thinking "Siobhan, I've got 200 orders a month and you want me to sit there copying and pasting like it's 1995?" - fair point. Let's talk about automating this without breaking the bank.

The Free(ish) Options That Actually Work

Gmail + Mail Merge (Free to $50/year)

If you're using Gmail for your shop email, grab a mail merge extension like YAMM (Yet Another Mail Merge) or GMass. Free for up to 50 emails a day, which is plenty for most florists.

How it works: Upload your customer list to Google Sheets, write one template email, and it sends personalised emails to everyone. Takes 20 minutes to set up, saves you hours every month. The paid version's about $50 a year if you need more sends.

Your Website's Built-In Tools (Already Paying For It)

Check your website's backend. If you're on WooCommerce, Shopify, or most modern platforms, there's usually a review plugin that costs bugger all. WooCommerce has free ones like "Customer Reviews for WooCommerce" that automatically send review requests 7 days after delivery.

Already paying for your website? Use what you've bloody got. Most florists don't even know these features exist.

The Slightly Fancier But Still Cheap Options

Mailchimp or Klaviyo (Free to $30/month)

Both free for your first 500-1000 contacts. Set up one automated flow:

1. Customer orders flowers
2. Wait 5 days
3. Send review request email
4. Done

Takes an afternoon to set up properly. After that, it runs itself. When you start paying, it's about $30 a month - less than what you spend on coffee.

The "Set It and Forget It" Approach

BirdsEye or Grade.us ($30-50/month)

These are specifically built for local businesses to get reviews. They integrate with your point of sale, automatically send review requests, and even help you respond to reviews.

Yes, it's another monthly cost, but think about it - if just ONE extra customer finds you through better reviews, you've covered the cost. One wedding booking pays for the entire year.

The Hybrid Approach That Most Florists Should Use

Here's what actually works without going mental on complexity:

1. Automatic email through your website plugin (free) - catches 60% of online orders
2. Review cards in deliveries ($0.10 each) - catches the recipients who loved the surprise
3. Manual follow-up for big orders like weddings (5 minutes) - these reviews are gold
4. Quarterly blitz where you email past customers using mail merge (1 hour every 3 months)

Total cost: Maybe $20 a month if you're fancy about it.

The Biggest Mistake With Automation

Setting it up then forgetting it exists. Every few months, check:

• Are the emails actually sending? (Check your sent folder)
• Is the review link still working? (Click it yourself)
• Are you getting more reviews? (If not, tweak the email)

A florist in Newcastle set up automation then wondered why reviews stopped. Turns out her credit card expired on the app subscription. Six months of missed opportunities because she didn't check.

Start Simple, Scale Later

Don't overthink this. Start with review cards in deliveries - literally tomorrow. Then add one automated email through whatever system you're already using. Get that working for a month, then add the next layer.

The perfect automated system that never gets set up is worse than the basic system you actually use. And honestly? Those review cards with QR codes work better than most fancy software anyway.

Review Risk VS Review Reward

Right, let's talk about the elephant in the room. The reason most florists don't ask for reviews? They're terrified someone will slag them off publicly. I get it. I really do. But here's the thing - avoiding reviews because you might get a bad one is like never opening your shop because someone might not like your flowers, that's honestly the best analogy I could think of!

Why Perfect 5.0 Stars Actually Looks Dodgy

You know what screams "fake reviews" to customers? A perfect 5.0 rating with 15 reviews. Nobody trusts perfection. I've literally watched people scroll past the 5.0 florist to book with the 4.6 one with 127 reviews, including a few stinkers.

* Note: this image is a visual representation and for educational purposes only

A florist in Townsville I know a while ago was devastated when she got her first 2-star review after 18 five-star ones. Customer complained the delivery was late for Valentine's Day. You know what happened? Her bookings went UP. Why? Because she responded professionally, and suddenly she looked real. Not some bot-generated listing, but an actual business run by actual humans who sometimes have bad days.

The Magic of a Well-Handled Negative Review

Here's what most florists don't realise - a negative review with a thoughtful response is actually better marketing than ten five-star reviews saying "Great flowers!"

Someone writes "Roses died after 3 days, waste of money." You respond: "Hi Karen, that's definitely not normal for our roses which usually last 7-10 days. Something's gone wrong here and we'd like to fix it. Please call the shop and we'll send a replacement today.". Problem solved, at least in most cases.

Every future customer reading that thinks two things:

1. This business actually monitors and cares about feedback
2. If something goes wrong with my order, they'll fix it, so this is a very, very good trust signal

That's pure gold for building trust. The florist who ignores reviews or has none? Customers assume they don't care or worse - they're hiding something.

The Numbers Game Nobody Talks About

Let's get real about the maths here. You send 100 flowers a month. Maybe 90 customers are happy, 8 are okay, 2 are genuinely unhappy. If you ask all 100 for reviews, perhaps 15 actually do it. Probably 12 happy ones, 2 okay ones, 1 unhappy one.

So you're sitting there worried about that 1 bad review, meanwhile you've got 14 positive voices drowning it out. But if you never ask? You get maybe 2 reviews a year - usually the really happy or really upset customers. That's when you're stuffed.

Why No Reviews Is Worse Than Bad Reviews

A listing with no reviews in 2025? Might as well put up a sign saying "We opened last week" or "We don't have actual customers." Even if you've been slinging flowers for 20 years, without reviews, you're invisible to anyone under 50.

I know it feels risky putting yourself out there. But the reward - showing up in local searches, building trust before people even call, having social proof that you're not some dodgy operation - it's not even close. The risk is tiny compared to the reward of being the florist people actually choose.

Actually Manage Your Reviews

Respond to Every. Single. Review.

This is non-negotiable in my opinion. Every review gets a response within 48 hours. Not just the bad ones, not just the amazing ones. Every single one. Google literally tracks your response rate and response time. They show it right there on your profile - "Typically responds within a day." That signals to customers that you're actually running this business, not just letting it coast.

The Five-Star Response Formula

Don't just copy-paste "Thanks for your review!" 47 times. Google sees that, customers see that, everyone sees you can't be arsed.

"Thanks so much Sarah! Made our day that you loved the birthday surprise for your mum. Those pink gerberas are our favourites too!"

See the difference? You've:

• Used their name (shows you actually read it)
• Referenced something specific from their review
• Sounded like an actual human

Takes 30 seconds more per review. Worth it. In your own words, with the passion that you make your flowers with.

The Three-Star Middle Ground

Three stars is tricky. They're not angry but they're not thrilled. Usually means something was a bit off but not terrible. Please don't ignore these - they're actually gold for showing you handle feedback like an adult.

"Thanks for the honest feedback John. Always looking to improve - if you've got specific suggestions, we'd genuinely love to hear them. Pop in next time you're passing, send us an email, or give us a call."

You're not grovelling, you're not defensive, you're just...being normal about it.

The One-Star Disaster Response

Right, someone's proper cranky about wilted roses or late delivery. This is where most florists completely cock it up. They either ignore it (worst move), get defensive (even worse), or write a novel explaining why the customer's wrong (just don't).

Here's what you actually could write:

"We're genuinely sorry about your experience with the roses. This isn't our usual standard and we'd really like to make this right. Please call the shop on [number] and ask for the me (yes, state your name as the business owner) - we'll sort out a replacement or refund immediately."

That's it. No excuses about the supplier or the delivery driver or the weather. Just: we stuffed up, we'll fix it.

Every future customer reading that thinks "Okay, if something goes wrong, they'll sort it." That one response just turned a negative into a trust-builder.

Control the Q&A Section Before Someone Else Does

The Mistake Many Make - Most in Fact

Leaving the Q&A section empty is like leaving your shop door open for anyone to graffiti your walls. Eventually some numpty will ask "Are your flowers even fresh?" or "Why so expensive?" and if you're not on top of it, that sits there unanswered making you look dodgy.

Worse yet, sometimes a competitor posing as a customer will drop a loaded question like "Do you use imported flowers instead of local ones?" or "Why are your prices higher than the supermarket like Coles?" And there it sits, unanswered, making every potential customer wonder if you're running some kind of dodgy operation.

The Q&A section shows up right there on your listing, sometimes even before your reviews. People see those unanswered questions and think you either don't care or you're hiding something. Neither's a good look.

Seed It Yourself (And No, It's Not Dodgy)

Create a Google account with a different email (not your personal one) and ask the questions customers actually ask. Then answer them from your business account. Not dodgy - you're providing helpful info upfront. The idea being simply to start conversations, nothing more.

Think about it - you're not writing fake reviews or lying about anything. You're literally answering the same questions you answer on the phone 20 times a week. Only difference is you're doing it once, publicly, so customers can find the info without ringing you while you're elbow-deep in funeral wreaths.

This is optional and not a must. That said, if you do this, completely and utterly, refuse all temptation to write yourself a review! It's unethical and not only that, it's highly illegal in Australia according to the ACCC.

The Must-Have Questions Every Florist Needs

Chuck in these basics first:

"Do you deliver same-day?" Don't answer "Yes." That's useless. Write: "Yes, we offer same-day delivery for orders placed before 2pm Monday-Friday and 12pm Saturday. Just call us on [number] if you need something urgent after those times - we'll do our best to help!"

"What time do you close on Saturdays?" Again, not just "5pm." Try: "We're open until 5pm on Saturdays, but if you need flowers for Sunday, give us a call before close and we can often arrange early Sunday delivery for special occasions."

"Can I order over the phone?" "Absolutely! Call us on [number] during business hours. We actually prefer phone orders for custom arrangements or if you need advice on what to send. Our florists can help you choose the perfect flowers for your budget."

"Do you do wedding consultations?" "Yes! We offer free 30-minute wedding consultations by appointment. Bring your inspiration pics, colour swatches, whatever you've got. Best to book ahead, especially in spring. Call [number] to set up a time."

"What's your delivery fee?" Be straight about it: "Delivery is $15 within 10km of the shop, $20 for outer suburbs. Free delivery on orders over $100. We'll confirm the exact fee when you order based on the delivery address."

The Questions That Actually Convert Browsers to Buyers

After you've got the basics sorted, add these money-makers:

"How long do your flowers last?" "Our fresh flowers typically last 7-10 days with proper care. We include care instructions with every bouquet and choose varieties known for longevity. Natives and tropical arrangements can last even longer."

"Can I request specific flowers?" "Of course! Though availability depends on season and what's fresh from the markets. Call us with your request and if we can't get exact matches, we'll suggest beautiful alternatives."

"Do you deliver to hospitals?" "Yes, we deliver to all major hospitals. Just note that ICU and some wards don't accept flowers. We'll call ahead to check and contact you if there's an issue."

Answer Like You're Actually Helping, Not Like a Robot

Here's what most florists stuff up - they answer like they're filling out a government form. One word answers, no personality, no actual help.

Bad answer: "Yes, we do same-day delivery."

Good answer: "Yes! Orders before 2pm weekdays usually make it same-day. Running late? Call us - if our driver hasn't left, we can often squeeze you in. We know how important those 'sorry I forgot our anniversary' bouquets are!"

See? Same info, but one makes you seem like an actual human who gets it.

The Secret Bonus of a Stacked Q&A Section

A florist mate in Melbourne (Tarshy her name is) went from zero Q&As to 8 answered questions and her conversion rate jumped 30%. People could find what they needed without calling. That's literally found money.

But here's what she told me that blew my mind - her phone stopped ringing for basic questions. Instead of answering "What time do you close?" fifteen times a day, she was taking actual orders. Her Saturday girl could focus on serving walk-ins instead of being stuck on the phone with basic enquiries.

Google also loves this stuff. Active Q&A section signals you're engaged with customers. It's another ranking factor most florists completely ignore while wondering why they're on page 3 of search results.

Signal "Freshness" with Weekly Updates

Google Wants Fresh Businesses, Not Dead Listings

Here's something most florists have no clue about - Google actively monitors how recently you've touched your listing. Haven't posted anything in 3 months? Google starts wondering if you're still in business. Haven't updated in a year? You might as well be invisible.

The algorithm literally looks for signals that you're alive and kicking. Fresh content = active business = ranks higher. Stale listing = possibly closed = ranks lower. It's that bloody simple.

The "Add Update" Button You're Ignoring

See that "Add update" button in your GBP dashboard? The one you've never clicked? That's literally free advertising space that shows up right on your listing. While you're paying $200 a month for that newspaper ad nobody reads, you're ignoring the free billboard Google's handing you.

These updates show up for 7 days right on your listing when people find you. They're like mini-ads, except you don't pay for them. Mental that most florists don't use this.

What to Actually Post Each Week

Holiday Announcements That Drive Orders

Two weeks before Mother's Day: "Mother's Day pre-orders now open! Beat the rush - order now for guaranteed delivery. We're booking up fast!"

Week before Valentine's: "Valentine's Day is next week! Still taking orders but popular arrangements are selling out. Don't leave it too late!"

Post-holiday isn't dead time either: "Thanks for making this Mother's Day incredible! Check out what we created this year [photo of your best arrangement]"

Your Bouquet of the Week

Every Monday, post your special: "Bouquet of the Week: Mixed natives with banksia and gum - $55 this week only (usually $70). Perfect for that 'just because' surprise!"

Why Monday? People are miserable on Mondays. They're literally looking for something to cheer themselves or others up. You've just put the solution right in front of them.

Show Off Your Best Work

Just created an absolute banger of a wedding arrangement? Post it: "Just finished this beauty for Sarah's wedding at [venue]. Congratulations to the happy couple!"

Made something unusual? "First time creating a bouquet entirely from succulents - what do you think? Available to order now!"

Even your everyday stuff: "Fresh delivery from the markets this morning - check out these gorgeous David Austin roses. Limited quantities!"

The Stuff That Actually Gets Engagement

Behind the Scenes Content

"4:30am market run - picking the best blooms for you! Here's what caught our eye today..."

"Teaching our new junior florist how to spiral stems properly. Everyone starts somewhere!"

"That satisfying moment when you nail the perfect bow..."

People eat this stuff up. It shows you're real people doing real work, not some corporate machine.

Local Community Connection

"Congrats to [Local High School] Year 12s graduating today! We've loved creating your formal bouquets!"

"Supporting [Local Charity] this week - $5 from every bouquet goes to their Christmas appeal"

"Spotted our arrangements at [Popular Local Café] - thanks for trusting us with your weekly flowers!"

This isn't just content - it's showing Google you're properly embedded in your local area. That's ranking gold.

How Often Is Too Often?

Once a week minimum. Twice is better. Daily is overkill unless it's Valentine's week or Christmas.

The trick is consistency. Better to post every single Monday than to post three times one week then nothing for a month. Google tracks patterns. Regular updates = reliable business.

Set a bloody reminder on your phone: "Monday 9am - Post GBP update." Takes 3 minutes. Do it while your coffee's brewing.

The Secret Sauce: Event-Based Updates

Here's advanced level stuff - post about local events as they're happening:

"Congrats to everyone running the [City] Marathon today! We'll be open late if you need recovery flowers for your hero!"

"School holidays start today - keep the kids busy with our flower arranging workshop this Thursday"

"State of Origin tonight! Wearing maroon? Get 10% off Queensland native arrangements today only!"

Google sees these timely, local references and thinks "This business is properly tuned into their community." That's the kind of signal that pushes you above the florist who hasn't posted since 2021.

Stop Being an Afterthought

The Bottom Line - This Is Your Most Powerful Free Tool

Right, we've covered a lot of ground here, like a lot. From getting your basics sorted to seeding your Q&A section, from building your mini-catalogue to posting weekly updates. But here's the thing - none of this matters if you treat your Google Business Profile like that annoying task you'll get to "someday."

Your GBP isn't just some directory listing. It's literally the first thing people see when they search for flowers in your area. Before your website, before your Facebook page, before anything else. That little box on Google Maps with your hours, reviews, and photos? That's your digital shop front, and for a lot of customers, it's the only impression they'll get before deciding whether to call you or your competitor down the road.

The Steps Are Your Competitive Edge

Look, over the last 19 years I've watched florists spend thousands on newspaper ads, community radio spots, and Google Ads while their GBP sits there half-empty with wrong hours and no photos. Meanwhile, the florist three suburbs over who spent a weekend getting their GBP properly sorted is cleaning up.

By nailing these steps, you're giving Google exactly what it wants:

• Completeness - Every field filled, every service listed, every suburb covered
• Freshness - Regular updates showing you're alive and kicking
• Engagement - Reviews answered, questions addressed, products showcased
• Legitimacy - Real photos, accurate info, genuine customer feedback

When a local customer needs flowers and types "florist near me" at 7pm on a Thursday or a customer outside your area searches for <florist place>, your properly optimised GBP is what ensures you're the one they find and trust. Not the florist with more expensive flowers, not the one with the fancier shop, but the one who bothered to get their digital presence sorted.

Your 30-Minute Action Plan

Stop reading. Start doing. Here's what you can knock out right now:

1. First 5 minutes: Check your business hours. Are they correct? Update them if not. Add holiday hours for the next public holiday
2. Next 10 minutes: Add 5 suburbs to your service areas that you deliver to but haven't listed yet
3. Next 10 minutes: Upload 3 products with real photos from your phone. Just grab your phone, snap three arrangements in your cooler right now, upload them with prices
4. Final 5 minutes: Post an update. Literally anything. "Fresh stock just arrived for the weekend! Gorgeous autumn tones perfect for this weather"

That's it. Half an hour and you've already improved your listing more than most florists will in the next year.

The Real Cost of Doing Nothing

Every day you leave your GBP neglected is another day customers are finding your competitors instead. Not because they're better florists, but because they showed up when someone searched. They had reviews to build trust. They had photos to show their work. They had answers to common questions.

I've been in this game for 19 years, started with a physical shop in Kingscliff, built a network of 800+ florists across Australia. And I'm telling you straight - this free tool from Google is more powerful than any paid advertising you'll ever do. But only if you actually use it.

Your choice is simple: Spend another year wondering why online orders aren't growing, or spend a few hours getting your GBP properly sorted and watch what happens.

The florists who are thriving in 2025? They're not necessarily the best florists. They're the ones who understood that being findable and trustworthy online isn't optional anymore.

Now get off this blog and go fix your bloody GBP. Your future customers are searching for you right now.