You might consider Linda Ludwig a bride magnet.
In her photo captions, Linda Ludwig uses specific flower names (because brides might use them in search terms) and approximate prices (because customers want to know) and consequently enjoys a robust wedding business.
The co-owner of Jim Ludwig’s Blumengarten Florist in Pittsburgh has already done 37 weddings this year and has another 44 scheduled through October. (In fact, during an interview for this article, a bride called asking if Ludwig could “squeeze her in” on Sept. 25.)
Ludwig credits her website, which she’s loaded down with information and photographs, with driving the steady stream of wedding business to her shop.
“I tweak it constantly,” she said.
She tries, for instance, to take a good photo or two every time she sets up a wedding. She then adds to the image(s) to one of the appropriate category (bouquets, centerpieces, ceremony flowers) on her wedding page and adds a caption (with specific flower names), an approximate price (“people want to know, even if it’s only a ballpark figure,” she said), and a “Pin It” button (so interested customers can save an idea while simultaneously spreading the Blumengarten name to their Pinterest followers).
Ludwig namedrops flowers in her captions because she knows brides fall in love with particular buds and use them in her search terms. Likewise, she uses keywords such as “bridesmaid bouquet,” “mother of the bride corsage,” or “wedding cake flowers,” to show up in as many searches as possible.
The Blumengarten website’s wedding section includes the following:
- Introductory copy touting the staff’s experience and commitment to service
- A link on pricing info
- A link on wedding policies
- Frequently asked wedding questions
- A link to reviews
- A page linking to the shop’s preferred wedding vendors
- Links to galleries of past work
Ludwig also blogs, though not as frequently as she would like. That, too, helps drive traffic to
Ludwig said she’s read several articles that say Google rewards companies that routinely change content on their website and provide useful tidbits for customers. Anecdotally, “I’ve definitely found them to be true,” she said. “I tell all my florist friends to populate their sites with as much info as possible.”