From wedding florist to SEO strategist

With a background as a wedding florist, when I tell people I used to run my own flower business before moving into SEO, I usually get one of two reactions. Either mild confusion… erm what does one have to do with the other? or a kind of immediate recognition from other small business owners who get it straight away. The skills that made me good at floristry aren't separate from the skills that make me good at SEO. In some ways, they're exactly the same skills, I just apply them differently.

I know what it actually feels like to run a small business

If you've ever tried to explain to someone why you haven't "just sorted your website yet" while simultaneously managing client enquiries, preparing for an event, chasing a supplier, updating your social media, and trying to remember to eat lunch, you'll know that running a small creative business is a lot. It's relentless in the best and worst ways. That was my work life for many years, and that experience shapes everything about how I work with clients now.

When someone comes to me feeling overwhelmed by SEO, or guilty that they haven't done anything about their website in six months, or frustrated that they've invested in their business in every other way but still can't get found online, I don't just understand that but I’ve also been in their shoes - I know the particular kind of stress that comes from wearing every hat at once and still feeling like you're falling behind on all of them.

That understanding changes how I explain things, how I prioritise work, and how I make the process feel manageable rather than like one more thing on an already impossible list.

Floristry taught me that details matter as well as the bigger picture

Floristry is a precision craft. The difference between a good arrangement and a great one is often a single stem placed slightly differently, a colour that's half a shade off, a texture that jars when everything else flows. You learn to see the details that most people don't notice while also holding the bigger vision of what the whole day is supposed to feel and look like for the wedding couple or PR brand.

SEO works exactly the same way. There are the small technical details, a slow running website, a missing meta description, a page title that isn't quite right, a URL structure that doesn't make sense and whilst that individually might seem minor but collectively make a real difference. And then there's the bigger picture: what is this website actually trying to do, who is it trying to reach, and is everything lined up to point the business in the right direction online.

Being able to move between those two levels, the granular detail and the overall strategy, is something I genuinely think floristry trained me for.

I understand what "the right client" actually means

When you work in the wedding and events world, you're not trying to appeal to everyone. You're trying to find the specific people who want what you do, love your floral design style, value it appropriately, and are the kind of clients you actually love working with. Getting that match right makes the difference between a sustainable business and a burnt out one.

I spent years thinking carefully about who my ideal client was, what they were searching for, how they talked about what they wanted, and how I could make sure my business showed up in the right places for the right people.

That's also exactly what good SEO is. It's not about chasing the biggest possible audience. It's about being found by the specific people who are looking for exactly what you offer. The florist who wants intimate high-end weddings, not 500 wedding guest events. The yoga teacher who works with a particular kind of client. The consultant whose ideal client is a specific type of business.

Understanding that distinction, and knowing how to build an SEO strategy around it rather than just chasing volume comes directly from having been a business owner myself.

Running an events business is basically project management under pressure

A wedding doesn't move. The date is fixed, the brief is set, the flowers need to be in the right place at the right time looking exactly right, and if something goes wrong at 6am on the morning of the wedding, you fix it quietly and the couple never knows.

That kind of project management, holding multiple moving parts simultaneously, communicating clearly with clients and suppliers, staying calm when things don't go to plan (wilting flowers in 100F heat!!) always knowing what the next step is, is directly transferable to how I manage SEO work.

A lot of SEO involves coordinating things that depend on each other. A technical fix needs to happen before the content work makes sense. A new page needs to be live before you can build links to it. Keyword research and user intent needs to inform the content brief before the writer starts. Holding that sequence clearly, communicating it plainly to the client, and keeping everything moving in the right order is a skill I didn't learn in a course. I learned it doing events.

Client relationships in floristry are built on trust and so is good SEO

Wedding clients are trusting you with one of the most significant days of their lives. You earn that trust by listening carefully, communicating clearly, delivering what you said you would, and being honest when something isn't possible.

The businesses I work with now are trusting me with something significant too, their online visibility, their ability to be found, often a real chunk of their marketing budget. I take that seriously in exactly the same way.

What this means if you're thinking about working with me

I know how it feels to be a service-based business trying to be found online and know the frustration of having a beautiful website that nobody can find. I know the particular exhaustion of trying to figure out something technical when you'd rather be doing the actual work you love.

That's why I work the way I do, in a collaborative way, in plain language, focused on the things that will actually make a difference for your specific business rather than delivering a report full of tasks you don't know how to action.

If you're ready to be found by the right people, I'd love to help. Book a call below or take a look at how we can work together.

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Why my background as wedding florist makes me a better SEO consultant