eCommerce floristry is a very unique business, most florists prefer to receive orders that they can physically make and then deliver themselves rather than send the order to another florist.
So it's vitally important that you as a florist target the people who are looking to send flowers to the suburbs that you deliver to. This is why SEO Suburb Landing Pages are the perfect way to target these customers looking to send flowers.
Table of Contents
In this guide we explore a more in depth look at what these pages are, how you strucure the pages and how you create and add them to your site.
- What is a SEO Suburb Landing Page
- Why are SEO Suburb Landing Pages so important?
- A Basic Marketing Strategy
- First Impressions Matter
- Page Structure
- Heading One
- Patterned Content
- Unique Content About the Suburb
- Meta Title & Description
- Linking These Pages
- Adding SEO Suburb Landing Pages in Flower Store In a Box
- Widgets to use on these pages
- Frequently Asked Questions
What is a SEO Suburb Landing page?
A SEO Suburb Landing page is simply a page that is created on your website that looks like your homepage but has content that targets the customesr who are searching for florists in flowers in a specific suburb. You can create a landing page for each suburb that you deliver products to.
The vast majority of people looking to order flowers online search for the suburb name/location of the floral delivery with a word like:
Florist
Florist near me
Flowers
Flower shop
Florist shop
You want to create pages on your site that attract these valuable potential customers.
Why are SEO Suburb Landing pages so important?
Selling Flowers online is a numbers game, meaning you need as many people to come to your website as possible who are looking to buy flowers.
On the average florist website you will get a 3 - 6% sales conversion rate. This means you will get 3 - 6 sales for every 100 visitors to your site.
So imagine your website only targets the suburb you are physically located in and every month only 1,000 people are searching for flowers in this suburb. This means that assuming your website had every one of these people visiting your website your maximum monthly sales potential would be between 30 - 60 orders.
And reallisticly you are not even going to get that.
Instead you want to be targeting EVERY suburb you deliver to.
Your potential vissitors then rises massively, say for example 100 suburbs with an average of 1000 people searching a month. Your potantial becomes:
100 suburbs x 1000 potential visitors = 100,000 potential customers
These pages help bring more relevant buyers to your website! However you need to be realistic that not everyone searching will clic on your links and visit your website.
But having a strategy to target the most people possible is the best strategy!
A Basic Florist Marketing Strategy
A basic marketing strategy that works is combining many tactics but fundamental to this is to target your delivery locations in google.
1) Target the suburbs that you deliver to:
- Build SEO Suburb Landing Pages for these on your website
- Do targeted Google AdWords to these suburbs
You can create these pages easily in your Flower Store In a Box Dashboard however there are steps you should take before you create these. The pages themselves will look similar to a product category page, except they will be structured correctly for maximum search engine exposure.
These pages will then appear in Google when customers search for florists or flowers in these ares.
These are absolutely crucial in your overall Marketing Strategy for Florists. we have previously published. This guide is a MUST read as it outlines the exact strategy that successful florists are using to build their online sales.
First Impressions Matter
The page should look just like your homepage. This is important—customers will land directly here, so it needs to be visually appealing and work properly.
Create Suburb list & Prioritise Suburbs
Start by having a list of the suburbs that you physically deliver to, this is most likely your existing delivery suburbs. You can then use a tool called Keywordtool.io http://www.keywordtool.io to check how many people are searching for your one of these key phrases and this will then determine which suburb/s to focus on.
- Suburb Name Florist
- Suburb Name Flowers
- Suburb Name Flowers Delivered
As each of these pages will require a significant amount of content it's best if you prioritize the suburbs you wish to create landing pages for. You can do this by deciding yourself which suburbs people most frequently order from, or you can look at your dashboard to view the top 10 delivery postcodes. Or you can do some keyword analysis on your suburb location and flowers or florist IE:
Page Structure
Let’s break down the structure of an SEO Suburb Landing Page. These pages have several key parts, and some of the content can be reused across different suburbs.
- Main Heading
- Above-the-Fold Patterned Content - A paragraph which introduces what the page is about.
- Below-the-Fold Patterned Content - The rest of the content about the business with headings
- Unique Content About the Suburb - Quality unique Content about the suburb
Main Heading or Heading One (H1)
The oage will always start with a Main Heading or Heading One (H1) that includes a keyphrase then follwed by thye above the fold Patterned Content.
Patterned Content
This content should describe your business and how you deliver to the suburb. This content is split into two parts:
Above the Fold
This simply refers to the first paragraph of text on the page. You want this to be insightful and contain the key messgaing about delivering flowesr to this suburb. But yiou don't want ot to be too long so it pushes the products too far down the page.
Below the Fold
This where the rest of the content goes on the page both the patterned and suburb specific content.
In the patterened content hink of answering:
- Who
- What
- Why
- How
- Where
About your business.
And say you were targeting the suburb Windsor you would iInclude relevant keywords in this content like:
- Windsor Florist
- Florist Windsor
- Windsor Flowers
- Windsor Flower Delivery
- Flowers Delivered Windsor
See an example of patterned content below.
This section is a bit like your "About Us" page—accurate business info, links to product categories (don’t overdo it), and use of headings with keyphrases.
You want to have about 6 paragraphs of Patterned content with headings and refreencs to your suburb where you can drop in the correct suburb name.
It means that you write this content once and then re-use on every page of the webste you just replace the suburb name.
Keyphrase Placement Priority:
- Meta Title
- Meta Description
- Heading One (H1)
- Headings in the Content
Unique Content About the Suburb
Write 300–500 words about the suburb. It doesn’t need to focus on flowers but should be relevant to the location. Ideas include:
- Location and nearby suburbs
- Points of interest (e.g., churches, shops, parks)
- History of the suburb
- Sports teams
- Famous residents
Do Not:
- Copy content from other websites
- Publish poorly written content
- Keyword stuff
Do:
- Write original, high-quality content
- Use paragraphs and headings
- Include bullet points where helpful
Meta Title & Description
Behind the scenes, your page should include:
- Meta Title
- Meta Description
These a vitally important for promoting yourself in the google search results:
Your meta title is what's shown in Blue, the description underneath is generally the meta description.
Meta Title Ideas
- Flowers Delivered Windsor | Florist Name | 02 555 5555
- Windsor Flowers | Florist Name | Same Day Delivery
- Windsor Florist | Same Day Delivery | Florist Name
Meta Description Ideas
- Flowers to Windsor delivered same day if ordered by 1pm. Order online or call 02 555 5555.
Linking These Pages
Make sure these pages are linked from your website so users and search engines can find them. Flower Store In a Box lets you auto-embed a dynamic list of suburbs you deliver to, with links. This should go on a page like Delivery Information and be linked in your main menu.
Adding Suburb Pages in Flower Store In a Box
- Go to Marketing & SEO > SEO > SEO Landing Pages
Key Fields Explained:
- City Name: Becomes part of the URL (e.g.,
/sydney-flowers/suburbname) - Suburb Name: Appears in the page and URL
- Filename: Optional override; will be "slugified"
- Page Product Category: Defaults to homepage category unless specified
- Additional Settings: Change URL structure or suffixes under SEO Main Settings
Adding Additional Widgets
You can add additioanl widgets to these page such as:
Google Reviews
Embedded Google maps
Instagram Feed
These are all great ways to increase customer's trust of the pages.
Frequently Asked Questions
Here are some questions that we get asked about these pages.
Frequently Asked Questions
Suburb Page vs Product Category?
Don’t use SEO Suburb pages for seasonal categories like Mother’s Day. Use the correct product category tool instead.
Legal Considerations
Not legal advice—just general guidance.
Your content must be accurate. For example:
- ✅ “We deliver to Windsor 7 days a week.”
- ❌ “We are a Windsor Florist.” (if you’re not located there)
See this ACCC case for reference: Meg’s Flowers fined $1M.
Use phrases like: “We prepare your flowers fresh from our store at [address]…”
Can You Use a Suburb Name in Your Content?
Usually, suburb names can't be trademarked—but you must avoid implying you are a competitor with a similar business name.
Do I Really Need All This Content?
Yes. SEO is competitive. Google already knows you're a florist—these pages help prove you deliver to that specific suburb.
Do I Really Need Unique Content?
Yes. Google penalizes duplicate content. Always write your own material.
Can I Use AI-Generated Content?
AI can assist you, but don’t rely on it entirely. Always edit and personalize the content. Google may penalize AI-heavy pages in the future.
Need Help Building These Pages?
We can write and build SEO Suburb Landing Pages for you. Contact us to find out more!
