WebCitz started working with this client in 2010
- Client: Westchester Flower Shop
- Platform: WooCommerce
- Industry: Retail / E-Commerce
- Services: Digital Marketing, Ecommerce, Maintenance / Support, Web Hosting
The Challenge
As a “real” florist (one that actually makes the arrangements for wire services like FTD and Teleflora), Westchester Flower Shop needed to:
- Direct-to-Consumer Growth: Bypass the high fees of wire services by capturing their own national and local orders.
- National Search Visibility: Appear in search results for thousands of cities across the US, from New York to California.
- Complex Seasonal Management: Manage massive inventory and shipping surges during high-pressure holidays like Valentine’s Day and Mother’s Day.
- Platform Longevity: Transitioning from the aging Magento 1.x infrastructure to a modern, manageable platform without losing decades of data or SEO authority.
The WebCitz Solution
We implemented a “Seed-to-Sale” digital strategy that prioritized localized authority on a national scale:
- The National SEO “Bloom”: Starting in 2010, we executed an ambitious national SEO campaign. We developed relevant, optimized landing pages for major cities across the United States. This allowed the shop to rank organically for users looking for flower delivery in cities far beyond New York, effectively making them a national boutique florist.
- Hyper-Local Google Ads: While the SEO team conquered the country, we focused the Google Ads budget on the immediate Westchester area. We targeted high-intent keywords for weddings, funerals, and special occasions, ensuring that when local residents needed an award-winning florist, Westchester Flower Shop was the first result they saw.
- 2024 WooCommerce Migration: To future-proof the business, we successfully migrated the entire store from Magento 1.x to WooCommerce.
- Data Preservation: We moved over a decade’s worth of product data, customer accounts, and order history.
- Custom Functionality: We replicated their specialized Magento features (like specific delivery date pickers and card message logic) within the WooCommerce environment.
- Internal Empowerment: We provided hands-on training to their staff, teaching them how to optimize their own product data for better search performance and user experience.
- Full-Service Marketing Management: Post-migration, we continue to manage their growth through:
- Email Campaigns: Driving repeat business through seasonal promotions and holiday reminders.
- Google Merchant Center: Managing their product feed to ensure their stunning bouquets appear prominently in Google Shopping results.
- Ongoing SEO: Refining those city-specific landing pages to maintain their national rankings in a competitive market.
The Result
By trusting WebCitz for over 14 years, Westchester Flower Shop has successfully navigated the shift from traditional florist to digital powerhouse. The 2024 move to WooCommerce has given them a faster, more agile platform that is easier for their internal team to update, while our ongoing marketing ensures they remain a top choice for flower delivery whether the customer is in White Plains, NY, or Los Angeles, CA.
