Website rebuild proposal · Hearts and Flowers

40 years in Llanishen — and the year 1986 is nowhere on the homepage.

Observation: The current site states the shop is "proudly owned and run by a small independent" and the About page mentions established 1986, but the homepage above the fold never says "since 1986" or "40 years". For a category dominated by relay florists (Interflora, Bloom & Wild, Moonpig) the single biggest defensible signal a Llanishen independent has is the 1986 founding date, and it is buried.
Revenue impact: A Cardiff customer choosing between a £40 same-day bouquet from Hearts and Flowers or Bloom & Wild reads the homepage in under five seconds. Without "40 years in Llanishen" on screen one, the independent reads as generic and loses to the chain that spends £14 a click on Google. The 40-year heritage is the entire reason to choose Hearts and Flowers over a relay network — and it is invisible.
Cause: The current build is a generic florist template with a hero rotator, a 6-product grid and a contact strip. There is no heritage band, no "since 1986" lockup under the logo, no occasion-by-decade narrative, no founder story.
After rebuild: After rebuild: a "Cardiff's florist for 40 years" headline, an "Est. 1986" sub-lockup under the wordmark, a heritage band immediately under the hero with "1986 · est", "92 reviews", "5 delivery areas" and "Hand-tied in Llanishen". The 40-year story told in one paragraph in the About section, with Llanishen as the throughline. Schema.org foundingDate 1986 on the Organization markup.

Opening hours are nowhere on the homepage. A funeral or same-day order at 3pm cannot tell if you are open.

Observation: A walk-through of heartsandflowers.co.uk on 17 May 2026 finds no opening hours anywhere on the homepage. To find them, the customer clicks Contact, scrolls past the form, and reads them in body text. For a florist that handles same-day delivery and funeral tributes — both inherently urgent, time-bracketed orders — the hours are the single most-checked piece of information.
Revenue impact: Same-day flower delivery has an order cutoff that determines whether the bouquet arrives today or tomorrow. A customer ordering at 2.45pm on a Saturday needs to know in five seconds whether Hearts and Flowers can deliver before 5pm. The current site forces them to click Contact, scroll, and read. Half of them give up and order via direct2florist or Bloom & Wild instead.
Cause: Template ships with a generic "Contact us" page that absorbs the hours. The homepage hero, the header strip and the product grid all have no place to surface the cutoff time.
After rebuild: After rebuild: an "Order by 11am for same-day" cutoff in the header utility bar, opening hours in the top right of the header on desktop, in the burger on mobile, and again in the footer. A live "open now / closed now" indicator computed from the current time. OpeningHoursSpecification schema so Google answers "florist Cardiff open now" with Hearts and Flowers above the fold.

Five delivery areas served — Cardiff, Penarth, Caerphilly, Llanedeyrn, St Mellons — and the homepage mentions them once, in passing.

Observation: Hearts and Flowers delivers across Cardiff, Penarth, Caerphilly, Llanedeyrn and St Mellons. The current site lists these as a sentence on the delivery page but the homepage has no coverage strip, no per-area cards, no postcode checker, no per-area cutoff time. Each delivery area is a separate SEO query — "florist Penarth", "same-day flowers Caerphilly", "St Mellons flower delivery" — and every one of them is left on the table.
Revenue impact: A Penarth customer searching "florist Penarth same-day" wants to know which florists actually deliver to CF64. Hearts and Flowers serves the area but the homepage neither says so nor ranks for it. The relay networks (Interflora, direct2florist) take the booking instead and route it back to Hearts and Flowers on a relay fee — Hearts and Flowers makes the bouquet but earns 60% of the order value instead of 100%.
Cause: Template has no coverage strip component and no per-area page. The delivery information lives in one paragraph on one page.
After rebuild: After rebuild: a "Where we deliver" badge row with all five areas on the homepage, each with the same-day cutoff time. A /delivery/cardiff, /delivery/penarth, /delivery/caerphilly, /delivery/llanedeyrn, /delivery/st-mellons set of pages with local copy, postcodes and same-day cutoff. Each page ranks for the local query and routes the order direct to Hearts and Flowers instead of via the relay network — the 40% relay margin comes back.

Wedding flowers and funeral tributes both listed as services. Neither has a dedicated landing page.

Observation: The current homepage lists wedding flowers and funeral tributes as services among bouquets, baskets and corporate arrangements. But there is no /weddings page with bridal bouquet photography, buttonhole pricing, table-arrangement options, lead time and consultation booking. There is no /funeral-tributes page with sympathetic copy, family tribute galleries, hospital and chapel delivery, and a director-name field for the funeral order. Both are the highest-value transactions on the site — and both share a single "Services" paragraph.
Revenue impact: A wedding florist booking is £800 to £3,500. A funeral tribute is £80 to £400. Both are decided weeks or days in advance, with a customer who is comparing florists side-by-side and needs photography, pricing brackets, lead time and a way to enquire. Without dedicated landing pages, Hearts and Flowers competes for wedding work against The English Garden, Eden Blooms and Penny Hayes — all of whom have full /weddings pages with portfolio galleries and consultation forms. The funeral order goes via the funeral director's preferred florist instead of direct.
Cause: Template has product pages for bouquets but no service landing pages for the wedding and funeral lines. The 40 years of wedding and funeral experience is invisible.
After rebuild: After rebuild: a /weddings landing page with bridal bouquet photography, buttonhole pricing, table-arrangement options, "20-minute consultation" booking form, indicative lead time (4-6 weeks for full wedding). A /funeral-tributes page with sympathetic copy, family tributes, same-day delivery to chapels and hospital wards, a short order form with a funeral director name field. Service schema on each. Both rank for "wedding flowers Cardiff" and "funeral florist Llanishen" within weeks.

Beautiful product photography, all on white backgrounds, none in situ. No "what your bouquet looks like when it arrives" shot anywhere.

Observation: The product PNGs on the current site are excellent — clean cut-outs of Pretty & Perfect, Cool Breeze, Pink Rose, Little Lovely, Cherry Blossom, Sunshine and the deluxe handtied. But every shot is on a pure white background, every bouquet floats in space, and there is not a single image of the arrangement on a kitchen table, in a customer's hands, at a wedding, or at a graveside. The 92 reviews on direct2florist contain dozens of customer photos that never appear on heartsandflowers.co.uk.
Revenue impact: A customer ordering flowers for delivery is buying an emotional moment — a partner opening the door on their anniversary, a parent receiving sympathy flowers, a graduate getting a thank-you bouquet. The white-background PNG sells the product; the in-situ shot sells the moment. Without the in-situ shot, the bouquet looks like a catalogue item, not a memory. The chain florists (Bloom & Wild, Moonpig) lead with the moment in every ad — Hearts and Flowers, who actually delivers the moment, leads with the catalogue.
Cause: Template inherits the supplier product photography from the wholesale catalogue. No in-situ photography pass has ever been done. The 92 customer review photos sit on direct2florist, not on heartsandflowers.co.uk.
After rebuild: After rebuild: a photo wall of customer in-situ shots, sourced free from the 92 direct2florist reviews (98.5% positive) with customer permission. A "delivered today" Instagram feed pulled from @heartsandflowers2016. Used across the homepage, /weddings, /funeral-tributes and the product detail pages.

No structured data anywhere. AI assistants and Google rich results cannot cite Hearts and Flowers on "same-day flowers Cardiff" or "funeral florist Llanishen".

Observation: A crawl of heartsandflowers.co.uk surfaces no schema.org markup at all — no Organization, no LocalBusiness with the Florist subtype, no Product on the bouquet pages, no FAQPage, no Service on weddings or funerals, no foundingDate of 1986, no OpeningHoursSpecification, no AggregateRating reflecting the 92 direct2florist reviews (98.5% positive). The 42 Station Road address lives in body text only, never as a structured PostalAddress.
Revenue impact: "Same-day flowers Cardiff", "florist Llanishen", "wedding flowers Cardiff", "funeral florist Penarth" — all increasingly answered by AI assistants and Google rich-result panels that read structured data first. A 40-year independent florist with zero schema is invisible to those answers; relay-network pages with thinner credentials but well-formed schema take the slot. Hearts and Flowers does the work, the relay network gets the citation.
Cause: Template ships no schema. The 1986 founding date, the 98.5% positive rating, the five delivery areas, the wedding and funeral services — all live in human-readable prose only.
After rebuild: After rebuild: Organization + LocalBusiness (Florist subtype) with foundingDate 1986, address, geo coordinates, openingHours, areaServed (Cardiff, Penarth, Caerphilly, Llanedeyrn, St Mellons), telephone, aggregateRating from the direct2florist reviews. Product schema on every bouquet. Service schema on weddings, funerals and subscriptions. FAQPage schema on the same-day, funeral, delivery and shop-visit questions. AI assistants begin citing Hearts and Flowers on the Cardiff florist query set within weeks.

Cardiff’s florist for 40 years. Hand-tied in Llanishen, since 1986.

What the current site is leaving on the table.

40 years in Llanishen — and the year 1986 is nowhere on the homepage.

Opening hours are nowhere on the homepage. A funeral or same-day order at 3pm cannot tell if you are open.

Five delivery areas served — Cardiff, Penarth, Caerphilly, Llanedeyrn, St Mellons — and the homepage mentions them once, in passing.

Wedding flowers and funeral tributes both listed as services. Neither has a dedicated landing page.

Beautiful product photography, all on white backgrounds, none in situ. No "what your bouquet looks like when it arrives" shot anywhere.

No structured data anywhere. AI assistants and Google rich results cannot cite Hearts and Flowers on "same-day flowers Cardiff" or "funeral florist Llanishen".

Web stack and gaps inventory, May 2026

FAQ.

Fixed price, no hourly billing.

Full Astro rebuild + schema

Next step

Corey Musa