A florist that stopped losing weddings
Wedding enquiries were arriving without dates, budgets or venues. We fixed the form and the portfolio behind it.
- Client
- Bow & Bramble Floral Studio
- Sector
- Floral design
- Service
- Website
Bow & Bramble Floral Studio
01 · Overview
Bow & Bramble does two very different jobs. One is walk-in and delivery arrangements, which runs itself. The other is full wedding and event floral design, which is where the studio makes its margin and where the website was actively getting in the way.
Every wedding enquiry arrived as a single line of text through a generic contact form. Owner Sarah Kowalchuk was spending most of a working day each week emailing back and forth just to establish whether a couple was a fit.
02 · Goals
- 01Separate the retail side and the wedding side so neither buries the other
- 02Collect date, venue, guest count and budget range in the first message
- 03Show the studio's actual style clearly enough to filter out mismatched enquiries
- 04Keep the seasonal shop updatable by staff during the busiest weeks
03 · What we did
- 01
Split the site in two at the front door
The homepage now sends visitors down one of two clearly labelled paths within the first screen. Retail customers and couples planning a wedding no longer compete for the same navigation.
- 02
Rebuilt the portfolio around venue and season
Couples search by where they are getting married and what time of year. The gallery is filtered on exactly those two things, using real Calgary and Banff venues the studio has worked in.
- 03
Wrote a consultation form that qualifies
Date, venue, guest count and an honest budget range are all required. We wrote the budget copy with Sarah so it reads as helpful rather than as a gate, and the drop-off has been minimal.
- 04
Made pricing transparency a feature
The studio publishes a starting investment figure. It costs them a handful of enquiries and saves them roughly a day a week of unproductive correspondence.
04 · Deliverables
- Two-path website architecture with separate retail and wedding journeys
- Portfolio filtered by venue and season across 40 documented events
- Structured wedding consultation form with required qualifying fields
- Published starting-investment guidance written with the owner
- Seasonal shop section the studio updates without assistance
- Photography direction and image optimisation for 200-plus gallery images
05 · Results
Publishing a starting price was the decision Sarah resisted longest and now recommends to everyone. Total enquiry volume went down. Booked weddings went up. The studio filled its 2026 calendar before the previous season had finished.
- Saved per week
- 4.5 hrs
- Owner time previously spent qualifying enquiries by email.
- Consultation bookings
- 2.4x
- 31 booked consultations in the 2025 season against 13 the year before.
- Enquiries in budget
- 81%
- Up from an estimated third before the pricing guidance was published.
- Weddings booked
- 18
- The 2026 season sold out in November, five months earlier than usual.
“I was terrified of putting a number on the site. It turned out to be the thing that stopped me wasting my Tuesdays.”
Owner and lead designer, Bow & Bramble
We will walk you through this project in full, including the parts that did not work first time.
Book a session and we will take you through the Bow & Bramble Floral Studio build properly: the decisions, the trade-offs and what we would do differently. Then we will tell you honestly whether the same approach fits your business.
Related case studies
- Website · 2025Booking the whole hail seasonA trade site rebuilt around the two questions every hail-damaged homeowner asks first: can you come out, and when.Ridgeline Roofing & Exteriors
- Website · 2024A gear shop that reads like the shop floorTwo stores, deep staff expertise, and a website that gave none of it away. We rebuilt around the advice people came for.Nordic Peak Outfitters
Every one of these began with one honest conversation.
Tell us what is happening in your business right now. We will tell you whether we can help, what it would cost and how long it would take, in writing, before you commit to anything.
- Emailhello@harwoodmedia.ca
- Phone(403) 555-0182
- Response timeEvery enquiry answered by the next business day.
