EXAMPLE SITE / Wedding and event florist
A wedding and event florist in Fishtown, Philadelphia, where a couple checks their date against the studio's book, builds the flowers piece by piece, sees an estimate with the minimum in it, and holds the date for $500.
Florists answer the same email all year: is our date free, and how much are wedding flowers? Most sites reply with a mood-board gallery and a contact form, so the first real number arrives weeks later, often after the date has gone or the budget turns out to be half the minimum.
We put the studio's book on the page first, with its real capacity and each day's minimum, then gave couples the price list a florist would use: every bouquet, ceremony piece and table with its price, setup at 18%, and seasonal notes for their month. Budget gets an honest answer with one change that saves the most. The hold is $500 against a number they've already seen, or a free consultation instead. It's set like a herbarium ledger: paper, Caslon, italic specimen labels and one fern green for action.
A complete fictional journey in the page: pick an open date, set the venue and guests, build the pieces (or start from a wedding in the portfolio), choose a palette and budget, and either hold the date with a validated example card or book a consultation, leaving with a code, the proposal and refund dates and a downloadable estimate. An everyday shop takes delivery orders by ZIP, day and window.
LOOK AND FEEL
DESIGN CHOICES
The calendar comes first and shows the studio's real capacity (three weddings on a Saturday, two on a Friday or Sunday), with one-spot-left dates marked in pollen and the day's minimum spend named before a couple builds anything.
Bouquets, ceremony pieces and centrepieces per table carry the prices a proposal would, setup is added at 18%, and the estimate is a range with the date's minimum in it, so the $500 hold is paid against a number the couple has already seen.
Unbleached paper, Libre Caslon headlines, italic specimen labels naming each flower and its month, ruled lines between priced items, and one fern green for every action and selection.
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