Digital Strategy BY JOE ALDEGUER WOULD AI RECOMMEND YOUR BUSINESS?


> Getting found online is no longer just about ranking in search results. Increasingly, customers are turning to AI-powered tools for recommendations, and those tools rely on the information they can find and understand about your business. If your digital presence lacks clear


details about who you serve, what you specialize in or why customers should trust you, AI may overlook your shop entirely. That’s because AI doesn’t just look for claims; it looks for evidence that supports them. (For a deeper look at how AI tools evaluate and recom- mend florists, see “Can AI Find Your Business?” on page 30.) Use this audit to view your digital


presence through the eyes of an AI assistant trying to recommend a florist. Give yourself one point for each state- ment that is clearly true. Then use the practical fixes to strengthen your weakest areas.


1. The Basics: Can AI quickly understand how to buy?  My delivery area is easy to find.  Hours, phone number and address are current.  Same-day ordering deadlines are stated.  Delivery, substitution and refund policies are easy to understand.


Improve it: Put essential details in the header, footer or ordering pages — not only on an FAQ page. Name the cities, ZIP codes, hospitals and funeral homes you serve. Explain what happens after an order is placed and what customers should expect if a recipient is not home.


2. The Offer: Is it clear what makes your shop the right choice?  My specialties are supported by examples, explanations or customer reviews.  Service pages explain what we do, for whom and where.  Product descriptions identify flower varieties and suitable occasions.  Photos include useful captions or descriptions.


Improve it: Replace broad claims such as “flowers for every occasion” with specifics: “garden-style wedding flowers for intimate celebrations in northern Virginia.” Describe arrangements in words, including flower varieties, colors, style and occasion, rather than expecting photos to carry the message alone.


3. The Proof: Can AI verify your claims?  The About page names the owner and team.  Credentials, awards and years of experience appear on the site.  Reviews are recent and specific.  Photos show your business’s work and people.


Improve it: Add a current team photo and a short paragraph about your local experience. Place relevant testimonials near wedding, sympathy and delivery information instead of keeping every review on one page. Ask customers to mention the occasion, service and location when leaving a review.


Your Score 17–20: Strong. Maintain it with quar- terly reviews and fresh proof.


11–16: Solid foundation. Fix your lowest-scoring section first.


0–10: Customers are probably working too hard to under- stand or trust your business. Start with the basics, then add proof.


Bonus Test Ask ChatGPT, Gemini or Claude: “Who is the best florist in my area for [wed- dings/sympathy/same-day delivery]?” See whether your business appears and why. If it doesn’t, ask the AI what information would make it more likely to recommend your shop.


4. The Answers: Does the site address real customer concerns?  FAQs use the same language customers use.  Wedding and sympathy pages explain the process.  The site answers questions about timing, pricing and substitutions.  Advice is accurate and useful.


Improve it: For two weeks, record questions asked by phone, email and in the shop. Choose the three that most often delay a purchase and answer each in two or three plainspoken sentences. Use the question as the heading, such as “Can you deliver flowers today?”


5. The Consistency Check: Does your information match?  The business name, address and phone number are identical across platforms, including social media.


 Google Business Profile hours, categories and services are complete.  Social profiles are current.


Improve it: Compare your website with your Google Business Profile and the two social platforms customers use most. Correct conflicts immediately. Set a quarterly reminder to review hours, links, services, staff and photos.


Joe Aldeguer is the director of IT for the Society of American Florists. 38 FLORAL MANAGEMENT | September/October 2026 | WWW.SAFNOW.ORG


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