Fiore Designs

Fiore Designs is a premium flower delivery and event floral design business based in Los Angeles. They serve local customers with same-day delivery and in-store pickup, and they handle custom floral work for weddings, corporate events, and subscriptions. The business had built a strong local reputation, with a 5.0-star rating across 122+ Google reviews, but their digital presence was not keeping pace with the quality of their work or the complexity of how they actually operated.

Fiore was running on Shopify, and the platform had become a bottleneck rather than a growth engine. The core problem was that Shopify’s checkout could not be customized to match the way a flower delivery business actually works. Customers needed to enter a recipient’s zip code so the system could check whether delivery was available, calculate the correct zone-based fee, and let them pick a delivery date that respected the business calendar. Shopify could not do any of this without clunky workarounds.

The delivery logic alone was more complex than Shopify was designed to handle. Certain products were only available on specific dates, peak holiday periods like Valentine’s Day needed special restrictions, Sundays were blocked for delivery, and same-day orders had a noon cutoff. None of this could be expressed through Shopify’s native tools.

Beyond checkout, Fiore had limited control over SEO. There was little ability to manage structured data, meta tags, or how the site appeared in search results. And scaling content was entirely manual. Every time the team wanted a new landing page for a wedding service or seasonal collection, it required developer involvement. The site had a great brand behind it, but no way to capture the search demand that brand deserved.

The initial instinct might have been to find a better Shopify theme or bolt on more apps. But when we looked at the full picture of what Fiore needed, it became clear that the problem was not Shopify’s configuration. The problem was that the platform itself could not accommodate the business logic that makes a premium flower delivery service work.

We recommended a headless architecture: a fast, modern storefront built with Next.js on the frontend, with WooCommerce and WordPress handling product management, orders, and content on the backend. This was not a decision we made lightly. Headless adds complexity, and it is not the right answer for every ecommerce business. But for Fiore, it solved the three problems that mattered most. It gave us full control over the checkout experience so we could build the delivery logic the business actually needed. It gave the team a content management system they already knew how to use. And it gave us a foundation for performance and SEO that Shopify’s template layer could not match.

The second strategic decision was about growth. Fiore had a great reputation in Los Angeles, but the website was mostly just the shop. Someone searching for “wedding florist Los Angeles” or “sympathy flowers” or “corporate event florist” had no reason to land on Fiore’s site. There was no content strategy, no keyword-optimized pages, and no way to capture that search demand. We saw an opportunity to build a system that would let Fiore scale its online presence without scaling its team.

We conducted a comprehensive SEO research phase, analyzing the competitive landscape to find where other florists were getting their organic traffic and where the gaps were. We built a keyword matrix covering every angle of the business: weddings, events, occasions, and ecommerce product types. From 265+ seed keywords validated through Ahrefs and cross-referenced with competitor data, we identified quick wins that competitors were either ignoring or not targeting well. Keywords like “graduation flowers,” “easter flowers,” and “wedding arch flowers” had strong search volume with near-zero difficulty, meaning Fiore could rank for them with the right content.

Custom Checkout

The checkout is the centerpiece of the project. We built a multi-step flow from scratch that adapts based on what the customer chooses. If they are ordering for delivery, the checkout walks them through four steps: entering the recipient’s zip code and choosing a delivery date, filling in the recipient’s address and an optional gift message, providing their own billing information, and completing payment through Stripe. If they are picking up in store, the recipient step is skipped entirely.

The zip code validation runs against all configured delivery zones, supporting exact codes, partial matches, and zip code ranges. When a valid code is entered, the delivery fee for that zone is automatically applied and the city and state fields auto-fill. If the zip code is outside the delivery area, the customer is guided toward store pickup. The date picker is aware of the business calendar: product-specific availability windows, blocked holiday periods, no Sunday delivery, and a noon cutoff for same-day orders.

Platform Migration

Moving from Shopify to WooCommerce without losing search rankings was critical. We mapped 50+ URL redirects covering every product, collection, and informational page from the old Shopify site to its new location. We built a URL transformation system to ensure all internal links and canonical tags pointed to the correct frontend paths. The result was zero loss in organic search visibility during and after the migration.

SEO Infrastructure

We implemented seven schema types across the site: business information, products, FAQs, articles, breadcrumbs, collections, and site search. Every page received optimized titles, descriptions, and canonical URLs managed through WordPress, along with Open Graph and Twitter Card tags for social sharing and local SEO tags for location-based visibility. We also built an automated Google Shopping product feed so Fiore could appear in Google Shopping results and product listing ads.

Google Reviews Pipeline

We built an automated pipeline that pulls the latest Google reviews on a weekly schedule and syncs them to the website without any manual work. Reviews are displayed in a masonry grid layout with star ratings, profile photos, and business owner replies. The aggregate rating is embedded in the site’s structured data, making it eligible to appear as a rich snippet in Google search results.

Automated Landing Page System

This is where the SEO strategy and the technical build came together. We built a system that generates polished landing pages for weddings, events, and other service categories without anyone touching code.

The system starts with brand intelligence. We built a review crawler that scrapes real customer reviews from Google, Yelp, The Knot, and Trustindex. Those reviews are analyzed by AI to extract patterns: what customers struggled with before finding Fiore, what impressed them, how they felt, and the actual words and phrases they use. All of that gets categorized by service type and stored in a database. When the content workflow runs, it pulls the relevant brand intelligence so the output reads like Fiore, not like generic AI copy.

We also built a brand image portfolio by crawling 800+ images from Fiore’s website, Instagram, and other sources. Each image is run through AI vision analysis and tagged by service type, style, color palette, flower varieties, setting, and mood. This visual reference library means that when the system generates images for a landing page, it pulls from actual brand references rather than guessing.

The production workflow runs through four AI stages. The first stage reads through crawled customer reviews and pulls out the most relevant testimonials for that specific service, shaping the FAQ section from real questions customers actually ask. The second stage analyzes the brand image portfolio, selects the best matching reference images, and generates a photography style guide. The third stage brings everything together to generate the full landing page content with SEO keywords placed strategically based on search volume. The fourth stage generates brand-consistent editorial photography using the style guide and reference images.

Once content and images are ready, the workflow handles the full WordPress publishing pipeline: uploading images with proper metadata, converting content into the right format, setting parent pages and URL slugs from the keyword strategy, writing meta titles and descriptions, and publishing. The system then loops back to the next pending page. We went through more than ten iterations to get this production-ready, primarily refining the prompts to ensure output that was unique, well-optimized, and consistent with Fiore’s actual aesthetic.

Blog Content Refinement

Alongside the landing page system, we set up a separate workflow for ongoing blog content. When articles are generated through Outrank, a refinement workflow picks them up and runs them through the same brand intelligence system, pulling in customer language and voice so blog content sounds just as authentic as the landing pages. The workflow also manages internal linking by cross-referencing every link against the database of landing pages, ensuring that blog articles drive traffic toward the right service pages rather than linking to unrelated content.

Fiore now operates with a platform that was built around how their business actually works, rather than forcing the business to fit inside a platform’s limitations. The checkout handles delivery zone validation, date logic, adaptive steps, and gift messaging exactly the way the team needs it to. Delivery zones, fees, date rules, and landing pages are all managed through WordPress without requiring code changes or developer involvement.

The migration from Shopify preserved the search visibility Fiore had already earned, and the new SEO infrastructure has significantly expanded what is possible. With seven structured data types powering rich snippets, an automated Google Shopping feed, and a landing page system that can target new keywords with zero manual effort, Fiore’s online presence is now a growth engine rather than a static storefront.

The automated content system is perhaps the most significant long-term asset. Instead of paying for every new landing page or blog post, Fiore can scale its content strategy at the pace of its ambition. The brand intelligence layer means that content stays authentic to Fiore’s voice and reputation, and the internal linking strategy means that every new piece of content strengthens the pages that drive conversions.

The site itself is meaningfully faster. Pages are pre-built and served from the edge, images are automatically optimized, and only the code needed for each page is loaded. For a business that depends on customers completing a purchase, faster pages translate directly to fewer abandoned carts.