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Order by 1pm for same-day Sydney delivery · 7 days
Jodie McGregor Flowers

Studio SOL · Concept notes

Beautifully considered. Personally delivered.

A redesign concept for Jodie McGregor Flowers. This is a presentation prototype, not a live store.

Research notes (jodie.com.au, checked 6 Nov 2026)

  • Strong, verifiable assets: same-day until 1pm, 7 days; open since 1999; 169 Google reviews; photo-before-delivery service; 3× Sydney Markets Florist of the Year claim.
  • Homepage leads with a long product grid and heavy SEO copy; trust signals and Jodie's Choice are buried. Banners carry baked-in text, which hurts legibility and accessibility.
  • Product names and prices are consistent (most seasonal designs from $119.95), which makes a clean 'from' price model easy.
  • Inner pages (shop, about, delivery) could not be fetched separately by our tools and were not audited in depth. Competitor sites (Urban Flower, Floraly, Daily Blooms, Lime Tree Bower) were not opened in this pass - findings are not claimed.

Design rationale

  • 'Flowers with feeling' - editorial serif (Instrument Serif) for personality, Hanken Grotesk for all shopping copy, so prices and forms stay crisp.
  • Warm ivory, sage, olive, clay and charcoal let the client's colourful product photography carry the page instead of competing with it.
  • Near-square corners, hairline dividers and asymmetric grids read as independent studio, not marketplace.
  • Jodie's Choice is elevated from a product to a signature guided experience - the client's clearest differentiator.

Proposed CRO improvements

  • Live same-day countdown in the header (Sydney time).
  • Delivery suburb checker before product choice, on home, product and delivery pages.
  • 'From' price on every card; size tiers with clear deltas on product pages.
  • Seasonal-variation note right beside the price to set expectations.
  • Photo-before-delivery promoted as a primary trust signal near Add to cart.
  • Sticky mobile Add to cart; bottom-sheet mobile filters; helpful empty states that route to Jodie's Choice.
  • One-tap gift add-ons (Moët, vase, candle) and a 'Surprise me' fast path.

Brand retained

  • The client's original logo (blush heart with raspberry script wordmark) is used unchanged in the header and footer, taken from jodie.com.au.
  • The palette is built from the logo's two colours - raspberry #F16477 and blush #FBCECC - set on warm ivory and charcoal, with a deeper raspberry for buttons so text stays readable.
  • The site's existing favicon and app icon are reused.

SEO & GEO foundations (implemented)

  • Unique, keyword-led title and description on every page; Australian English (en-AU).
  • Self-referencing canonical and og:url pointing at www.jodie.com.au, so the concept never competes with the live site; the concept is set to noindex until launch (one switch).
  • Structured data: Florist/LocalBusiness (verified address, phone, founding year, service area, Instagram), WebSite, Product + Offer in AUD, BreadcrumbList, AboutPage. No ratings or awards in markup.
  • Server-rendered, crawlable content; one H1 per page; logical H2/H3 hierarchy; visible breadcrumbs; descriptive alt text; responsive product images.
  • Answer-first 'at a glance' fact blocks and plain-language FAQs that AI assistants can quote accurately.
  • llms.txt summarising verified facts and key pages for AI crawlers.
  • Share images sized 1200×630 for product and Jodie's Choice pages.
  • Location strategy: a few genuinely useful regional pages, not hundreds of near-duplicate suburb pages.

Mocked in this prototype

  • Cart and checkout - no payment is taken; cart lives in the browser only.
  • Delivery zones and fees (only 'from $20' is verified), postcode list is a sample.
  • Size tiers, add-on prices, Jodie's Choice upper budget tiers, product descriptions and filter tags.
  • Hero and studio photographs are AI-generated concept imagery, clearly labelled. Product photos are the client's own, hot-linked from jodie.com.au for presentation only.

Requirements for production

  • Commerce platform integration (existing platform or Shopify), real product/variant/add-on data and payment gateway.
  • Delivery engine: real postcode list, fee rules, timeslots, cut-off and public-holiday logic.
  • Live Google reviews via Places API; verified award years and copy approval from Jodie.
  • Original photography of Jodie, team and studio; image CDN with responsive sizes.
  • 301 redirect map from current URLs; switch the noindex flag off at launch; XML sitemap on the final domain; submit to Google Search Console and Bing Webmaster Tools.
  • Keep the Google Business Profile name, address and phone identical to the site.
  • Structured data: Florist/LocalBusiness, Product + Offer, BreadcrumbList - no AggregateRating unless sourced compliantly.
  • Accessibility audit (WCAG 2.2 AA), analytics and conversion tracking.
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