Case study · Wedding & event florist · Sydney
A Sydney wedding and event florist with 30 years of experience, whose work sells itself in pictures. The site is one long, considered gallery built from the florist's Instagram photography, with a call or a text always in thumb reach.
Arches of white roses, orchid cascades, long candlelit tables: the work was all on Instagram, which is a good feed but a poor shop window. It cannot be found for "wedding florist Sydney", it buries the best work under recent posts, and it asks people to sign in.
The site had to show the strongest photos big, in a considered order, on every screen size. It had to say in one line who the florist is and what she does, then get out of the way of the photos, and still load fast on a phone despite being almost entirely photographs.
The colours frame the flowers without competing with them: foliage green, a florist's card cream, and gold that echoes ribbon, brass and candlelight in the photos.
#1f3d2e
Garden green
Header once scrolled, footer, the phone dock, saying bands #2c5541
Green light
Hover and secondary green #f6f1e9
Cream
The page ground, like soft paper #1b1c18
Ink
Text #e4cd9c
Light gold
Italic words in headlines #b8955a
Gold
The wordmark's "by" and accents #e9cfc5
Blush
Taken from the roses: the keyboard focus ring #d4b57a
Champagne
The gradient on the main Call button The one action that matters, Call, carries a champagne gradient so it reads as gilded rather than as a generic coloured button.
Display
Cormorant
A delicate high-contrast serif with a lovely italic, suited to weddings without tipping into script fonts that are hard to read. Self-hosted, regular and italic.
Labels and buttons
System sans
Small, widely tracked capitals: a classic stationery pairing with the serif.
A Times New Roman fallback with metrics measured over the hero copy means the headline does not reflow when Cormorant arrives.
Each slide carries its own eyebrow and caption, placed left, right or centre on wide screens, wherever it is clear of the couple or the arrangement, with shading only on that side.
Phones held upright get a hand-set 3:5 portrait crop of each photo, with the caption at the top or bottom wherever the photo has room. Each device fetches only the crop it shows.
3:4 tiles in two to four columns with a hairline gap and occasional large feature tiles, arranged so every row ends full at every column count.
Four large italic lines between the collages, alternating cream on green and green on cream: "Flowers say what words never could."
"Cascading pink orchids with red hydrangea and dark kale". A full-screen viewer opens any tile, with keyboard and swipe, and returns the page exactly where it was.
Once the hero has scrolled away, a floating green pill with Call and Instagram appears at the bottom of phone screens, clear of the iPhone home indicator.
Plain PHP 8.2, one server-rendered page, no framework or database. The photo order, captions, crops, sayings and the pool of extra photos live in one content file, so a new running order is an edit, not a redesign.
A build script turns the chosen photos into AVIF and WebP: tiles at four widths, hero slides and bands up to 2400px, and separate tall crops for phones.
Every image's real dimensions are recorded, so the page reserves its space and never moves as photos load.
The first photo is preloaded at high priority, with a different file for portrait phones and for everything else.
Every few seconds one photo in view fades to another from a reserve of extra work, so returning visitors see more of the portfolio. It pauses when the viewer is open or the tab is hidden, and stops under reduced motion.
Slow hero crossfades that wait for each photo to load rather than show a blank frame, swipe and arrow-key control, and a timer that restarts after a manual change.
All CSS inline, one deferred script, a strict Content Security Policy, no Instagram embed and no font service: the site links to Instagram rather than loading it.
A single page can still describe a business clearly, and for a visual business, image search matters as much as the web results.
The structured data names the business as a Florist serving Sydney, linked to its Instagram profile, with what it knows: wedding flowers, installations, event styling, centrepieces and bridal bouquets.
78 images listed with a last-modified date taken from the last change to the page or its photos, so new work is picked up by image search, and large image previews allowed.
"Wedding & Event Florist, Sydney", with the phone number in the description so it can be called straight from a search result on a phone.
llms.txt says what the florist does, where, and how to enquire, and robots.txt welcomes search and AI crawlers by name.
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "Florist" },
{ "@type": "WebSite" }
]
}Lighthouse figures: mobile, live home page, measured 19 October 2026 (a single run; scores vary slightly between runs).
A florist's clients decide on the photos, so the site is one long gallery with a single clear call to action, rather than menus of thin pages. One page also loads and updates quickly, and the image sitemap still lets every photo be found in Google Images.
Every hero photo has two crops: the full 16:9 frame for wide screens and a hand-placed 3:5 portrait crop for phones held upright, with the caption moved to the top or bottom wherever the photo has room. The browser fetches only the crop it is going to show, in AVIF or WebP.
No. Embedding a feed would slow every visit and pull in Instagram's scripts. NGN chose the strongest photos from the account, turned them into fast web images in a deliberate order, and the site links to Instagram for the latest posts.
Every few seconds one photo on screen fades into another from a reserve of extra work, and the replaced photo goes back into the reserve, so a returning visitor sees more of the portfolio without the page getting longer. It only changes photos that are in view, and it stops entirely for visitors who have asked their device for reduced motion.
Wedding and event enquiries need a conversation about the date, the venue and the look, so the site asks for a call or a text. A floating Call and Instagram dock appears on phones once you scroll past the opening photos, so the next step is always under your thumb.
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Tell us about your business and your current site. We'll come back the same business day with an honest assessment and a plan.
Sydney, NSW, Australia
Open 24 hours, 7 days
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