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Overview

Botanica Floral & Design is a single-owner floral studio in Emporia, Kansas, known for its beautifully executed brand and artistic floral design. As the business continued to grow, the owner needed support refining and expanding the existing website and marketing materials to better manage demand, clarify services, and increase overall capacity—without losing the heart of the brand.

The Opportunity

Botanica already had a strong brand and an initial website in place. The opportunity was not to reinvent the brand, but to:

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  • Refine and expand the existing website structure

  • Improve clarity around services and offerings

  • Reduce time spent responding to repetitive inquiries

  • Support growth for a single-owner business through thoughtful marketing and communications support

My Role & Approach

I partnered with the owner as a marketing and communications collaborator, building on the strong foundation she had already created. My focus was on increasing capacity—using the website as a tool to streamline communication, set expectations, and support sustainable growth.

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Rather than redesigning from scratch, I worked within the existing brand to ensure updates felt seamless, intentional, and aligned with Botanica’s established aesthetic and voice.

The Work

Key initiatives included:

Website Refinement

Expanded and reorganized existing site content to better showcase services, pricing context, and process.

Content Clarification

Refined copy to answer common customer questions upfront, reducing back-and-forth communication.

Capacity Support

Structured the website to function as a self-guided resource, allowing the owner to focus more time on creative work.

Ongoing Marketing Support

Provided communications and marketing guidance aligned with the business’s growth and seasonal needs.

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Website Redesign

Updated Home and Services pages, created Order, Roots, and Contact pages.

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The Results

  • A clearer, more informative website that supports customer decision-making

  • Reduced administrative load for a single-owner business

  • Improved alignment between Botanica’s in-person experience and digital presence

  • A scalable digital foundation that supports continued growth without sacrificing quality or creativity

Tools & Skills Applied

Website Content Strategy

Small Business Marketing

Client Collaboration

Capacity-Building Communications

Copy Refinement

UX Strategy

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