How a Birmingham florist got more orders without more website visits

The question that gave this away

A florist in Birmingham told me this summer that their orders were up. Their website traffic had not moved an inch. Ever So Special, on Stratford Road in Sparkhill, now comes out first of every florist on the Google map for "florist in birmingham", and the extra orders were walking in through a door their website stats could not see.

The owner put it to me plainly. The orders were up and he wanted to know how to get even more. The confusing part, for him, was that his website traffic looked exactly the same as before. Same visits, more sales. If you only looked at the website, you would think nothing had changed.

Your new customers were never on your website

The answer is the part most people never look at. Those new customers were never on his website. They searched "florist in birmingham" on their phone, saw the little map with three shops on it, and tapped call or directions. The orders were up because the map pack turns into phone calls, directions and walk-ins, and none of that ever touches a website. So none of it shows up in your traffic.

On a phone that map is the whole first screen before anyone scrolls down. So if you are sat in that top three, your phone rings and your website numbers stay exactly where they were. Plenty of owners stare at their website analytics waiting for a sign the work is paying off, and they are watching the wrong screen.

What it looks like on the map

Here is where Ever So Special lands for "florist in birmingham" on a map scan this summer.

Map scan, 5 June 2026, "florist in birmingham", 13x13 grid. Green is a top three position. Ever So Special holds the top three across central and south Birmingham, around their Sparkhill shop.

On that scan they came out first on every measure that counts: first for average map position, first for how much of the map they hold in the top three, and first for market share against every other florist in the city. Back on the 30th of April, on the same grid, they were second for average position with the top three in just 8.28% of it. By the 5th of June that was 28.4%, and first place on all three. The city is full of established florists with thousands of reviews, and a Sparkhill shop is sat above the lot of them where it matters.

How we got them there

We rebuilt their Google Business Profile from the ground up: the right primary category, the right secondary ones, a full list of every service they actually offer, a proper description for each, and the profile filled in to the last field. Then we put a review system in the shop, a card at the till that asks for a Google review on every sale.

That is the system, and it is the whole reason they sit where they do. Google shows the profile that most clearly matches what someone typed and sits closest to where they are standing. Tell it exactly what you do and where, keep the reviews coming in, and on a local search you will sit above businesses ten times your size. The big name with a thousand reviews two miles away does not beat the shop that told Google precisely what it does, right in the postcode you searched from.

How to tell whether your own business is set up for this

So how do you know if this is already working for you, or leaking away? Start with the phone. If people ring and you have no clear idea how they found you, that is the map doing its job, and it is a good sign. Then look at your profile. Is your main category the exact thing people search for, or just something close? Are all of your services listed, not half of them? Are reviews landing every week, or did they stop months ago? If any of those is a no, the top three is going to the business that got it right, and you will never spot it in your website traffic. You can see more of these results on our results page.

How we measured this

The scan above is a map scan for "florist in birmingham" on a 13x13 grid of 169 points spread across Birmingham, taken on the 5th of June 2026, with the 30th of April scan on the same grid used for the before. Every figure is read straight off the scans, nothing rounded or worked out. Green on the grid means a top three position at that point.

If you want to see where you land on that same map right now, we will run the scan for your business and your town for free and show you exactly where the top three is slipping past you, and what those missed calls are worth to your business. Start with a free ranking scan.