Top 5 Must Haves for a Great Jewelry Store Website

by Charles Pobee-Mensah, Director of Digital Marketing

Have you ever gone to a website that impressed you at first glance? Big pretty pictures. Fancy features. Looks expensive.

Then, you start scrolling and clicking around and realized that you hate it. You can’t find what you’re looking for. It’s hard to learn about the company. You’re not even sure what you should do next.

Sites like these prove that a great website is more than just pretty pictures. The bones of a great website are actually pretty simple. Let’s make sure that your website visitors never feel that way about you. Here are five must-haves for a great jewelry store website.

5. A Clear Navigation Menu

Your website’s menu helps to communicate both who you are, and what you want your visitors to do when they come. Your menu should look like your Profit and Loss statement. The bigger, more important parts of your business should be featured first and prominently. You may even want to exclude secondary services from the menu altogether. You can always add links to all of your services on a services page. The goal here is to anticipate the needs of your customer and give them fewer options. If you want to be known as the premier custom jeweler in your area, it’s ok if someone doesn’t figure out that you do a little bit of repair work on their first visit. Better to help the visitor looking for custom to know that they’re in the right place.

4. Foundational SEO

All great jewelry websites should have a strong SEO foundation. This will help to make sure that you are found when people are looking for what you do. SEO can get very deep, but for a strong foundation, you’ll want to cover the basics. Ensure that your most important pages have these elements and that they’re well written:

• Meta Title: Think of this as the headline for your free Google ad. Write it like one.
• Meta Description: Google will usually show the wording you put here instead of pulling from the page. That’s an opportunity. Use it.
• Page Copy: Even if Google never shows this to anyone, they will use it to determine whether you should show up at all. Never leave an important page without words to help out, even if it’s purpose is to be a gallery of products.

3. A Great Product Gallery

Yes. You want professional product photos on your website. But that’s just the start. Your gallery should also be up to date and accurate with your inventory. It should be transparent about your pricing. It also helps to have smaller images and more columns in your galleries. This encourages browsing, which is what your visitors came to your site for. Give them a taste of what you have!

2. A Better Mobile Experience

One of the biggest mistakes that jewelers make is reviewing their website from their desktop computer. It’s important to keep in mind that most of your visitors are probably viewing your site on their phones. This means that it should load quickly, look good, and be easy to use on a phone. Don’t miss out on sales because your mobile site is hard to use. Review your site from your phone when you’re looking for things to improve.

1. A Strong Call to Action

To this day it amazes me when I visit a jewelers website and they have a nice big pretty picture and no call to action. Every important page on your site has a purpose. There is something that you want the ideal visitor to do. On custom pages, you want them to make an appointment. On the homepage you want them to click to browse jewelry. Whatever the action is, make sure that it’s loud and clear on all of your important pages. Anticipating the needs of your visitors like this will pay big dividends in results. It will give you what you need to have a great website. Are you looking for an agency that can help you make your website great? Contact suits@fruchtman.com.