According to Econsultancy, only 22% of businesses were satisfied with their conversion rates in 2016.

This tells me that having a strong website is one of the most important aspects of building a brand online, and this is especially true for jewellery businesses and retailers.

The world of jewellery is over-populated with brands marketing their products through their websites, but as we continue to move through a digital transition, we have to be continuously improving our messages online, and most importantly; our website.

When I speak at International Jewellery London every year, I always speak with jewellery business owners after my talk, and whilst I am known as a Social Media and Digital Marketing expert, I get copious amounts of questions about websites. I hear the following on a regular basis :

“I have spent so much money working with a website designer to build my website but I am disappointed”.

Or

“My website is not selling like it should, and I’m not sure how to fix it”.

You’re probably reading this nodding your head, or smiling because it’s something you have asked yourself more than once and trust me; having a website, and generation leads and sales is very difficult.

To help you, as a jewellery business, to improve your website, I want to share with you five things that you can do today to make your jewellery website better.

Use Visuals To Evoke Emotion

Regardless of whether we are talking about blog images for your jewellery business, or visuals throughout the rest of your website, they speak volumes.

Did you know: content that is paired with a coloured image is likely to receive 80% more views than content without a coloured image?

Think about your target customer, and what they most want to see from you as a jewellery business. If you are going to talk about your products throughout your website, make sure you accompany this with clear, professional and engaging visuals of your jewellery line.

Useful tool: take a look at Canva to help you create engaging visuals.

Use Product Reviews Throughout Your Website

You will notice that on my warren-knight.com website, I have a selection of testimonials from clients of mine, or businesses (just like you) who have signed up to one of my courses, and benefited from it.

Do you have product reviews on your website for all of your jewellery products? Remember that there are millions of jewellery websites selling products similar to yours so to stand out, and create a good first impression, use reviews from real customers to give you that social proof you need.

Use Video

Recent studies show that 43% of people want to see MORE video content from businesses that they want to purchase from. As a jewellery retailer, wholesaler, or brand; there are so many opportunities for you to capitalise on through the use of video.

Think about your jewellery line, and how you can create individual videos of each jewellery product and have these videos on the pages for the products.

Also remember that people buy from people so they want to see YOU, the jewellery brand owner so if you are looking to create more visual content, think about getting in front of a camera, and creating a short video so that you audience can get to know you.

Useful tools: If you want to create a video of slideshow images, take a look at Animoto. If you are a Mac user, iMovie Maker is a great tool. If you are a windows user, take a look at Windows Movie Maker.

Have A Visual Search Bar

As a jewellery brand, retailer or wholesaler; you want to create a website that is an archive of great industry-focused information that will ultimately help you connect with your target audience.

You want to make the user-journey throughout your website as smooth, and as easy as possible and a big part of making this happen, is having a search bar. Rather than forcing your potential prospect from spending their time scrolling through your website to find the information they are looking for; make it easy and use a search bar.

Both Google and Pinterest are now using their search functionality in a more complex, user-driven way by giving people the option to search based on visuals, rather than text. This shows how important visuals will be moving forward, and also having search functionality to find what is most important.

Going Mobile

Over 60% of all online searches are now through mobile, and 80% of Social Media searches are through mobile. If you are using a website builder like Wix, BigCommerce, Magento, WordPress or SquareSpace, consider choosing a theme that is responsive because over half of your website traffic will come from mobile and if the experience is not what the user would expect from your jewellery website, they will find that necklace, pair of earrings or ring elsewhere.

I hope that my top 5 tips will help you improve your jewellery website but to really give you more value, I want to share with you a new, exclusive and live webinar I am going to be running on the 30th August at 7pm.

As a jewellery business, having a website is crucial to online success, and I am going to share with you the importance of this, and 7 simple ways you can get those first 1,000 visitors to your jewellery website.

Find out, in just 60 minutes my formula to creating and running a website that tells a story about you and your brand and is not only good to look at but is functional, effective and meets important goals like increasing web traffic and increase visitor conversion rate.

Here’s Why You Should Care:

• Just one second of added page load speed can see sales drop by 27%
• Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device
• 44% of website visitors will leave a company’s website if there’s no contact information or phone number.

How You’ll Benefit:

• Learn the importance of personalising your communication
• How to choose a website platform that will suit your specific business needs
• How to find the right domain name
• How you can decrease bounce rate, and increase on-site time
• How to utilise SEO for your website to get on the first page of Google
• How to increase your conversion rate with one simple action
• Learn the importance of having a website that is mobile friendly

How does that sound? If you would like to sign up, and join me you can do so here.

IJL is #withyou bringing digital experts, social media gurus and online marketing experts together under the domed roof of Olympia. Find out more about our NEW DIGIfest seminar theatre at IJL 2017 here. 

marketing Warren Knight