6 Website Tweaks to help jewellers make more sales online
You know who your customer is, you’ve got gorgeous jewellery and content that resonates with them, your pricing is right for them but still, you are not making sales online. You’re asking “why is no one buying my jewellery?” or “why is my website not converting?” - Maybe your website itself the problem. You should start by analysing some of your e-commerce metrics to see if you can pinpoint the problem. I covered this in a previous blog. If you haven’t already, go start there.
If you’re an online jewellery business your website can make or break your sales. Here are a few (but by no means all) tweaks you could make to improve the chances of your customers finding you and buying from you.
1. Descriptions matter
Every word you write on your site should be meaningful and searchable. Use real life descriptive terms in your product descriptions and on your pages, things your ideal audience are actually looking for. Words and phrases customers will actually be searching for like “everyday small silver hoop earrings” or “Christmas party earrings”. These phrases will of course be unique to your brand, product and customer, so really think about what searches you want to be found in.
2. Consistent Product Titles
Your product titles really do matter. They need to feature keywords and be consistent and descriptive. Structure your product titles with keywords rather than inspiring or flowery language, you do not have to omit your brand building words but add to them. Instead of “the __Rebecca__ ring”, use “9ct Gold __Rebecca__ Statement Signet Ring”. This means your product could show up when people search for products without knowing your product names already. I recommend always capitalising titles, it looks more purposeful and professional. Whatever structure you use for your product titles, choose one and stick to it, making all your products consistent.
3. Product Details
Create specific product descriptions on your product pages so customers have no excuse not to buy - consider what information they might want to see. The size and dimensions of a piece are a no brainer. You could talk about where to wear the piece, the inspiration behind it if that’s a selling point, or who it would make a good gift for. All of this info builds confidence in your audience. In case you missed it, I wrote in detail about crafting product descriptions here.
4. Meta Descriptions
What are meta descriptions? Well I’ll tell you, and yes, it’s boring and time consuming but adding meta descriptions to all your pages, including product pages can really help in the long term. These help search engines understand your content and display them to the right person at the right time. Make it a part of your upload process. Meta descriptions can be automatically created by your site provider but this doesn’t mean they are going to be as valuable as they should be. Best to double check.
5. Alt Text & File Names
Another boring and time consuming one! When you upload an image you can add an alt (alternative) text description, this tells search engines what is in an image. Aside from the SEO value, it also increases the accessibility of your site, it can be read aloud by screen readers and other assistive technologies to help people with sight loss or visual impairments understand the content displayed to them when they cannot see it well.
Adding useful file names to all your images before upload can also aid in your images being displayed when people search for relevant content. So if your image has no alt text and a file name that reads ‘RM_20293.jpg’ or ‘Image 3’, it has no value. If it reads ‘Rebecca Maddock at the National Association of Jewellers Awards 2024’ it can appear in a search for any of the words present in the title. Thus, driving more traffic to your site in the long term.
6. Indexing is key
This one might be a little tech heavy but you should know about it anyway! So you hit ‘publish’ and your new web page or blog is searchable on Google straight away right? …if only! It can take weeks for Google to discover your new page and index it. Simply put, this makes it searchable. If you are launching something new or have a time sensitive page you are making live, like a blog for Christmas for example. Make it live far in advance to allow google to find it or use Google Search Console to request Google to index it quicker.
Phew, yes some of those points were boring and time consuming but they really can help your website improve over time. I see so many makers overlook their websites, and i get it, but it really does matter long term.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.