On average, Americans spend about seven hours online each day.
People are constantly online searching for information, enjoying entertainment, and even shopping. Many shoppers will do research online before they decide to make a purchase. Whether they’re considering their options or specifically looking into one company, they are spending that time on the internet. Even if users don’t make the purchase online, they’ll usually visit a website to see what the business they’re considering offers — or gather information about specific products.
Websites play an integral role in online shopping. A retail website needs to provide valuable information and support online sales. Even if you expect to have more in-store vs. online sales, a website is essential for your jewelry business.
In this blog we‘ll outline how to create a jewelry website for your store. We will dive into common mistakes to avoid, too.
How To Create a Jewelry Website
Maybe you’ve always wanted a website for your jewelry store, but you never knew where to begin. Let’s get started with the six steps to creating a jewelry website.
1. Understand Your Audience
To begin, you need to have an understanding of your audience. Make sure you know your demographic so you can meet their needs as they interact with your site. You want your website to resonate with your target audience.
Start with customer demographics such as age, preferences, and buying behaviors. You also need to understand your audience's specific needs, interests, and pain points so you can make them clear to users navigating your site.
You have the unique opportunity to show off your brand on your website. Communicate what makes your jewelry store unique. Showcase your jewelry and mission statement. Put your customers first as you craft your website.
Related Read: Protect Your Business With These 8 Jewelry Tips
2. Choose the Right Platform
When it comes to choosing the right platform for your website, you want to make sure that user-friendliness is top of mind. Making your website easy to use allows your customers to find exactly what they’re looking for — and it prevents visitors from leaving immediately.
Make sure that the platform you choose is easy for you to set up. Look for an intuitive platform that doesn’t require extensive technical knowledge, has the support you need, and is realistic for you to manage.
Keep security in mind when looking for website platforms. Look for a platform with robust security features and will protect your business assets and customer data.
A website platform that seamlessly integrates with your point of sale is also a must. Inventory management across multiple platforms can become hard to manage — so be sure to set up your website to sync with your point of sale. This way, you’ll know exactly what’s sold both online and in-store.
3. Design Your Website
As you start the design process of your website, make sure the navigation and page layouts are clear and easy to understand. You want to make sure your customers can find exactly what they’re looking for in the most efficient way possible. Start with clear categories and product descriptions for each piece of jewelry. It’s common for jewelry websites to have categories for the broader types of jewelry and designer collections. As you navigate through a specific collection page, allow users to narrow down their search to the specific jewelry type, style, size, and so on.
For example, if you specialize in bridal jewelry, you should have a collection page for this sector of your business. From there, you can present the option to look into wedding bands or engagement rings. Once a user navigates to the specific category, showcase that inventory on that page. Filter capabilities for your product listing based on sizes, styles, diamond shape, and metal type are common on this type of page. This filtering feature allows the user to see exactly what they’re looking for.
Most users do research on their mobile devices, so be sure to check your website design on desktop and mobile.
Finally, the visual appeal of your jewelry is important for overall website design. Make sure each jewelry listing reflects the craftsmanship and quality of your jewelry and brand.
Related Read: 7 Visual Merchandising Tips for Jewelry Stores
4. Showcase Your Products
Once you design your website and the navigation within, you can start showcasing your jewelry! If you don’t have high-quality images and detailed descriptions for each piece of jewelry, that’s where you should begin.
In many cases, the fine jewelry you’re selling is unique and has detailed information tied to each piece. High-quality images are important so your customers can carefully look into each detail before making a purchase. Provide multiple images covering each angle of the jewelry piece. The background of these images should be clean and consistent for all product photos.
Be as detailed as possible in the description. Highlight the unique features, materials, and craftsmanship of each product. Information on the material should include what metal it is made from, size, shape, thicknesses, diamond type, and color. Share important information about the craftsmanship of the jewelry, as this can help you tell the story of the product. The more information you can provide about the jewelry, the better.
If you want to build your jewelry store’s credibility and gain trust from your customers, incorporate customer reviews on your website. For example, if a customer gave positive feedback on their overall experience, include that testimonial on your product page. Many people are driven to make purchases based on others’ good experiences.
5. Implement SEO Best Practices
Search engine optimization is vital as you create your website. Customers rely on search engines, such as Google, to find updated information on the internet. You want to show up in these search results when people are looking for jewelry businesses and products.
To get started, think about the questions and search terms that your customer base might be searching for. These will be target keywords on your website, which can include product, mineral, style, or occasion-specific searches.
Some keyword examples are:
- Product keywords
- Engagement rings
- Diamond rings
- Luxury watches
- Material keywords
- Gold jewelry
- Platinum jewelry
- Diamond jewelry
- Style keywords
- Vintage jewelry
- Modern jewelry
- Minimalist jewelry
- Occasion keywords
- Bridal jewelry
- Engagement rings
- Anniversary jewelry
- Valentine's day jewelry
Local keywords include your specific location, and can be valuable in getting more foot traffic.
Once you have your target keywords, be sure to use them in page titles, meta descriptions, blogs, and other content throughout your website. As you implement these keywords, your website will show up for relevant searches on search engines.
Related Read: 8 Jewelry Store Marketing Ideas To Try Right Now
6. Integrate an E-Commerce Solution
When you create your new jewelry website, be sure to set up an e-commerce solution so you can sell products online. Look for e-commerce features that support your payment processing, synced inventory management, delivery and pickup options, and overall customer experience.
Your e-commerce platform should accept multiple payment methods including credit/debit cards and PayPal. You want the checkout experience to be smooth and secure.
Real-time inventory tracking keeps an account of your inventory levels to avoid stockouts and overstocking — both in-store and online. Online inventory that’s synced with your in-store point of sale is vital.
Focus on these e-commerce features so you can create a jewelry website that not only showcases your jewelry pieces — but also provides a seamless and enjoyable customer experience. This holistic approach will ultimately head to higher conversions and increased sales, driving the growth and success of your jewelry business.
Common Website Mistakes to Avoid
There are some common mistakes that retailers make when they create a website. These mistakes can have a significant impact on user experience and business success.
The first common mistake is getting caught up in overcomplicated designs. Too many features and flashy elements take away from the user experience, so be sure to keep your design simple and clean.
Ignoring SEO can also hurt your business in the long run. Optimize your site for search engines so you are easily discovered by your audience. SEO is a slow and steady process, so get started, create content, and be patient.
Next, poor-quality images distract from the perceived value of your jewelry. They’re also seen as less professional and you can potentially lose trust from your audience. Do not have low-resolution images on your website.
Lastly, the lack of trust signals can undermine customer confidence. Include secure payment icons, customer reviews, and clear contact information to validate your legitimacy and security. By avoiding these common mistakes, you can create a jewelry website that looks professional and functions effectively.
The Jewelry E-Commerce and Point of Sale Solution You Need
If you’re looking for a point of sale and e-commerce provider to help you set up a jewelry website, look no further! Jewel360 is an all-in-one solution designed to streamline and enhance the operations of jewelry retailers. With Jewel360, an e-commerce website is integrated with the POS.
Jewel360's e-commerce capabilities enable you to showcase high-quality images, detailed product descriptions, and customer reviews, building trust and credibility with your audience. The platform’s SEO features improve your website’s visibility in search results, driving organic traffic and potential sales. Advanced analytics and reporting tools offer insights into sales performance and customer behavior, facilitating data-driven decisions.
By leveraging Jewel360, you can create an exceptional shopping experience, boost conversions, and drive business growth. If you’re interested in learning more, request a demo today!