The rush of the holidays is finally over – Mother’s Day, Father’s Day – let’s celebrate them again next year! Now it’s time to welcome the less busy summer season, which means more opportunities for your business to explore new projects.
If you’re a small business owner, especially in the jewelry industry, one project that deserves your attention: your website. Now is the perfect time to evaluate and explore ways to improve your online presence.
Whether you’re considering building a brand new website or halfway to launching one, here are some valuable tips for you.
Enhancing Online Visibility with SEO
First and foremost, let’s talk about SEO and organic search traffic. How do you ensure that your website gets found online? It’s a broad topic with numerous elements to consider. But if you’re building a new website, it’s essential to prioritize SEO from the very start.
Why? Incorporating SEO practices during the development process won’t require extra work later. You must ensure that your website aligns with the search intent of people looking for products or services similar to what you offer.
Content optimization is another vital aspect of your website. If you’re not confident in your ability to handle it yourself, consider partnering with a web development or marketing company that can assist you in creating SEO-friendly content based on solid research. Combining engaging content with proper SEO techniques will help you improve your website’s search engine ranking.
Tip: Collaborate with a web development company that is well-versed in SEO and understands its importance beyond aesthetics. Mobile-friendliness and performance should also be top priorities, as they directly impact your website’s SEO. Often, these aspects are overlooked, so pay attention to them.
Maintaining Google Rankings and Keyword Rankings
If you’ve had a website for several years, it’s likely that Google has already ranked various pages for different keywords. When launching a new website, maintain those rankings by ensuring that the URLs of your new site match the existing ones.
You can achieve this by replicating the same URL structure or implementing proper redirects. This ensures that Google recognizes the previously indexed pages and understands their new location or status.
Prioritizing Speed, Performance, and Security
Use tools like Google Page Insights to evaluate your website’s speed. Compare the speed of your new website to the old one and strive for improvements.
If your existing site contains large hero banner images, consider resizing them for faster page load times. Avoid using rotating banners, as they no longer offer the same benefits they once did.
If building a new website or changing platforms, find one that aligns well with your business processes. If you or your staff will be responsible for website updates and changes, ensure that the platform is user-friendly and doesn’t require excessive effort to make updates. Consider the technical abilities of your staff as well, as some platforms may be more complex than others.
Including Tracking Scripts and Ensuring Functionality
These tracking scripts can include social media integrations, Google Analytics, and other tools that help monitor user behavior and measure your site’s performance. Failing to include these scripts may result in missing data and a gap in your website’s analytics history.
Ensure all tracking functions are correctly implemented and functioning, including order notifications, thank-you screens, and auto-replies. Clarify who will receive this information and streamline the process accordingly.
Tip: For local businesses like jewelers, consider embedding a map of your Google Business profile account rather than just displaying your address. This allows visitors to locate your store easily and builds trust in your local presence.
Embed Your Google Business Map on your Website
Include a live feed for your Google reviews or social media content to keep your website fresh and continuously updated. This simple addition gives the impression that your website is constantly updated and offers visitors a sense of your ongoing engagement.
Closed Platforms vs. Open-Source Platforms
In our industry, there are several closed platforms built by web development companies. However, if you wish to switch to a new platform altogether, such as Shopify, WordPress, or others, it’s possible to find a new website developer without completely rebuilding. Some of those open-source platforms even offer features that can be easily added anytime.
One advantage of closed platforms is that they often have established connections with various product vendors. You can request to add specific collections to your website to save time. However, if you plan to showcase only a limited number of products, the existing relationships from the closed platforms may not provide much savings.
This is particularly important to remember because each business is unique, and the requirements for each website can vary greatly. For instance, while some brands carry thousands of items, you may only want to list around 100 or 200 products. So, carefully assess your needs and consider the platform that aligns best with your goals.
Since we’ve already mentioned Shopify, an e-commerce platform, learn to keep the product names, titles, and descriptions balanced on your e-commerce website. Provide valuable information that helps users make purchasing decisions, such as materials, sizes, lengths, and use case examples. Including multiple pictures per item allows customers to evaluate products effectively, so don’t forget to add them.
Building a new website involves numerous considerations, so consulting with multiple sources and web development companies is advisable to compare options. Ensure the chosen company understands your work style and aligns with your vision. To avoid misunderstandings, clarify what is included in the fee and what is not.
To ensure you make the right choice for your business, gather all the necessary facts, conduct thorough research, and consult with multiple web developers. If you require any assistance or feedback, our team at Jewelry Store Marketers is available to review your current website and provide helpful feedback. We specialize in helping jewelers like you build cost-effective, easy-to-maintain websites that attract new customers.
Remember, your website is your digital storefront, so make it count!