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5 Essential Elements Every Jeweler’s Website Must Have

5 Essential Elements Every Jeweler’s Website Must Have

The single most important thing to understand about effectively marketing jewelry is that your website is the heart of your business. It must be well-designed, engaging, and robust enough to meet your customer’s expectations. That’s not all. There are five website elements that are absolutely non-negotiable. You have to have them. Here’s what they are.

  1. Mobile Readiness

    More than half of all internet traffic occurs via a smartphone, tablet or other mobile device. This percentage is only expected to increase in the years to come. How does your website look and function when viewed on these smaller screens? If the answer’s not “Absolutely Great!” your customers will move on quickly – and they won’t be back.

  2. [Tweet “Your website is the heart of your business.”]

  3. Strong Calls To Action

    Believe it or not, customers need explicit instructions telling them what to do when they’re on your website. Using copy and call outs create those directions to buy now, place an order, schedule a custom jewelry consultation, have their watch battery replaced and so on. Bright bold design makes these elements stand out, resulting in higher conversion rates.

  4. Lead Capture

    As a jewelry retailer, you want to know who’s visiting your website and what interests them the most. Your analytics can provide some of these insights (more about that momentarily!) but it’s always great to get the information straight from the source. Map your website out to determine the most natural spots for lead capture, and deploy either in-page or pop over forms that invite your customer to tell you more about themselves. Don’t be afraid to ask for some detail – for example, on your engagement ring gallery page, a form that asks when the visitor’s planning to pop the question can let you know how urgent their ring search really is. Live chat is another great lead capture tool!

  5. Constant Change

    The images, offers and copy on your website need to change regularly for two reasons. The first is to maintain visitor interest. Today’s customer has an attention span of approximately 8 seconds. A website with static, unchanging content bores them quickly, and they’ll move on. The second reason to regularly change your content is to appeal to Google: their search engine ranking algorithm places a high value on new, original content and will boost your site ranking according to how frequently it appears. Best of all? New content gives you (& your customers!) something fresh to share on social media.

  6. Regularly Referenced Reports

    The Google Analytics dashboard may not be the most attractive portion of your website, but it’s definitely among the most important bits. These behind the scenes reports tell you where your website traffic is coming from; who’s visiting your website, and what they’re doing when they’re there. (Not familiar with Google Analytics? Here’s a short set of YouTube videos to bring you up to speed) Check these reports regularly and use the information you find there to refine your marketing efforts – it’s the single best way to get truly impressive results from your digital marketing!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office