How to Write a Great Blog Post for Your Jewellery Business

August 5, 2026

How to write a blog post that people can actually find

Writing a useful blog post takes time. If you're going to make that investment, it's worth making sure the finished article has the best chance of being found, read and useful to your customers.

For a jewellery business, a good blog can answer customer questions, demonstrate your expertise and bring relevant visitors to your website. But simply writing something and pressing publish isn't enough.

This guide gives you a practical process to follow every time you write a blog post, from choosing the subject and researching it, through to structure, images, SEO and publishing.

Follow the steps below and use them as a checklist before you publish.

1. Define the blog purpose

Understanding the purpose of your blog is paramount to its success. Your blog's purpose serves as the guiding light, giving your content a clear direction and focus. It shapes your writing style, dictates the topics you cover, and ultimately determines the value you provide to your readers.

So, how do you define the purpose of your blog? It begins with introspection and a deep understanding of your goals, target audience, and the unique value you bring to the table. Are you looking to educate, entertain, inspire, or persuade? Are you aiming to build a community, promote a product, or establish yourself as an industry expert? or are you looking to capture leads and customer data to provide them with more considered offers, promotions, and discounts? Good keyword research can also help here to not only define your target audience but also get a better understanding of what words people might be searching for.

By defining the purpose of your blog, you can decide on what approach to take and tailor your content to resonate with your audience and achieve your desired outcomes.

2. Create a catchy , clickable blog title

Crafting catchy, clickable titles is an art form that can instantly capture a reader’s attention and drive them to want to know more.

In the vast sea of blog posts competing for attention, a catchy title can be the key to grabbing readers' interest and enticing them to click and explore your content. Your blog post title acts as the gateway, the first impression that determines whether readers will delve deeper or scroll on.

But how can you create titles that stand out and compel readers to click? It requires a careful blend of creativity, clarity, and strategic thinking. You are looking spark curiosity, evoke emotions, and highlight the value your content offers. From leveraging power words and engaging with readers' pain points to incorporating numbers, intriguing questions, or even a touch of humor.

Learning how to create catchy, clickable titles will amplify the reach and impact of your blog posts.

There is a great FREE ebook and resource called “52 Headline Hacks - A Cheatsheet for writing blog posts that Go Viral”

Jon mentions "The best writers are the best thieves, Shakespeare stole his plots from Greek and Roman plays. Thomas Jefferson practically plagiarized the Declaration of Independence from John Locke. Oscar Wilde stole from... well... everyone. And so should you."

He also goes on to say None of those irresistible headlines you see on the covers of Cosmopolitan Magazine and The National Enquirer are new. The majority of them are more than 50 years old, and written by great direct-response copywriters like Eugene Schwartz and Claude Hopkins. They might change the wording around or modernize the language, but the ideas are essentially the same, rehashed over and over again by every popular magazine, newspaper, and blog in the world.”

Download it today. Read it through thoroughly and implement them into your blog titles.

3. Create your content plan and outline

Creating a content plan and outline for a new blog post is an essential step in developing a cohesive and engaging piece of writing.

Once we have defined the blog purpose, decided on what area or topic to write about, then considered a few good, catchy titles we can start to plan the blog post a little more. This can include

Identify the target audience and determine their interests and needs. This knowledge will guide the choice of topic and tone for the blog post.
Brainstorming relevant ideas and conducting research will help gather valuable information to include in the content.
Organise the content into sections. Once the main points are identified, organizing them in a logical structure will ensure a clear flow of ideas.
Create an introduction. Crafting a captivating introduction and a compelling conclusion will grab the readers' attention and leave a lasting impression.
Reviewing and revising the plan and outline will refine the content, ensuring it aligns with the initial purposes and delivers value to the readers.
Create a conclusion that sums up the main points and takeaways from the article. It can act as a recap and reminds the reader of the important points of the article.

By following these steps, one can create a content plan and outline that sets the stage for an informative and engaging blog post.

4. Research, research, research!

Research is a crucial role in planning your blog posts and articles. It builds a strong foundation for creating effective content.

When it comes to blog writing, good research forms the bedrock of successful and compelling content. In fact, it's nearly impossible to create high-quality blog posts without conducting some research. Your research serves as the foundation for accurate, credible content that resonates with your target audience.

Why is research so important in planning your blog posts? Firstly, it allows you to gather relevant information and data that support your ideas and arguments. This helps to establish your credibility as an author and provides readers with valuable insights they can trust.

Secondly, research enables you to understand your audience better. By exploring their interests, needs, and pain points, you can tailor your content to address their specific concerns and provide solutions that resonate. This audience-centric approach enhances engagement and fosters a deeper connection with your readers.

Additionally, research helps you uncover new perspectives, fresh ideas, and industry trends. By staying informed about the latest developments in your niche, you can offer unique insights and position yourself as an authoritative voice within your field.

Plan your articles well, research your topic, be original, and authentic, take inspiration from others’ work, cite references where possible, and link through to other relevant content or research where required.

5. Building the blog

Building a good blog post involves several key points. First, aiming for a word count of 800 or more allows for a comprehensive exploration of the topic, providing valuable insights to readers. Additionally, opting for long-form content enables in-depth analysis and supports better SEO performance.

Writing in short sentences enhances readability, making the content easier to digest for the audience.

Adding subheadings throughout the post helps organize the information, allowing readers to skim and locate specific sections of interest. It's crucial to check for spelling and grammar errors, ensuring a professional and polished final product.

Finally, incorporating bullet points can break down complex information into concise and easily understandable chunks, facilitating comprehension.

6. Writing tone

Establishing the right tone in your article writing is essential for effectively conveying your message and connecting with your audience. To establish the right tone:

Understand your audience: Research and analyze your target readers to grasp their preferences, language, and communication style.
Align with your brand: Consider your brand identity and values, and ensure your tone reflects them consistently across your content.
Define the purpose: Determine the purpose of your article—whether it's to educate, entertain, or persuade—and adjust the tone accordingly.
Consider the topic: Adapt your tone based on the subject matter; a professional tone may be suitable for business-related topics, while a more casual tone may work for lifestyle or entertainment articles.
Use appropriate language: Choose vocabulary, sentence structure, and grammar that resonate with your audience and align with the desired tone—whether it's formal, conversational, friendly, or authoritative.
Inject personality: Infuse your writing with your unique voice and personality to make it relatable and engaging.
Edit and revise: Proofread your article to ensure consistency and clarity in your tone, and make necessary adjustments to maintain a cohesive and compelling writing style.

What type of tones can you adopt or include in your writing style?

Comedic, humourous, and Witty
Formal, Serious and Assertive
Informative and Functional
Friendly and human
Inspirational
Curious, Gossip
Using Pessimism and Optimism
Horror or anger

7. Writing for authority

Google’s own content writing guidelines work around the E-E-A-T acronym which stands for experience, expertise, authoritativeness, and trustworthiness. Writing compelling content for your website is a proven strategy to establish authority in your industry. By producing high-quality articles that offer unique insights and value to your audience, you can position yourself as an expert. Creating authoritative content that resonates with your readers and builds your brand can be achieved in the following ways:

Identify key topics and trends:

Research and understand the prevalent topics and trends within your industry.
Choose subjects that align with your expertise and are of interest to your target audience.

Craft comprehensive and engaging content:

Conduct thorough research and gather relevant data, statistics, and case studies.
Incorporate expert opinions to support your arguments and provide credibility.
Present your content in a clear, organised format using headings, subheadings, and bullet points.
Utilise storytelling techniques and personal experiences to make your content relatable.

Maintain consistency:

Develop a regular publishing schedule to keep your audience engaged and build anticipation.
Strive to deliver valuable content consistently, demonstrating your commitment to sharing knowledge.

Diversify your content formats:

Experiment with various media formats such as videos, infographics, and podcasts.
Cater to different learning preferences and engage a wider range of audience members.

Encourage interaction and feedback:

Foster conversations by encouraging readers to leave comments and engage in discussions.
Share your content on social media platforms and prompt readers to share it with their networks.

8. Call to action

Call-to-actions (CTAs) play a pivotal role in blog articles as they guide and motivate readers to take desired actions. These strategic prompts are crucial for driving engagement, conversions, and achieving specific goals.

Including a well-crafted CTA within your blog article, such as encouraging readers to subscribe, share, comment, or explore related content, create opportunities for deeper connections, increased reader involvement, and improved user experience.

CTAs provide clear direction to your audience, prompting them to take the next step and further engage with your brand or content. They not only enhance the overall effectiveness of your blog article but also help you achieve measurable outcomes and foster a vibrant and interactive community around your content.

Lastly, CTA’s can be tracked using analytics or by adding an email form or directing to a specific page. This allows you to analyse what is working for you and what your readers are clicking on or engaging in.

Download our printable guide

LET'S RECAP
✓
Before you publish
Choose a useful topic your customers actually care about
Research the subject properly before you start writing
Structure the article with clear headings and sections
Add useful images, examples or supporting information
Check your title, metadata, links and basic SEO
Proofread everything before you hit publish
Share the article and give people a reason to find it

Don't want to remember all of this?

Download our Ultimate Blog Post Checklist for Jewellers and keep the complete process beside you whenever you write.

From planning and structure to SEO, images and publishing, simply work through the checklist before your next article goes live.

Download the Blog Post Checklist →

15 Marketing Ideas for Jewellery Businesses

July 22, 2026

Looking for new ways to market your jewellery business?

You don't need to be everywhere or constantly chase the latest marketing trend.

Some of the most effective ideas are surprisingly simple: improving how you communicate with existing customers, creating better content, working with other local businesses or simply making more of the products and expertise you already have.

Here are 15 practical marketing ideas you can try, adapt or use as inspiration for your own jewellery business.

1. Start Writing Content / build a blog

Did you know a potential customer will read about 20-30 pieces of information about the product or business they are buying from before they make a decision to buy? Therefore writing content for your business about your products and services is one of the most powerful things you can do to build organic traffic and trust for your customers. Just a few hundred hits on each blog post can realise thousands of potential customers seeking answers to common questions or wishing to learn more about a specific subject.

Add new content: Add content to each collection page to give more information about the products and what the collection means or the story behind it.
Add more content: Add more content to each product page. Stories, specifications, videos, images, sketches, reviews, and user stories. Give as much information as possible to inform the user why your products are better than your competitors.
Create a blog or education center: Create a blog containing articles related to your business. These might be historical data, specific case studies, insights, and facts. Give them inspiring or catchy titles like; 10 things you didn’t know about!, Top tips to get the most out of…! 5 creative gifts to get your sister this Christmas!
Create simple policy pages: Create simple an easy to understand Terms & Conditions, Delivery and Returns Policies, and Maintenance guides.

2. Invest in SEO

Investing in your website’s SEO is important to gain more traffic from search engines by appearing higher up in the search listing. The higher up you are displayed the more likely you are to get visitors to your website.

User Experience: Start by optimising your website to ensure you are getting a good user experience. Is the content clear and easy to read? Are the product prices visible and simple to understand? Does your website instill confidence in the buyer, such as clear contact details, returns policies, and faqs?
Keyword research: Understanding what keywords you rank for in search results and what popular keywords you want to rank for is important to understand what you need to add to your pages and descriptions to ensure you are indexed in searches for relevant topics. Write a list of what you want to be known for and start adding these keywords to your content, pages, and URLs.
Build Backlinks: Getting other sites to link back to your brand organically is a powerful tool to increase traffic. Finding relevant and complimentary brands to link back to you is well worth the effort in researching and contacting them to discuss your options. These can be in the form of directories, publishing articles on their website or blog, or even advertising on their website. The idea is that your content is so good and informative that individuals refer to your content in their own articles.

3. Think Local

Local search is often overlooked by many retailers but can be a powerful connection with the community, building trust and confidence.

For Retailers: If you have a retail presence in a particular area it’s a little easier to become a well know local company. Organize events, offers, and open days in your area. Put up advertisements, posters, and billboards. Sponsor local events. Give out balloons and gifts to passing children. Write about local events, history, and places to shop in the area. Partner with a complimentary business to share each other’s services and cross-promote.
Online only: A little more difficult if you don’t have a shop or showroom you can still get involved in specific community events and local commerce. Run local ads with discount codes or promotions. Get content rich by writing lots of articles about your local and surrounding areas. Partner with retailers, or leave leaflets in local coffee shops and restaurants for instance.

4. Reward Loyalty & Referrals

In its simplest form creating a discount code or free gift for customers that come back is a great way or reward loyalty. You can create some exclusivity for certain individuals e.g. Silver, Gold, Platinum club, or membership tiers that give benefits based on their spending habits. This can easily be done with a points system based on the number or value of sales.

Referrals are like gold dust and a great way to get free marketing and guaranteed sales. Value each customer and provide incentives for them to tell their friends and family. This could be in the form of free gifts, vouchers, discount codes, or access to exclusive ranges. You don’t have to use pro tools if your customer base is small but you can look to use tools like https://www.refersion.com/ to enhance your affiliate and referral marketing.

5. Engage with Live Chat

Live chat is a fantastic way to start a conversation with a potential customer that is on your website in real-time. Access on your mobile and with multiple staff and more importantly when the office is closed. Live chat converts more customers easily and helps you turn visitors into sales in no time. There are multiple apps and live chat companies out there but our recommendation is https://www.tidio.com/ which offers a free version along with some paid upgrades with some very powerful features. Try it out for free and see what difference it makes to your sales and marketing.

6. Start a regular Email Campaign or Newsletter

This is a must-have for any standard marketing campaign. Email marketing is tried and tested. It works well and allows you to send direct sales messages to your own customers. There is no paywall that other services like Facebook and Instagram put in place to connect with your own followers.

Install newsletter signup forms: This is generally a standard feature of most website platforms. Ensure there is space somewhere on the website where a newsletter signup form is visible. The footer is the most sensible option.
Create a popup signup form: This is the most effective way of getting signups and subscribers. Delay the pop-up by 10 seconds or enable it after they have visited a certain page or scrolled down to a particular part of the page.
Design and Create a newsletter: Most platforms now have email marketing suits built in. Shopify, our preferred platform, has a great marketing suite with the ability to design a branded emailer and add products, automatic discounts, and links to pages, products, and collections.
Send out regularly to your customers: Consistency is key. Simplify your schedule by agreeing to a certain amount per month e.g. once or twice for instance and adding the dates to your calendar to plan the content, an offer, and some information.

Continue to build your list and don’t worry if people unsubscribe. It happens for many reasons. Continually track your results and see what works for your customers. Sometimes content will work better, other times discounts and offers.

7. Create an SMS campaign

SMS (short message service) can be a great way to drive traffic to your website and generate sales for several reasons:

High open and click-through rates: SMS messages have a high open and click-through rate, as most people are likely to read a text message when they receive it. This makes SMS an effective way to get your message in front of your target audience.
Personalised and targeted: SMS allows you to send personalised and targeted messages to your audience. You can segment your list based on demographics or interests, and send customized messages to different groups.
Convenient and immediate: SMS is a convenient and immediate way to reach people, as most people carry their phones with them at all times and are likely to see a text message within a few minutes of receiving it. This can be especially useful for time-sensitive offers or promotions.
Cost-effective: SMS campaigns can be relatively inexpensive compared to other marketing channels, especially if you have a large email list. This can make SMS a cost-effective way to reach a large number of people.
Easy to track and measure: SMS marketing software platforms typically provide detailed analytics and tracking capabilities, which can help you measure the effectiveness of your campaigns and make adjustments as needed.

To create an SMS campaign to drive traffic to your website and generate sales, you can follow these steps:

Determine your target audience: Identify the demographics and interests of the people you want to reach with your SMS campaign. This will help you tailor your messaging and offer to appeal to your target audience.
Create a compelling offer: Develop a clear, compelling offer that will motivate your target audience to visit your website and make a purchase. This could be a discount, free delivery, or a special deal.
Write a compelling message: Craft a brief, persuasive message that will grab the attention of your audience and encourage them to take action. Make sure to include a call to action, such as a link to your website or a promotional code.
Build your email list: In order to send SMS messages, you will need a list of phone numbers to send to. You can build this list by collecting phone numbers from customers, opt-ins from your website, or purchasing a list from a third-party provider.
Set up your SMS marketing software: There are a number of SMS marketing software platforms that can help you manage and track your SMS campaigns. Choose a platform that meets your needs and set it up to send your SMS messages.
Launch your campaign: Once you have your offer, message, and email list in place, you can launch your SMS campaign by sending your message to your list. Monitor your results and make adjustments as needed to improve the effectiveness of your campaign.

Keep in mind that it's important to follow all applicable laws and regulations when sending SMS messages, including the CAN-SPAM Act and the Telephone Consumer Protection Act. Make sure to obtain permission from your recipients before sending them SMS messages, and provide an opt-out option for those who no longer want to receive your messages.

AnyaShopStudio - 27,812 Sales since 2022

PrettyLittleLuxury - 57,087 Sales since 2019

8. Sell on Marketplaces

Many well-known retailers started out on marketing places such as eBay, Etsy, and Amazon. These high-traffic marketplaces allow you to leverage their own marketing that drives traffic and customers to search for specific products and services. Many consumers use Amazon for convenience and free ‘Prime’ shipping. Do not underestimate the power of these platforms to grow your own brand and product ranges, reach more customers, and make many more sales.

Etsy for instance, although slightly higher fees of around 25%, have a captive shopping audience and built-in marketing and SEO tools to help you promote your products and grow your audience. Jewellery is one of the most sought-after, and high-volume turnover markets within Etsy’s platform.

9. ★ Birthdays & Weddings

Often always overlooked by retailers and not much competition. Stand out by sending out a birthday or anniversary card to your past customers. Only send offers if they are ‘too good to be true’ or free! Ideally, keep it less ‘sales orientated’ and more ‘brand building’. As a massive coffee lover, I frequent most coffee houses and only Costa sent me a free piece of cake for my birthday, and look, I’m mentioning it here! So it works!!

10. Integrate Instagram Shopping

Instagram has approximately 2 billion, active users. As more and more people are turning to social media for inspiration and to discover new products, it's important for you to have a presence on platforms like Instagram, TikTok, and Facebook. By utilising Instagram shopping, you can take advantage of the platform's reach and capabilities to drive sales, increase your brand visibility, and streamline the purchasing process.

Increase brand visibility: Instagram shopping allows you to tag products in your Instagram posts and stories, which can help increase the visibility of your products. When users click on a product tag, they are taken to a page with more information about the product and a link to purchase it.
Streamline the purchasing process: Instagram shopping makes it easy for users to browse and purchase products directly from the app. This can help reduce the number of steps required to make a purchase, which can increase the likelihood of a sale.
Targeted advertising: Instagram shopping allows you to target your ads to specific audiences based on demographics, interests, and behaviors. This can help you reach a more relevant and engaged audience, which can increase the chances of a sale.
Measurable results: Instagram shopping provides detailed analytics and tracking capabilities, which can help you measure the effectiveness of your campaigns and make adjustments as needed to improve results.

Instagram shopping can be a powerful tool for increasing sales by making it easy for users to discover, browse, and purchase products directly from the app offering an alternative to website browsers and the traditional buying process.

11. ★ User Generated Content

User-generated content (UGC) is a powerful marketing technique to accelerate sales and provide instant confidence and social proof of your products. USA Engagement Ring Brand ‘The True Gem’ has leveraged user-generated content in the form of user-submitted Love Stories to build a community and increase sales. Sharing the content created by your customers is so much more effective and easier than creating and sharing your own.

Display UGC on your website: Adding customer reviews or photos of customers using your products can help build trust and credibility with potential customers and show them how your products are being used in real life.
Use UGC in social media marketing: Share submitted content on your social media accounts, such as Instagram or Facebook. This can help you showcase your products in a more authentic and relatable way, and encourage others to share their own experiences with your brand.
Leverage influencer marketing: Partner with influencers who align with your brand values and who have a following of people interested in luxury products. Encourage them to create and share UGC featuring your products, which can help increase brand awareness and drive sales.
Run UGC-focused campaigns: Run campaigns that encourage customers to create and share UGC featuring your products. For example, you could run a contest or offer a discount in exchange for UGC. This can help you generate a large volume of UGC in a short period of time and increase sales. Alternatively, make user-submitted content exclusive. So only the best stories or pictures get accepted and shared. This could drive people to make more effort or celebrate publicly the fact their story has been published.
Use UGC in email marketing: Include UGC in your email marketing campaigns, such as customer reviews or photos of customers using your products. This can help you showcase your products in a more authentic and relatable way and encourage subscribers to make a purchase.

Work hard on obtaining reviews and photos of your customers using your products. Overall, leveraging UGC can be an effective way for you to increase sales by building trust, credibility, and authenticity with potential customers.

12. Start caring

It seems a simple idea but difficult to implement, but stepping up your efforts in customer satisfaction will enhance your reputation, lead to improved customer retention and loyalty and lead to growth and improved sales. Everyone makes mistakes and messes up every now and then but how you deal with problems is the most important part. Be kind, authentic, genuine, and friendly. Remember they are people choosing to spend money with you rather than a competitor.

Customer satisfaction: Caring about your customers means taking steps to ensure that they are satisfied with their experience shopping with you, especially when they are investing in high-end, luxury products. This can include providing exceptional quality products, offering personalised customer service, and addressing any issues or concerns they may have. When customers are satisfied with their experience, they are more likely to make repeat purchases and recommend your business to others.
Retention and loyalty: Caring about your customers can help you retain them as customers and build loyalty in the luxury market. When customers feel valued and appreciated, they are more likely to continue doing business with you and to recommend your business to others who are looking for luxury products.
Positive reputation: Caring about your customers can help you build a positive reputation in the luxury market and among your target audience. When customers have a positive experience with your business, they are more likely to share their experiences with others, which can help attract new customers and build trust in your brand.
Increased sales and profitability: Ultimately, caring about your customers can lead to increased sales and profitability for your luxury eCommerce business. When customers are satisfied with their experiences, they are more likely to make repeat purchases, and they may also spend more money per purchase. In addition, positive word-of-mouth can help attract new customers to your business, which can further increase sales.

Overall, caring about your customers is essential for the success of your luxury eCommerce business. By focusing on customer satisfaction, retention, and loyalty, you can build a strong foundation for long-term success in the luxury market.

13. Upsell your products

An effective strategy for upselling products in the luxury goods market is to focus on offering personalized recommendations and added value. Here are some specific tactics you can use:

Personalised recommendations: Use customer data and behavior to make personalised product recommendations based on their past purchases and browsing history. This can help you identify additional products that may be of interest to them and show them how the recommended products complement or enhance their current purchase.
Added value: Offer added value by bundling products or offering special promotions or discounts on related products. For example, you could offer a discount on a matching accessory when a customer purchases a handbag, or bundle a luxury watch with a maintenance cleaning kit.
Highlight product features and benefits: When upselling products, be sure to highlight the unique features and benefits of the products you are recommending. This can help customers understand the value they are getting and see how the product will enhance their overall experience.
Use social proof: Leverage social proof by showcasing customer reviews or testimonials for the products you are recommending. This can help build trust and credibility and encourage customers to consider making an additional purchase.
Provide excellent customer service: Make sure to provide excellent customer service throughout the upselling process. This can include answering any questions or concerns customers may have and helping them understand how the recommended products will benefit them.

Overall, the key to effective upselling in luxury goods is to focus on offering personalised recommendations, added value, and excellent customer service to help customers see the value in making an additional purchase.

14. ★ Try at Home

The Try at home or Try before you buy option has been around for a long time in retail but is not something online retailers have used to their advantage. This is a perfect opportunity to get in touch with your customers early in the decision-making process. Great for Engagement Ring or Wedding ring designs where multiple options are more likely to be considered.

Create a sample range: Create a set of low-cost, silver samples with CZs or Moissanite center stones.
Set up a product on your website: Set up a Try at-home product with up to three design choices to try at home. For example, each design cost a fee e.g. £60.00. Fully refundable on return
Shipping and return costs: Charge return postage for the order. Ideally non-refundable so the service doesn’t cost you money. Send a pre-paid secure, tracked envelope in order to make returns easier.
Incentivise purchase: Offer postage refund or a further discount if they order within 10 days of return. This can be adjusted to suit margins.

`We worked personally with brands where this service has been set up to good effect and created a very high conversion rate once you have made contact with the customer.

15. Read the signs

I often drive up the M42 and M5 to Birmingham. There is a massive billboard on the side of the motorway that a known jeweller in the Jewellery Quarter advertises on. It’s always there and always noticeable. Think of the tens of thousands of drivers that pass that sign every day. Every time they notice it the brand enters their subconscious. If they then pass the shop or hear about the company they will instantly recognise the name.

Finding billboards or low-cost advertising spaces can be a great investment. Make your brand become synonymous with the space and the impact should be noticeable.

What’s the one thing I should concentrate on, in marketing my business?

If you struggle with time and resources and don’t have a budget to pay a person or agency to help do your marketing then I would choose 1. Start Writing Content / build a blog. This is by far the easiest to do, you can do it in your spare time whilst watching TV in the evening, and will give you measurable gains over time as you add more content to your website. All you are effectively doing is demonstrating to your customers and audience that you know what you are doing and have the expertise and authority. This provides confidence in you and your brand and leads to more engagement and more sales.

Write about what you know
Create a content plan to write at least one article per month (more if you have time and want quicker results)
Be clear about the title. What are you trying to say? Be concise and direct
Answer questions. What are your customers likely to ask? Can you provide helpful information that would allow them to make quicker and more informed decisions?
Look at your competitors. Are they writing content that you don’t have on your website? Replicate and re-do but do not copy. Do a better job than them.
Write a clear SEO title and description in the website pages editor for the article. Don’t be vague.
Once created share across your social network, LinkedIn, Twitter, and Facebook. Pin any images into Pinterest.
You can go one step further and record the article or blog as an audio file for easier sharing.

LET'S RECAP

✓

Don't try to do everything

You don't need 15 new marketing activities.

Pick three ideas that make sense for your business, decide how you're going to implement them and give them enough time to see whether they actually work.

A few good ideas executed consistently will usually be more valuable than trying to be everywhere at once.

5 Ways to Improve Your Jewellery Website

July 6, 2026

Where should you start?

If your jewellery website isn't generating the sales, enquiries or traffic you expected, it can be difficult to know what to work on first.

SEO, content, social media, advertising, email, website design; there's no shortage of advice telling you what you should be doing.

But you don't need to do everything.

Here are five practical areas I'd look at first to improve your website and give it a better chance of attracting and converting customers.

“Digital growth isn't about doing everything. It's about identifying the things that will make the biggest difference and doing those well.”

Steve Irvine - CEO Lionsorbet

1. Keyword Research

Before you start any type of content marketing strategy, it’s a wise idea to understand two imperative questions about your online business;

What are potential customers typing in search engines to find my products and services?
Who are my most significant competitors, and what keywords do they rank high in Search Engine Result Pages (SERPs)?

Think of your keyword strategy as the ingredients for baking a cake. Producing the desired results needs research, time, energy and strategy. To get started, let's look at a few free online tools you can take advantage of, including:

Ubersuggest - https://app.neilpatel.com/

Put your domain name into the Ubersuggest search bar and view all the results. For instance, check what keywords your domain is already ranking for. Alternatively, type in your competitor's domain name and revise their keywords. What are they ranking for? Start creating a keyword list for your website.

Google Trends - https://trends.google.com/trends

Google Trends is an innovative online tool that lets you get an insight into what people are searching for now! Type in a search term or topic that's relevant to your business and view the results. Compare topics, review interests over time and look at related topics. You should be able to map out more keywords and subjects for your keyword research list.

Google Search - https://www.google.co.uk/

The Google search bar comes with plenty of benefits for keyword strategy ideas. Type a topic, service or product into Google Search, scroll to the bottom of the page, and look for the heading Related Searches. Google will show you a selection of alternative user searchers for keyword research. Jot these phrases, subjects, services and alternative products on your list. Google is potentially showing you more accessible search terms and keywords to rank high for.

Google Keyword Planner - https://ads.google.com/

The Google keyword planner allows you to search and plan keywords for your targeted industry sector. You can discover new keywords or look at search volume forecasts for an expected return on investment (ROI). The best feature of the Google keyword planner is that it shows you how much each keyword is worth through pay-per-click campaigns (PPC). If you’re targeting organic traffic for your website, it might be a good idea to start with keywords that have a low value. Targeting inexpensive keywords will increase the odds of ranking higher with your new content creation.

By now, you should have all the correct ingredients (keywords, subjects, topics and ideas) to help you rank your website through search.

2. Content Strategy

Looking at the keyword list, you have researched and created, you should have a better understanding of what you want to rank for through user search. Your website can rank high for organic search if developed correctly. Here are a few examples;

Proactively write considered articles for your blog or news feed. These articles need to be helpful, educational, engaging, inspirational, original, and better than the existing content online.
Write FAQ pages to cover important topics where questions are more likely asked in search results than open-ended stements. e.g
- What is the size of my ring? How do I clean 18ct Gold?
- Where is the best place to get insurance for my high-value items?
- When is the best time to buy an engagement ring?
- How do I measure the size of my ring for my finger?
Use the keyword strategy within your content creation or write articles around researched subjects, products and services.
Try and make the top-level pages of your business website helpful and easy for customers to understand.
Add infographics, eye-catching imagery, graphics, and video for users to enjoy and learn from.
Write cluster articles around each search term you wish to rank high in Search Engine Results Pages (SERPs). For example, creating a wealth of original articles under one category or subject can show search engines that users will find your website favorable.

When planning content, always try and have a strategy. There needs to be a reason for each article, video, or infographic. Search engines tend to rank web pages high on SERPs if they are helpful for users trying to search for the correct information.

3. On-Page SEO

On-page SEO refers to the optimisation of the source code for each webpage. As over 1 billion live websites are on the net, it’s become essential to understand the importance of on-page SEO. Moreover, technical SEO doesn't have to be difficult to understand. You just need to follow a few rules;

Map out any articles with your keyword strategy. Avoid keyword stuffing (the keyword or phrase is littered throughout the text). Always add the keyword(s) in the title, heading, and first paragraph.
If you can edit your content's metadata (title and description), try and optimise the text to drill down on why the article is helpful for searchers. In addition, add your targeted keyword to the metadata description.
When creating cluster articles or having already produced relative copy about the same subject, hyperlink an internal link to that content. Internal link building is essential because it shows search engines you have important information on your website about a particular subject.
If the blog post or article is product or service related, link back (hyperlink some text that mentions the product or service) to that top-level page.
If you have researched your content and need to use external links to tell users about a fact or offer up more information, always link to the source and offer this in the form of an external link. Search engines like websites with plenty of external links pointing to relevant information.

Most websites have content management systems (CMS) that allow for a source code and visual editor view. The source code will show basic HTML code read by search engines. If you don’t understand HTML code, stick to the visual editor and use the editor tools to structure your article.

Technical SEO should be revised and optimised over six months. In addition, this allows your Digital Marketer time for research, content production, analysis, revision, and edits. Sometimes, search engines will take note of the content and internal link-building strategy for a website and rank a product or service page high through search, not the actual blog post or article you have created.

4. Off-Page SEO

Mastering the art of off-site SEO can be a little tricky, especially when trying to gain page rank using a range of techniques. However, if you persevere, put in the time, and give yourself small targets, you might be surprised with the result you can achieve.

What you need to be doing;

Create fantastic content where other website owners link to your content. These are called natural links.
Ask customers and other business owners to link to your website content. This activity is called manually built links and should be used with caution. Abuse of this tactic could result in Google penalising your domain.
You can leave comments, add your business to relevant directories, link on chat forums, and produce press release information for other websites. Self-created links should also be implemented with caution.

Always follow Google's guidelines for gaining backlinks to your domain. Never pay for links, exchange links or use any service where links are not gained naturally.

Having relevant links to your website can signal search engines to increase your website's position through organic search.

A favourable strategy used by many companies to gain leverage with off-page SEO is to focus on brand awareness. Furthermore, to gain authority in your business sector, you need to offer value, and trust, gain positive reviews and feedback or have happy customers sharing your products and services.

To build your brand and gain trust with your products or services, try the following;

Social media marketing
Guest blogging
Linked and unlinked brand mentions
Influencer marketing.

5. Revise The User Experience (UX) Design

Sometimes, business owners have plenty of traffic pushing through to their domain. However, the conversion for sales or services is unexpectedly low. For example, there could be several reasons for customers disappearing and not returning to your online brand.

The website is on a slow server, or the web pages have not been optimised for speed. Moreover, slow websites can leave customers disappointed, and they could leave quickly.
A website's navigation can sometimes be challenging. Revise the user flow charts in the Google Analytics app. Check where customers are entering and exiting the website. Run through the process and get externals to revise the website.
As all design is subjective, people may be put off by the colour or the website's layout. For instance, does your website need a redesign?
The website is not optimised for mobile phones. Trying to navigate a desktop website on a mobile phone can cause users to leave any domain out of frustration.
The brand may not be reputable or have substantial authority in the industry.
Product or service price points may be too high or too cheap.
The product page may be challenging to use, with drop-down options not being clear.
There could be coding errors on the website, causing the website to break.
Is the payment Application Programming Interface (API) set up correctly, and can customers make a purchase?
The top-level navigation may be too heavy (loaded with products or services), or unnecessary pages are in the wrong place. Place terms, policy, sitemaps, legal and cookies in the footer.
Offer discount codes or a reason for customers to be loyal.

Creating an online business comes with many challenges. Moreover, actions need to be implemented daily to make your website successful. For example, if you devise a habit for content marketing and implement a robust digital marketing strategy, time will start pushing your efforts to the top of search results.

LET'S RECAP
✓
Five areas to focus on
Understand what your customers are searching for
Create useful content around those searches
Improve your most important pages
Build the authority and reputation of your website
Make the customer experience easy on every device

Ecommerce Marketing for Jewellers: A Practical Guide

June 18, 2026

Whether you have a newly launched store or an existing retail website selling products and services online, having an effective marketing plan will allow you to:

Increase traffic to your website
Gain new enquiries for sales opportunities
Generate revenue online via product sales

I would like to say that it’s easy to accomplish with little effort but the reality is running an online business requires a constant, and consistent approach to marketing to continue to achieve sales, grow your business, and increase revenue. Why should I have a plan?

Why should I have a plan?

Having a plan gives you an effective blueprint to build the foundations of your business and keep you focused on the areas that need attention. If you are busy working on too many things at once, you can feel busy but achieving very little and in most cases, spending money with little or no gain. Each area of your marketing plan should be undertaken, tested, adjusted, and repeated to ensure you are getting the very best return on investment.

Understanding your business?

It is vitally important to understand what your business is, why should a customer buy your products, and what your goals and success factors are.

What is my business?

Clearly defining your business is important not just for you and your staff but also for your fans, followers, and newly acquired customers. If you only sell Lab Grown Diamond Engagement Rings, for instance, your content and marketing information need to be clearly focused on this area of business and the reasons why lab-grown is the best choice over mined diamonds. If you sell more cost-effective jewellery such as earrings and pendants to fashion-conscious teens, your messaging needs to be specific to their tastes and searching habits. If your business is being listed on google for general terms like jewellery then you could be marketing to the wrong demographic and thus reducing your visibility because of irrelevant and ill-targeted search listings.

Your business should be clearly defined in a single sentence so that at a glance people understand, Why you do, allowing them to instantly decide if they believe what you believe. This then leads to the How you do what you do and What you do: can you provide what they are looking for? Simon Sinek explains this perfectly in his inspiring Ted Talk the Power of Why.

The Power of Why

“People Don’t buy what you do they buy why you do it”

Simon Sinek

Why should a customer buy my product?

An area often overlooked by many business owners. The easiest way to sell a product is if you have a genuine reason to buy it. Write down 5 reasons why your customers should buy your product. This forms the beginning of your sales message. Some examples include:

It empowers them to take control / take action
It supports their identity. Aligns with their aspirations and means they are part of something bigger.
They provide value and create trust and loyalty.
They provide a new or unparalleled experience. Create joy and memories.
Your products actively support charities, and foundations and create community.
They support an inherent need, creating a sense of satisfaction.
They present a quality that attracts those that value creatiity and craftmanship.

What are my success factors / Goals?

If you understand what your success factors and goals are over the next 2-5 years you can start to plan how that can be achieved. A large team with investors will have completely different goals than a newly formed company with only 2 members of staff. Revenue and growth expectations will be wildly different. Some things to consider and document and revisit and update every three months.

What are my revenue/sales projections for the next 12 months / 24 months and 36 months? How does this relate to average product sales value? Average diamond ring sales are approx £1500.
The average conversion rate for online sales for jewellery is between 0.01 and 0.1% and can be less for high-value products such as engagement rings. How many sales per month would you need to meet your projections above? Conversion rate is defined as the percentage of website visitors that buy something from your site or enquire and buy offline. For instance if you get 10,000 website visitors in 1 month and 12 sales your conversion rate is 12/10,000 = 0.0012%
Knowing how many sales you need per month will define how much traffic you need. For instance, if you need 10 sales per month at a 0.01% conversion rate, you need to get 1000 high-quality visitors to your website to achieve these results. Tracking your conversion rate is important so you can correlate new visitors vs returning visitors vs actual sales or enquiries.
Now that you know how much revenue you want, the number of site visitors you need and the number of sales you need to achieve this you can start to work out how many staff you will need to achieve these goals or how many new team members you will need to support the growth for marketing and sales.
If you are an established business with recurring costs and liabilities. Work backwards. Work out what your total running costs are including staff and work out how many sales per month would support your current business and what increase you would need to achieve your ideal growth over the next 1-5 years.

Your Website

Should you work on your website or your traffic first? Personally, I’d rather have a website that is 80% perfect that can be updated over time and spend time working on obtaining traffic than delaying traffic building to make a perfect website. Even just a delay in one month can set your traffic and potential revenue back a great deal. If your site covers these areas as a priority then you can start working on driving traffic to your website.

Your website should instill confidence and authority leading visitors through your website to browse and buy with ease.

Eye Catching Home-page
Clear contact details including phone number and email address
About page Company Story or History
Clear Navigation, Links to collections, and Products
Simple and clear product pages
- High-quality images,
- Simple and obvious pricing
- Title and reference number/ SKU
- Description (add as much detail as possible) and Specification
- Ensure you have edited your SEO title and Description for all pages and products to be relevant and descriptive
Testimonials / Case studies or ideally live reviews from Google or Trustpilot
Easy to understand Delivery and Returns Policy

Important: Regularly test your website. Go through the checkout in full to see if there are any blocks in the process, and check enquiry and contact forms to ensure they are delivering the information to your email.

Channels for Effective Marketing

There are three effective ways to attract, build and grow traffic to your website. Pay close attention to each of these areas and you will grow your traffic to your website which should see a surge in enquiries and sales.

Search Engines
- Pay Per Click PPC Ads
- Organic Search Engine Results
- Onsite and Offsite SEO
- Link building
Social Media Marketing
- Paid Advertisements
- Organic Growth and building an audience
Content Marketing
- Create unique and original content
- Email Marketing

Search Engines

Search gives jewellers an opportunity to reach customers who are actively looking for their products or services.

Someone searching for “diamond engagement rings Birmingham” is showing much stronger buying intent than someone simply browsing social media.

Paid Search & Google Shopping

Google Ads and Shopping can put your products in front of potential customers quickly and can be particularly useful for new businesses, important collections and seasonal campaigns.

But don't judge success by traffic alone.

If you're paying to send customers to weak product or collection pages, increasing your advertising budget may simply increase the amount of money you're wasting.

✓ What should you do?

Start with your most commercially important products or collections. Make sure the pages customers land on are strong, test your advertising and measure whether that traffic actually generates sales or enquiries.

If it works, scale it. If it doesn't, understand why before spending more.

Organic Search Engine Traffic

Organic search can be a fantastic source of relevant, targeted customers. When someone searches for a product, service or question related to your business, search engines aim to show the most useful and relevant results.

Strong product and collection pages, useful guides, detailed service information and genuinely helpful content can all help your website appear for the searches that matter to your customers.

“Your SEO strategy should focus on creating useful, original content, guides and resources that answer the searches and questions relevant to your products and services.”

SEO should be viewed as a long-term part of your marketing strategy. The objective isn't to publish more content than your competitors, but to create better and more useful content where it matters.

Social Media Marketing

Social media is a powerful way to build an audience, followers and fans or build a community of like-minded individuals that become ambassadors of your products and services. Each social platform will have a slightly different user base, e.g Linkedin is typically professional’s browsing during the day and is more business orientated, whereby Facebook is more social with people browsing during their downtime. This can affect how they might interact with your posts or adverts.

Paying for traffic through Social Media

Unlike PPC ads through search engines like google which display ads to customers looking for specific search terms, Social media companies like Facebook and Instagram will post adverts to people within a demographic e.g age, gender, location etc. in the hope that they like what they see or read and interact with the post. Adverts require a daily budget and a specific plan to target a particular set of individuals with your message, product or offer to obtain a result. This may be clicking through your website or signing up for your newsletter. Once you have built up an audience of people who have interacted with your brand you can then re-target these potential customers with reminders or specific offers to convert them into paying customers. It is generally advisable to work with an ad agency or contact the social media team themselves and request some help in setting up your campaigns to achieve a higher return on investment.

Building an Audience through Social Media

Social media can be leveraged in two ways to grow your business, increase website traffic and enquiries about your products and services.

Vanity Metrics: a term used to show a brand with a large following. This value makes you appear more popular and authoritative. This can give high-value signals to potential customers giving confidence and a wow factor. You can grow this figure by setting up ads to target ‘LIKES’ and ‘FOLLOWS’ rather than traffic to your website.
Genuine Engagement: This is the most time-consuming but rewarding part of social media growth. Create regular content for each platform. Connect with your audience on a personal level. Care about the content you are creating and ensure it adds value. Content-based businesses will win over the next 5-10 years so it is important to create a social media content plan that is achievable and affordable.

Content Marketing

Your content marketing plan is important for creating long-term value and authority on your website. If your blog or page posts are consistent, high quality, educational and informative your website will start to rank higher over time as an authority in your industry. This will increase your traffic over time and work harder for you than paid ads. If you are unable to write new content on a regular basis (minimum of 1 post per month) then hire someone to create a content plan and create the content for you. Continuing to forget or leaving it to chance will end up costing you a huge number of potential visitors and customers over time.

Creating Unique and Original Content

Google has a large number of factors it uses to define the relevancy of a piece of content. It is easy to get lost in all these factors. Our advice is to start building original content sooner rather than later. This can be in the form of a blog, new pages or FAQs at bottom of existing collections.

Start creating regular content and publishing them on your website. You can then use this content in many ways

Google indexing for search. Get found on a google search by customers looking for your products and services.
Training guides for staff and customers to understand your products and services better. The more they know the easier it is to impart this knowledge to your customers and create more sales opportunities.
Publish on Instagram, Facebook, Linkedin, and Pinterest to grow your social audience.
Publish on Google my business to increase local search opportunities and add valuable trust signals to your audience
Build authority in your industry as a resource of experience, knowledge, and expertise.

A numbers game: If each good blog post only produces an average of 200 new visitors a month (in some cases we are seeing upwards of 1000-3000 per article), with an average of 2 new articles per month you could be seeing 4800 new visitors per month after a year and 9600 after two years. Compound this with visitors from social media, Google My Business, Review platforms, email marketing, and advertisements and you can see your traffic growing into a healthy source of sales and enquiries for your products.

“For every month you are not writing new content you could be losing 400 potential new visitors. What is the value of that to your business growth over a two-year period? “

TOP TIP: Find out what your competitors are writing by searching google for specific search terms and see what displays the highest in the search results. Study these pages and write a plan and article outline that covers this information in more detail. At the very least produce a similar content guide (be very careful not to copy the content as this can result in being penalized by google). Remember if you don’t have that particular content piece on your website then there is a good chance you won’t be listed in search engines for customers looking for that information.

Email Marketing

Sending out regular emails directly to your customers is one of the simplest and most effective ways to re-engage with them, send specific and directed offers and remind them who you are and how good your products are.

Various studies have shown that for each £1 spent on email marketing the returns can be up to £42 back. Can you afford not to invest in this practice?

Own your own information: Collecting your customer’s email addresses with permission to email them offers is a powerful tool to build and keep safe. No social platform allows this. You can create your audience but you have to pay to get access to 100% of them. It is widely known that social media platforms throttle the number of followers that see your content for free, even though you have paid dearly to acquire them. Start collecting customer names, email addresses and key dates such as DOB or Anniversary. These dates are great for future marketing opportunities.

Create a website Signup form: Most website builders will have tools to allow a signup form to display on your website. A popup can be more effective than one in the footer of the website. Keep it simple and quick to follow. A simple email address will suffice but you can add more details as mentioned above. Entice customers to sign up by offering a discount code that displays after signup. Tools like Mailchimp and Shopify Marketing have this ability built in.

Send Regular Emails: Be consistent with your approach. Once per month or every two weeks or every week. Your loyal customers will begin to look out for them. Keep offers specific and infrequent. Customers may only buy if there is a discount being offered. Use emailers to:

Highlight new products
Send offers and discounts
Create brand awareness
Give insights into company news and information
Outline trade events or open days
Highlight new blogs and website content

Analyse and Repeat

A crucial part of any marketing plan is to analyse and track the data. Understanding the numbers and actual return from your efforts rather than a finger in the air or an "I have a pretty good idea”. Every month track your KPIs such as traffic volume, average order value, ROI and conversion rate for instance to see where you can improve.

LET'S RECAP
✓
Your ecommerce marketing plan
Understand what your business stands for
Know why customers should buy from you
Define your goals and what success looks like
Improve and optimise your website
Create useful, original content
Build and use your email list
Share and promote your content

Not sure where to focus your marketing budget?

Our Ecommerce Growth Review identifies the areas we’d prioritise and where we’d invest next.

Explore the Ecommerce Growth Review →

Shopify SEO: A Practical Guide to Improving Your Store

June 4, 2026

Shopify gives you a strong technical foundation for ecommerce, but simply launching a good-looking Shopify store doesn't mean customers will find it.

SEO is about making it easier for search engines to understand your website, while creating pages that genuinely help customers find the products, information and answers they're looking for.

Having worked with Shopify stores for many years, I've found that the biggest opportunities are rarely about doing hundreds of tiny SEO tasks. They're usually about getting the important things right: your website structure, collections, products, content and technical setup.

This guide covers the practical Shopify SEO improvements I would look at first.

“A beautiful Shopify store is only useful if the right customers can find it. Good SEO starts with understanding what they're looking for and making sure your website gives them the best possible answer.”

Steve Irvine - CEO Lionsorbet

1. Why Should You Invest In SEO For Shopify?

Investing in SEO on the Shopify platform is a smart move for your business. It is a surefire way to boost your online visibility, attract qualified leads, and achieve long-term success in today's competitive business landscape. SEO allows you to:

Boost Visibility: SEO helps your Shopify store become more visible and discoverable online, driving organic traffic and potential customers to your website.
Gain a Competitive Edge: By optimising product descriptions, meta tags, URLs, and using relevant keywords, you can rank higher in search engine results pages, giving you an advantage over your competitors.
Targeted Marketing: SEO allows you to customise your content and target specific audiences, increasing the chances of attracting qualified leads and improving conversion rates.
Enhance User Experience: A well-executed SEO strategy on Shopify ensures faster loading times, mobile responsiveness, and easy navigation, resulting in a better user experience for your customers.
Encourage Repeat Visits: Satisfied customers are more likely to return. By delivering a positive user experience through SEO, you can increase customer satisfaction and encourage repeat visits to your Shopify store.
Long-term Success: Investing in SEO on the Shopify platform sets your business up for long-term success in the highly competitive digital marketplace, helping you increase online visibility and achieve your business goals.

Shopify has some great features that conform to Google’s search guidelines and whether you’re a novice or seasoned SEO pro there are plenty of ways to enhance your website to build trust and authority, increase search traffic, leading to enquiries and sales.

2. Step by Step SEO Success on Shopify

Let’s cut through all the noise on the internet about Shopify SEO and provide a practical guide to updating your website. When we launch a new store online this is our checklist that we work to and we provide our clients to ensure they have covered all areas. We will explain some of the areas in more detail below but follow these steps to the letter and you’ll be 80% there to SEO success.

Step1: Set your Store Name Correctly

When you set up a store the store name can end up being truncated or abbreviated. This store name is added to the end of all page SEO titles by default

e.g bespoke design services - My Store Name

using our store at https://www.jewellerygraphics.net/ as example when we set up the shop it was set to jewellerygraphics. As this name is being displayed on all pages we changed it to JEWELLERY GRAPHICS to split the words and make it easier to search and index.

Edit your Shopify Store name so it’s accurate

to update your store name and make sure it displays correctly head to:

Settings > Store Details > edit Profile (as shown above)

You don’t need to edit the business name in the section below this. This is not displayed on the site titles.

Step2: Update your Site Wide Meta Title and Description

This is mega important as this information will be used when your site is used on your homepage, shared online, or if pages on the website do not have their own meta information. I see this as a fall back if no information has been added.

In the admin, go to Online store > Preferences

Shopify main meta information for site wide SEO. Make sure this is concise and accurate

Your homepage title should be a simple, overall, top level outline of your business. Your Homepage meta description should elaborate on this and include the keywords that make your business special. This could be important services and products. Don’t waffle, keep within the character limit and ensure accuracy.

Step3: Update your Social Sharing Image

This is important and is a good opportunity to make your brand look good when your website is shared anywhere online. If you or a customer shares a link to your website on a social sharing site such as Facebook, Linkedin or Pinterest, the link will generally display a preview image in the post. If you don’t have an image loaded it may deafult to your logo fle or the first image it finds in the page. If not formatted properly or low quality it can make social posts look less than perfect.

To update your social preview image on Shopify head to: Online store > Preferences

Add your social sharing image on Shopify to enhance your SEO

Example from Jewellery Graphics - 1200 x 628px

to expand on this, Shopify has introduced a Brand centre within your settings. You can update your brand files here to make sure your website is displayed correctly in apps or listings online or within the Shopify ecosystem. Head to Settings > Brand to update this information.

Step4: Install Google Console for Site Health

Google Search Console is an important tool for your SEO success. It is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site's presence in Google Search results. Search Console helps you understand and improve how Google sees your site. Sign up for your free account at https://search.google.com/search-console/about

You will need a free GMAIL account in order to use Google Search console. If you want to maintain your business email address e.g @yourdomain.com you can sign up to Google Workspace. Lionsorbet have used Google’s business tools since our inception in 2007 and couldn’t recommend them enough for your business email.
Sign up for a free Google console account at https://search.google.com/search-console/about - Click Start now and sign in with your new or existing gmail account.
Enter your domain without the www prefix
Verify your domain ownership with your Domain registrar account

If you are unsure of how to add new records to your domain registrar contact your host and they can help you add these.

Once verified you can add your sitemaps. A sitemap helps search engines discover URLs on your site. Shopify’s sitemaps are found at yourdomain.com/sitemap.xml. If you login to Google console and click Sitemaps on the left hand side menu you can enter your sitemap here. Just add sitemap.xml to the end of the domain as shown below.

Once set up properly, Google console is an insightful tool to track your website performance, and positioning along with core web vitals. It will also highlight any issues with your website and provide insights in how to fix them.

3. Does Shopify Support SEO?

Shopify has some excellent SEO tools and features to enhance your site visibility and ensure it is indexed and ranked correctly in search engine results. These features include:

Built in SSL (Secure Socket Layer) a standard security technology for establishing an encrypted link between a server and a client.
URL optimisation: Ability to edit the URL parameters for a product or page, along with editing the URL structure to make them easier to read.
In-built 301 URL redirects to make updating URL’s much easier and useful for search. Great for website migration to Shopify from another platform .
Automatic XML sitemap generation located at /sitemap.xml for Shopify stores.
Site wide meta title and description support for the homepage and all products, pages, blogs and collections.
Responsive mobile friendly designs across all theme architecture to ensure sites are visible across all devices without the need for separate websites.
Shopify auto-generated robot txt file ( a file that helps web crawling and indexing)
Canonical tags to prevent duplicate content.
Structured data (Schema Markup), allows rich snippets to appear in Google search.

Overall, we believe it is fast becoming one of the most useful eCommerce platforms for product sales due to its amazing tool set, community driven approach and customer support.

Shopify also has some great tips for improving your SEO that will guide you through your store set up and and continued SEO success. These include:

Finding Keywords that are relevant to your brand and using them in your titles and content.
Ensure your URL’s match the content e.g https://aosdanaiona.com/pages/heritage is a page about the brands history and heritage with Celtic Jewellery.
Register your domain with Google Search Console including your full www. domain, to ensure correct site indexing.
Creating engaging and relevant content to enhance your website, increase sharing and links and to educate and inspire your audience.

4. Avoid Duplicate Pages, Products and Content

Avoiding duplicate pages, products, and content is crucial for website owners. It helps improve search engine rankings, ensuring better visibility for their site. Additionally, it provides a better user experience by avoiding confusion and frustration caused by identical content. By eliminating duplicates, website owners can protect the value of their backlinks, maintain a positive relationship with search engines to avoid penalties, and ultimately enhance their website's performance and visibility.

There are a few ways that you can reduce duplicate content in Shopify:

When duplicating products, ensure the Title is unique and the Meta Title and Description at the bottom of the page is unique for that product. We often see (Copy) in the title where products have been duplicated, and the SEO meta data is identical to the original product.
Run a duplicate content report through apps like SEM Rush or Screaming Frog which will identify and link through to duplicate pages and help you identify which are the originals and which ones need updating.

In most cases duplicate content is caused by mistake and can be rectified by updating the meta title and description and ensuring the page content is unique to that product.

The more technical side of Shopify’s URLS structure can provide a few issues with duplicate content. Because of the way Shopify organises products into collections, some themes are built to present variations to a products URL. The primary url for a Shopify product will be

yourdomain.com/products/productname an example of this is our Blog post checklist guide at

https://www.jewellerygraphics.net/products/ultimate-blog-post-checklist-for-jewellers-pdf

because the product is also in a collection it also has a URL at:

https://www.jewellerygraphics.net/collections/seo-digital-marketing-for-jewellers/products/ultimate-blog-post-checklist-for-jewellers-pdf

This means the wrong page can get indexed by google causing some duplicate error flags to appear. You can use Canonicalisation or redirects in Shopify to combat this but in our experience this hasn’t caused many issues and doesn’t get flagged in the pro tools we use to manage website SEO for our clients.

Meta data is an important piece of the jigsaw puzzle to ensure your SEO is in good order. Think of Meta Data as a shortened overview of the content that search engines like Google use to index and categorise the page. This shortened information is concise and informative enough to ensure that the reader knows what the article or page is about before they decide to click into a page to read about it.

Search engine results for illustrating meta titles and descriptions

When you search google for a particular term e.g “How to spot a fake Rolex?” Google will list articles in order of what they believe is the most useful and relevant to the search term. The Titles match or have relevant information about my search and the descriptions offer an insight into the article that allow me at a glance to see if it will provide the right information I am looking for.

To ensure your Meta titles and descriptions are accurate and relevant to the page content for Shopify you can update them by following these guidelines.

Shopify Product SEO Meta Data

To update your SEO Meta Data for each product, click in to a product in the Shopify Admin and scroll all the way to the bottom of the page where is says “Search Engine Listing” Click the Edit button to reveal the Page Title and Meta Description. If you have already added information to the page description at the top of the page you may find these sections have already been filled in. Check each product and ensure that not only do they have the Title and Description fields filled in, but they are also relevant, informative and easy to understand. DO this for all products on your store.

Example Meta Data panel in Shopify Products.

Shopify Collection Page SEO Meta Data

Using exactly the same method above for products, navigate to each collection in the Shopify Admin > Products > Collections. Scroll to the bottom of the collection page and click edit next to the “Search Engine Listing” section. Fill in the Page Title and Meta Description for each collection on your store. Provide information related to each collection, offering a simple, descriptive overview of the product and collection story.

Shopify Pages SEO Meta Data

Updating and managing the SEO Meta Data for each of your pages in Shopify is quite straight forward. Navigate to each page in the Shopify Admin > Online Store > pages. Scroll to the bottom of the page and click edit next to the “Search Engine Listing Preview” section. Fill in the Page Title and Meta Description for each page on your store. Provide information related to each page that matches the content of the page. Also check your URL and Handle are simple and clear and easy to link to should you need so. Do this for all pages on your website. Make them unique for each page and do not duplicate any content across your pages.

Shopify Blog Post SEO Meta Data

Updating and managing the SEO Meta Data for each of your blog posts in Shopify is quite straight forward. Navigate to each blog page in the Shopify Admin > Online Store > blog posts. Scroll to the bottom of the page and click edit next to the “Search Engine Listing Preview” section. Fill in the Page Title and Meta Description for each blog post on your store. Provide information related to each post that matches the content of the page or article. Be sure to check your URL and Handle are simple and clear and easy to link to should you need so. Do this for all blog posts on your website.

You can also edit the SEO data for your overall blog page by navigating to Admin > Online Store > blog posts and clicking on the Manage blogs button at the top of the page. You can then select your blog and edit he “Search Engine Listing Preview” blog.

6: Make Sure Your Pages Load Quickly

Fast-loading website pages are crucial for a better user experience and overall website success. Users expect quick loading times, and a slow page can lead to frustration and high bounce rates.

Faster loading enhances user satisfaction, encourages exploration of more pages, and positively impacts conversion rates. Additionally, search engines consider loading speed for ranking, leading to increased organic traffic. With the rise of mobile browsing, optimising for speed is essential for engaging mobile users. Furthermore, faster loading reduces server strain, lowering hosting costs, and improving website performance during traffic spikes.

Shopify’s platform employ some excellent built in features that make delivering a website information fast but there are a few things that you or your developers can hep with to increase overall page speed.

To optimise your website for faster load times, consider the following techniques:

Optimise Images: Compress images to reduce their file sise without significant loss of quality. Tools like ImageOptim, TinyPNG, or Squoosh can help with this. Save as JPG’s although Shopify converts to WebP images as standard.
Caching: Implement browser caching to store static resources locally on a user's device, reducing the need to re-download them on subsequent visits.
Minimise HTTP Requests: Reduce the number of elements on your page that require separate HTTP requests, such as scripts, stylesheets, and images.
Use Content Delivery Networks (CDNs): CDNs distribute your website's assets across multiple servers worldwide, ensuring that users can access them from a server close to their geographical location, reducing latency. Shopify uses a sophisticated CND network backed by Cloudflare
Optimise CSS and JavaScript: Minimise and combine CSS and JavaScript files to reduce loading times.
Prioritise Above-the-Fold Content: Load essential content first, so users can start engaging with the page while other assets load in the background. Use Lazy loading scripts on images to offset load times.
Optimise Web Fonts: Limit the number of font styles and subsets to reduce font loading time.
Reduce Redirects: Minimise the number of redirects on your website as they add extra time to the page loading process.
Monitor and Test: Regularly monitor your website's performance using tools like Google PageSpeed Insights, GTmetrix, or Pingdom. Test your website on different devices and browsers to identify areas for improvement.

By implementing these optimisation techniques, you can improve your website's loading speed, providing a better experience for your users and positively impacting your website's performance and rankings.

7: Choose Keywords That Make Sense

To keep keyword analysis simple, think of the things that your customers are more likely to use or search to find what they are looking for. Be specific and targeted. For instance if you sell ‘Ladies travel bags’ there is no point trying to rank for Bags (too vague), Women’s Bags (too loose). Travel bags would be better and Ladies or women’s travel bags are specific and to the point.

Once you have a list of Keywords that you want to target and rank for you can start to add these to your website content.

Create articles and pages with information about each keyword target.
Add the keywords to the Meta Title and Descriptions of relevant pages and products.
Add the keywords to H1 and H2 tags in relevant pages, blogs and products.
Link Keywords in blogs to specific pages and product.

My advice here is not to overthink it and just think naturally about what keywords would more likely be used in discussions and conversations. Just because a competitor uses a particular terms doesn’t mean you have to. Plain english and simple language will always prevail.

8. SEO tracking and reporting for Shopify

If you want to extend the functionality of your eCommerce analytics to provide more tracking data you can set up advanced eCommerce analytics in both Google Analytics and Shopify. Setting up Advanced eCommerce in Shopify and Google Analytics empowers you with valuable data and insights to optimise your online store, understand your customers better, and make data-driven decisions to drive growth and improve your overall e-commerce performance. Some key advantages are:

Enhanced Sales Tracking: Advanced eCommerce provides a detailed look into your customers' purchase behaviour, allowing you to track and analyse specific actions, such as product views, adding items to the cart, and completed transactions. This level of granularity helps you understand your sales funnel better and identify opportunities for improvement.
Product Performance Analysis: With Advanced eCommerce, you can assess the performance of individual products, including revenue generated, quantity sold, and conversion rates. This information enables you to identify your top-performing products and make intelligent decisions on product offerings based on actual data.
Shopping Behaviour Analysis: Understand how users navigate your Shopify store with Shopping Behaviour reports. Analyse drop-off points, see how often users abandon their carts, and identify areas for optimising the user experience to increase conversions.
Checkout Behaviour Insights: Advanced eCommerce provides checkout behaviour analysis, allowing you to monitor each step of the checkout process. Discover where customers abandon their purchases and implement improvements to reduce cart abandonment rates.
Customer Lifetime Value (CLV) Tracking: By integrating Shopify with Google Analytics, you can track CLV, helping you understand the long-term value of your customers. This data is essential for customer retention and improving profitability.
Best Performing Channels: Understand the contribution of different marketing channels to your sales e.g Facebook, Instagram, Email marketing for instance, this can provide insights into which marketing efforts are most effective, allowing you to concentrate your efforts into those that provide the best return.
Data-Driven Marketing Decisions: The combination of Advanced eCommerce in Shopify and Google Analytics provides you with data to make better marketing decisions. Use these insights to optimise your advertising campaigns, identify potential growth opportunities, and refine your overall marketing strategy.
Custom Reporting: Create custom reports and dashboards to focus on specific metrics and KPIs that matter most to your business. Tailor the data presentation to your preferences and easily share reports with stakeholders.

9: Don’t Neglect User Experience

Neglecting user experience and user interface design (UI/UX) while focusing solely on search engine optimisation (SEO) can have adverse effects for your Shopify eCommerce website. It's essential to prioritise your website design to ensure:

User Engagement: A positive user experience encourages visitors to stay longer, interact with your content, and explore more pages, which can improve SEO rankings.
Bounce Rate: Neglecting UI/UX design may lead to a high bounce rate, signaling search engines that your site might not be relevant or valuable to users, resulting in lower rankings.
Mobile-Friendliness: A responsive design is crucial as search engines prioritize mobile-friendly websites, ensuring a positive experience for mobile users and higher rankings.
Website Loading Speed: Fast-loading websites improve user experience and search engine rankings, as slow-loading sites frustrate users and discourage engagement.

Deacons Jewellers employ smart UI and navigation

So what can you do to ensure your UX design works well? We work with many creative individuals that want to break the mould and provide something different, create a unique experience and wow the their audience. You have to be careful though that you don’t confuse your audience. There is a reason nearly all Shopify websites work the same way and designed in a similar fashion. Customers get used to certain design features and this makes them feel comfortable when browsing your website. These features include:

Simple Desktop Navigation: Employing a horizontal menu below or adjacent to the company logo, with clear links and simple dropdown menus that area easy to read, simple to rollover and easy to click.
Clear Mobile Menu: Using the well know Hamburger style menu to make mobile browsing a simple task. This menu should be accessible on all pages of your website and include links to all your main collections and useful pages a customer requires to make a decision to purchase.
Breadcrumbs: These present a simple user path to the pages they are on and generally appear at the top of the page, under the main menu. These are great for nested pages, such as products, or blogs that are in specific categories and allows the under to jump back to a particular page if needed. Whereas Breadcrumbs are still important in UX design, we don’t always add them in to every website. If most site wide links are only one page deep e.g Home > Blog for instance little value is added.
Visible Search Bar: This is a highly functional tool for most Shopify websites and should be in a prominent position on both mobile and desktop versions of the website. With most modern Shopify websites you can include predictive search, that shows a list of products or pages in the search bar as you are typing to help customers easily find products. You can also add advanced features that direct specific words to pages within the website to direct traffic flow. We employed this feature in https://www.deacons-jewellers.com/ with the search term Rolex to direct to a specific Rolex Landing Page rather than the search results page.

10: Take Advantage of the Shopify Blog Function

Creating a blog is by far one of the best ways to enhance your business, boost SEO performance, build authority in your industry, drive traffic and customer engagement, whilst offering long term value and a competitive advantage to your business. Shopify has an excellent built in Blog platform that you can use to create new content, categorise to make them more searchable and organise by data and tags.

“Building a blog is one of the most important things you can do for the long term success of your business”

Steve Irvine - CEO Lionsorbet

Building a blog can drive large amount of organic traffic

Here are some simple tips to optimise your Shopify blog for SEO:

Define Your Goals and Audience: Clearly define the purpose of your blog and identify your target audience.
Write High-Quality Content: Focus on creating well-researched, valuable, and engaging content. Your blog posts should be informative, entertaining, and easy to read.
Optimise for SEO: Use relevant keywords and phrases in your blog posts to improve search engine rankings. Use descriptive titles, headings, and meta tags.
Use Visuals: Include eye-catching visuals such as images and videos to enhance your content and make it more shareable.
Promote Your Blog: Use social media and email newsletters to promote your blog and reach a wider audience.
Be consistent: Stick to a consistent schedule to keep your audience engaged and coming back for more.
Interlink Your Content: Link to relevant posts within your blog to increase the time users spend on your site and improve SEO.

Creating a great blog takes time and effort, but by staying dedicated you can build a blog that attracts and retains a loyal audience, contributes to your business goals, and establishes you as an authority in your field.

11: SEO Tools and Apps For Shopify

There are several excellent SEO tools and apps available for Shopify that can help you optimise your website and extend its search engine visibility. Here are some of the best SEO tools and apps for Shopify:

SEO Manager: Boost your Shopify SEO with this comprehensive app offering on-page optimisation, meta tag management, sitemap generation, and more. Visit https://apps.shopify.com/seo-meta-manager
Plug in SEO: Easily identify and fix SEO issues on your Shopify store with this user-friendly app providing actionable recommendations for meta tags, headings, and alt tags.
SEMrush: Optimise your Shopify store using SEMrush, an all-in-one SEO suite for keyword research, competitor analysis, backlink monitoring, and more. Visit https://www.semrush.com/
Yoast SEO for Shopify: Leverage the power of Yoast SEO specifically tailored for Shopify to optimize your store's content, meta tags, and improve search visibility.
Ahrefs: Conduct in-depth SEO analysis, competitor research, and keyword research to refine your Shopify SEO strategy using Ahrefs' powerful tools. Visit https://ahrefs.com/
Google Search Console: Integrate your Shopify store with Google Search Console to gain valuable insights into your site's performance, indexing status, and potential issues. Visit https://console.cloud.google.com/
Google Analytics by Shopify: Track website traffic, user behaviour, and sales performance by connecting your Shopify store with Google Analytics for better SEO understanding.
Smart SEO: Optimise meta tags, alt tags, and other on-page SEO elements using Smart SEO, while benefiting from bulk editing and advanced SEO features.
Crush.pics: Boost your Shopify site's speed and user experience by optimising and compressing images with Crush.pics.
AMP by Shop Sheriff: Implement Accelerated Mobile Pages (AMP) on your Shopify store with AMP by Shop Sheriff, enhancing mobile page load speed and user experience.

12. Google Shopping

Google Shopping provides eCommerce businesses with increased visibility, better engagement, and access to valuable insights, making it a cost-effective and efficient platform for driving sales. Google Shopping Benefits for Shopify eCommerce include::

Visibility Boost: Your products appear prominently in Google search results, attracting more clicks.
Visual Showcase: Eye-catching images and details offer a quick overview of your products.
Qualified Traffic: Shoppers see relevant information upfront, leading to higher-quality clicks.
Wider Reach: Extend your brand exposure on Google's shopping tab and partner sites.
Mobile-Friendly: Optimised for mobile devices, capturing mobile shoppers effectively.
Easy Management: Sync product data effortlessly through Google Merchant Center.
Insights & Analytics: Access performance data to optimize your ad campaigns.
Cost-Effective: Pay only for clicks, giving you control over your ad spend.

Ensuring your products were listed and displayed correctly on Google Shopping used to be a bit more technically challenging. Shopify recently introduced the new Google & Youtube app that not only makes the set up process easier but automates the listing of your products on Googles shopping feed. The features of the app include:

Sync your products with ease to Google Merchant Center.
Get listed free of charge automatically on Google.
Drive conversion with Buy on Google for eligible merchants.
Connect with your audience and sell on YouTube.
Expand your reach and boost sales with Performance Max.

Download the app, follow the simple set up instructions and benefit from expanding your products into Google Shopping.

13. International SEO

Simply put, if your website delivers products to different countries other than where you reside then you should consider an International SEO strategy to reach and target audiences in different countries effectively. You should consider things like:

International Keyword Research: Conduct keyword research for each target country and language. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to identify relevant keywords with search volumes specific to your target regions.
Multilingual Content: Translate and optimise your website content for each target language. Avoid using automated translation tools as they may not provide accurate translations. Instead, hire professional translators to ensure high-quality and culturally appropriate content. Shopify allows you to manage multiple languages effectively within your store admin.
Shopify Markets: Implement hreflang tags in the HTML code of your Shopify website. Hreflang tags signal to search engines which language and regional content is intended for specific users, helping search engines display the right version of your pages in search results. The easiest way to set this up in Shopify is to use Shopify Markets which will allow you to easily set up countries, taxes and currencies you intend to work with.
Country-Specific Domains or Subdomains: Consider using country-specific domains e.g mydomain.fr or mydomain.jp This can help search engines identify the geographic targeting of your content more accurately.
International URL Structure: Use clear and consistent URL structures for international pages. For example, use /fr/ for French versions, /de/ for German versions, and so on. Chanel operate this method for their international stores e. https://www.chanel.com/gb/ and https://www.chanel.com/fr/
Geotargeting in Google Search Console: Set up separate Google Search Console properties for each target country. This allows you to geotarget your content to specific countries and monitor the performance of your international SEO efforts. It has been reported though that employing these methods can hurt your SEO if not tackled effectively.
Localised Customer Support: Provide localised customer support, including language-specific customer service and contact information, to enhance the user experience for international customers.
Currency and Payment Options: Offer local currency options and preferred payment methods for each target country to improve the overall user experience and increase conversions. Multi currency support is now even easier to set up in Shopify with Markets.
Local SEO Efforts: Incorporate local SEO strategies for each target region, such as creating and optimising Google My Business listings for physical store locations (if applicable) and submitting your site to local directories.

By following these steps, you can effectively employ international SEO for your Shopify website, expand your online presence in different countries, and reach a wider global audience.

14. Frequently Asked Questions FAQ’s

FAQ’s are a powerful way to add lots of relevant information to your website on product pages, blog posts and service pages to answer specific questions about your business.

“Every question your website leaves unanswered is an opportunity for a competitor to answer it.”

Steve Irvine - CEO Lionsorbet

We use these in two ways. Firstly any question a client asks us about a product or service of ours, we will answer and the add to our website FAQ’s in the right area. For instance check our FAQ’s for our Diamond Ring Builder APP (scroll to the bottom of the page), we update this regularly with client questions and requests. Secondly if you head over to websites like Answer the Public and Also Asked and enter a question about a particular service or topic you sell, they will list all of the questions and information people on the internet are searching for. This literally gives you a wealth of information to start compiling answers too and adding to your website.

Shopify SEO FAQ’s

Is Shopify good for SEO?

Yes. Shopify provides a strong foundation for SEO and gives you control over the important elements including page titles, meta descriptions, headings, image alt text, redirects, products, collections and content.

We've worked with Shopify stores for over a decade and have seen excellent organic search performance across businesses of very different sizes. The platform is rarely the thing holding a website back. What you do with it matters far more.

Do I need an SEO app for Shopify?

No. You can implement good SEO on Shopify without installing an SEO app.

Apps can help identify problems, manage certain repetitive tasks or provide additional functionality, but installing one won't automatically improve your rankings. Before adding another app, understand what problem you're trying to solve. If you don't need it, don't install it.

How do you improve SEO on a Shopify store?

Start with the areas that have the greatest commercial value.

Make sure your website structure is logical, your important collections and products contain useful information, page titles and headings clearly describe the content, images are properly optimised and your website is technically accessible to search engines.

Then create genuinely useful content around the questions your customers are actually asking. Don't try to do everything at once. Identify the pages most important to your business, improve those first and measure the results.

Conclusion

We've worked with Shopify for over a decade and built hundreds of websites during that time. One thing hasn't really changed: good SEO is less about the platform and more about what you do with it.

A good guitarist can make a cheap guitar sound great. A talented painter doesn't need the most expensive canvas. Shopify gives you the tools, but it's how you use them that makes the difference.

I tend to think about SEO using the 80/20 rule. A relatively small number of improvements will usually have a much greater impact than endlessly working through technical SEO checklists.

Get the important things right first:

Create genuinely useful content
Build strong product and collection pages
Use excellent photography and video
Earn genuine customer reviews
Make your website easy to navigate
Give customers a great experience

Technical SEO matters, but I still think of much of it as the icing on the cake. If what's underneath isn't very good, adding more icing isn't going to fix it.

So don't finish this guide with a list of 50 things you intend to do. Pick the three things that would make the biggest difference to your Shopify store and start with those. Then measure what happens.

Not sure what's holding your website back?

Our Ecommerce Growth Review takes an independent look at your website, customer journey and wider digital strategy to identify what we'd prioritise and where we'd invest next.

Explore the Ecommerce Growth Review →

Why Jewellery Websites Don’t Convert - Even When They Look Good

May 30, 2026

Getting traffic is only half the job

If your jewellery website is attracting visitors but they aren’t buying, booking appointments or making enquiries, getting more traffic isn’t necessarily the answer.

Before spending more on SEO, advertising or social media, look at what happens to the customers you already have.

“Ecommerce success isn’t just about attracting more visitors. It’s about giving the right customers the confidence and information they need to take the next step.”

Steve Irvine - CEO Lionsorbet

What is a good conversion rate for a jewellery website?

There isn’t one.

Conversion rate is simply the percentage of website sessions that result in an order:

Conversion rate = orders ÷ website sessions × 100

So 20 orders from 2,000 sessions is a conversion rate of 1%.

Industry benchmarks can be useful, but comparing a website selling £50 earrings with one selling £10,000 engagement rings isn't particularly meaningful.

For many jewellers, an appointment, enquiry or store visit can be just as valuable as an online order.

Don't obsess over somebody else's benchmark. Work out what a valuable conversion means for your business.

Here are five things I would look at first.

1. Are you attracting the right customers?

More traffic doesn't automatically mean more sales.

If thousands of people arrive looking for information but have no intention of buying, your traffic can increase while your conversion rate falls.

Look at:

Which pages attract the most visitors?
Which pages actually generate sales, enquiries or appointments?
Which countries are visitors coming from?
Which channels produce customers rather than simply traffic?
Are old articles attracting lots of irrelevant visitors?

Someone searching “how much should I spend on an engagement ring?” may be researching. Someone searching “diamond engagement rings Birmingham” is potentially much closer to buying.

Both visitors have value, but they aren't equal.

WHAT TO DO

✓

Start with the traffic you already have

Use Google Analytics, Search Console and Shopify to identify where your sales and enquiries actually come from.

If traffic is growing but sales aren't, don't immediately spend money attracting more visitors. Find out which pages and traffic sources are generating customers first, then focus your efforts there.

2. Do customers trust you enough to buy?

You're potentially asking someone who has never met you to spend thousands of pounds online.

Your website needs to answer some very basic questions:

Who are you? Can I trust you? Is the jewellery genuine? What happens if something goes wrong?

For a jewellery business, that means making things such as these easy to find:

Real information about your business and people
Store and workshop photography
Independent customer reviews
Diamond and gemstone certification
Hallmarking and provenance
Authorised retailer status where relevant
Professional memberships
Delivery and returns
Resizing
Warranties and aftercare
Clear contact information

If you've been trading for 50 years, say so. If you're a qualified gemmologist, tell people. If customers can visit your store, show them what it looks like.

EASILY FIXED?

✓

Look at your website like a customer

Go through your website pretending you've never heard of your business.

Ask yourself: Would I comfortably spend £5,000 with this company based entirely on what I can see here?

If the answer isn't an immediate yes, identify what's missing and fix those things first.

3. Are your products giving customers enough reason to buy?

This is one of the biggest missed opportunities I see on jewellery websites.

A retailer spends money getting someone onto the website and then presents them with one manufacturer photograph, a product name, a price and two lines of description.

If five jewellers sell the same product using exactly the same imagery and description, why should the customer buy it from you?

Consider adding:

Your own product photography
Lifestyle photography
Close-up details
Video or 360° imagery
Images showing scale
Useful product descriptions
Metal and gemstone specifications
Dimensions and weights
Ring sizing
Certification
Availability and delivery times
Resizing information
Finance options

You don't need everything on every product. Give customers the information they need to make a confident decision.

EASILY FIXED?

✓

Start with your most important products

Don't try to update 5,000 products at once.

Start with your 20 best sellers or most commercially important products. Improve the photography, information and presentation, publish the changes, then move onto the next 20.

4. Are you giving customers a reason to come back?

Someone looking at a £5,000 engagement ring may not buy on their first visit.

That's normal.

The important question is whether you've made it easy for them to continue the relationship.

Useful options include:

Wishlists
Email sign-up
Abandoned checkout emails
Back-in-stock notifications
Appointment booking
WhatsApp or live chat
Recently viewed products
Useful follow-up emails
Retargeting

The objective isn't to bombard people with marketing. It's to make it easy for an interested customer to find you again when they're ready.

EASILY FIXED?

✓

Give customers a way to stay connected

Pick one or two ways for customers to stay connected.

If you don't have abandoned checkout emails running, start there. If appointments are important to your business, make booking one obvious. If customers regularly browse before buying, consider wishlists.

You don't need ten new marketing tools.

5. Is your website making buying unnecessarily difficult?

Some of the most expensive ecommerce problems are surprisingly small.

A customer can't find their ring size.

Search doesn't return the product they're looking for.

Filters are confusing.

Delivery information is hidden.

They want to see a £10,000 ring but can't find the appointment button.

Every unnecessary obstacle gives someone another opportunity to leave.

Ask:

Can customers easily find products?
Can they understand what they're buying?
Are sizing, delivery and returns obvious?
Is the next step clear?
Does search actually work?
Can someone easily book an appointment or contact you?
Have you actually tried buying something on your own website from a phone recently?

EASILY FIXED?

✓

Watch someone use your website

Give someone who doesn't regularly use your website a simple task, such as finding a platinum engagement ring under £5,000 and adding it to their basket, or finding out whether a ring can be resized and booking an appointment to see it.

Then watch them do it. Don't help them.

You'll quickly discover things that are obvious to you, but aren't obvious to your customers.

So, why isn't your jewellery website converting?

Don't immediately assume you need more traffic, a new website or a bigger marketing budget.

Start here:

1. Are you attracting the right customers?
2. Do they trust you?
3. Are your products presented properly?
4. Can interested customers easily come back?
5. Is anything making buying unnecessarily difficult?

Fix the obvious problems first and measure what happens.

For jewellery businesses, remember that the next step isn't always an online purchase. It might be an appointment, enquiry, phone call or store visit.

The goal isn't to chase somebody else's conversion rate. It's to make your website work harder for your business.

Not sure what's holding your website back?

Our Ecommerce Growth Review takes an independent look at your website, customer journey and wider digital strategy to identify what we'd prioritise and where we'd invest next.

Explore the Ecommerce Growth Review →

Should i use a free wix website for my business

“Why Not Just Use Wix?” And Other Questions That Aren’t Really About Websites

May 16, 2025

Why not Wix? When customers ask why they should choose an agency over a free template, the real question is about trust, strategy, and growth, not just design.

Why Your Content Isn’t Converting (And What to Do About It)

May 13, 2025

Many independent jewellers and luxury retailers are still creating content that looks great but doesn’t convert. In this article, we break down why traditional blog posts and generic newsletters are falling short — and what kind of content actually drives leads and sales. From SEO to email strategy, we share how Lionsorbet is evolving our approach to help brands like yours turn content into consistent revenue.

Top 10 Luxury Makeup & Beauty Websites in 2025

April 17, 2025

In 2025, the beauty industry is more competitive than ever and increasingly reliant of digital platforms. With global cosmetic sales continuing to soar , beauty brands are stepping up not just with innovative products, but with immersive, high-end online experiences that reflect their identity and values. A stunning website is no longer optional it's a powerful tool that drives engagement, builds loyalty, and converts visitors into devoted customers.

ways to improve your jewellery website design.jpg

Jewellery Website Design: 8 Expert Tips to Boost Sales and Performance

April 4, 2025

Is your jewellery website doing your brand justice, or holding it back?

At Lionsorbet, we’ve worked with jewellers of all shapes and sizes, and one thing is clear: a beautifully designed, high-performing website can transform your online business. Whether you're just starting out or looking to improve your existing store, there are key areas that can make a big difference.

With years of experience designing Shopify websites for luxury and jewellery brands, we've learned what truly works, and what doesn’t. In this post, we’re sharing 8 practical ways to improve your website’s performance and create a more impactful experience for your customers.

Why Live Social Shopping is the Future of Retail - Can Luxury Brands Afford to Wait?

April 3, 2025

Shopping habits are evolving rapidly, and as we approach 2025, live social shopping is emerging as a game-changer for luxury retailers. By blending entertainment, social interaction, and eCommerce, live shopping offers a dynamic way to engage customers and boost sales.

Top 20 Jewellery Website Designs 2025

March 4, 2025

Welcome to 2025, come with us through our top 20 jewellery and watch website designs. Which are setting the standard with captivating design, cinematic photography, distinctive typography, and considered user experiences. Among them we’ve also highlighted some of our own creations, showcasing the expertise of our in-house team and the exceptional brands we collaborate with.

At Lionsorbet, we understand what makes a jewellery and watch website truly stand out. The brands featured on this list inspire us to push boundaries, stay ahead of industry trends, and craft visually stunning, high-performing websites.

Does SEO Actually Work?

December 3, 2024

Strategic SEO can double your traffic and drive sales

Many companies I speak to wonder if SEO is worth the time, effort, and investment. Many have had bad experiences in the past and little or no results.

It’s a fair question. After all, the results aren’t always immediate, and not every campaign delivers the same outcomes.

taking ecommerce global with shopify markets

Global expansion made easy with Shopify Markets

October 18, 2024

Reach international customers and scale easily with Shopify. Revolutionary for Luxury Brands in eCommerce.

Selling luxury products in countries other than your own is no longer reserved for big corporations, high profile designers or celebrities, Even smaller luxury brands can now reach customers around the globe. Shopify Markets is a new feature that makes expanding into international markets much easier, helping brands manage everything from one place. We no longer have to set up seperate websites under different domains to manage international sales.

Top 20 Lifestyle Website Designs 2025

October 1, 2024

Lifestyle brands have taken 2025 by storm and we want to share with you what we consider to have the best websites. These brands have been chosen as we feel like they are setting the standard for captivating design, mobile forward designs and considered user experience.

RIP Search engines. Preparing for Searchgpt and AI

Is the Era of Traditional Search Engines Over?

September 25, 2024

The Future of Retail: Preparing your Luxury Brand for AI & SearchGPT

Is Search Dead? With the landscape of search and consumer behavior shifting dramatically there’s a good chance it will change dramatically over the next year or so. For Generation Alpha, the idea of a traditional search engine may become a relic of the past, an obscure concept they’ll barely recognise. It’s evident that teenagers today are influencing their parents to transition from conventional platforms like Google to more interactive tools like ChatGPT. This change is just the beginning, and it poses critical questions for the future of retail.

jewellery website design - why does it matter?

Jewellery Website Design: Elevate Your Online Presence with a Specialist Touch

September 20, 2024

Why Jewellery Website Design Matters

In jewellery design and retail, every detail matters, from the precision of a diamond cut to the correct setting for a mount. Your website should be no different. It’s more than just a digital storefront; it’s a reflection of your brand, your craftsmanship, and the story behind each piece you create.

A beautiful jewellery website design doesn’t just attract attention, it captivates. It turns visitors into loyal customers, showcasing your collection with elegance and ease. Having a website as exquisite as your jewellery is no longer a luxury, it’s essential.

At Lionsorbet, we specialise in creating breathtaking eCommerce experiences for jewellers, where luxury meets usability. Whether you’re an independent designer or a large retailer, our bespoke Shopify websites are crafted to elevate your brand and drive real results.

Omnichannel Marketing Discussion - **Jen Marsden** - CMJ, **Jack Allum** - Allum & Sidaway, **Steve Irvine** - Lionsorbet and **Pradip Sarda** - Watcho

Omni Channel Marketing for Luxury Brands

September 8, 2024

Omni means a combining form, meaning ‘ALL’. Therefore the term ‘Omnichannel marketing’ ensures that your customers have a seamless and consistent experience across all platforms, whether they’re shopping online, mobile, in-store, or engaging with your brand on social media. It’s effective because it puts the customer at the center, meeting them wherever they are and making their journey smoother, which leads to higher engagement, better brand loyalty, and increased sales. Customers expect a connected experience, and brands that deliver it will stand out.

internal linking strategy for boosting traffic and authority

Boost Your Content's Visibility with One Simple Trick!

August 15, 2024

Use Internal Linking to build authority and increase website traffic

Did you know that by 🔗 Linking older pages or blogs to your new content, helps search engines find and rank it faster?

This SEO strategy is called ‘Internal Linking’ and it’s a simple way to boost visibility in search, as it shows that your latest work is important and connected to what you've already published.

This practise not only helps your content get noticed quicker but also strengthens your website’s overall performance. 🚀

Top 10 Luxury Makeup & Beauty Websites 2024

August 5, 2024

The global beauty industry, worth over $500 billion and continuously growing, showcases the significant demand and impact of quality products and exceptional brand experiences.

At Lionsorbet, we specialise in crafting exquisite websites that reflect the opulence and sophistication of luxury brands. Today, we invite you to explore some of the finest luxury beauty and makeup brands that excel in combining high-quality products with exceptional branding and website design. These brands not only set the standard in beauty but also offer a seamless, premium online experience.