Luxury jewellers and big brands such as Cartier and Tiffany & Co. continue to lead the charge with online growth and sales. Having a deep understanding of your customer base, their lifestyle, and spending habits is essential, but how do other retailers compete, without spending millions of dollars on advertising and marketing?
Whether your business specialises in diamond rings or gifts it is important to find and engage with your customers. Building trust and confidence in your brand is vital to turn your visitors into customers and customers into fans. Where do we start? your Website!
Website Design Style / Where do you fit?
Your website is often the first impression that potential customers will have of your business, so it's important to ensure that your design is professional and reflects the quality of your products or services. There are several things to consider when designing your website, including layout, colour scheme, and font selection. By taking the time to create a well-designed website, you'll be able to create a positive impression that will help you attract and retain customers.
As the design is subjective to the user, it's intuitive to portray a feeling that reflects the quality of your products and services. A sense comes from the message of the brand. When designing your website, think about these key focus areas;
Lifestyle Website Designs
Lifestyle refers to the way a person lives. It encompasses everything from their daily routines to their long-term goals and plans. Everyone has a unique lifestyle, which is shaped by their individual preferences, experiences, and circumstances. While some people live a fast-paced, high-pressure lifestyle, others prefer a more relaxed and slow-paced approach. Ultimately, the lifestyle someone chooses is a personal decision that should be based on what makes them happy and fulfilled.
Lifestyle Web Design | https://sandralexandra.com/
Luxury Website Designs
Luxury is a feeling that is often used to describe expensive, extravagant or indulgent items. But what does luxury mean?
Luxury is a state of great comfort or elegance, especially when involving expensive things. Luxury can also refer to something enjoyable and indulgent without being strictly necessary.
So, luxury items can be expensive cars, houses, clothing, food and drink, jewellery, experiences, or anything else that someone considers a treat. Ultimately, luxury is about enjoying the finer things in life and indulging in a little luxury from time to time.
Luxury Web Design | https://lilyandroo.com/
Classic Website Designs
The word "classic" is often used to describe something that is timeless and has a certain elegance. It can describe everything from clothing and jewellery to literature and art. There is no definitive answer to the question of what classic mean. To some people, it may mean something that is traditional and can be endured for many years. To others, it may simply mean something elegant and well-made. Whatever the definition, something that is considered classic is typically respected and admired.
Classic Web Design | https://lilyandroo.com/
Designer Style Website designs
A designer refers to someone responsible for the creation of designs. This could be in fashion, architecture, interiors, and jewellery. A designer is typically someone who has a strong sense of aesthetics and can bring their vision to life. In many cases, designers are also responsible for the functionality of their designs. For instance, an architectural designer must ensure that their buildings are structurally sound. A fashion designer must make sure that their garments are flattering and comfortable to wear. Ultimately, a designer takes creative ideas and transforms them into tangible objects or experiences.
Luxury brands tend to fall into these elements of design. Customers expect a website or brand to portray a particular image. This message gives buyers confidence in purchasing an item that gives them a sense of ownership and pride.
Designer Web Design | https://www.giovanniraspini.com/
A price point of a particular item for sale is essential and must reflect a reason to the buyer why it has been set at that price. For example, if you combine design with quality, know your customer base, and offer a seamless user experience, your customers will love you for it.
Focus on your SEO
Search engine optimisation is key to making sure your website is visible to potential customers. There are a few things to keep in mind to ensure your site is optimised. First, choose your keywords carefully – these are the terms potential customers will use to search for your products or services. Second, try and make your website easy to navigate and include clear and concise content. Finally, consider link building to help improve your website's visibility. If you consider these factors, you can be sure your website will be successful.
As designers and SEO experts, here are Lionsorbet’s TOP 10 SEO factors to consider for your luxury brand to enhance your website.
1. Update your Metadata
As a website owner, you should care about metadata because it can help improve your website's visibility and click-through rate. Metadata is information about your website's content and can be used to tell search engines what your pages are about. This is important because if your metadata is descriptive and accurate, it can help your pages rank higher in search results, which means more people are likely to find and click on your website. Of course, you shouldn't stuff your metadata with keywords to try and game the system - that's called "keyword stuffing", and it's against the rules of most search engines. Make sure your metadata accurately describes your content, and you should be fine.
Where do I find my website metadata? There are three types of metadata you should be aware of. Title, Description, and Image Alt Tags. Page keywords used to be a factor but they are no longer supported by major search engines. Most page admins or website CMS systems will have a settings page or area on each page to edit the SEO title and Description. When editing each page the website builder may auto-fill in these two areas with the content you are writing. If the SEO data is not descriptive enough to highlight the page content then re-write the wording to be more specific. For images that you upload, look out for an alt tag or image description box where you can add specific keywords or phrases that are associated with that image.
2. Add Internal Links to your Blogs
Internal link building is one of the most important aspects of SEO. Not only does it help improve your website's ranking in search engines, but it also helps improve the overall user experience. When done correctly, internal link building can help visitors navigate your website more easily and quickly find the information they're looking for. It can also help improve your website's conversion rate by improving the overall user experience, website authority, and PageRank.
How many internal links should I add to each blog post? Keep it natural and relevant. As a rule, link out to at least one or two of your service pages or other blog pages on your own site that offers a direct link to the blog topic. If possible find relevant pages and topics on your website that add value to your discussion. For example, we are discussing SEO for luxury brands so a relevant link for this article would be our SEO services at https://www.lionsorbet.com/seo-digital-marketing-services
3. Add External Links to your Blogs
Link building is significant for your website for a variety of reasons. First, link building helps improve your website's visibility in search engine results pages (SERPs). By increasing the number of high-quality inbound links to your website, you can improve your chances of ranking higher in SERPs for keywords related to your business. In addition, link building can also help increase the traffic coming to your website from other websites. When other websites link to your site, it can help increase awareness of your brand and website and can also lead to more website visitors. Moreover, link-building can also help build relationships with other websites and businesses in your industry, leading to beneficial partnerships and collaboration.
How many external links should I add to each blog post? As with internal linking mentioned above, keep your links relevant and useful to the reader. You are sending them away from your website if they click on the link so make sure it adds value to their journey. For instance, if you are discussing the benefits of GIA Certification then link the anchor text ‘GIA Certification’ to their website that offers the best resource of information e.g https://www.gia.edu/UK-EN/gem-lab-service/diamond-grading.
4. Publish Quality Content to your Blog
Producing quality content is vital for your website for several reasons. First, it helps to establish your website as a credible source of information. If your content is well-written and accurate, readers will be more likely to trust what you have to say. Additionally, quality content can help to boost your search engine rankings. Search engines tend to favour websites that offer high-quality, relevant content, so if you want your website to rank well, you need to ensure you're producing content that meets those criteria. Finally, quality content is simply more enjoyable for readers. If your content is well-written and engaging, readers will be likelier to keep coming back for more.
“The fastest way to build trust and authority in your industry is by publishing content that is educational, useful, and well-written. “
5. Update your Product Descriptions
Your website is the first interaction potential customers have with your brand. This makes it essential that your website includes high-quality product descriptions. By writing well-crafted descriptions, you can communicate the value of your products and encourage customers to purchase from your site. Additionally, quality product descriptions can help to improve your search engine rankings, making it easier for customers to find your site. Investing in quality product descriptions is a necessary step in creating a successful online business.
How long should my product descriptions be? Put yourself in the position of the buyer. Does the current product description have enough information for you to understand and give you the confidence to buy it? Consider the following statements to enhance your product descriptions:
What does the product do
How does the product work
What are the products specifications
What are the product’s benefits
What is the craftsmanship and skill behind this product
What is the value behind the product
What is the story and heritage behind the product
Can a product demo be created in video to showcase it working
If you have a large product range then work through your products daily to ensure over time that they have enough information to build consumer trust and purchase.
6. Create Great Photography and add Alt Tags
Photography is an imperative aspect of web design for several reasons. First, high-quality photos can make your website look more professional and polished. Secondly, photos can be a great way to grab attention and convey information quickly. Finally, photos can help improve your website's search engine optimisation (SEO) since the text within the photos (known as "alt tags") can be read and indexed by search engines such as google images. In short, including quality photography on your website can significantly affect how your site looks and performs. Adding alt tags to your images also makes your site a lot more inclusive for people that are blind or have difficulty with their sight. Your image description can be used in screen readers to help people understand your website a little more.
7. Create a Niche and Build Expertise
To create a niche expertise for your business products, start by conducting market research to identify a niche market that is underserved or has unmet needs. Once you have identified a potential niche, create a marketing strategy that includes messaging and positioning that resonates with your target market. Additionally, create content and assets that position you as a thought leader in your niche. And finally, cultivate relationships with key influencers and stakeholders in your niche to establish your expertise further.
What do you want to be known for? What do you do that no other does? Why should I buy from you? What makes you different? What are you a specialist in?
Creating a niche can help your website rank well in search engines. Specialise in one area if you have several products on offer. Be renowned for one item rather than try and target everything for SEO.
8. Check your Site is Secure / Use SSL Certificates
Online shoppers are increasingly concerned about the security of their personal information and are looking for indicators that their chosen eCommerce site is trustworthy. One crucial way to build consumer confidence is to have a site security / SSL certificate. This shows that your site is encrypted and secure and that your customer's data will be safe. In today's competitive landscape, site security / SSL certificates can give you the edge you need to attract and retain customers. In addition, an SSL certificate also helps to build trust with customers and can boost search engine rankings.
How do I add SSL to my website? If you are using hosted platforms such as Squarespace or Shopify for instance, SSL is included with your hosting plan. The way to tell is once you go live your URL should start with HTTPS:// if it doesn’t ( starts with HTTP://) check with your hosting plan to see if it can easily be turned on. If you are using WordPress or a CMS system on your own server, you may well be using Plesk which offers free SSL support with Let’s Encrypt. If you need higher security or more liability insurance for loss then you may want to consider a paid-for SSL certificate that offers this. Contact your host platform and they will give you the right information to ensure your site is secure.
9. Design Mobile-Friendly, Mobile-first Websites
As mobile devices become increasingly prevalent, it is crucial to make sure that your eCommerce website is mobile-friendly or, even better, mobile-first. A mobile-friendly website is easy to use and navigate on a smaller screen, while a mobile-first website is designed specifically for mobile devices. Mobile-first websites often load faster and are easier to use on a smaller screen, which is paramount for keeping customers engaged and providing a positive user experience. In addition, mobile devices are often used on the go, so a mobile-first website can make it easier for customers to purchase your products or services while they are on the go.
Over 90% of internet users use mobile phones to access the internet with average mobile browsing tipping 60% off all traffic. Make sure you ensure your website works well for mobile users.
10. Identify and Track your User Engagement
User engagement is critical for any e-commerce website because it is a key indicator of customer satisfaction. Customers who are not engaged with your website will likely leave and purchase from a competitor. Therefore, tracking user engagement and identifying ways to improve it is vital. There are many methods to increase user engagement, such as personalisation, content optimisation, and creating a solid customer experience. In addition, you can create a loyal customer base and increase sales by focusing on user engagement.
Your SEO Checklist
1: Update your Meta Data
2: Add Internal Links
3: Add External Links
4: Create new content often
5: Update Product Descriptions
6: Add Photography and ALT Tags
7: Build Expertise and Authority in your Niche
8: Check for SSL security
9: Design for Mobile Users
10: Track your traffic and engagement. Improve!
⇩ Sign Up
Want more articles like this? View our SEO academy to learn more about SEO and marketing for Jewellery, Watches, and Luxury Brands.
SEO FOR LUXURY BRANDS
Lionsorbet offers a distinctive range of SEO and web design services for luxury brands. So why not get in touch today and talk to one of our friendly team members? We would love to help you grow your traffic and increase your sales.
