Words by Marc Swann, search director, Glass Digital. With more than 12 years of online marketing experience, Swann knows exactly how you can attract more customers to your website and boost your sales as a result. Here, he gives his three top tips for jewellers looking to take full advantage of Black Friday and the festive season.

The busiest shopping period of the year is quickly approaching, which means all retailers need to be thinking about how they’re going to make the most of the next few months. But, because necklaces, bracelets, earrings, and rings are so commonly given as gifts during the festive period, this is especially true for jewellers that are looking to boost their sales.

And, as the percentage of purchases made online peaks around November each year, it’s not enough to ensure your brick and mortar stores are beautifully presented. You also need to put work into making sure your website is going to attract plenty of visitors and bag you more sales than ever. To help you with this, I’m going to be giving you my top three tips for improving your online visibility and making conversions, so you can be sure you’re making as many sales as possible this Black Friday and over the Christmas period.


Figure out your USPs, and shout about them

Your business will be competing with other jewellers all year round but, as everyone ramps up their marketing efforts in the lead up to Christmas, you need to be doing the same. The goal is to stand out from the competition so you can secure as many sales as possible. And, one of the best ways to do this is by deciphering what your unique selling points (USPs) are and shouting about them.

For example, do you offer free UK delivery on all orders or a particularly generous returns policy? At this time of year, professional gift wrapping will also be seen as a huge plus, so you could look into offering this at no extra charge.

You’ll also want to make sure everyone who comes across your site is aware of these USPs, so try to mention them in your title tags and meta descriptions, so they’ll show up on Google’s search engine results pages. You could also write a blog post about any new perks you’re offering for the festive period, and share this on your social media accounts, so people already interested in your brand are aware. 

Make sure your website offers a positive experience for users

There are two main reasons why you need to ensure your website is offering a positive user experience: shoppers will enjoy using it, and it will help to boost your Google rankings. The search engine has said that webmasters need to “focus on the user and all else will follow”, which shows that it favours sites that have been designed with searchers in mind.

There are a number of steps you can take to ensure this. Firstly, your site’s page speed is incredibly important. 47% of consumers expect a web page to load in two seconds or less, according to Neil Patel. And, if yours takes longer than this, you could run the risk of visitors moving on to the next website that sells similar products. So, you should be doing everything you can to ensure your site always loads as quickly as possible. Moz has a great guide to page speed, which outlines some of the steps you can take.

You also need to make sure your website is easy to navigate, so anyone who visits can find exactly what they’re looking for without any trouble. The best way to do this is by making your navigation as simple as possible and giving all of your pages appropriate names that the average shopper will understand. This will go a long way to making your site very easy to use, which should attract more visitors and earn you more sales.

Produce high-quality content for your site

A common digital marketing phrase you might have come across is “content is king”. This is due to the fact that publishing valuable and relevant content on your business’s website will help to attract more traffic, as well as encourage more conversions.

One of the main reasons why you should focus on publishing high-quality content about your products and the industry you work in is that it demonstrates that you know what you’re talking about. This will show both potential customers and search engines that you’re trustworthy and knowledgeable. As a result, you’re likely to see more website visitors and conversions.

Depending on the products or services your business offers, your target audience might also look for certain information before, during and after the buying process. And, being able to answer any of their questions without them even having to ask will go a long way to building their confidence in you. Plus, it will help you to catch more people early in the buying process, increasing your chance of bagging more sales.

With Black Friday, Cyber Monday, and the Christmas shopping period on the horizon, you need to put a lot of thought into how your business will stand out from your competitors, so you can make plenty of sales over the coming months. Take these tips on board to improve your online visibility and show potential customers why they should buy from you, instead of other businesses offering similar products and services.