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Small-business website essentials for jewellers

The internet is now decades old but there are still jewellery retailers that don’t quite get it. Perhaps it’s time for a review of website fundamentals. AMANDA CLARK reports.

Why do small businesses have websites? It may be because the owner feels like they have no choice; everywhere they look, the message is that companies need to have an online presence to compete no matter what their size. For this reason, small businesses often scramble to erect websites yet fail to use website technology for all its worth.

There are certain essential elements that every small business website should have. They are as follows:

A compelling ‘About’ page

The ‘About’ section of a website is one of the most-visited areas and sure to be where new customers head to learn more about what a business can offer. Thus, it’s important to write ‘About’ text that is informative and relevant but also brief and focused on value. Explaining the company history can be interesting but listing the business benefits and what staff can offer customers is crucial.

A blog

One of the keys to a successful website is regularly updating it with fresh and informative content – a factor used by Google to evaluate and rank pages in search listings and also a reason for visitors to return more frequently. Business owners are turning to blogs as a way to present fresh and interesting content; however, they need to ensure a blog is integrated into the business website. After all, no one wants potential customers to navigate away from a website to read a third-party blog.

Logical navigation

Each page of the website should have clear, uncluttered links that point to other important pages. If a website is not easy to navigate – if a new visitor can’t find their way from the ‘Services’ page to the ‘Contact Us’ page – then it may be time to consider a new, smoother layout. US-based Milkins Jewelers has a great, easy-to-navigate website ( for those seeking inspiration.

Social buttons

Social media networks are essential for engaging with existing and potential customers. Make sure all of the store’s social media profiles are easy to find by including buttons on all pages of a website to show that the business is indeed active on social media.

Contact info

A store’s contact information should be on every page of the website. Including the phone number and email address is not only helpful for visitors – especially those using mobile devices – but it also helps search engines to properly categorise a page in local search results. This is a no brainer!

A contact page

The contact page is typically the briefest and simplest on the site so it is often treated as something of an afterthought. After all, the contact information is already on every other page so perhaps a contact page isn’t necessary? This line of thinking is a mistake. A ‘Contact Us’ page with some well-written content can make all the difference between a conversion and a lost customer. There are four contact page mistakes to avoid:

No content – it’s important to reinforce the business message at every turn, and to provide a few practical details. Including a brief list of services on offer will act as a reminder to a reader why they might wish to contact the business. Don’t forget to give a timeframe in which users can expect a reply;

Too much content – it is possible to go overboard with content. Keep things practical and brief. Make it easy for visitors to get in touch. No one has time to wade through slabs of text in search of an email address or phone number;

Forgetting the phone – email is the preferred mode of contact nowadays and companies like to discourage phone calls but don’t make the mistake of including just an email address and not a phone number.

Google uses phone numbers for geographic/local search categorisation and, after all, some people still prefer to pick up a phone and talk to someone.

No calls to action – websites need calls to action. This is not just a phone number or email address; it is an instruction to the visitor to ‘call’ or ‘email’.  Neglecting calls to action is a major error that assumes visitors will take action on their own, and that’s a pointless risk to take.

The information listed here might seem basic but these elements – combined with consistent messaging, strong copy and appealing visual branding – will ensure that a small business page helps stores to flourish online, not flounder online. 

Amanda Clark • Contributor

AMANDA CLARK is the CEO and editor-in-chief of Grammar Chic, a professional writing and editing company. Visit:


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