If you are reading this post then you have probably decided it is time to get your jewellery business online. Well about time!
Honestly, having a website is one of the best marketing tools you can have! And in this post I am going to take you through all the steps to create a good online presence for your jewellery business.
If you are looking to start an online jewellery business then the following post will be more helpful:
Step 1: Get a Domain Name
The most important thing you need to have is a domain name, which is your digital address. Without one of these, you don't have anywhere to build a website on and no address where your customers can find you.
As you already have a business name, you just need to acquire the domain name to match your business. Simple right? Kind of, it is still advisable to follow some domain name best practises which are:
- Try to keep your domain name to less than 20 characters
- 3 words or less
- Don't use a hyphen
- Don't use obscure suffixes such as .london, .business etc
The best practices make it so that your domain name is easy to remember and increase the chance of getting visitors to your website.
When buying your domain name, it is always best to get the .com and your national suffix which is .co.uk for here in the UK. The reason for this is that it prevents anyone else from acquiring the other and then pretending to be you. Also if you find your desired domain name is available when searching for it, then it is always best to get it there and then.
If your main desired domain name isn't available then try alternative, for example if I wanted paulhaywoodjewellery but it wasn't available, then I could try phjewellery or phaywoodjewellery. Both of these are better options than going for paulhaywood-jewellery and the reason is that most people will forget about the hyphen and you could end up sending your traffic to your competition.
It is the same with suffixes, we are conditioned to use .com or .co.uk, so choosing any other suffix such as .info or .business will have the same effect as having a hyphen.
Sub-step 1: Get all your Social Media Accounts
If you haven't already got social media accounts for your business then you want to get them ASAP and you really want them to match your business name or at least your domain name as it aids in online continuity.
You want to aim to get all the main social media profiles, such as Instagram, Facebook, Twitter and Pinterest. There is no saying you will use all of these for your business but it is always useful to have them.
Step 2: Business or Ecommerce Website?
When it comes to having a website for your business, you can choose either a:
- A Business website, which you use as a marketing tool to promote your businesses services and attract new clients.
- An Ecommerce website, this is if you want to add an additional sales channel to your business
I will cover both options in more detail below.
When it comes to create a business website for your jewellery business, there two main options.
Option 1: Hosted Websites
Hosted website platforms are often known as 'easy web builders' and have become extremely popular over the last couple of years, with Wix and Squarespace being two of the biggest players in the market. The reason for their growth in popularity is that have been designed to be easy to use that traditional website builders.
There are benefits to using these types of builders as they take care of all the technical aspects of running a website such as hosting, site performance and security. You also get support from the platform should you run into any issues when building your website.
However there are some drawbacks with these platforms and the two biggest for me are:
- You have limited control over your site in terms of design and functionality
- If you are not happy with the platform, then you cannot move your site to another platform. You have to create a completely new website.
Option 2: Self-Hosted Websites
There are a few options for self hosted web builders such as Joomla or Drupal but the most popular and easy to use it WordPress, evidenced by the fact that over 30% of the world's websites run on the platform.
I also recommend WordPress because it offers so much versatility in terms of design and functionality. There is also a huge amount of free information online and nearly any question you could think to ask about WordPress has been answered somewhere. The support forums, theme and plugin developers are usually happy to help if you have any queries as well.
One of the big differences with a WordPress site is that you are not tied to the company who hosts the site as you are with wix, squarespace etc. This means that you can move your website from one web host to another, without having to build a new website.
Talking of web hosting, if a domain name is your digital address, then web hosting is your websites foundations. For your website to perform at its best you need your web hosting to be:
As with everything in the modern world, there are lots of different web hosts to choose from. Some are really good and some just end up being a headache. My personal recommendation is krystal.co.uk, they have been my hosts of choice for a few years without any problems.
Helpful Article: How to Build a WordPress Website
As business websites are used to market and promote your business, you need to add content that is going to achieve this. The two main content types are:
- Copy - this is written content, just like this post. You can use copy to give visitors information about the services you provide and about the history of you and your business. If you want, you could also add a blog to your website.
- Images - pretty self explanatory. You want to include images on your website as visitors respond to visual stimulus. By incorporating images into your copy you are giving a visual representation of the work that you do. Images of yourself, your team and your premises can help build a relationship with a potential customer.
Content is going to help you get visitors to your website. Search engines use content to see what your site is about and if it can be used to answer a persons search query. The more relevant your content to the search query, the higher in the rankings you appear.
Pages you want to have
- Contact Page - you have built a website to promote what you do so make sure they can contact you. You want to go for more than just a contact form, list your contact telephone number and email address as well.
- About Me Page - people like to learn a little about the business and the people behind it so create an about me or about us page and give some info about you and the history of your business
If you are looking to add another sales channel to your business, then you need to set up an ecommerce site. These are slightly different to business websites as your main focus is to get visitors to your products rather than your content pages.
As with business websites, you have the option of hosted and self-hosted platforms. However due to the fact that you are processing transactions through your website, the requirements for your servers security are much higher and that is why I recommend using hosted ecommerce platforms as they all have PCI compliant servers and increased GDPR services.
That is on top of the other benefits of not having to deal with any of the technical side of running a website, meaning that you can focus on growing your online sales. You also get excellent support to help your business grow.
I cover ecommerce platforms in more detail on other posts throughout this site but my Hosted Ecommerce Platforms for UK Businesses is a good place to start doing your research into them.
As I mentioned above, you will be processing transactions through your website. This means you need a way to get paid and you always want to offer more than one payment option to your customers to increase the chances of them buying from you.
If you already have a credit card processor for your business, then it is always worth contacting them first to see if they offer an online payment gateway and how much they charge. If however you want a separate gateway, then Stripe is a good option as they are a pay as you go, which means you only pay a fee when you make a sale. There fees start at 1.4% + 20p transaction fee which is very competitive.
It it is always a good option to offer PayPal as well as they are one of the world's most popular payment methods and although not cheap with fees as high as 3.4% + 20p transaction fee, if it generates you more sales then it is probably worth it.
If you sell more expensive jewellery, then having some form of retail finance is always something worth considering. There are many companies that offer retail finance solutions for online businesses but requirements vary from company to company. A good one to consider, especially when starting out is Klarna who are a Swedish bank that offers different payment options.
Step 3: Start Marketing
Possibly the most important step to making your website successful is having a good marketing plan. You can have the best website in the world but if no-one knows it is there then it is not doing your business much good.
There are many different ways to market a website and the most popular for getting traffic to your site quickly is paid advertising in the ways of Google Ads and Facebook Ads, you can also do paid advertising on nearly every social media platform. However, this is not something I know much about but I am going to talk about two free options below, even though they do take more time to see results.
SEO (Search Engine Optimisation)
The aim of SEO is to get your website ranking well in search engine results so that you get organic traffic to your website. You want to aim to get organic traffic to your website as it is the best converting but how do you SEO your site to get this wonderful traffic?
- Keyword research, this is where you research keywords and phrases that you want your site to rank for. You can then check how many monthly searches they get and how much competition there is for them.
- Optimise your site, this is where you put your keyword research into practise and start optimising your content so that is starts to rank for your chosen keywords.
- Internal linking, you want your visitors to stay on your site and by having internal links, it encourages people to stay and have a look around. It also makes it easier for search engines to crawl and index your website.
- Back links, these are similar to internal links except that they come from other websites. These are really good for SEO as getting links from other sites shows search engines that you content is good quality.
Obviously this is only a brief overview of SEO and there are far more things that go into it. Now it should be noted that SEO does take some time to start showing results and the amount of time varies depending upon your niche and competition. For more information on SEO, check out my post:
Social Media Marketing
While paid social media marketing can get you fast results, you can also put in some hard work and build your audience up organically. As with SEO, you usually get better quality traffic from an organically built audience than from social media ads.
When building a social media following, you need to be consistently posting good quality content so that you get people to follow you. This takes time but is worth it in the end and I talk about a good strategy I developed for finding out which social media platforms you should target in my Social Media Marketing for your Online Jewellery Business post.
I hope this has helped give you an idea as to how you can create a good online presence for your business and the different options out there in terms of types of websites and different platform options for them.
If you have any questions then please leave a comment below and I will answer it if I can!