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Benefits Of Showcasing Jewelry On Your Website: 3 Reasons Why You Need To Display Jewelry & Diamonds Online

Jan 29, 2021Dana E. , Diamond Specialist & Communications Manager Overview of the Fancy Color Diamond Market

Do you have jewelry and diamonds in a showcase at your physical jewelry store? Can a customer find out what you have available in store on your website? We explore 3 reasons you should display your jewelry products online, even if you’re not ready to sell them.

Do you own a Swiss Army knife? Have you used every one of its tools? Probably not… yet.
Just because the tools are there doesn’t mean that they are right for your needs right now. But of course, they may come in handy in the future.

It can be the same with your website. We created the Live Diamond Feed, and now you can show our diamonds as if they were your own with your markup. But if you feel that your business isn’t ready for that step yet, no worries. It’ll still be there when you are. In the meantime, a catalog website that showcases your jewelry products without online sales could be an excellent first step.
Let’s take a look at the top three benefits of having a jewelry Product Showcase website.

1.YOUR WEBSITE IS FOR YOUR CUSTOMERS
The number one reason for having a website is to attract new customers. Therefore, it must display who you are and what you do to help potential customers make an informed purchase decision.
Think about it. If you were looking at a website for a business you want to visit, what would you expect to see? Probably some general information, like an address, opening hours and so forth. On top of that, you would want to quickly find out what that business offers so you can decide if they can help you.

Not having this information displayed front and center on your website is the digital equivalent of ignoring customers when they come into the store. Imagine if one of your staff walked away when a customer asked them a direct question. That would probably mean a lost sale and maybe even a lost customer, forever.
Don’t make the same mistake with your website. Displaying even just a cross-section of the jewelry products you have available could be the difference between a potential customer paying you a visit or going elsewhere. Make it an easy choice by showcasing what you have on offer when people find your website.

2.MORE INFORMATION = BETTER SEO
Keywords and simple language help search engines work out whether your site is of interest to when customers are looking for information online. The algorithms behind Google and other search engines are pretty smart, and they can infer a bit of context from what you’ve got on your website. That being said, they won’t direct people to your site if you haven’t got any content that matches their search topics.

Here’s an example. If your website clearly states that you are a jewelry store, it will probably show up for ‘jewelry store’ searches. If you’ve got your address listed, then you’ll probably show up for ‘jewelry store near me’ if someone searches while they’re nearby. Google is even smart enough to show a list of jewelry stores if someone searches for ‘diamonds,’ even if you don’t have that exact word on your website.

But what happens when the context is less obvious? What if someone searches for ‘Round shape’ or ‘GIA H VS1’? Well, Google may be smart enough to recognize that jewelry stores sell these types of products, so maybe your website will show up in the results. The trouble is websites that have those keywords explicitly listed – whether they sell online or not – will probably show up at the top of the search results.

This only gets worse for brand-specific searches. If someone searches ‘Gabriel & Co,’ then Google will prioritize sites with those brands listed, and it won’t necessarily connect the dots between your jewelry store and these products that you might be selling. This means you are losing customers because Gabriel & Co rings are being showcased at the top of the search results.
Displaying products on your website goes a long way to solving this problem. Make your website easy to understand for Google and for your customers, and you’ll reap the benefits both online and in-store.

3.YOU CAN SELL ONLINE WITHOUT E-COMMERCE
Just because eCommerce isn’t implemented doesn’t mean that your jewelry products aren’t selling. An increasing number of emerging Omni-shoppers move between on and offline channels in their shopping habits. Displaying jewelry product information helps consumers make informed decisions and can lead to increased sales in-store. According to statistics from Google, these are called web influenced sales, 76% of people who conduct a local search visit a store within 24 hours.

This doesn’t mean you need every single jewelry product displayed on your website to engage with these customers. You may choose to select specific products or a range to showcase online, just as you do in-store. For example, “top diamonds from our vault” products of the week, or the full range of a select brand being on sale. This is especially effective if it is regularly updated, such as every Sunday or Monday or the first day of the month. The key is to encourage people to come in-store because they can see that you offer the sort of products they’re looking for.

ADD THE LIVE DIAMOND FEED TO YOUR WEBSITE
The time required to manually add jewelry products and diamonds to a website can be a barrier to embracing online sales. But what if you could add hundreds, even thousands of diamonds to your website to advertise or sell online in a matter of minutes? No photos to take, no descriptions to write, no prices to update.
The Live Diamond Feed, a FREE tool, tackles this issue and helps jewelers keep their websites updated and dynamic. 
The ability to show EMD’s diamonds with your markups as if they were your own is a huge plus. It’s 100% Live with 3D videos, certificates, and guaranteed availability. If your customers see it, it’s available.  

Your website doesn’t need to be eCommerce enabled to help you sell more. Merely displaying jewelry products and diamonds on your website can have benefits that you wouldn’t expect. Follow this line of thought, and you’ll be set up for success – both on and offline.

If you are interested in taking advantage of this free tool, please register here: https://willyou.net/ldf.

The Free Live Diamond Feed In-Action Video:

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