The Jewellery Brand Website Checklist: What You’re Missing That’s Costing You Sales

Your jewellery is stunning. Your customers love your story.
So why aren’t you making more sales?

Chances are, it’s not your product that’s the problem, it’s your website.
Most independent jewellery brands are unknowingly leaving money on the table because of a few small-but-critical website mistakes. And no, it’s not about having a “prettier” homepage. This is about structure, strategy, and shopper psychology.

Here’s your no-fluff checklist for turning browsers into buyers, and exactly what to fix if you’re ready to grow.

✅ 1. Your Navigation Isn’t Clear (and It’s Confusing Customers & Google)

If your top menu is a mix of moods, materials, and vague phrases like “The Edit” or “New & Now,” you’re not helping your customer or search engines, you’re not being clear and you’re losing them. Navigation should act like a well-trained shop assistant: helpful, simple, and guiding shoppers where they want to go fast.

✔ Use keyword-focused, product-led categories (e.g. Gold Bracelets, Gemstone Necklaces, Personalised Jewellery)
✔ Keep dropdowns factual – say it as you see it. No fauna, flora, or aurora collection!
✔ Add new in and bestsellers only if your collection is extensive.

✸ If your collections read like a list of Jupiter’s moons or greek goddesses, it needs rewriting.

✅ 2. Your Homepage Isn’t Doing Its Job

The purpose of your homepage isn’t to look pretty. It’s to convert. That means your homepage should:

✔ Immediately tell us who you are, what you sell, and why we should care
✔ Showcase your bestselling or most profitable collections
✔ Include clear CTAs (Shop Now, Explore Our Necklaces, etc.)
✔ Build trust fast—reviews, press, or founder presence
✔ Highlight a promotion or signature offer if applicable

✸ Your homepage has 3 seconds to convince someone they’re in the right place. Don’t waste it with a vague header and lifestyle image carousel.

✅ 3. Your Product Pages Are Under-Optimised

Let’s be blunt: most product pages read like a bullet-pointed afterthought. If you’re serious about selling, each listing should:

✔ Tell a story and reflect your brand tone of voice
✔ Clearly state materials, size, adjustability, and care
✔ Include gifting potential and use-cases
✔ Have SEO-friendly tags and titles
✔ Include reassuring details: shipping, packaging, lead time

✸ You’re not just selling a piece of metal with a stone attached, you’re selling a feeling. If the copy doesn’t do that, rewrite it.

✅ 4. You’re Missing an SEO Foundation

No keywords? No traffic.

Search engines can’t index creativity, they need structure. That means every product, collection, and blog should have:

✔ A clear, keyword-driven title
✔ A meta description optimised for click-throughs
✔ Tags that reflect how people search (e.g. silver stacking bracelet, not Moonlight Muse)
✔ Internal links to keep users flowing

✸ SEO is not a bonus. It’s a baseline. If you’re skipping this, you’re invisible to new customers.

If a keyword strategy sounds like a great place to start, I agree.
It’s the baseline for all my client work, and it should be the baseline for your business too.

Pair that with a brand tone of voice that actually reflects who you are (and speaks to the customers you want to attract), and you’ve got two of the most powerful tools for long-term growth.

These two foundational services, Keyword Strategy + Tone of Voice, are available as standalone services, so there’s no need for a monthly retainer to get started.

👉 Click here to purchase your strategy package and start building the brand you’re meant to scale.

✅ 5. There’s No Urgency, No Trust, and No Push to Buy

Your site might be beautiful, but is it persuasive?

✔ Do you highlight fast delivery or “made to order”?
✔ Is there a reason to buy now? (Low stock, limited edition, new drop)
✔ Are you using reviews, testimonials, or UGC to build trust?
✔ Is your add-to-cart button obvious and above the fold?
✔ Can someone buy in under 60 seconds?

✸ Make it easy to say yes. Remove doubt. Remove friction. Remove fluff.

✅ 6. You’re Not Capturing Emails

If you’re not collecting emails before someone leaves, you’re missing your most valuable customer touchpoint. Email converts 3–5x more than social.

✔ Use a clear, compelling hook (Get 10% Off is boring, give them a vibe or a VIP moment)
✔ Add a newsletter popup or announcement bar
✔ Segment gift buyers vs. repeat shoppers for smarter flows

✸ If you’re relying on Instagram for retention, you’re building on borrowed land.

✅ 7. There’s No Emotional Connection

You sell beautiful jewellery. So do hundreds of other brands.
What makes yours unforgettable?

✔ Do we see your face, your story, your values?
✔ Does your copy feel human, warm, and intentional?
✔ Are you building a brand we want to belong to?

✸ People don’t just buy products, they buy into stories, values, and emotion. Don’t hide yours.

⚡️What Now?

If you read this and thought “I know this needs fixing… but I don’t know where to start”, that’s exactly what the Shine Check is for.

It’s a strategic mini-audit designed to identify exactly what’s holding your site back, from an expert who knows what sells.
Let’s stop guessing and start growing.

[👉 Click here to book your FREE Shine Check]