Jewelers often focus on their product images for online jewelry sales.  While this is certainly important, many e-retailers don’t realize that this is only half of the presentation.  As we discussed in our previous article titled, “The Importance of Product Descriptions in Jewelry Websites” written product descriptions are just as important as beautiful product images.  The article goes on further to explain that there are two big reasons written product descriptions are important to your jewelry website.  First, they afford an opportunity to communicate the value of your product, and second, when incorporated with SEO they will increase your rankings in the Search Engines.

So based on the understanding that effective product descriptions are crucial for successful online jewelry sales, what actually goes into creating one?  There are several different elements to consider when writing a product description:

First, think about whom is going to buy your jewelry.  What is your customer demographic?   What is your client in need of, what are their desires, and what are their interests?  Understand who your target audience is so you can focus your messages directly at them.

Next, create a catchy title for your product that will draw a shopper in for a closer look, but also incorporates the key words or phrases for the product.  If you are trying to sell a one of a kind pearl ring that you call “The Oyster,” title it “Unique Pearl Ring: The Oyster,” so shoppers will find your site when they are using the search engines and seeking generalized terms.

Also, while you must incorporate the basic facts about the jewelry you are trying to sell, these are best left as bulleted points below your written description.  The body of your description should focus on the benefits of the product, how the product differs from others like it, and why your customer needs this product.  This is where you use your writing and sales skills to paint a verbal image of what life would be like when owning this product, incorporating the key search terms along the way.

What exactly does one of these good written descriptions look like?  This is a great example from a website that sells wedding rings.  First, the title is a perfect basic description of what the product is: Hand Engraved Wedding Ring. The description not only glorifies the beauty of the ring using deeply descriptive words, but also describes who the perfect owner would be:

Crafted of precious 14k yellow gold, this elegant hand engraved wedding band makes use of the contrast between polished and textured gold to create a unique classically inspired pattern. Hand engraved design frames gleaming polished 14k yellow gold offering a stunning gold wedding band that will be cherished for generations. Perfect for both men and women, this wide, bold hand engraved wedding band takes an elegant twist on tradition.

Are you ready to buy this product?  I am!

Detailed descriptions like this can take time.  Do you lack the time that well written product descriptions take?  Are you worried that you lack the ability to write good copy or understand how to incorporate SEO? At Websites for jewelers we offer copywriting services to our clients through our team of experienced writers that can not only grab the attention of your customers and effectively close the sale, but also take search engine optimization into consideration, giving you copy that is effective on multiple levels. Contact Websites for Jewelers for a review of your website and to find out how we can help you increase your online jewelry sales.

Related articles

• SEO Tools & Tactics, From A Beginner’s Perspective Onward (wpromote.com)
• Why SEO Would Matter Even If Search Engines Stopped Running (socialmediaexplorer.com)
• 6 Steps To Higher Converting Traffic From Shopping Search Engines (searchengineland.com)

When most companies hire a web design firm, they take it for granted that the design firm will give them a website with all aspects of the site built to correct standards. Unfortunately, many design firms either neglect to take care of certain items in the creation of their websites or these items simply get overlooked.

Here is a list of items you should check in your website.

Q: Can you get to your website by typing into your browser’s address bar “www.your-website-name.com” as well as “your-website-name.com (omit the www.)”?

A: Believe it or not, many websites cannot be reached unless you type the “www.” before the domain name. If you cannot get to your website by simply typing “your-website-name.com (omit the www.)”, there is a very good chance that you are losing potential customers.

Q: Does each page in your website have a “unique page title”?

A: Each and every page in your website needs to have a unique page title to differentiate each page in the search engines. How do you check this? When you go to your website, as you click and go to the different pages, look at the very top of your browser’s page. In Internet Explorer, for example, there is a blue frame at the very top of it and if you look in the upper left corner, you will see some text. This text is the page title.

Q: Does each page in your website have a “unique Meta description”?

A: Meta descriptions are used by Google and the other search engines to provide a description in search results. Search results are made up of a page title and either a Meta description or the first bit of text that the search engine can read. To check this, in Internet Explorer, go to any page in your website. There are two ways to check this. Look for the text at the top of Internet Explorer that reads “View”. Click this and then click “Source”. You can also look for the text which should appear in the upper right corner that reads “Page”. Click this and then click “View Source”. In either case, in the window that appears, look at the top of the page and look for the words “meta name=”description”. You should find a unique sentence or two there. If you do not, it is possible that your pages are not showing proper descriptions in the search engines. Without proper descriptions, how can someone know what is in your website?

Q: Does each URL (web page address) in your site have a short and concise address?

A: Google loves short and concise URLs. A URL such as www.your –domain-name.com/gold-engagement-rings.html is much preferred over www.your–domain-name.com/ jewelry.aspx?dep=1&cat=26&prod=9999.

If you find that any of these items have not been addressed by either your current website design firm, or they were never taken care of by the design firm that created your site, please contact Websites for Jewelers and we will be happy to immediately take care of these.