5 Things Missing From Your Jewelry Website That Are Costing You Sales

Are you struggling with website sales? Do you wonder HOW to get people who browse on your site to actually buy?

The good news is, you are not alone. We seem to hear this a lot from jewelry designers. Then we look at their websites….

In fact, I was missing out on online sales left and right up until a few years ago.  I totally understand because I had one of those websites that was very “pretty” but the layout was actually costing me sales. With a few tweaks that I learned from my mentor, all of that changed.

Today, I wanted to talk about some of the missed opportunities that we consistently see on designer’s websites.

If you don’t have a website that is set up properly, you are more than likely losing the sale. Consider these 5 tips if you want to increase sales and attract more DREAM clients to your jewelry website.

1. A highly visible mailing list box

Having an opt in box or mailing list box above the fold or in a highly visible place on your website is essential! If you have a website template that has limited option for placement of your mailing list form, look into getting a lightbox, pop-up plug in. The light-box pops up after a potential client has been on your page for a few seconds.

2. Beautiful photos of your jewelry

Excellent product photography is a must–especially if you are selling online. Your products should be photographed ideally in front of a plain background. Jewelry can also be photographed in styled shots and on a model for added options of interest.

3. A Blog

Blogs are important for a few reasons: they help customers find you if they are googling something that you write about. They give the reader a taste of your brand. If written in alignment with your DREAM clients’ interests, you have the opportunity to meet people who might not otherwise find you. It’s also a great place to  write in detail about your inspiration and new products.

4. A captivating artist story

You artist or brand story is a window into who you are as a designer. It’s an opportunity to connect with your clients, to talk about your process and to highlight what makes you amazing!

5. A picture of the designer

Please don’t be shy! If you can’t swing a professional headshot session, have a friend take a picture of you in good lighting. Remember, this is your opportunity to showcase your unique beauty and characteristics. Ideally, it’s nice if we can see your face and that you look into the camera. It builds trust.

Building a website that converts sales is easier than you might think. A few strategic tweaks here and there can make all of the difference in the world.

We want to hear from you! In the comments below, tell us the following:

1. Does your website have all of these elements? if not, which are missing?

2. If you are missing any of these features, what are you going to tweak?

Click to Tweet: 5 missed opportunities every jewelry website needs

p.s. If you want to learn more about creating a website that convert more sales and attracts more DREAM clients, check out Marie Forleo’s B-School.

Check out some of the fantastic bonuses when you enroll using my partner link + testimonials from other B-Schoolers who are jewelry designers just like you. Enrollment ends tomorrow, March 5th 2013.

Go Here to view the testimonials and bonuses.


  1. Anne Bliss on March 4, 2014 at 10:35 am

    I am missing a blog – I’m not a good writer, and I’m concerned that if I do a blog, I will scare more people away then I could ever attract.
    What advice would you give to someone who would have a really sucky blog? Isn’t it better to not have one at all?

    • Tracy Matthews on March 4, 2014 at 12:58 pm

      Lots of pictures and you can hire a copywriter or editor to help you.

  2. Megan on March 4, 2014 at 10:16 pm

    I need to get some professional head shots of myself. I have pics of me, but I’m none too happy with them.

    I’m also hoping to work on a new incentive for signing up for my list, I think that a great freebie will make a huge different!

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  5. Aradia on April 8, 2014 at 6:39 pm

    I think it does, but I’m not sure that my mailbox is “highly visible”. As it stands its on my homepage, at the top of the sidebar on my blog & the end of each post, at the bottom of my About page (perhaps not the best place?), and bigger than life on my Contact page. Mind you I have other pages on my website but I didn’t see a “natural” way to fit it in those places.

    I suppose with my lack of certainty the obvious answer is to consider the placement of the opt-in! But I might give another once over to the display of my “about me”, and newer pictures of me definitely wouldn’t hurt!

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