JCK June Extra: Spruce Up Your Website



  1. Show products on your home page. Don’t use a flash opening. Visitors are looking for jewelry, and that’s what you should give them. Also, make the menu bar options easy to find and product pages simple to navigate.
  2. Send a clear brand message. If your specialty is bridal, a watch brand shouldn’t be competing for your buyers’ attention. Conflicting messages on your home page will dilute brand equity.
  3. Use high-quality images. Shoppers have high expectations of what luxury products should look like, and low-resolution images will affect their perception of your products’ value. (Note the difference at left.) Hire a professional photographer or invest in the lighting and equip­ment to do a better job yourself.