Are you asking visitors to do the right thing?As the Internet continues to become more essential to all of our businesses, jewelers are starting to think about things differently. We obsess about our websites, worry about email lists, and wonder which social networks to focus on. We think about our consumers' needs and aim to offer relevant content. As this principle takes hold, we see helpful reference materials, more informed buyers, and a better overall shopping experience. The temptation is to cover everything on your website—which often leads to clutter. The priority should be shaping the experience so your customers take your desired actions. In crafting a Web experience, nothing is more effective than clear and obvious calls to action. The goal is to define the path your customers will take. You need to know what you want to achieve—whether it's sales, sign-ups, or education.