JCK June Extra: Spruce Up Your Website

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.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. 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.

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