Elevating a Fine Jeweller

1. The Challenge: Differentiation and Footfall

As a specialist jewellery workshop situated in an affluent area, our client was one of a handful of quality jewellers. The primary challenge was not a lack of expertise, but a lack of clarity in their digital presence.

Our original remit was to help the client:

1. Differentiate themselves from local competitors.

2. Clearly communicate their unique selling propositions (USPs) to a discerning, high-value client base.

3. Drive Footfall (ideal clients) into the physical workshop, allowing the client's sales process to take over.

2. The Solution: Targeting Content & Building Confidence

2. The Solution: Targeting Content & Building Confidence

We began by taking over the management of the business’s Google Business Profile and paid advertising accounts. Initial research quickly revealed that while the client offered a wide variety of services (bespoke jewellery, remodelling, repairs), potential customers were searching for specific solutions. Generic service pages were failing to build the necessary confidence for a client to walk through the door.

The First Phase: High-Value Content & Hyper-Targeted PPC

Our immediate solution was to restructure their digital approach around intent:

• We created new, unique pages, full of high-value content, process details, and superb photography of completed work.

• Each section was backed by a paid advertising campaign that took people from specific, high-intent searches (e.g., "platinum ring repair" or "remodelling heirloom jewellery") directly to the relevant page. This direct path built instant trust and confidence in the client's specialised capabilities.

3. Taking it to a New Level: Data-Driven Website Design

This is where the true value of our integrated approach came to light. We utilized the performance data gathered over two years from our paid ads and SEO search traffic to completely redevelop the client’s digital home.

With the aid of our Microsoft-trained programmers and branding teams, we were able to create a new website that:

• Technically Performed Better: Improved site speed and core web vitals.

• Incorporated Paid Ad Insights: The site's structure, navigation, and page layouts were directly informed by the high-performing keywords and user journeys identified via our PPC campaigns.

4. The Results: Triple-Digit Improvement

By integrating performance insights directly into the site's design and structure, we delivered exponential gains:

This success validated our approach: combining data-driven paid advertising management with bespoke technical and design expertise ensures that every click is optimised for maximum client confidence and conversion.

We are now taking things to even higher levels by focusing on further specialist services and high-value custom orders, ensuring our client is constantly increasing the value and ROI they are getting from the V&A Agency partnership.