Website for a jewellery and goldsmith shop
For Plinio Gioielli, a jewellery and goldsmith shop in Erba, we created a clear, simple and easy-to-use website. The work started from an analysis of the keywords suited to the target audience, and the content was optimised accordingly.
This approach is not a given for a provincial shop. The temptation, in these cases, is to build the website around the identity of the business, telling its story and passion. But people searching online do not type the name of the jewellery shop: they search for a watch brand, a type of jewellery or a service, almost always together with their own area. The website has to cover those searches, not just present the shop.
The structure therefore separates three independent product areas: jewellery, watches and gift items. These categories match different purchase intentions, from an important gift to an object for the home, and keeping them together would have made the website generic precisely where it needed to be specific.
Alongside them is the page dedicated to the workshop, the distinctive feature of a jewellery shop with its own skills: repairs, alterations and bespoke work are what separate a shop from a brand reseller, and they capture a very concrete type of search, often made by someone with an item that needs fixing.
Nobody searches for the name of a jewellery shop they do not know
A provincial shop that launches a website by telling its own story makes an understandable but costly mistake: that story interests people who already know the shop, and they do not need the website to find it.
Potential customers, on the other hand, search for a watch brand, a type of jewellery or a repair, almost always together with the name of their area. That is why with Plinio Gioielli we started from keyword analysis and built the structure accordingly, giving the workshop its own page: it is what sets the shop apart and captures a very concrete search.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a team on a human scale: you talk directly to the people working on your project, with no intermediaries, even after launch.
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NewVisibility, a web development agency in the province of Como, which analysed the target audience's keywords and built an SEO-optimised website.
In Erba, in the province of Como. It is a jewellery and goldsmith shop selling the leading jewellery and watch brands.
Because people who do not know the shop do not search for its name: they search for a brand, a type of product or a service, almost always together with their own area.
Because they match different purchase intentions, from an important gift to an object for the home. Keeping them together would make generic exactly what needs to be specific.
Because repairs, alterations and bespoke work set a jewellery shop apart from a brand reseller, and they capture very concrete, immediate searches.
Not necessarily. Sales happen through relationships and trying pieces on in the shop: the website is there to be found and to bring people to the shop window.
Yes, we work with several businesses in the Como, Erba and Cantù area, designing websites tailored to local search and to the real customer base.