As part of the process, first define your sales and marketing strategy. How do you plan to reach potential customers? To what extent do you plan to generate leads digitally as opposed to face-to-face? While jewelry trade shows are likely a part of that plan (check out our list of jewelry trade shows for 2019), you’ll want to have multiple sources of lead generation. Once your sales and marketing plan is in place, you can then determine the role your website needs to play in executing on that strategy. For example, if you are a wholesaler selling B2B, your website may simply need to be an online lookbook. This works if you need your buyers to be able to view your designs and make inquiries, but ultimately you know a conversation will be necessary in order to close business.
In a retail environment, however, most jewelry companies need their website to support a full eCommerce experience. This means up sells at checkout, abandoned shopping cart reminders and many other features that drive transactions through the website in volume.