Michael Jones Jeweller are a prestigious store in Northampton’s town centre with 100 years of exceptional heritage. They approached us during a new website build, wanting to capitalise on their investment and turn their local success into online sales. An increase in footfall to both the Banbury and the Northampton stores was also important, along with expanding their exemplary reputation as official Rolex retailers for the Midlands and Home Counties.
Crucially, we oversaw and aided in the final build stages and launch of the new website. We also ensured resources were allocated for ongoing technical SEO work to maintain the vast e-commerce website. This included continual improvements to keep the website up to date with the latest digital developments.
Our team created brand new content for the website with the very latest in SEO techniques, to ensure strong local rankings. This was coupled with an extensive content marketing strategy which was worked on with Michael Jones Jeweller, in order to promote relevant products for the stores whilst also expanding their longtail keyword rankings.
Our exceptional copywriters were also able to work closely with the stores’ brands. This included working directly with Rolex to uphold the brand guidelines and tone, both in the written copy and the page designs, and attending Rolex marketing meetings. This has allowed us to continuously strengthen the level of prestige that Michael Jones Jeweller has as an official Rolex retailer.
In order to further promote the Michael Jones Jeweller brand and strengthen their customer loyalty, we regularly devised and ran campaigns and competitions across numerous platforms including social media accounts, the website, and through email marketing. This has also included us creating brand new social media accounts for individual niches within the Michael Jones Jeweller range, growing these accounts and then handing them to the internal staff to run by following thorough guidelines and strategy from us.
The lynchpin of our work with Michael Jones Jeweller has been, and continues to be, full integration with their internal team so that we can support and grow everyone who is involved in their online presence.
We have continuously grown website traffic and revenue year-on-year for Michael Jones Jeweller, with 2019 seeing +19,624 more sessions on the website so far than the previous year. In 2018 we achieved +20,848 more sessions than the year before. This growth has been sustained since Michael Jones Jeweller joined us in 2016 and this year is set to see the biggest increase yet. We have grown the website from having daily Google impressions of between 5,000 – 6,000 a day in 2018, to 14,000 – 19,000 Google impressions a day. Our various campaigns with Michael Jones Jeweller and ongoing support continue to be a core part of their overall marketing strategy, with continued growth in investment following our sustained growth in their profit.