Know-How Exchange : E-Marketing

Hang on a minute - don't throw the baby out with the bathwater yet!!!!!!!!!!!!!!

Firstly does "culture shock 101" speak to your target audience?
What kind of advertising media are you using to generate sales?

Thirdly and very importantly your copy is practically non-existent. For a scarf you have "This versatile woven scarf has beautiful gold accents and can be worn in dressy and casual settings." - if there was a "yada yada yada" it might have helped ... ;-)

Have a look at J Peterman - they do some super copy for their stuff and it did pretty well.

Here's a little treat for you this morning https://www.jpeterman.com/Womens-Outerwear/Italian-Swing-Coat

It's an approach that can work. Why? Because it gets their visitors dreaming about the EFFECT that wearing their clothes will have. And getting your visitors to dream is the gold standard in copywriting.

Without exception.

So don't re-do the website just yet. It's cool and it's usable - the most important thing to do now is to tailor it to your best customers. Seeing it from their point of view will change it radically - yet it won't actually look that different. It has the added advantage of being a tenth of the work.

So who actually ARE your target market? You can write everything with them in mind, engage them and get them dreaming about the stuff you sell. As you are a photographer, perhaps you could do some of your pictures in a soft focus - an old movie trick that gets you dreaming too. I know why this is, and how to employ it - and can apply it generally. You need to do it for your site - hence all the awkward questions. Just as J Peterman do, you can have a link to an actual detailed photograph too. By the time your visitors see that, they'll be 3/4 of the way to buying the garment.

You don't have an email list/newsletter. We can come to this later.

Over to you.

Currently, do you have a lot of visitors (but few sales) or few visitors (and little or no sales)? If the latter, perhaps you need better SEO/PPC to attract visitors. If the former, then you need to focus on your website's content. Currently, it takes too many clicks to find what you're selling. Put a sample of your products on your home page. Reduce your "what we are about" message (since people are buying jewelry foremost, and underlying message secondarily).

There's a lot of white space across the top of your site in which you really could be showing your wares. Show customers what you have on offer. Be concise. Be compelling. Be fabulous.

You can also improve the images you use. I get it that you use different people with different cultural backgrounds but I think that's not necessary. Make your pieces stand out by highlighting them. This can be done by zooming in on the piece. If it's gold, a black or white background works best. Add a sparkle to the piece...this can easily be done in Photoshop. As a lover of fashion accessories, I'd like to see the detail. Even though it is just a picture on the net, it helps me picture myself wearing it. If it's a scarf, you can use a model and show off how it can improve an outfit. Check out website of well-known brands and see how they showcase the products. Your brand identity and your look-and-feel can be manifested in your website and I think you already got a good start with that.

Hope that helps.

Good luck!
Susan