The Challenge: A Beautiful Business Hidden Behind Poor Web Design
Marc Bendall is a renowned Christchurch Jeweller, with over 40 years of master craftsmanship. Marc’s bespoke engagement rings and custom jewellery pieces are truly world-class, but his website wasn’t doing justice to his artistry. Despite having exceptional products and decades of expertise, the online presence was driving potential customers away rather than drawing them in.
The original website, built on Rocketspark (a popular New Zealand website builder), suffered from multiple issues that were undermining the business’s digital success. What should have been a showcase of luxury and craftsmanship looked more like a basic catalogue from the early 2000s.
The Problems: When Good Intentions Go Wrong
Visual Design Issues
The most immediately apparent problem was the visual presentation. The site featured walls of dense text that overwhelmed visitors rather than guiding them through Marc’s story and offerings. Product images were displayed in small squares with harsh 1px black outlines – a design choice that might have worked in 2005 but felt jarringly outdated in today’s market.
For a luxury jewellery business, first impressions are everything. The existing design was undermining the premium positioning that Marc’s 40+ years of expertise deserved.
Image Quality and Optimization
The product photography, while showing beautiful pieces, wasn’t optimized for web use. Large file sizes were slowing down page loading times, and the images weren’t integrated into the page layouts in an aesthetically pleasing way. The jarring presentation made it difficult for visitors to appreciate the true quality of Marc’s work.
Content Structure Problems
The website suffered from inconsistent formatting and poor content organization. While there was plenty of information about Marc’s services, it was presented in a way that made it difficult for visitors to find what they needed quickly. The content lacked the storytelling elements that could have connected emotionally with potential customers.
SEO Disasters from Previous “Expert” Work
Perhaps most damaging was the legacy of previous SEO work done by an agency that clearly didn’t understand modern search engine optimization. The problems included:
Worthless Backlink Portfolio: The site had accumulated numerous backlinks from irrelevant .com websites in India and other countries. These backlinks provided no contextual or geographical relevance to a New Zealand jewellery business, potentially harming rather than helping search rankings.
Redirect Confusion: Someone had added 10 redirects to every page in a misguided attempt to rank for more keywords. This showed a fundamental misunderstanding of how search engines work – they read HTML content, not redirects, to understand page topics.
Keyword Stuffing: Many pages were guilty of keyword stuffing, cramming in repetitive phrases that made the content difficult to read and potentially triggered search engine penalties.
The Solution: A Complete Digital Transformation
Visual Redesign with Luxury Appeal
The transformation began with addressing the visual hierarchy and overall aesthetic. I replaced the cramped, outdated layout with clean, modern design elements that better reflected the luxury nature of Marc’s work.
Full-Width Hero Images: Every page now features stunning full-width hero images that immediately communicate the quality and artistry of Marc’s jewellery. These images set the mood and create an emotional connection before visitors even read the content.
Modern Product Presentation: The small, outlined squares were replaced with larger, high-quality product images that showcase the intricate details and craftsmanship of each piece. The new presentation allows the jewellery to speak for itself.
Improved Typography and Layout: Text is now organized in readable chunks with proper hierarchy, making it easy for visitors to scan for information or dive deeper into details that interest them.
Technical Optimization
Image Optimization: All images were optimized for web use, reducing file sizes without compromising quality. This improved page loading speeds while maintaining the visual impact necessary for a luxury brand.
Responsive Design Enhancement: The site now provides an optimal viewing experience across all devices, crucial for a business where customers often browse on mobile devices.
Content Strategy Overhaul
Strategic Content Placement: Instead of overwhelming walls of text, content is now strategically placed where it adds value. Each section serves a specific purpose in guiding visitors through their journey.
Storytelling Elements: The new content structure tells Marc’s story more effectively, emphasizing his 40+ years of experience and the personal approach that sets his work apart.
Educational Content: Two comprehensive articles were added to establish Marc as an authority in his field:
- “The Ultimate Guide to Bespoke Engagement Rings: Why Custom Beats Off-the-Shelf”
- “The Beginner’s Guide to Custom Jewellery: Everything You Need to Know”
These articles serve multiple purposes: educating potential customers, improving search engine rankings, and positioning Marc as the go-to expert for custom jewellery in Christchurch.
SEO Remediation
Backlink Cleanup: The toxic backlink profile was ignored, as sometimes disavowing bad links can create more problems than it is worth. Google knows to ignore bad links.
Redirect Rationalization: The unnecessary redirects were removed, simplifying the site structure and eliminating confusion for both search engines and users.
Content Optimization: Keyword stuffing was eliminated in favour of natural, reader-friendly content that incorporates relevant terms organically.
Technical SEO: Proper meta descriptions, title tags, and structured data were implemented to help search engines understand and rank the content appropriately.
The Results: A Website Worthy of the Craftsmanship
Immediate Visual Impact
The transformation is immediately apparent to anyone visiting the site. The new design creates an appropriate first impression for a luxury jewellery business, with hero images that capture the elegance and artistry of Marc’s work.
Improved User Experience
Visitors can now easily navigate the site, find relevant information, and understand what makes Marc’s approach to custom jewellery special. The logical flow guides potential customers from initial interest to taking action.
Search Engine Optimization Foundation
With the technical issues resolved and high-quality content added, the site now has a solid foundation for improved search engine rankings. The educational articles provide valuable content that potential customers are actively searching for.
Client Satisfaction
Marc is thrilled with the transformation. The new website finally reflects the quality and professionalism of his work, and he’s excited about the potential for improved search engine visibility.
Key Takeaways for Luxury Business Websites
First Impressions Matter More for Luxury Brands
When you’re selling premium products or services, your website needs to immediately communicate quality and professionalism. Outdated design elements can undermine even the most skilled craftsperson’s reputation.
Content Strategy Should Serve Multiple Purposes
The best website content educates visitors, establishes authority, and improves search engine rankings simultaneously. The educational articles added to Marc’s site serve all these functions.
Technical SEO Issues Can Be Invisible but Damaging
Many business owners don’t realize that previous “SEO” work might actually be harming their rankings. Regular audits and professional remediation are essential.
Visual Hierarchy Guides Customer Journey
Proper design isn’t just about looking good – it’s about guiding visitors through a logical journey from interest to action.
The Ongoing Impact
This website transformation demonstrates how addressing fundamental design and technical issues can dramatically improve a business’s online presence. For Marc Bendall Jewellery, the new website provides a platform that truly showcases four decades of master craftsmanship while positioning the business for continued growth in the digital age.
The combination of visual appeal, user experience optimization, and search engine-friendly structure creates a strong foundation for attracting and converting potential customers who are searching for custom jewellery and engagement rings in Christchurch and beyond.
This case study demonstrates the importance of treating website design as a strategic business investment rather than just a technical requirement. When done properly, a website becomes a powerful tool for showcasing expertise, building trust, and driving business growth.