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10 Tips to a More Useful and Customer-Driven Online Presence

Including advice on specific software to use on your website.




10 Tips to a More Useful and Customer-Driven Online Presence

PROSPECTS AND REPEAT customers are going to check you out online before visiting, so take control of what they’re seeing! You only get to make one first impression. Here are some aspects of your website to consider.


Your website needs to look good. Squarespace, Wix, WordPress, and others can help you build a beautiful, functional site, easily and inexpensively.


Set up your store email address to match your website. Google Apps can help with that. It lends an air of professionalism and credibility to see [email protected] instead of [email protected]


In addition to looking sharp and reflecting your brand, your website should contain useful, clear, searchable information for your customers. Keep your inventory up to date on your website so that people can find what they want and then come in and see those specific pieces.

Reaching You

Set up multiple ways for a website visitor to get in touch with you and be sure to monitor and respond as quickly as possible.

Chat Software, Like JivoChat

Many younger customers don’t want to pick up the phone, so let them communicate with you in the style that feels comfortable to them.


A Built-In Form, Like Google Forms or Typeform

Collect the person’s name, email, and phone number, find out how they’d prefer to receive a reply (a simple drop-down will do), and give them a space to ask a question.

An Appointment Scheduler, Like Calendly

You can also set up the form to gather information about what they’re looking for so that you’re prepared when they walk in the door.

Your Contact Info

Make it easy to find your phone number and email in case someone wants to use that!

In terms of your overall Internet presence, there are many easy ways to manage what people see when they look you up. One is to set up your free business profile on Google. It’s one of the first things people will see, and it will literally put you on the (Google) map.

Second, generate and showcase positive reviews. Build your reputation by reaching out to your customers and asking them to share their happy experiences on Google, Yelp, and Facebook. Say, “Your 5-star review would mean so much to us, and if for some reason you don’t feel you can give five stars, please let us know directly so that we can make things right.” Then provide your email address or a form. Nobody is perfect all the time, so use this valuable opportunity to show your vulnerability and gather constructive feedback to make improvements.


Wendy Paler is the Chief Operating Officer (COO) for BriteCo. With a rapidly growing network of jeweler partners across the U.S., BriteCo offers free, state-of-the-art appraisal software to jewelers and instant, A-rated point of sale insurance to their customers. Paler has served in a variety of client-facing and operational leadership roles in both higher education and tech.



Want More “Me” Time? Wilkerson Will Get You There!

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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