Digital Growth Reinvented for dmjeweller
DM Jewellers, established in 2016 and led by principal jeweller Daniel McKenna, has become the premier destination for bespoke jewellery on the Sunshine Coast. Specializing in custom-designed engagement rings, wedding bands, and fine jewellery, the boutique offers a personalized experience that transforms clients’ visions into exquisite, handcrafted pieces. With a commitment to quality craftsmanship and exceptional customer service, DM Jewellers has garnered a loyal clientele and numerous five-star reviews.YouTube+9DM Jewellers+9DM Jewellers+9
PREVIOUS
78%
Google Searches
80%
Customer check ratings
60%
Site Visits
The Challenge.
Despite a strong reputation and a dedicated customer base, DM Jewellers faced several challenges:
- Limited Online Visibility: The existing digital presence did not fully capture the brand’s unique offerings, leading to missed opportunities in attracting new clients searching for custom jewellery online.
- Underutilized Digital Marketing Channels: There was minimal investment in digital advertising platforms such as Google Ads and Meta (Facebook and Instagram), resulting in a reliance on word-of-mouth referrals and organic traffic.
- Inefficient Appointment Booking Process: The lack of an integrated online booking system made it cumbersome for potential clients to schedule consultations, potentially leading to lost leads.
- Mobile Experience Optimization: The website was not fully optimized for mobile users, affecting user experience and engagement metrics on smartphones and tablets.
- Content Engagement: The website lacked dynamic content such as videos, virtual tours, and high-quality imagery that could showcase the craftsmanship and personalize the brand story.
Our Approach.
To address these challenges, a comprehensive digital strategy was implemented:
Website Redevelopment
- User Experience (UX) Enhancement: Redesigned the website to be mobile-responsive, ensuring seamless navigation across devices.
- User Experience (UX) Enhancement: Redesigned the website to be mobile-responsive, ensuring seamless navigation across devices.
- User Experience (UX) Enhancement: Redesigned the website to be mobile-responsive, ensuring seamless navigation across devices.
Search Engine Optimization (SEO)
Digital Advertising
- Google Ads Campaigns: Launched targeted search and display campaigns focusing on custom jewellery services, leading to increased visibility among potential clients actively searching for these offerings.
- Meta Advertising: Utilized Facebook and Instagram ads to showcase featured pieces, client testimonials, and promotional offers, effectively reaching a broader audience and driving traffic to the website.
Social Media Strategy
- Content Calendar Development: Created a structured content calendar to regularly post engaging content, including behind-the-scenes looks at the jewellery-making process, client stories, and new collection launches.
- Community Engagement: Actively engaged with followers through comments, messages, and interactive posts to build a strong online community and foster brand loyalty.
The Results.
The implementation of the digital strategy yielded significant improvements:
- Increase in Organic Conversions: Achieved a 45% increase in organic conversions within six months, attributed to improved SEO and website enhancements.
- Growth in Social Ad Clicks: Experienced a 60% month-over-month increase in clicks from Meta advertising campaigns, leading to higher website traffic and engagement.
- Boost in Total Site Conversions: Overall site conversions, including consultation bookings and inquiries, rose by 50% compared to the previous period.
- Paid Traffic Surge: Recorded a 70% increase in paid traffic since the initiation of Google Ads campaigns in January 2024.
- Enhanced Direct Traffic: Noted a 60% uptick in direct traffic, indicating stronger brand recognition and repeat visits.
- Improved Keyword Rankings: Secured first-page rankings for 37 targeted keywords and second-page rankings for an additional 40 keywords, enhancing online visibility.
- Google Search Console Metrics: The average position improved from 33 in January 2024 to 28.8 in May 2025, reflecting better search engine performance.
Tools We Use
Maximise your digital marketing success
We used a range of digital tools to enhance our online presence: Google Analytics for tracking metrics, SEMrush and Ahrefs for SEO, Hootsuite for social media management, HubSpot for lead generation and email campaigns, Adobe XD for design prototyping, and Google Ads for search marketing.
Google Analytics
For tracking website traffic, user behavior, and conversion metrics.
Google Ads
To manage and optimize search engine marketing campaigns
Meta Ads
For managing and optimizing social media marketing campaigns
SEMrush
To conduct keyword research, competitive analysis, and track SEO performance
HubSpot
For lead generation, email marketing, and tracking lead conversions
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