This project focused on identifying key opportunities to increase organic search traffic, website conversion rate, and the social media marketing strategy of an independent jewellery retailer with both a physical shop and an e-commerce store.
Through a website audit, SEO audit, and social media review, I recommended several website and SEO improvements. Plus, I suggested a few key strategies that would help them attract more buyer-focused search traffic and make better use of their social channels.
The Client
Jools & Carathea
Jools is an independent jewellery retailer based in Bridgwater, Somerset. In addition to their high street shop, they operate an online store called Carathea, selling a range of jewellery to customers across the UK.
While they have an established website and active social media accounts, they wanted to improve their visibility in search engines and make better use of Instagram to drive engagement and sales.
The Challenges
SEO: Although the business had a well-designed website and an amazing product range, there were several organic search opportunities they were missing out on. Several high-volume search terms related to one of their key jewellery categories were ranking on page two of Google results, meaning they were missing significant buyer-intent traffic.
Social Media: With an established social media presence, their Instagram account also had potential but lacked a clear content strategy for attracting and growing an engaged audience.
The Approach
Website & SEO Audit (Finding Hidden Gems!)
I conducted a website usability review in order to assess how easily visitors could browse products, discover relevant categories, and complete purchases. I identified several opportunities to improve trust signals and, in general, just tidy up a few pages and further improve the blog page.
I also carried out a comprehensive SEO audit, as their technical SEO was in good health, I focused on looking at their search visibility, keyword rankings, on-page optimisation, and content opportunities.
I identified a couple of particularly valuable opportunities around a specific jewellery topic with high monthly search volume and suggested a few ways to start ranking on page one for the keywords and encourage conversions.
Social Media Strategy
After auditing their social media presence and with their goals in mind, I suggested two different strategies to consider going forward.
The first strategy focused on strengthening local engagement within Somerset, prioritising relationship-building and community connection.
The second centred on developing a more distinctive brand personality on Instagram, designed to become more recognisable nationwide.
Plus, to help support consistent posting, I created a series of branded Canva templates that the client could easily customise. These templates allow the team to quickly produce professional Instagram and Facebook posts while maintaining a consistent visual identity.
Key Deliverables
- Website + SEO audit with actionable checklist
- Keyword research and strategy plan
- Instagram post Canva template design
- Instagram strategy suggestions
Feedback
“As a busy independent retailer, I needed a strategy that was both professional and manageable.
Helen delivered exactly that. The social media templates she created are stunning and have saved me so much time already, while her SEO research has given us a clear path to Carathea & Jools ranking on page one.
She has a fantastic knack for making digital marketing feel achievable and exciting. I’m really looking forward to working on this and sharing the results with her.”
– Denise, Store Owner, Jools & Carathea
Summary
The insights and recommendations from this project highlight several practical ways the business can improve performance across search and social media. Putting these changes into action will increase their online visibility, attract more of the right customers, and make better use of their social media presence. Together, these improvements create a strong foundation for steady, long-term growth.
Want to uncover opportunities like this for your own website?
Explore my SEO services and learn how a clear, tailored plan of action can help you improve your website’s discoverability and bring in more of the right traffic.
