Four Brands With One Mission

Driving online traffic

Each Signet Jewelers brand required a different approach when it came to addressing their online presence. For Jared, I created new copy for landing pages, product landing pages, and created new page ideas and their content. While some of the pages only have about 100 words, others required more than 1200 to ensure maximum SEO benefits.

capturing a bigger audience

Of all the Signet brands, Zales had some of the best brand recognition and audience retention. But they wanted to expand into newer, younger markets. To bolster their existing pages, my team revamped copy and metadata according to SEO practices. We then added new content pages and provided metadata, titles, and descriptions for YouTube videos for their new lines of jewelry such as Disney Villains.

being more inclusive

KAY Jewelers had a very steady sales rate and revenue stream. But engagements are no longer just between a man and a woman. So, with that in mind, my team and I took to re-imagining existing page content and creating new pages to serve this purpose. I paid particular attention to pronoun use and phrasing of terms such as “partner” instead of “boyfriend” or “girlfriend”.

updating brand voice and content

The newest among the Signet Jewelers brands, Piercing Pagoda wanted to distinguish itself a bit more without alienating its previous audience. My team and I updated pages to better fit new brand guidelines according to SEO best practices and client goals.