CASE STUDY
Website & Customer Journey Marketing MOT for Jade Mellor Jewellery
Jade came to me because she knew there were things she wanted to improve on her ecommerce website, but she needed some clarity around what was actually worth focusing on first. After spending some time on the site, I quickly realised that Jade’s website already had so much going for it - a really distinctive creative identity, beautiful photography and a fascinating story behind the work.
But I know from experience that when you’ve built a website over time, it’s easy for all of the good stuff to become a little scattered. You know the story behind your business, you know your products inside out and you know how everything fits together… but someone discovering you for the first time doesn’t have that context.
Jade also wanted the website to do more to support direct sales and make better use of the interest she was generating through exhibitions and events. So we worked together on a Website & Customer Journey Marketing MOT to take a fresh look at the site and work out where the biggest opportunities were to help her meet her goals.
Everything in the review was tied back to what Jade actually wanted the website to achieve. That meant I wasn’t recommending changes just because they were marketing “best practice”.
The question throughout was: will this actually help Jade move closer to what she wants the website to achieve?
Looking at the website through a customer’s eyes
This wasn’t about telling Jade she needed to rip up her website and start again. My job was to look at how everything fitted together and whether the website was making it easy enough for a potential customer to understand the brand, discover the right jewellery and know what to do next.
Before I started the review, Jade completed a detailed pre-audit questionnaire covering the business, customers, products, website, events and current priorities. We then had a kickoff call to dig a little deeper, agree which parts of the website were most important to look at and make sure I understood what a useful outcome would actually look like for her.
From there, I audited her website including:
the website messaging and brand story
the homepage and About page
key shop and product journeys
how products and collections were presented
calls to action and the information helping customers feel confident about buying
opportunities to grow the mailing list
the connection between Jade’s in-person events and her website
But rather than looking at each page in isolation, I looked at the wider journey too.
What happens when somebody meets Jade at an exhibition and looks her up afterwards?
Can somebody landing on the website for the first time quickly understand what makes the jewellery distinctive?
Is it easy to explore the right products?
And if someone loves the work but isn’t quite ready to buy, is there an obvious way for them to stay connected?
Those are the kinds of questions I wanted the review to answer.
Turning lots of ideas into a clear plan
One of the biggest problems with website audits is that they can sometimes leave you with a document containing hundreds of things you feel like you need to immediately fix. I know that can be overwhelming, and not especially helpful when you’re already running a business.
So rather than just handing Jade a long list of observations, I pulled everything together into a prioritised 90-day plan, with the recommendations linked back to the goals we’d agreed at the start of the project.
My Marketing MOT included:
what was already working well
the main opportunities I’d identified
practical recommendations for improving the website and customer journey
quick winspriorities organised by impact and effort
a 90-day action plan
a follow-up session where we talked through the findings and next steps
I shared the report and action plan with Jade before our follow-up call, so she had a chance to look through everything first. We then used the call to talk through the findings, answer any questions and agree which actions made the most sense to focus on first.
The goal was for Jade to finish the project knowing what mattered most, what could wait and where to start.
Your website may not need a complete overhaul
This was probably my favourite thing about the project. Jade didn’t need to turn her website into a polished, generic ecommerce site that looked like everyone else’s. Her personality, creativity and story were already there.
The opportunity was to make those things easier for a new customer to see and understand - while creating clearer routes through the website for people who wanted to browse, buy, enquire or stay connected. And I think that’s true for a lot of small businesses.
You don’t always need a website redesign, or an enormous marketing project. Sometimes it’s helpful just to have someone experienced from outside the business look at what you already have and help you work out what’s worth improving first, based on your goals.
“Louise was a pleasure to work with on my ecommerce website. She gave regular meetings as needed to discuss priorities and results and created a really valuable bespoke plan that was presented in a professional and easy to follow format. Would definitely recommend working with Louise.”
— Jade, Owner, Jade Mellor JewelleryNot sure which bit of your marketing needs attention?
My Marketing MOTs are designed for those “I know something needs improving, but I don't know where to start” moments.
I offer focused reviews across areas including:
Website & customer journey
Social media
Email marketing
I’ll look at what you already have, identify the biggest opportunities and help turn them into practical recommendations and a clear order of priority.
And if you’d like help putting the recommendations into practice afterwards, I can help with that too.
Depending on what comes out of the review, that could include things like website and content improvements, messaging, email planning or other clearly defined pieces of marketing support.
Implementation is completely optional, so you can either take the plan away and work through it yourself or get some extra help with the next steps.