We recently had the opportunity to work on a new web design for Rob Bockstruck. The Bockstruck name is well known in the Minnesota jewelry industry, having been family owned in the area since 1883. They realized that the jewelry business was rapidly shifting due to the increased influence of online retailers. Suddenly there was an abundance of online and traditional stores where customers could purchase diamonds, but many of them offered a blind purchasing experience where customers were unsure of the quality they were receiving.

Because of this shifting environment, Rob was hoping to improve his website and reinvent his business as an online diamond concierge service. He needed a website that showed him as a diamond expert, and a resource that helps guide people to the perfect diamond. The new website needed to feature products to view, but wasn’t going to be a traditional eCommerce site.

Bockstruck wanted a website that looked great and got more traffic. They were also looking for some assistance with marketing and to have their products integrated onto the website opposed to a jeweler’s showcase featured on a separate site.

The first step in the process was creating an upscale design that matched the industry and reinforced his diamond expertise. We hand picked dozens of sites and had the client tell us what they liked and didn’t like from each of them. RH Bockstruck was very helpful and involved in the process, helping us identify and fix small details and create a visually appealing site that is truly best in the market. We were able to integrate their store into their normal website, including a very nice design your own ring section.

After designing and integrating special features, we started planning out the content that would go on the site. As we always do, we started identifying keywords and matched them to pages throughout the site. This helped us optimize pages for search and create an effective site structure that makes sense for optimization and users. We tried to expand content as much as possible on pages in order to help them rank, which would help expand their audience. We also added an extended FAQs section which functioned as the blog for the site. Rob could use this section to offer his expertise directly in articles and help customers understand the process of purchasing jewelry or a diamond.

A central call to action was made more apparent throughout the site, and forms were updates with improved styles. The new site is easy to navigate and designed specifically to match Bockstruck’s style and industry.

The site was made with the Divi Builder, and we created a custom user manual to help them make their own changes to the site without the help of a developer. We include WordPress training for our clients in our Best in Market build because we feel it’s important to help our clients make changes by themselves and not simply be stuck with whatever we’ve built. We also helped set up ad accounts and provided tips for Facebook advertising.

We’re proud of the design we made and hope that it does justice to Rob Bockstruck’s diamond expertise. The site is also performing better in search, looks more modern, and is faster.

Check out their website here.