Ogham Jewellery

Client Overview

Ogham Jewellery is a distinguished UK-based jewellery retailer. They offer some of the finest Scottish and Celtic-inspired designs engraved onto jewellery pieces. They have a vast collection of pieces, including rings, pendants, brooches, bracelets, and other gifts designed by renowned designers, such as Sheila Fleet, Ortak, Shetland Jewellery, Mithril, Celina Rupp, Heathergems, and many more.

The central theme of Ogham Jewellery revolves around its namesake, the ancient Ogham alphabet. It is a system of writing used in early medieval Ireland. It is still primarily found on stones in Ireland and parts of Wales, Scotland, the Isle of Man, and western England. This cultural and historical foundation significantly gives the brand a unique identity rooted in heritage and symbolism.

At Ogham Jewellery, customers are not just purchasing a random piece of jewellery; they are buying the centuries-old story of craftsmanship, tradition, and meaning.

However, despite having such an excellent reputation in Ayr and Glasgow, and the richness of its products, Ogham Jewellery faced various challenges that are common to niche heritage brands. These brands focus on a specific, specialised market rather than the general public. They have standing in a few local circles, but not to the global audience.

So, like any other brand in this domain, Ogham Jewellery faced challenges, such as low digital visibility, weak content marketing, and a website that didn’t fully reflect the beauty and heritage of its offerings. Undoubtedly, their offline credibility was strong, but their online performance lagged so much behind when compared to competitors who had embraced modern e-commerce strategies.

To address all these challenges and to boost their credibility and authority, Ogham Jewellery partnered with Delivix.

What key challenges was Ogham Jewellery facing?

The mission of Ogham Jewellery was to tell the cultural stories behind its jewellery pieces and position itself as an authority in Celtic design. Moreover, they wanted to modernise their website in terms of structure, navigation, product pages, and user journey. This was crucial to transform their casual visitors into loyal customers.

At Delivix, our experts did a quick review to see what weaknesses and issues Ogham Jewellery is facing on its website. Jewellery is often regarded as an emotional purchase, whether you buy a ring to mark an engagement, a pendant to symbolise love, or a bracelet to honour tradition.

Now, the website of Ogham Jewellery wasn’t enough in that regard. It only focused on inventory listings and showcased the products. However, what it failed to tell was the story behind those products. Visitors didn’t learn about the meaning of the Ogham alphabet, the symbolism of Celtic knots, or the artistry of the designers. Without storytelling, jewellery became only a commodity rather than a cultural experience.

Our experts also found that while the website was functional, it was not user-friendly. The navigation was overwhelming, as all categories were scattered across menus. Product descriptions were short and lacked inspiration. Not only that, the checkout process was clunky, especially on cell phones, which discouraged conversions.

First impressions are everything in the luxury and designer jewellery market. Having an outdated, hard-to-navigate website completely undermined the sense of exclusivity and quality that Ogham Jewellery had always stood for.

They had a variety of unique and artistic collections, but despite that, they ranked poorly on search engines like Google. Keywords like “Celtic jewellery UK”, “Ogham rings”, or “Scottish designer pendants” generated little to no organic traffic. On the other hand, their competitors had stronger SEO strategies, which allowed them to dominate SERP rankings.

Ogham Jewellery also had limited brand differentiation. Many online jewellery retailers compete on price and product variety. While Ogham Jewellery had a unique cultural edge, unfortunately, their website didn’t emphasise that strength. Their heritage-driven brand story and objectives remained hidden. As a result, it made them indistinguishable from generic jewellery stores.

There were also various issues on their website on a technical level. For instance, it suffered from slow loading times, unoptimised images, and missing SEO elements like metadata, schema markup, and alt tags. These limitations didn’t hurt only their search visibility but also reduced trust, as most users associate performance with professionalism.

   

       

   

   

       

   

The solution – Addressing storytelling through content marketing and technical improvements through web development

After identifying all the key challenges, Delivix’s content and web development teams collaborated to tackle these issues effectively. They created a 6-month roadmap of how all the major and minor operations and activities will be carried out. Here are the steps that they took in order to boost Ogham Jewellery’s business and ROI:

Step 1: Discovery and research

We conducted various workshops with the team of Ogham Jewellery, along with competitor analysis and a detailed audit of the existing website. This significantly helped us uncover different user behaviour trends, such as where visitors dropped off in the purchase process. We identified that the lack of engaging content was the critical weakness.

To address this issue, we conducted cultural research to explore the historical significance of Ogham inscriptions, Celtic knots, and Scottish design traditions. Our goal was to build a content strategy that was not only SEO-optimised but also emotionally resonant with the prospective customers.

Step 2: Content marketing strategy

Delivix’s content marketing strategy aimed to include critical keywords that can help visitors understand more than just products. We planned to add different high-ranking blogs, articles, and service pages. While it was essential to evoke visitors’ interest, it was also important to improve overall SERP rankings.

Establishing content pillars

Here are the three editorial pillars that we developed in our content marketing strategy:

• Heritage and symbolism: Our content team added various blogs on Celtic symbols, the Ogham alphabet, and their meanings in modern jewellery. For example, “What does Celtic jewellery symbolise”, “Custom Celtic jewellery for birthdays”, and “Celtic jewellery symbols and meanings”.
• Designer stories: We added stories on Sheila Fleet, Ortak, and other artisans to showcase their craftsmanship, along with their inspiration.
• Buyer guides and occasions: We also published practical content, such as “How to wear Ogham pieces”, “How to wear a Claddagh”, and “How to clean your silver jewellery”.

Creating a content hub

Our development team incorporated a separate blog and knowledge section on the website. It came in handy to house all the written content. It became the brand’s storytelling centre, intersecting both culture and commerce.

SEO optimisation

Every piece of content written by our team was keyword-driven. They also added meta descriptions, optimised headers, and internal linking to relevant product categories. This optimisation significantly positioned Ogham Jewellery to rank for keywords that blend heritage and commerce. For example, “symbolic Celtic rings” and “Ogham-inspired gifts”.

Visual and social integration

Our graphics team designed high-quality images and incorporated them in blogs and articles. They also designed compelling snippets that were shared on social media. This extended reach beyond the website into social media platforms like Facebook, Instagram, and Pinterest, where millions consume jewellery-related content.

Step 3: Web development and UX enhancements

Along with content marketing strategies, Delivix also executed a comprehensive web development strategy. As the website content had been enhanced to a great extent, it was now time to improve the website’s functionality.

Streamlined navigation

Our developers simplified the menu structure and categorised jewellery by type, such as rings, pendants, and bracelets, and by designers. We also added bold imagery and clear entry points to showcase collections, further enhancing appeal.

Optimised product pages

Delivix also optimised the product pages and took them to the next level. We added detailed descriptions to products explaining their symbolic meanings, along with designer backstories to further enhance authenticity.

Our developers significantly improved photography by adding zoom and multi-angle view options. Moreover, we added prominent CTAs like “Add to Basket” and “Gift This Item” to simplify the purchasing process.

Mobile-first design

As most visitors come from mobile phones, Delivix re-engineered the website for mobile responsiveness. We enabled faster load times and simplified checkouts. Consequently, it reduced friction for on-the-go shoppers to a great extent.

Technical SEO & performance

Our exceptional team compressed images on the website for faster load times. While they installed SSL for security, they also implemented structured data within the site for better Google indexing. We efficiently fixed all broken links and optimised redirects.

Content hub integration

Delivix also seamlessly integrated a blog into the website. It was crucial to allow users to flow smoothly from educational articles to product pages and vice versa. For example, a blog about Celtic knot meanings would link directly to rings or pendants featuring those designs.

Step 4: Quality assurance and launch

Before Delivix launched the website, our team conducted extensive quality assurance testing. We assessed browser and device compatibility, the functionality of checkout and forms, navigation pathway testing, and verified PageSpeed Insights.

When we launched the site, we closely monitored everything to ensure no disruptions to the user experience.

Key results – How Delivix delivered Ogham Jewellery its desired results?

After Delivix successfully implemented its content marketing and web development campaigns, the online presence of Ogham Jewellery was boosted and delivered exceptional results, such as:

Significant increase in organic traffic

Within six months of execution, organic traffic of Ogham Jewellery rose by 75%. It is prominently driven by blog content and optimised product pages. The articles like “How to wear a Claddagh” ranked on the first page of Google. It significantly brought new visitors who were interested in the cultural context of jewellery pieces.

Improved user engagement

The average time that visitors spend on the website increased by 55%. They thoroughly read the content and explored jewellery collections. The content hub became not just a major source of knowledge but also a driver of engagement, which reduced bounce rates.

Higher conversions

The customer conversion rose by 85% due to newly added trust-building narratives, clear CTAs, and an optimised checkout process. Now, customers are reportedly more understanding of cultural backgrounds, which is compelling them to purchase jewellery as a meaningful gift.

Strong brand authority

Ogham Jewellery successfully positioned itself as a curator of Celtic heritage, not just a generic retailer, through storytelling and designer features. This differentiation made them stand out in a crowded jewellery market.

Expanded social reach

As the content was widely shared on social media platforms, it generated referral traffic. The posts that highlighted heritage and symbolism performed exceptionally well. They drove both brand awareness and site visits.

Sustainable growth model

The successful implementation of content marketing and web development strategies ensured ongoing growth and prosperity for Ogham Jewellery. They now had a strong foundation for continuous organic online reach without incurring additional expenses on paid advertising.