How strategic SEO support helped deliver a 767% conversion explosion for a luxury UK jeweller

Client introduction

Atkinson Smith Digital founder Seb Atkinson was called upon to support an agency delivering a new luxury jewellery website. Our client is one of the UK’s most respected official stockists of world-renowned luxury brands, including Patek Philippe, Breitling and Rolex. Their reputation is built on a foundation of trust and an exquisite collection that makes them a go-to destination for connoisseurs.

Problem

Growth, while welcome, brings its own set of challenges. The retailer’s digital presence was hamstrung by a crucial flaw: their website operated in a silo, completely disconnected from their in-store Enterprise Resource Planning (ERP) system. The consequences were becoming a real thorn in their side. A customer might joyfully purchase a coveted timepiece online, only to discover it had been sold in-store hours earlier—a recipe for profound disappointment and a logistical nightmare for staff.

This inventory disconnect was more than an inconvenience, it was a barrier. It prevented the business from scaling its online operations and meeting the expectations of a modern, digitally-savvy clientele. The problem was clear: without a unified system, their growth would stall and their stellar reputation for customer service was at risk.

Solution

With a new website identified as the best solution for ERP integration, and to solve a number of other UX and SEO issues, a website rebuild was in order. Seb was brought in to provide specialist SEO support and tasked with protecting their hard-won search engine rankings.

Seb’s solution involved a multi-pronged strategy:

• Architectural Guidance: Strategic direction was provided on the very architecture of the new site, ensuring a logical structure and optimised internal linking for search engine crawlers.
• Template Analysis: New page templates were meticulously reviewed for search-friendliness, examining everything from HTML tags to the way javascript rendered content.
• eCommerce Best Practice: Atkinson also supplied best-practice blueprints for tackling common eCommerce headaches, such as faceted navigation (the filters customers use to sort products) and the implementation of schema data to help search engines understand product details better.
• Migration Safety: A painstaking redirect mapping process ensured that no link equity was lost from the old site, bookended by rigorous before-and-after site audits to guarantee a seamless, hiccup-free launch.

Results

The outcome was, to put it mildly, spectacular. The new, fully integrated website saw an impressive 767% increase in conversions across all online channels. What’s more, the entire project was delivered within the planned 12-week timeframe—a testament to efficient planning and execution.

But the benefits didn’t stop there. A fantastic bonus outcome emerged from the newfound operational stability. With the ERP integration working flawlessly, the business gained the confidence to dramatically expand its online catalogue. Inventory that was previously too difficult to manage (due to the risk of stock mismatches) could now be added to the website. 

They were safe in the knowledge that the system could handle it, and the strong SEO foundations were already in place to bring a steady stream of new customers to discover this expanded collection.

Conclusion

This project stands as a powerful example of how technical excellence translates directly into commercial success. By resolving a fundamental operational problem—the disconnect between physical and digital stock—and wrapping the solution in a robust SEO strategy, the luxury retailer transformed its online presence. They moved from a position of risk and customer friction to one of strength, scalability, and staggering growth. It’s a story about getting the foundations right, and the extraordinary results that follow when you do.