There is a lot of guidance and ideas from others here, but something I haven’t seen anyone comment on yet is ‘The Person’
People like to buy from people, they like to be engaged by a vendor so they can develop some sort of mental relationship and build a trust.
Looking through your website it is very impersonal, yes you talk about your history in the “About Us” page but does it engage me?.. No unfortunately not. When a person visits a website, you have between 7 & 15 seconds to engage them so they stay and want to browse, be amused, entertained and educated.
Why not start a YouTube channel and introduce your selves via video, express your passion for Gems and Jewellery, but keep is sincere and short. This can be on your home page so visitors meet you.
Use the same media for inclusion in Blog posts, blogs should be entertaining and educational, then other sites might link to your blog post. In you post on Buying Big Daimonds I learnt nothing. Visually what is the difference in clarity vvs, vs2 etc, what about the 4 Cs, no mention of these, educate on the vernacular, a Round is usually referred to as a Standard Round Brilliant, show a Cushion cut, a Marquis, plus others, likewise different colours. Price is a turn-off and scares people unless you can justify it.
I saw an ad yesterday for a 0.31ct Argyle Red diamond Lot 13 from the 2018 Auction… I wanted to see the gem particularly as the asking price is AU$325,000, things like this engage and fascinate people and they will come back to your site as you are starting to develop an ‘Authority relationship’
A new jewellery design/piece, take a quick video talking about it for YouTube, put on Instagram and link back, Facebook post about it, all is a powerful use of social media that will drive visitors.
A guy I know cuts and sells Opal, his videos are really entertaining and highly educational, he has over 44,000 subscribers, videos with over 1.2m views and these all direct back to his website which sells opals, some worth 10s of thousands of $$$. He posts a new video every week and emails his subscribers with a link, sure it takes a while to build to his level, but if you are going to build an online business and want to engage people, social media is a critical element in the modern marketing world. The more avenues of exposure you have the better, remember you are ‘marketing’ your business NOT selling jewellery, if you market well the result will be sales. You must create a unique product; your business, so people will come back to you because they know YOU and they’ve developed trust in YOU.