Design One Jewelers Website
Site build, content strategy, and SEO
I built the website for Design One Jewelers, an independent Clearwater jeweler open since 1978, and have managed it since 2010, including a full redesign in 2022. My current work centers on search: expanding the site with service pages and Questions & Tips articles, and keeping it fast, accessible, and well structured as search standards change.
- Paul and Roz Potenza, co-owners: product expertise, and writing and editing new content
- 2010 – Present: Site Management, SEO Content Generation
- 2022: Site Redesign
- 2025 – present: Content and SEO program,
- 2026: Front-end refresh
The Challenge
Design One offers more than most people expect from a neighborhood jeweler: custom design, repairs, appraisals by a GIA graduate gemologist, estate jewelry, and gold buying. The site needed to make that range visible to people searching for each of those services.
Once the site was built, the work shifted to growth: adding content that answers customers’ questions, and keeping performance and accessibility current.
Site Structure and Build
- Organized the site around how customers shop, with navigation for buying, services, and questions and tips.
- Designed and built the responsive site in WordPress and Elementor, using page templates and reusable components that new content fits into.
- Configured hosting, DNS, email, and performance tooling.
- Refreshed the front end in 2026 to resolve accessibility and SEO issues without changing the site's structure.
Content Expansion
- Expanded the site with service pages and Questions & Tips articles built around what local customers search for, from selling gold to caring for pearls.
- Drafted new pages and articles with AI, then edited them with co-owner Paul Potenza for accuracy and the shop's voice.
- Paired articles with Adobe Firefly imagery and the shop's existing photography.
- Structured longer guides with clear heading hierarchy and tables of contents, and linked related articles and service pages to each other.
Search Performance and Stewardship
- Raised mobile PageSpeed from 66 to 97 by optimizing media, image formats, and page structure for Core Web Vitals.
- Aligned new and existing content with target keywords, contributing to a 40% improvement in average search position over six months.
- Implemented schema markup and on-page SEO across service pages.
- Handle updates, troubleshooting, and maintenance.
- Plan content priorities with the owners, including new service lines and the photography and video to support them.