posted on August 28th, 2012

Website Redesign and Search Engine Marketing for Jewelers Website – IMG Jewelers, Cleveland OHIO

BY Jason Howard in Case Studies ,

About the Client

IMG Jewelers is the largest importer of loose diamonds in Northeast Ohio and is world renowned for the quality of their designs. A fourth-generation business and a trusted member of the community, IMG has been serving as “Cleveland’s Jeweler” since 1949. IMG is proud of their reputation for superior craftsmanship and fine diamond and gold jewelry in Ohio. Their long history of helping customers’ dreams come true is a testament to their philosophy of providing the finest quality, the best values, and outstanding personal service.


IMG’s website was twelve years old, and while it had served their needs in the past, they wanted to redesign the site with enhanced functionality and an elegant updated design to better reflect the superior craftsmanship, originality of design and creativity they are known for. Their old website had a very dated look and feel, with text that was difficult to read and a user interface that was not intuitive or friendly to the visitor. IMG clearly needed a more professional design to accurately reflect their business and enhance the online customer experience. 

They also wanted to create an online community, and eventually followers and fans, through a strategic social media plan utilizing tools such as Facebook, Twitter, Pinterest, LinkedIn, and other social sites to develop clientele. 

Finally, the client’s old site was ranking below many of their local competitors in search engine results, so the opportunity to be visible to potential customers was missed. IMG needed a website that used effective Local SEO strategies to move them up in search engine rankings and increase traffic in order to improve visibility and further establish themselves as the leader in diamond, stone, and metal jewelry in northeast Ohio.

The Solution

After detailed web development planning and client consultation, Cynexis web development experts chose Drupal as the framework to develop comprehensive solutions that were secure and scalable and that the Cynexis team and the client could utilize to build a robust website.  

Cynexis web Design team redesigned the site to make the pages, graphics, buttons, and other elements better reflect the elegance of IMG’s products. Because jewelry and fashion are visual mediums, the designers kept the text content minimal on the home page so the beautiful artistry and quality craftsmanship could do the talking.

Our Graphic designers and web design team worked seamlessly with the User Interface developers to offer intelligent user interface (UI) engineering to assure that this site was appealing and easy to use, regardless of the device the consumer is using. These features include dynamic rollovers, AJAX-driven menus, optimized and consistent layout and compatibility that spans across all main browsers.

Our web development team improved the content and copywriting as well as the overall layout of the site. Instead of making the site visitors sift through unorganized content to find the information they were seeking, the redesigned site is interactive, user-friendly, intuitive and visually appealing.  A concise use of text clearly communicates valuable information to potential customers. Search functionality and interactive features like the “Wishlist” were also added to enhance the user’s experience.

Cyneixs web programmers and Drupal developers took full advantage of the flexibility offered by Drupal CMS so that the site could be updated and expanded over time without costly development or web maintenance work. Login tools were also developed for website administrators to manage the website architecture and content. Our development effort included the creation of a blog, a powerful tool for content marketing.

Our custom Drupal implementation used Drupal 7 as the base framework to include features such as:

  • Adding jewelry item to the Wishlist
  • Printing and emailing the Wishlist
  • Sharing content on Facebook
  • Managing dynamic image galleries for jewelry display
  • Incorporating page level meta tags and title customization controls

While IMG’s old site had no effective way to communicate and cultivate relationships with clientele, the new site utilizes social media applications including Facebook, Twitter, Pinterest and other media opportunities to engage web visitors and clients, encourage linking, and provide a way for the company to form a bond with potential and current customers. These applications were visually enhanced to reflect IMG’s brand and are maintained by Cynexis web marketing specialists.

IMG’s new website was carefully analyzed using Google analytics and other tools to determine ways to improve SEO performance. Once weaknesses were determined, our SEO experts meticulously performed search engine optimization on title and meta tags, executed linking strategies, and conducted on page and off page optimization.  Additionally, the team added a blog that could be continuously updated to the site in order to provide an additional stream of keyword optimized content to rank higher with search engines.

The Result

The new IMG site ( is a combination of beautiful design, intuitive navigation and compelling content. The new social media features give potential and current clientele an opportunity to connect with IMG, leave feedback, and share links with their friends. The search engine optimization techniques used have had a profound impact on the website, quadrupling the amount of visitors the site receives per month. The new site solidifies IMG’s position as “Cleveland’s Jeweler” and adds increased credibility to their business brand.


  • Drupal 7 CMS integration for dynamic content editing including headers, footers and sidebars

  • Drupal custom modules for the slider, gallery, wishlist, newsletter, etc.

  • Editable slideshows built using the jQuery technology

  • Editable image gallery using jQuery for jewelry design display

  • PHP 5 and MySQL database


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