Meet Bassil Creations
Bassil Creations designs custom jewellery in Sydney. Search activity supports a considered purchase journey, from exploring styles and collections to contacting the jeweller about a specific piece.
The Challenge
The website needed broader collection coverage and a measurable path from search interest to an enquiry.
Making Collections Easier To Discover
Custom jewellery buyers search by style, occasion and type of piece as well as by jeweller. Bassil Creations needed a site structure that reflected those searches, with collection pages that made the range easier to explore and understand.
Supporting A Considered Purchase
Choosing bespoke jewellery usually involves more than one website visit. Visitors need to explore options before starting a conversation. The digital experience had to support that research while making it straightforward to contact the business about a specific piece.
Connecting Organic And Paid Search
SEO could broaden discovery, while Google Ads could support more immediate enquiry activity. The challenge was to use both channels around the same commercial journey, without treating a phone or form interaction as a completed jewellery sale.
Our Approach
Our work for Bassil Creations brought together SEO, Google Ads.
Expand the search structure
- Worked on site architecture and collection expansion to create clearer ways into the jewellery range.
- Supported the SEO programme with business citations and links, complementing the changes made to the website's collection structure.
Support the enquiry journey
- Reviewed Google Ads contact activity across forms and calls to understand how paid search prompted a response.
- Assessed that activity in the context of a considered jewellery purchase, where starting a conversation is a useful step before a customer commits to a piece.
Build service-specific ads landing pages
- Built dedicated landing pages for jewellery remodelling and custom jewellery, matching the enquiry journey to the service advertised.
- Reviewed leads, conversion rate and cost per lead for each page, using the measured results to assess how effectively visitors became enquiries.
The Results
Improved Jewellery Remodelling Landing Page
Dedicated Google Ads landing pages connected each search with the relevant jewellery service and a clearer enquiry journey. The jewellery-remodelling comparison recorded more leads, a stronger conversion rate and a lower cost per lead.
- Increase in jewellery-remodelling leads
- Increase in landing-page conversion rate
- Reduction in cost per lead
Stronger Custom Jewellery Enquiries
The custom-jewellery landing page also improved the efficiency of the enquiry journey. A larger share of visitors converted, reducing the average cost of generating a lead from the campaign.
- Increase in custom-jewellery conversion rate
- Reduction in custom-jewellery cost per lead
Growth In Organic Performance (SEO)
Collection content and site-structure work supported discovery of the jewellery range. The monthly comparison showed more organic clicks alongside an improved click-through rate, helping search exposure translate into visits.
- Increase in organic search clicks
- Increase in organic click-through rate
Client Feedback
“We’ve been working with Uppercut Digital over the past few months on both Google Ads and SEO, and the results have been excellent. … The ads have already generated strong leads, and overall, we’re very happy with the results. Highly recommend.”
