A wide range of piercing jewellery at USA-Piercing.com

Type of work: Design, layout, CMS integration

In this project we tried to use the knowledge and experience gathered earlier. The reworked page code and site structure compared with the basic version will play into our hands when promoting the site. A clickable interface and a pleasant appearance will not leave visitors indifferent; the site will be memorable and recognisable.

USA-Piercing.com is an online shop with a wide range of piercing jewellery - rings, earrings, barbells and studs. By the time we took on this project we had already designed several stores in the same niche, and we made a point of using the knowledge and experience gathered on them. That experience showed what matters most in a piercing shop: buyers choose by the place of the piercing and the type of jewellery, they want to see pieces clearly and they come back when the shop is easy to recognise and pleasant to browse.

The main improvement over the basic version lay beneath the surface. We reworked the page code and the structure of the site, making them cleaner and more logical. Visitors may not notice this directly, but it plays an important role in promotion: search engines understand a well-structured site better and rank it more readily, which matters for a shop that competes with many others for the same piercing-related queries. On the surface, we aimed for a clickable interface and a pleasant appearance - inviting buttons, a clear path from category to product and a look that makes the site memorable and recognisable among similar stores. We developed the design, made the layout and integrated the shop into a CMS.

The search phrases the shop was built for - piercing, piercing jewellery, buy interesting piercing jewellery, rings, barbells, studs, earrings - are highly competitive, and the combination of a clean technical structure with a recognisable design is what gives the shop a chance among its rivals.