Everything worth reading on your website is what we call "content." What would be left on your web page if you strip away all the graphics, the navigations, buttons and logos? Hopefully you will have at least 250 words of good, easy to read information. This is your content.
Every page of your website should be filled with quality content, something that your visitors will find worth reading. We also refer to this as "copy content." Every page of your website should be written with Excitement! Your potential customers need to be excited about doing business with you, and your copy needs to impart the needed Excitement! Usually the best person to write about the jewelry store is the person with the most passion about it… the owner.
Don't think you can write? Then get yourself a digital voice recorder and record yourself talking to a customer or when you are talking to someone at a social or business networking meeting. What words do you use when telling someone in person about the jewelry you carry or the services you provide? Transcribe your recording and polish the copy a little. Remove all the um's and ah's and Poof! You have viable content for your website.
"Content is King" is another expression you will hear frequently. You need to write all the content on your website as if you are talking to another person. Let your personality shine through.
There is a big circle of association relating to how much content you put on your website, and how it's written that all relates to how visible you are in the search engines. For now let's just say that the more content you include, the better off you will be.
Remember what I said earlier about being an authority website? You need 50+ pages of content on your site, so start writing. Don't forget to include photographs with captions.