Design-Driven, Search-Optimized:
A Website Transformation for
Jo Latham Fine Jewelry
When Jo Latham Fine Jewelry set out to elevate their online presence, the goal was clear: enhance the elegance of their digital storefront and ensure that customers could find it.
Townsend & Co. Marketing partnered with The Cooper Studio on a website refresh designed to be as compelling to search engines as it is to discerning shoppers.
The Objective:
Aligning Digital Presence with Brand Growth
Jo Latham had an existing Shopify site—but the experience no longer matched the brand’s growing presence or design-forward identity. This project wasn’t just a visual update. It was a chance to align storytelling, navigation, and product strategy with Jo Latham’s signature curation and concierge-level service.
The project goals were to:
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Create a more immersive, visually rich experience
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Improve search visibility for national designer names and local fine jewelry terms
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Support online discovery and purchasing with a strategic SEO foundation
The Collaboration:
A Creative, Technical, and Strategic Partnership
Townsend & Co. brought SEO strategy, content structure, and performance optimization to ensure the site was built for visibility and long-term growth.
The Cooper Studio shaped the visual identity and user experience, bringing Jo Latham’s brand to life online. Development partner Backbeat Web and e-commerce consultant Trisha Muldoon rounded out the team with technical and merchandising expertise.
This was a collaborative process from day one—creative, technical, and strategic perspectives working in sync. Grounded by Jo’s clear vision, the final site feels seamless, elevated, and distinctly her.
The Strategy:
SEO Meets Brand Refresh
This project wasn’t just a website refresh—it was a rethinking of how Jo Latham shows up online.
Townsend & Co. focused on:
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Pre-launch keyword and content strategy, focused on designer discovery and local search
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Technical SEO implementation across pages, collections, and blog
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Metadata, sitemap, and alt text enhancements
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Content structure and on-page optimization guidance
The Cooper Studio led a brand refresh rooted in clarity, cohesion, and conversion.
The SEO and brand strategy were tightly integrated—ensuring the site didn’t just look beautiful, but performed beautifully, too. Together, the updates created a platform that reflects the Jo Latham experience: elevated, editorial, and built to last.
The Results:
Increased Traffic, Visibility, and Engagement
Within three months post-launch (compared to YoY), Jo Latham Fine Jewelry saw:
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+57% increase in total users
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+56% increase in sessions
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+53% increase in new users
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+26% increase in organic search traffic
Search Console insights also showed stronger visibility for designer collections and Fort Worth fine jewelry terms, along with increased engagement on content-rich pages.
Client Reflection:
A Website Built for Performance
“Working with Bryn and Townsend & Co. Marketing was one of the smoothest parts of our website launch. She partnered closely with our design, development, and e-commerce teams to ensure every SEO decision supported the larger vision.
Bryn’s clarity, organization, and expertise elevated how our designer collections and fine jewelry show up online, and her strategic approach helped us launch a site that’s both beautiful and built for long-term performance.”
Jo Latham
Owner/Founder, Jo Latham Fine Jewelry
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