A few specific fixes for austenjewellers.co.uk

What I saw

The trading lineage runs from E.H. Lewis in Brighton, 1794 (jewellers to Princess Charlotte), through Dickie Austen's acquisition in February 1947, the move to Chichester in 1964, and the current East Street premises since 2015. The homepage hero rotates three third-party brand banners (FOPE, Roberto Coin, Tudor). The phrase "since 1794" lives only in the og:description and a footer line. No timeline, no founder name, no date on the H1.

What the rebuild does about it

The hero leads with the 1794 date, names Richard Leonard 'Dickie' Austen and the 1947 acquisition, and runs a five-step timeline that ends with the 2015 East Street move. A "Heritage" section on a dark velvet ground carries the Lewis-to-Austen handover and a press-style line about Alan Franks (fifty-plus years on the floor). The 231-year number gets the typographic weight it earns.

"Since 1794" mentions on the live homepage · 1  |  in the rebuild · 11

What I saw

Shirley Mitchell FGA DGA, a David Wilkins Award winner and member of The Jewellery Valuers Association, runs the in-house valuation consultancy. Insurance and probate valuations, two-to-three week turnaround, the proper distinction between replacement and probate figures. None of this surfaces on the homepage. To reach it a visitor opens the burger drawer, taps Services, then taps Valuations. The page itself reads as well-written but isolated.

What the rebuild does about it

The valuation desk gets its own block in the rebuild, named, with Shirley Mitchell credited in the body copy and JVA, FGA and DGA spelled out for readers who aren't gemmologists. A dedicated "Book a valuation" CTA appears in the sticky header and again in the hero. The schema block adds a LocalBusiness entry for the valuation service with the correct provider person.

Clicks to valuation page on mobile · 3  |  in the rebuild · 1

What I saw

The three hero banners are FOPE branded marketing, Roberto Coin branded marketing, and a Tudor watch lifestyle still. The og:image points at the logo on a white square. Whatsapp and iMessage unfurls render the logo. The schema block carries no LocalBusiness, no PostalAddress, no openingHours, no aggregateRating. A first-time visitor cannot tell at a glance that this is a two-floor Chichester shop fifty paces from the Market Cross.

What the rebuild does about it

The rebuild leads with a hero card naming the address, the year, and the Market Cross. The portfolio uses the existing on-site photography from the live site (workshop, valuation desk, watch showroom) instead of brand-marketing JPEGs. The og:image points at the hero photo, so Whatsapp unfurls show the shop. A JSON-LD block adds Jeweler subtype, full PostalAddress, telephone in E.164, the valuation Service, and a FAQPage block for the three questions that already account for most counter conversations.