A few specific fixes for nicholsongoldsmiths.co.uk

What I saw. HRD Antwerp is one of three internationally recognised diamond-grading institutes worldwide alongside GIA and IGI. Very few UK provincial benches hold the qualification. It is the spine of what makes the Beverley workshop different from the high street. On the live homepage it appears in a single line of body copy underneath a decorative five-star graphic, with no explanation of what HRD is, what it certifies, or why the loupe in your hand is being held by someone the Antwerp trade trained. A customer searching “diamond grader Beverley” has no way to know that is what they have walked past on Highgate.

What the rebuild does about it. On the rebuild the credential is the hero. Antwerp loupe-black palette, a real workshop photo of loose diamonds under the loupe, a specialism block that says what HRD grading actually means in practice (proportions, table percentage, crown angle, fluorescence) in language a Beverley engagement-ring customer can use.

What I saw. Your live homepage has no visible address, no visible opening hours, no map, and no postcode. The contact page lists only the mobile number and the info@ email. The address (33a Highgate, Beverley HU17 0DN), the geo coordinates and the Mon to Fri 09:30 to 16:30 window are all encoded in the LocalBusiness JSON-LD that only Google reads. A real customer trying to drop a worn Rolex bracelet in on a Saturday morning has no way to know the workshop is closed by appointment only.

What the rebuild does about it. Real visit block on the rebuild with the full Highgate address, the embedded Google Map pinned to the workshop, the Mon to Fri hours laid out day-by-day, and a Sat/Sun note explaining that the bench is closed but reachable by mobile for appointments. The schema and the page tell the same story.

What I saw. On a throttled phone the live site loads jQuery 1.12.4 (released April 2016, end-of-life), the Oxygen Builder visual-composer runtime, the WP cookie-consent plugin, Open Sans across nine weight axes and Roboto Condensed across nine weight axes, and the Wappointment booking widget. Wappointment is configured with currency “USD” and offers a “By Skype” booking option. None of that is your fault (it is the page builder shipping its defaults), but the cumulative effect is a 2016 mobile experience surrounding a 2026 specialism.

What the rebuild does about it. Static rebuild, no jQuery, no page-builder runtime. Two webfonts (one display, one body) with two discrete weights each, no opsz axes. Real Highgate map embed instead of the Skype-flavoured booking widget. Lighthouse mobile target 95 Performance.