A few specific fixes for deacons-jewellers.com
Deacons Jewellers · Marlborough · website rebuild
I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out on a phone in ten minutes on the live Marlborough room. Three findings below, then a working rebuild you can click through.
177 years of single-family Deacon lineage is nowhere on the homepage above the fold.
The story is extraordinary: George Deacon, 26, son of a Westbury farmer, moves to Swindon in 1848 to keep the Great Western Railway on time. Six generations later, Richard and Sara Deacon are at the helm. On the live deacons-jewellers.com the homepage opens on a rotating product carousel; "1848" and "6th generation" do not appear until the buyer has scrolled past three viewports.
What the rebuild does about it
The hero leads with the six generations, with the founding year set in display Cormorant Garamond. A scrollable year-by-year timeline runs from 1848 (George Deacon, GWR timing contract) through Hubert Deacon's 1893 Town Hall public clock, the 1913 incorporation, and on to Richard and Sara today. Heritage carries the page from the first second on a mobile.
The Rolex official-retailer status is the single biggest trust signal Deacons holds, and it is buried under a generic Watches dropdown.
Rolex authorises only a small number of independent UK shops, and famously audits stockholding, staff training and showroom standards before granting an appointment. Deacons holds the appointment AND the separate Rolex Certified Pre-Owned accreditation AND runs an in-house Rolex Service Centre with a Geneva-trained watchmaker. On the live site the Rolex crown does not appear until roughly 3,000 pixels into a mobile scroll, below the newsletter signup, the Instagram strip and three product modules.
What the rebuild does about it
A dedicated Rolex band sits directly under the hero on the rebuild: the green Rolex CPO seal, a one-sentence explanation of what the appointment means, and a card grid for new, CPO and on-site service. The Rolex green becomes the page's accent across CTAs and link underlines, so the accreditation reads as part of the brand rather than as a product line.
No LocalBusiness or AggregateRating schema is published for the Marlborough showroom, so Google cannot return it as a "jeweller near me" rich result.
A schema audit on the live contact page shows only generic Organization markup, applied to the company as a whole. There is no separate Marlborough LocalBusiness block with the High Street address, the 01672 phone, or opening hours. There is no AggregateRating block. There is no FAQ schema. For a market-town showroom whose customers reach it via "jeweller in Marlborough" search, this is the single SEO change that pays the most.
What the rebuild does about it
A full LocalBusiness JSON-LD block names the Marlborough room separately, with the verified High Street address, the 01672 phone in E.164, the seven-day opening hours and the Rolex retailer accreditation. A FAQPage block sits under the visible FAQ. AggregateRating is wired so it appears the moment review counts are passed in.
One price, one rebuild, no retainer.
No retainer. No contract. No in-person visits, fully remote from Switzerland.
- One round of revisions before launch
- DNS cutover handled (you keep the domain in your name)
- 30 days of post-launch tweaks at no extra cost
- Source code handed over on day 60 (you own everything)
If the proposal lands, reply with two or three 20-minute slots in the next ten days for a video call. I take on three Wiltshire builds this quarter, and first confirmed wins the slot. If I do not hear back by 4 June, the proposal site comes down.
See the live rebuild ↗ A working preview of the Marlborough showroom in 2026, ready to click through