Built by Corey / Proposal for Charles Hart Jewellers · Frome
Current site  ↗ Open live preview  ↗
★ Proposal · prepared for Charles Hart Jewellers · 25 May 2026

A few specific fixes for charleshart.co.uk

Charles Hart Jewellers · Frome · website rebuild. I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Two hundred years of Hart family trade, a Birmingham silversmith origin in 1820, the move to Frome in 1895, the late-1500s building on Cheap Street since 1983, and Alex Hart as the 9th-generation owner since 2010, almost none of that lands above the fold. Three findings below, then a working rebuild you can click through.

Open live preview  ↗ Read the three findings Reply to the proposal
Shop · 4 Cheap Street, Frome BA11 1BN Founded · 1820 Owner · Alex Hart, 9th generation
The medieval-era shopfront of Charles Hart Jewellers at 4 Cheap Street, Frome, occupied by the Hart family business since 1983
4 Cheap Street · Frome · in the Hart family since 1820

Nine generations of silversmiths and jewellers, from a Birmingham workshop in 1820 to Cheap Street since 1983. Open the live preview  ↗

Three findings, ordered by impact on first-time Frome visitors

What the current site is leaving on the table.

A walk-through of charleshart.co.uk and the about page at /about-us/ on 25 May 2026.

01

200 years and 9 generations, none of it above the fold.

What I saw
Open charleshart.co.uk on a phone and the first line a customer reads is the generic "Browse our website for a range of services, products and information we proudly offer for our customers." The 1820 founding date, the Samuel Hart silversmith origin in Aston, the move to Frome in 1895, the 1983 takeover of the medieval-era building at 4 Cheap Street, and the fact that Alex Hart is the 9th direct descendant running the family business, all of it sits four clicks deep behind the footer About link at /about-us/. A first-time visitor reading the home above the fold cannot tell this jewellers from any other indie shop.
Cause
The Elementor template treats "About" as a secondary page and the homepage as a product browse. The hero block was set up around supplier brand panels and a CTA grid, not around the family story. The about page itself is wonderful, but it is competing with eleven nav items and a footer link, not surfaced where a customer actually lands.
After rebuild
After rebuild: the hero kicker reads "Cheap Street, Frome since 1895, in the Hart family since 1820". The first paragraph names Alex Hart, the 9th generation, joined 2010 after Goldsmiths in Bath. A four-up badge grid carries Est. 1820, In Frome since 1895, 9th generation, In-house goldsmith. The 1895 Bath Street move, the 1983 Cheap Street relocation, the wartime ledger that shows the shop was closed on VE Day, all land in a dedicated heritage band before the customer scrolls past the second screen.
02

No LocalBusiness schema. Google Maps cannot see your hours.

What I saw
Reading the homepage source on 25 May, the JSON-LD graph emitted by Yoast contains WebPage, ImageObject, BreadcrumbList, WebSite and Organization, and stops there. There is no LocalBusiness type, no PostalAddress, no openingHoursSpecification, no telephone field, and no AggregateRating despite the 4.9 star average on the Yell and NiceLocal listings. Google has nothing to attach to the Charles Hart name in the Frome Maps result, so the Knowledge Panel for the shop is built from third-party scraped fragments instead of authoritative first-party schema.
Cause
WordPress with Yoast SEO ships an Organization graph by default and leaves LocalBusiness opt-in (Yoast Local SEO is a paid plugin). Hours and address live in the page body as plain text, not in machine-readable schema. The result is that the four times per week Tuesday to Saturday opening pattern and the verified 4 Cheap Street address are invisible to the search engines and assistants that surface businesses by structured data.
After rebuild
After rebuild: a hand-authored JSON-LD block with @type JewelryStore and LocalBusiness, the BA11 1BN PostalAddress, opens 09:30, closes 16:30, days of week Tuesday through Saturday, the 01373 462089 telephone in E.164 format, the contact@charleshart.co.uk email, the geo coordinates of 4 Cheap Street, and an aggregateRating that mirrors the verified review average. The FAQ section on the page also emits FAQPage schema so Alex Hart answers about resizing and Christmas reserves can surface as rich results on Google.
03

Every forwarded link unfurls as a 500 pixel logo, not the medieval shopfront.

What I saw
Paste charleshart.co.uk into iMessage, WhatsApp, Slack or Discord and the unfurl shows a 500 by 287 cropped logo PNG. The og:image meta tag points at /wp-content/uploads/2021/05/cropped-600-Charles-Hartbig.png, which is the small light-cropped logo. The medieval-era shopfront on Cheap Street, photographed at 860 by 848 in your own media library, is never sent as the unfurl image. The Twitter card and Open Graph cards both default to the flat PNG, which renders the link as templated and forgettable. Every forwarded reference to the shop loses the building.
Cause
The Yoast default sets og:image to the WebPage primaryImageOfPage, which is whatever the Elementor hero set as featured image, and in this case that is the cropped logo asset uploaded in May 2021. The richer shopfront and Cheap Street photographs all live on the about page, but Yoast picks the homepage featured image automatically.
After rebuild
After rebuild: a 1200 by 630 hero composite of the 4 Cheap Street shopfront, the projecting Cheap Street sage shopfronts either side, with the Charles Hart wordmark and the Est. 1820 line typeset over the lower third. og:image, og:image:secure_url, twitter:image, and twitter:card all point at the absolute https URL of that asset. The first time anyone forwards the link in iMessage or WhatsApp, the unfurl shows the medieval-street shopfront the way a customer would see it from the cobbles.
Pricing

Fixed price, no hourly billing, no surprise upgrade tier.

£2,000
Fixed for the rebuild of the Charles Hart homepage, the heritage, services, visit and FAQ pages, and the Vintage Tom linkage. One-off.
£150
Per month for hosting and ongoing care, including a monthly refresh of new arrivals or cabinet changes from the Cheap Street showroom.
£50
Optional. Embedded chatbot trained on the questions Alex actually fields at the counter (resizing, antique hallmarks, Christmas reserves, gold buying, commission sales).

No retainer. No contract. No in-person visits, fully remote from Switzerland.

Next step

If the proposal lands, reply with two or three twenty-minute slots in the next ten days for a video call.

I take on three Somerset and Wessex builds this quarter, and first confirmed wins the slot. If I do not hear back by 4 June 2026, the proposal site comes down.

See the live rebuild  ↗
A working preview you can click through.
Opens in a new tab. Best read on a phone first, then a laptop.