01
The 2025 Mercury Best Independent win is filed under /our-story, not credited above the fold.
On 28 September 2025 you won Best Independent Retailer at the Rutland & Stamford
Mercury Business Awards. You've also been in the Retail Jeweller Top 100 Inspiring
Independents every year since 2017, and you were Pandora Shop-in-Shop of the Year the
same year you reopened as RUBIROX. The current homepage lets a first-time visitor
scroll past all of it. The award badge sits on a story page two clicks deep.
The rebuild puts the Mercury 2025 win, the nine-year Top 100 streak, and the Pandora
trophy in the hero strip itself, with the judge's line and a link out to the local
press story. A trust signal a stranger can verify in five seconds.
Trust signals above the fold · 0 → 4
02
The homepage source has no meta description, no og:image, and no LocalBusiness schema.
The current head has the title and that's it. No meta description, so Google writes
its own snippet from the first sentence of the carousel. No og:image, so a customer
forwarding the link in WhatsApp gets a blank card. No LocalBusiness JSON-LD, so Google
can't surface the St Mary's Street address, the 01780 number, or the open-now
hours in the right-hand panel of a "rubirox stamford" search.
The rebuild ships a written meta description, an og:image pointing at the storefront
photo, and a full LocalBusiness schema block with PostalAddress, telephone in E.164,
opening hours and the seven brand affiliations (Pandora, Thomas Sabo, Nomination, and
the rest) modelled as separate Service nodes.
Schema blocks on / · 0 → 1 LocalBusiness + 4 Service + 1 FAQPage
03
The St Mary's Street store and the bracelet-welding service are buried behind brand-tile thumbnails.
"Shop By Brand" is the headline experience on the homepage. The shop itself, the
welded-bracelet appointment slot, the ear-piercing service and the Saturday-market open
hours are downstream of brand thumbnails. A new visitor who's never set foot in
Stamford doesn't learn what walking through the front door of 14 St Mary's feels
like.
The rebuild leads with the storefront photo, names Ben Stevenson and the 2010 founding,
and gives the four counter services (branded curation, fine jewellery, welded bracelets,
piercing & repairs) one card each before any brand-logo carousel appears.
Clicks from / to "book a welded bracelet" · 4 → 1
