Proposal · prepared for Toulson Jones Jewellers · 25 May 2026
A few specific fixes for toulsonjonesjewellers.co.uk.
Toulson Jones Jewellers · Tunbridge Wells · website rebuild
I rebuild small-business websites in my spare time when I can see they are
leaving conversions on the table. I spent an evening on toulsonjonesjewellers.co.uk,
opened it on a Saturday-morning mobile in Royal Victoria Place, and timed it.
Three things stood out. Three findings below, the prices, then a working
rebuild you can click through.
The three findings
What I noticed in an evening on the live site.
01
Twenty-three years at the same counter, none of it on the homepage.
Toulson-Jones Jewellers Limited has been at unit Su 49, Royal Victoria
Place since 7 November 2002. Companies House lists Paul Toulson and
Richard Jones as the two active directors continuously, with not a
single resignation in twenty-three years. There is a single counter,
two principals, one bench, and an AnchorCert diamond-grading chart on
the wall that the customer can see while a stone is being valued.
None of this appears on toulsonjonesjewellers.co.uk. The homepage opens on a
Wix product carousel, the about page tells me you have "a passion for
jewellery" without naming Paul or Richard, and there is no photo of the
two of you anywhere a first-time visitor would land. A Tunbridge Wells
couple looking for a bespoke engagement ring is shown the same store
chrome a chain would show them.
The rebuild leads with the people, the bench, and the AnchorCert chart,
and runs the twenty-three-year continuity as a one-line piece of weight
("two directors, one counter, since 2002") in the hero rather than as
a buried About paragraph.
- Live source
- /about and /about-us pages contain no founder names; Companies House officers page confirms both since 7 Nov 2002.
- Asset cost
- The hero photo of Paul at the counter already exists on the live site (about-page image library). The rebuild uses it.
02
Mobile Lighthouse Performance: 33 out of 100. LCP 8.4 s on simulated 3G.
The current Wix homepage ships 4 MB across 339 network requests to
render what is, content-wise, a brochure with a product carousel. The
largest individual asset is a 267 KB Google-reviews vue widget, the
Wix runtime ships another 0.5 MB of platform JavaScript, and Google
Tag Manager loads three separate containers. The Largest Contentful
Paint clocks 8.4 seconds on a simulated 4G mobile profile.
A Saturday-morning customer in Royal Victoria Place, two bars of
signal, is looking at a half-rendered page for the first eight
seconds. That is the most expensive part of the funnel: the moment
between clicking a Google result and seeing a ring. Eight seconds is
long enough to back-button to a chain that loads in two.
The rebuild is a single static page. No third-party platform runtime.
Two web fonts loaded with `display: swap`. Hero photo is a 350 KB
progressive JPEG, preloaded. Lighthouse target for the deployed
`/preview/` URL is 95 or better on Performance, mobile, simulated 3G.
- Live measurement
- Lighthouse 13.3.0, mobile, simulated 3G, 25 May 2026: P 33 / A 97 / BP 96 / SEO 100. LCP 8.4 s. CLS 0.003. TBT 3,350 ms.
- Rebuild target
- LCP < 1.5 s, TBT < 100 ms, P >= 95 on the deployed Vercel URL.
03
The three things that distinguish you from a chain are three clicks deep.
The free 30-minute virtual jewellery-advice call (Skype, WhatsApp or
Facebook) lives behind /appointments. The AnchorCert grading chart is
mentioned nowhere. The in-store CAJD render workflow ("a lifelike
photographic-quality image in minutes, virtually placed on your hand")
is on /bespoke-design but never on the homepage. None of these three
things are what a chain like H. Samuel or Goldsmiths offer, and all
three are the reason someone walking past the unit at Royal Victoria
Place would step in rather than scroll further down the mall.
Separately, there is no `LocalBusiness` or `JewelryStore` JSON-LD on
the homepage, so Google cannot tell Search you are a Tunbridge Wells
jeweller with opening hours, an address and a phone. Search "jeweller
Tunbridge Wells" on a phone today and the results above toulsonjonesjewellers.co.uk
are the chains, partly because they declare themselves as
`JewelryStore` in their structured data and you do not.
The rebuild surfaces the virtual call, the AnchorCert chart and the
CAJD render as the three things the homepage talks about, before
anything else. The page ships with a `JewelryStore` JSON-LD block
including hours, address, phone, email, and a `FAQPage` block
mirroring the on-page FAQ.
- Live source
- /appointments, /bespoke-design, and a grep of the rendered homepage HTML for `application/ld+json` (no matches).
Pricing · the whole job
One number for the rebuild, one for the care.
£2,000 Fixed for the rebuild. One-off.
£150 Per month for hosting and ongoing care.
£50 Optional. An embedded chatbot trained on your FAQs.
No retainer. No contract. No in-person visits, fully remote from Switzerland.
- • One round of revisions before launch
- • DNS cutover handled (the domain stays in your name)
- • 30 days of post-launch tweaks at no extra cost
- • Source code handed over on day 60 (you own everything)