01
52 years on Oxford Street, never on the homepage hero.
- What I saw
- The current spencermorgandiamonds.co.uk homepage opens with the generic H1 "Jewellers Swansea" and a wedding-band thumbnail. The 1974 founding date is buried two clicks down on the Meet The Team subpage. A first-time visitor scanning the home page for thirty seconds cannot tell whether this is a 52-year independent on the city’s main retail street, or a six-month pop-up. The strongest single line in the entire Spencer Morgan inventory ("on Oxford Street since 1974") never reaches the fold.
- Cause
- WordPress + Elementor template hero with a static image slot and a body-copy strapline. The founding year is in a Meet The Team text paragraph, not a hero variable; there is no date-aware "52 years on Oxford Street" calculation. The homepage SEO title is "Jewellers Swansea | Handcrafted Jewellery | Contact Us Today" and carries none of the heritage hook.
- After rebuild
- After rebuild: hero strap reads "Swansea’s independent jewellers, since 1974." The "52 years on Oxford Street" calculation generates from foundingDate at build time and self-updates every January. A founding-date strip ("1974 · 247 Oxford Street · family-run, two generations") sits directly under the hero. The H1, meta title and Open Graph image all carry the 1974 hook.