FINDING 01 OF 03 Twenty-five years on Commercial Street, never on the homepage hero.
What I saw on the live site
The live crownjewellersharrogate.co.uk homepage opens with a stock circles banner and a small grey banner about new opening days. The line "Providing beautiful jewellery, exceptional service and value in Harrogate since July 2000" appears about halfway down the page, in body copy, in the same weight as the surrounding paragraphs. The "25 years" anniversary stamp from June 2025 is referenced once on the page as a small jpeg. A first-time visitor reading on a phone gets no founding year and no founder names in the first viewport.
What the rebuild does about it
The rebuilt hero opens with "Harrogate's independent jewellers, since July 2000." in display type, the founders' names (Stephen and Sue Kramer) in the lede, and a four-card credential row directly under it. The 25-years number is generated from foundingDate at build time, so the homepage self-updates each July. The husband-and-wife story stops being something a customer has to dig for.
Founding year visibility · row 6 of 9 on mobile to row 1. FINDING 02 OF 03 Stephen Kramer is FGA-qualified since 1987, and the homepage does not say so.
What I saw on the live site
Crown's defining trust signal is that Stephen qualified from the Gemmological Association of Great Britain as a Gemmologist (FGA) in 1987 and as a Diamond Grader (DGA). Every diamond and gemstone passing through the counter is graded by the person who quotes the customer. The current site mentions FGA and DGA in a single paragraph under "Owner Stephen" lower down the page, with no heading-level treatment and no above-the-fold callout. The Gem-A logo sits in a row of partner badges with the same visual weight as the LMG and HDC logos.
What the rebuild does about it
FGA appears in the hero eyebrow, in the why-grid under the hero, as its own dedicated specialism band ("Gemmologist-led, since 1987"), in the heritage block ("qualified Gemmological Association of Great Britain, 1987"), and in the JSON-LD as a Person credential on Stephen Kramer. The customer choosing a £1,800 ruby ring at the counter sees the gemmology credential before they see the price.
FGA mentions on homepage · 1 to 5 in the rebuild. FINDING 03 OF 03 New Thursday-to-Saturday hours read as a temporary notice, not a deliberate pattern.
What I saw on the live site
The live homepage shows the new opening days inside a small grey banner with the line "Please note our new opening days." It looks identical to the kind of temporary holiday banner a small shop puts up around Christmas. A customer planning a Wednesday visit to Harrogate reads it, assumes the shop is on a short-term reduced timetable, and decides to wait until "normal" hours return. The actual pattern (Thu, Fri 10:00 to 17:00; Sat 10:00 to 15:30; closed Mon to Wed) is the deliberate working schedule after twenty-five years, not a holiday note.
What the rebuild does about it
The rebuild treats the schedule as positioning, not exception. The visit block names it directly ("Three days at the counter, four days at the bench and the books") and the opening-hours block is structured data, not a notice. The Wednesday-closed pattern becomes a credential ("the trade does not work to a retail timetable"), not an apology.
Hours block · grey banner to LocalBusiness schema + heading-level treatment.