★ A 60-year East Yorkshire family jeweller · Beverley · Cottingham · Driffield · Pocklington

A few specific fixes for guestandphilips.co.uk.

A free, fully-built proposal site for Guest and Philips Jewellers, a sixty-year East Yorkshire family jeweller on Beverley Saturday Market. Founded 1966 by Michael Guest MBE and his wife Anne, run today by their children Philip and Karen Guest. Six findings, a stack-vs-stack inventory, and a live HTML rebuild of the proposed homepage at /preview/.

Open live preview ↗ Read the six findings Reply to the proposal

Beverley · 23-25 Saturday Market, Beverley HU17 8BB Trading since · 1966 Run by · Philip Guest and Karen Guest

23-25 SATURDAY MARKET · BEVERLEY · SINCE 1966

Beverley’s family jewellers. Founded by Michael Guest MBE, run today by Philip and Karen Guest. Largest regional stockist for antique jewellery and vintage watches. Open the live preview ↗

Six findings, in order of revenue impact

What the current site is leaving on the table.

A walk-through of the live guestandphilips.co.uk on 25 May 2026. Each finding traces back to a specific URL on the live site, with screenshots in the rebuild at /preview/.

01

Sixty years on Saturday Market, nothing of it on the homepage.

Observation: guestandphilips.co.uk opens on a six-slide brand carousel: Gucci G-Timeless, an antique banner, Georg Jensen, Bremont Supernova, Fope and a Seiko 60th anniversary slide. None of the six slides mentions Guest and Philips, Beverley, Saturday Market, the Guest family, 1966 or sixty years of trading. A first-time visitor looking for "Beverley jeweller" lands and sees a stock advert for Gucci. The single strongest credibility line in the entire inventory (sixty years, four shop properties knocked through into one, MBE for the founder) is not on the page at all.
Revenue impact: Jewellery is a heritage purchase. A customer choosing between Guest and Philips on Saturday Market and a Hatton Garden online dealer, or a Pandora chain at Princes Quay, decides on shop credibility in the first scroll. "Beverley’s family jewellers since 1966" is the single most-defensible line Guest and Philips owns. Burying it behind six brand carousels means the customer reads Gucci first and the family business second, if at all. The £4,000 antique-engagement-ring customer never gets to the part of the page that explains why this shop is the one to walk into.
Cause: The legacy CMS (`ssiadmin` custom system) treats the homepage as a brand-banner rotator with no editorial slot above it. There is no foundingDate field, no founder block, no heritage-strip component. The carousel was wired in to push supplier-co-funded campaigns and has slowly displaced everything that made the shop itself worth visiting.
After rebuild: After rebuild: hero strap reads "Beverley’s family jewellers, since 1966." Sub-line names Michael Guest MBE (founder) and Philip and Karen Guest (current). A founding-date strip ("1966 · est. by Michael and Anne Guest · 60 years on Saturday Market") sits directly under the hero. The brand carousel moves down to a "Brands stocked" strip where it belongs, under the family-shop credibility, not above it.

02

Largest regional antique stockist sold with 170-pixel thumbnails.

Observation: On `/our-stores/` the Beverley shopfront photo is served at 170 x 125 pixels. The Pocklington photo is 170 x 111. The Cottingham and Driffield shopfronts are not on the page at all. On `/antique-jewellery/` the product thumbnails are 200 x 142, even though the underlying CMS clearly stores them at 1186 x 847 (verified on the platinum single-stone ring detail page). The biggest selling line in the inventory, the line "largest regional stockist for antique jewellery and vintage watches", is presented with imagery so small that a phone-viewer cannot read the gemstones or the metalwork.
Revenue impact: Antique and vintage jewellery is bought on close-up imagery. A customer looking at a £6,000 Edwardian sapphire-and-pearl pendant or a £4,500 vintage Cartier Santos Galbee wants to see the bezel, the prongs, the patina. A 200-pixel thumbnail tells them nothing. The same customer scrolls one tab over to a Hatton Garden site with proper macro photography, and the sale routes there. Guest and Philips holds the biggest antique stock in East Yorkshire and presents it like a 2010 mail-order catalogue.
Cause: The legacy CMS pre-generates fixed-size thumbnails at upload time and never uses the original. The product detail pages do reach for the 1186 x 847 version, but the index grids, the home banner, and the "Our Stores" page all stop at thumbnails. There is no responsive `<img srcset>`, no `<picture>`, no lazy-loading proper.
After rebuild: After rebuild: every product image renders at native resolution with responsive `srcset` so a phone gets 600px and a desktop gets 1200px. Hero shopfront photo on the rebuild uses the Just Beverley 940-pixel anniversary shot at the right ratio. A 3-card antique-collection grid surfaces the 1186-pixel diamond ring, a 1000-pixel Cartier Santos and a 1000-pixel Edwardian pendant directly on the homepage, each linking to its detail page. Browse-to-buy stops being a guessing game.

03

Four branches, one website, zero per-branch schema.

Observation: Guest and Philips runs four shops across East Yorkshire: Beverley (23-25 Saturday Market HU17 8BB), Cottingham (22 Finkle Street HU16 4AZ), Driffield (80A Middle Street South YO25 6QE) and Pocklington (33 Market Place YO42 2AP). The `/our-stores/` page lists Beverley and Pocklington only. Cottingham and Driffield have addresses and phones (01482 841279, 01377 241467) but no page on the website at all. A search of the homepage HTML returns zero `application/ld+json` blocks (no LocalBusiness, no per-branch Store schema, no openingHours, no telephone in structured form). Two of the four shops are invisible to Google’s map and one of them (Driffield) does not even appear in the customer-facing site.
Revenue impact: A customer in Cottingham searching "jeweller Cottingham" should land on Guest and Philips Cottingham. They do not. They land on whoever does have a Google Business profile tied to LocalBusiness schema for HU16. Same for Driffield. Two of four branches are invisible on map searches, and the WhatsApp share preview for the Beverley page is blank (no `og:image`, no `og:title`) so when a Beverley customer recommends the shop to a friend by text, the link unfurls with no preview. The shop’s biggest asset (four established locations across East Yorkshire) is presented as if it were one.
Cause: Legacy CMS template has one `/our-stores/` page with manually-edited entries; the two newer branches never got added. No schema injection on any page. No Open Graph meta. No per-branch routes.
After rebuild: After rebuild: four dedicated branch pages (`/beverley`, `/cottingham`, `/driffield`, `/pocklington`), each with its own LocalBusiness/Store JSON-LD block carrying the right postcode, telephone, geo coordinates and opening hours. Organization schema at the root with all four branches as `member` Stores and Michael Guest MBE as `founder` (Person). FAQPage schema on the FAQ section. Open Graph and Twitter Card meta with the Saturday Market shopfront as the unfurl image. All four branches surface on map searches; the share preview reads as a real shop rather than a broken link.

04

Michael Guest MBE, Honorary Freeman of Beverley, not mentioned anywhere.

Observation: Michael Guest, who founded the business in 1966 with his wife Anne, was awarded an MBE for services to the community in Beverley and is an Honorary Freeman of the town. He, his son Philip, and his daughter Karen have all served as presidents of the Beverley and District Chamber of Trade. None of this appears on guestandphilips.co.uk. Not on the homepage, not on `/about-us/`, not on the footer. The site lists trade-body logos (National Association of Jewellers, LMG) but does not name a single member of the Guest family.
Revenue impact: The single most-effective trust signal a small jeweller can carry is "founded by a named individual recognised by the community". An MBE for services to Beverley, an Honorary Freemanship, three generations of Chamber-of-Trade presidents, these are credentials chain jewellers and online dealers cannot manufacture. Burying them loses every £1,000+ purchase to the competitor whose About page explains who they are. The Just Beverley 50th-anniversary feature is a free, on-the-record, source-citable trust signal sitting in the public record, completely unused.
Cause: Legacy CMS About page is a single short paragraph ("We are a family run traditional jewellers and a household name within the famous market town of Beverley"). No founder bio, no Person schema, no press citations.
After rebuild: After rebuild: a dedicated "Founded 1966 by the Guest family" heritage block on the homepage. Bone-and-brass background, two columns: editorial prose left, typographic timeline right (1966 White Swan opens -> 1975 Anne adds Design gift shop -> 2000 the four properties knock through -> today). Press pull-quote: "The objects we sell are usually given for special occasions, and so are invested with a great deal of sentiment." Karen Guest, hu17.net 2011. Person schema on Michael (founder, MBE), Philip (currentOwner) and Karen (currentOwner).

05

Cartier shop-in-shop on Saturday Market, not on the homepage.

Observation: Guest and Philips Beverley operates a Cartier shop-in-shop, plus authorised dealerships for Bremont (verified on Bremont’s own store-locator at bremont.com/pages/guest-philips-beverley), Omega, Longines, Tissot, Hamilton, Gucci and Seiko. The Cartier "shop in shop" is named in the Just Beverley 50th-anniversary article as a forthcoming addition; brand pages confirm it is now live. The current homepage carries a Gucci carousel banner but does not actually name "Cartier", does not say "authorised dealer", and does not say "shop in shop". A customer searching "Cartier Beverley" or "Bremont East Yorkshire" lands on a generic carousel, not on the page that says "yes, here, on Saturday Market".
Revenue impact: Brand-watch buyers run authorised-dealer searches. The customer looking for a Cartier Tank or a Bremont Supermarine starts with Cartier’s store locator or a Google query like "Cartier authorised dealer Yorkshire". They expect to land on a page that confirms the relationship and lists current stock. Guest and Philips holds the Beverley shop-in-shop for Cartier and most of the major Swiss and British brands, and the homepage tells them none of that. A £5,000 brand-watch sale routes to whoever else surfaces the authorised-dealer status more cleanly.
Cause: CMS treats brand relationships as banner imagery rather than structured trust signals. There is no "Authorised dealer for..." component, no brand-stock page per brand, no structured `Brand` schema marking up the relationships.
After rebuild: After rebuild: a dedicated "Authorised dealer" strip directly under the hero, naming Cartier (shop-in-shop), Bremont, Omega, Longines, Tissot, Hamilton, Gucci, Seiko in a single typographic line. Per-brand pages (`/cartier`, `/bremont`, `/omega`) with current stock and `Brand` JSON-LD. The Cartier shop-in-shop gets its own image and copy block on the Beverley branch page. Customers searching "Cartier Beverley" land on the page that says yes.

06

No schema, no Open Graph, no AI answer.

Observation: A crawl of guestandphilips.co.uk surfaces zero structured data. No `application/ld+json` block on the homepage. No Organization schema with the Guest family as founders. No LocalBusiness/Store schema per branch. No Service schema for the four lines (fine diamond, antique and vintage, brand watches, repair and valuation). No FAQPage on the questions customers actually ask. No Open Graph meta either, the head section has no `og:image`, `og:title` or `twitter:card`, so every share in WhatsApp, iMessage, Slack or Teams unfurls blank. The four review widgets (4.7 / 240 reviews on reviews.co.uk, 4.3 / 92 on Birdeye) carry no AggregateRating markup so Google cannot show a star rating in the SERP.
Revenue impact: Long-tail high-intent queries, "Cartier authorised dealer East Yorkshire", "antique engagement ring Beverley", "watch repair Driffield", "diamond valuation Pocklington", are increasingly answered by Google rich snippets and AI assistants reading structured data, not body copy. A 60-year four-branch family jeweller with zero schema gets cited zero times. A national online dealer with thinner credibility but well-formed schema outranks Guest and Philips on its own Saturday Market postcode.
Cause: Legacy CMS predates modern schema; no migration has been done. No SEO maintenance contract; no per-page meta strategy.
After rebuild: After rebuild: Organization + four × LocalBusiness/Store + Person × 3 (Michael, Philip, Karen) + Service × 4 + Brand × 8 + AggregateRating + FAQPage schema, all generated at build time from a single content file. Open Graph + Twitter Card meta on every page with the Saturday Market shopfront as the unfurl. Google rich snippets, AI assistants and share previews begin citing Guest and Philips on the queries that matter within weeks of launch.

Current vs proposed

Stack and gaps inventory, May 2026.

Current ↗ guestandphilips.co.uk

Platform: Custom legacy CMS (ssiadmin), Apache, ~838-line homepage
Hosting: Self-hosted Apache, no CDN visible
Email: mail@guestandphilips.co.uk (verified on /contact-us/)
Imagery: Storefronts at 170px, product thumbnails at 200px, originals stored at 1186-1272px but never served
SEO schema: Zero application/ld+json blocks across homepage, about, stores
Open Graph: No og:image, og:title, twitter:card, every WhatsApp/iMessage share unfurls blank
Branches: 4 shops in East Yorkshire, only 2 (Beverley, Pocklington) appear on /our-stores/

Proposed

Framework: Astro static site (Astro 6)
Hosting: Vercel edge network, sub-100ms first-byte across the UK
Email: mail@guestandphilips.co.uk kept; per-branch beverley@ / cottingham@ / driffield@ / pocklington@ optional
Imagery: Native 1186-1272px originals served with responsive srcset; product macro photography brief for new pieces
SEO schema: Organization + 4 x LocalBusiness + Person x 3 + Service x 4 + Brand x 8 + FAQPage at build time
Open Graph: Per-page og:image, og:title, twitter:card; Saturday Market shopfront as the share unfurl
Branches: Dedicated /beverley, /cottingham, /driffield, /pocklington with own hours, photos, phone, schema

Three-week build plan

From kickoff to launch in three weeks.

Week 1

•"Beverley’s family jewellers since 1966" hero with founding strip
•Authorised-dealer strip (Cartier, Bremont, Omega, Longines, Tissot, Hamilton)
•Heritage block with the 1966 -> today Guest-family timeline

Week 2

•Four dedicated branch pages with per-shop photos, hours, phone and schema
•Antique collection grid using native 1186px product photography
•Quote / valuation form for Karen Guest’s antique consultations

Week 3

•Organization + 4 x LocalBusiness + Person x 3 + Service x 4 + Brand x 8 + FAQPage schema
•Open Graph and Twitter Card meta, og:image per page
•DNS cutover from legacy host to Vercel, analytics enabled, launch

Frequently asked

Five things worth answering before you reply.

What happens to the existing site, the mail@ inbox and the guestandphilips.co.uk domain?

The domain stays, only the hosting moves. The site moves from the legacy Apache CMS to Astro on Vercel. The mail@guestandphilips.co.uk mailbox is left untouched; per-branch addresses (beverley@, cottingham@, driffield@, pocklington@) can be added if you want individual branches to take their own enquiries. Legacy hosting bill is cancelled, savings depend on what you currently pay, typically £30-50/month freed up). Every customer who emails after launch sees the same address they used before, plus optional per-branch routing.

I do not have a brand book or a designer on hand. Are you going to make us commit to a single design now?

No. The preview at /preview/ is one direction worth opening with, the honey-stone-and-antique-brass palette is sampled from Beverley Market Cross stone and the antique jewellery itself, but treat it as one option in the conversation, not a final commitment. The price covers one round of revisions before launch, and the design tokens (colours, fonts, type scale) live in a single file that takes minutes to retune. If you want it greener, more Minster-stained-glass, or closer to your existing logo, that retune is included.

The four branches, do they really each need their own page, or is that overkill?

They each need their own page. A customer in Cottingham searching "jeweller Cottingham" is not landing on a generic "Our Stores" list, they want a page that confirms there is a Guest and Philips at 22 Finkle Street, with the Cottingham phone, the Cottingham hours, and a photo of the Cottingham shopfront. Same for Driffield. Once each branch has its own page with proper LocalBusiness schema, Google’s map results for "jeweller Cottingham" and "jeweller Driffield" begin pointing at you instead of the next-best alternative. The same content effort, one page per branch, is what the chain jewellers already do.

How does the antique collection get added to and updated on the rebuild?

Two options. (1) Keep the existing legacy CMS as the source-of-truth for stock; the new Astro site pulls from it on each build (overnight, or on demand). Karen and Philip keep adding stock the way they already do; the new site just renders it properly. (2) Replace the legacy CMS with a small CMS-like admin where new antique pieces are dropped in with a photo, gemstone list, period, price and reference number, and on the next build they appear in the antique grid with proper schema. Option (1) is what we ship first; option (2) is available as a follow-up if the legacy CMS becomes a maintenance burden.

How does this compete against Hatton Garden online dealers and the chain jewellers for the big-ticket sales?

It does not compete on marketing budget, Hatton Garden specialists spend dozens of times Guest and Philips on AdWords. It competes on the queries those dealers cannot answer convincingly. "Antique engagement ring Beverley" (the Hatton Garden answer is "we ship from London"; the Guest and Philips answer is "Karen will sit down with you in the Saturday Market shop next Tuesday"). "Cartier authorised dealer East Yorkshire" (the chains have it but bury it; the rebuild surfaces it). "Vintage Rolex Driffield" (a four-shop regional specialist with 60 years of stock; nobody else is competing). With Organization + LocalBusiness + Person + Service + Brand + FAQPage schema, those queries become Guest and Philips territory.

Pricing

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

Single fixed fee for the rebuild plus optional monthly care.

Build

Full Astro rebuild & schema

Beverley honey-stone hero with the 1966 founding strip, authorised-dealer strip (Cartier, Bremont, Omega, Longines, Tissot, Hamilton), heritage block, four dedicated branch pages, antique-collection grid using native 1186px imagery, quote/valuation form, Organization + 4 x LocalBusiness + Person x 3 + Service x 4 + Brand x 8 + FAQPage schema, Open Graph and Twitter Card meta on every page.

£2,000

one-off, fixed

Care

Monthly hosting & care

Hosting on Vercel, schema kept current as branches and brand-dealer relationships change, monthly stock-feed refresh, security updates, monthly analytics email, one editorial change per month included.

£150/mo

cancel any time

Optional

Customer chatbot

Embedded chatbot trained on the FAQ, opening hours, branch directions, brand-dealer status, repair turnaround.

£50/mo

No retainer. No contract. No in-person visits, fully remote from Switzerland. One round of revisions before launch. DNS cutover handled (you keep the domain in your name). 30 days of post-launch tweaks at no extra cost. Source code handed over on day 60 (you own everything).

Next step

Reply if the rebuild is worth a thirty-minute call.

If the proposal lands, reply with two or three 20-minute slots in the next ten days for a video call. I take on three East Yorkshire builds this quarter, and first confirmed wins the slot. If I do not hear back by 4 June 2026, the proposal site comes down.

Open live preview ↗ Reply to the proposal

Prepared by

Corey Musa

Cardiff software developer of nine years, based in Switzerland, where I build and operate other regulated businesses. I rebuild family-run UK independent websites as free demonstration proposals.

Email: coreymusa1@gmail.com
Phone: +447884442651

See the rebuild

See the live rebuild ↗

A working preview you can click through · opens in a new tab