A few specific fixes for mallory-jewellers.com.

Above the fold on mallory-jewellers.com is a Patek Philippe Calatrava banner, a Rolex new-release tile, and an Omega Constellation product strip. The wordmark sits in the top-left. Nowhere on the first viewport does the page say "Founded 1898", name the founder, name the current owner, or signal that this is a fifth-generation family firm. The carousels are watch-brand campaign assets that any authorised retailer in the UK can run; the family heritage is the one credential nobody else on Bridge Street can run.

The proposed rebuild opens with the family-story headline, the dates 1898 and 2026, the founder named (Edward Palmer Mallory and Margaret Turnbull) and the current managing director named (Katie Vander Woerd FGA DGA). The Patek and Rolex carousels still run, but lower on the page where they convert by reinforcing the heritage rather than replacing it.

A walk of the sitemap at /sitemap_pages_1.xml lists 52 page routes covering Rolex, Patek, Omega, Tudor, TAG Heuer, Longines, Panerai, Chopard, returns, sizing, delivery, shared wishlists, and watchmaking procedure. There is no /about, no /our-story, no /history, no /the-family, no page that mentions Edward Palmer Mallory, Patrick Mallory, Robert Vander Woerd, or Katie Vander Woerd by name. The Bath Magazine has published the full lineage; mallory-jewellers.com has not.

The rebuild gives the family story its own visible spine: a five-generation timeline on the homepage, a dedicated /our-story page that names every generation, and Person + Organization schema so search engines and AI assistants can cite Mallory as Bath's oldest family jeweller. The press quote from The Bath Magazine is included with a source citation.

The line "Mallory is proud to be part of the worldwide network of Official Rolex Retailers for over 60 years" appears on /pages/rolex-our-showrooms, two clicks from the homepage. Authorised Service Centre status (only a handful of UK retailers hold this) is on /pages/rolex-servicing-procedure, three clicks deep. Above-the-fold trust signals on the current homepage: none of these.

The rebuild adds a fixed credentials strip immediately under the hero: Est. 1898, Five generations, Rolex Official Retailer 60+ years, Rolex Authorised Service Centre, Patek Philippe authorised, BADA member. Each badge links to the longer page that proves it.