Built by Corey See the live rebuild  ↗
Proposal · prepared for W.J. Jago Jewellers · 25 May 2026

A few specific fixes for jagojewellers.com

W.J. Jago Jewellers · St Albans · website rebuild

I rebuild small-business websites in my spare time when I can see they are leaving conversions on the table. Three things stood out on jagojewellers.com on mobile in ten minutes.

Three findings below, then a working rebuild of the homepage you can click through at /preview/.

Open live preview  ↗ Read the three findings Reply to the proposal
Address · 29 Market Place, St Albans AL3 5DL Trading since · 1750 Custodians · David and Sarah Gillow
Archive plate · c. 1900 No. 29 Market Place
The original W.J. JAGO shopfront on St Albans High Street, photographed around 1900, with gilt sign-script and gas-lit display windows.

“St Albans' oldest jeweller. Founded 1750, taken back from the brink in 2015.”

Open the live preview ↗

The original W.J. JAGO shopfront · archive photo

Three findings

What ten minutes on the live site surfaced.

Three things, in priority order. Each one is visible on jagojewellers.com today and clickable from your phone. Each one is fixed in the live rebuild at /preview/.

01

276 years on Market Place. Nothing above the fold says so.

What I saw
jagojewellers.com opens with a watch-product hero, a gold Tissot dial on a sky-cream gradient with the JAGO wordmark. The hero carries the tagline "Jewellers at the heart of St Albans High Street since 1750" further down, but the first viewport on mobile shows watches, then a category grid, then a footer. A first-time visitor cannot tell from the homepage that Jago is St Albans' oldest jeweller. The "276 years" arithmetic is not anywhere on the front page. The single most-credible line in the entire Jago inventory, "since 1750", is one paragraph down on desktop and not visible at all on a 6.1" phone in portrait.
Rebuild fix
After rebuild: the hero opens with "St Albans' oldest jeweller, since 1750." in 64-point Cormorant Garamond, on Admiralty navy, with "276 years on Market Place" calculated from foundingDate at build time so it self-updates each January. The historic W.J. JAGO sepia shopfront sits in the right column. The watches, the rings, the Tissot stockist relationship, all of it stays, just one scroll down from the heritage moment that should always come first.
02

The Gillow revival arc, the strongest story Jago has, is buried under an About menu.

What I saw
In early 2015 the previous owner of Jago retired and the shop was due to close. David Gillow (then CEO of jewellery group Galio, profiled in WatchPro's Hot 100 Retail Titans that November) acquired the business with his wife Sarah and reopened it. By 2019 Jago was a finalist for Best New Jewellery Retailer at the Inspiring Independents awards. None of that appears on the homepage. To find any of it, a customer has to open the About menu and scroll past a NAJ badge. The "back from the brink" recovery, the differentiator that sets Jago apart from every other heritage jeweller in the Home Counties, is the single thing most likely to make a visitor trust the shop, and it is two clicks deep.
Rebuild fix
After rebuild: a dedicated "Back from the brink" heritage block on the homepage, navy background with parchment text, two columns. Left: the prose arc from 1750 founding to 2015 acquisition to 2019 finalist. Right: a vertical timeline ending with "Today, same Market Place, same W.J. Jago lettering above the door." The historic shopfront image of the original gilt-script W.J. JAGO sign anchors the section. The 2019 finalist trophy sits as a credential strip directly under the hero, alongside the NAJ badge.
03

No LocalBusiness or Jeweler schema, no AggregateRating, 4.8 stars across 116 Google reviews is invisible to every AI assistant.

What I saw
A crawl of jagojewellers.com surfaces no structured data. No LocalBusiness or Jeweler JSON-LD with the Market Place address, the 01727 phone number or the 1750 founding date. No AggregateRating reflecting the 4.8-star, 116-review Google profile. No Person schema for David or Sarah Gillow. No FAQPage on repairs, valuations, permanent-jewellery turnaround. The credentials that exist, the heritage, the reviews, the awards, live in plain prose that the Wix template renders into HTML soup. Google's rich snippets, Apple Maps Spotlight, and ChatGPT's shopping answer all read structured data first. Jago is invisible to all three on every "jeweller St Albans" query that surfaces a competitor with thinner credentials but better-formed schema.
Rebuild fix
After rebuild: full Jeweler schema (a LocalBusiness subtype) with foundingDate 1750, founder W.J. Jago, currentOwner David Gillow, address, telephone in E.164, opening hours including the Sunday closure, AggregateRating 4.8/116 sourced from the live Google profile, and FAQPage on the five most-asked customer questions. Within weeks, "jeweller St Albans", "ring repair St Albans" and "valuation St Albans" start surfacing Jago in Google's rich-result panel and in ChatGPT's local shopping answers.
Pricing · scope

One price. No retainer. No surprises.

£2,000 Fixed for the rebuild, one-off.
£150 Per month for hosting and ongoing care.
£50 Optional. Embedded chatbot trained on Jago FAQs.

No retainer. No contract. No in-person visits, fully remote from Switzerland.

  • • One round of revisions before launch
  • • DNS cutover handled (you keep jagojewellers.com in your name)
  • • 30 days of post-launch tweaks at no extra cost
  • • Source code handed over on day 60 (you own everything)

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 Hertfordshire builds this quarter, and first confirmed wins the slot. If I do not hear back by 4 June, the proposal site comes down.

See the live rebuild  ↗

A working preview you can click through.

Opens in a new tab.