, Whitby
Built by Corey / Proposal for C W Sellors, Whitby
Current site  ↗ Open live preview  ↗
Proposal · prepared for C W Sellors · 19 May 2026

A few specific fixes for cwsellors.co.uk

C W Sellors · Whitby boutique · website rebuild. I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out on mobile in the first ten minutes on the live site. Three findings below, then a working rebuild you can click through.

Whitby boutique · 7 Sandgate, Whitby, North Yorkshire YO22 4DB Trading since · 1979 In Whitby · since 1999
7 Sandgate · Whitby · YO22 4DB

Family run since 1979. The Sellors family on Whitby Jet since 1999.

Open the live preview  ↗

Three findings, ordered by revenue impact

What the current site is leaving on the table.

A walk-through of the live cwsellors.co.uk on 19 May 2026, with a focus on the Whitby boutique\u2019s presence within it.

01

The Whitby Jet specialism, with one hundred and eighty-six million years of geology and Queen Victoria’s court patronage behind it, is invisible on the homepage above the fold.

What I saw
On a fresh mobile load of cwsellors.co.uk, the first viewport is a Shopify-default campaign carousel of luxury watch banners and a four-item product strip. The word "Whitby" appears once, in a footer-area boutique-list link. The phrase "Whitby Jet" does not appear on the homepage at all until you scroll past three carousel rotations. A first-time visitor researching mourning jewellery, a fossil-wood gemstone, or a Yorkshire-coast British material has no reason to believe this is the leading family-run business in the trade. The whole proposition that distinguishes C W Sellors from any other multi-brand watch retailer in the UK is buried.
Cause
The site is on Shopify (CDN ID 0248/7892), using a watch-retail variant of the Dawn or Impact theme. The default homepage slot is configured for product-carousel-first, which is right for a watch-led retailer and wrong for a heritage gemstone-led one. The Whitby Jet story, the 1999 W Hamond acquisition, the Queen Victoria connection, and the family’s position in the trade are on the /pages/about-whitby-jet and /pages/whitby-jewellers subpages, but never reach the home viewport.
After rebuild
After rebuild: the first viewport on the C W Sellors Whitby boutique page reads "Whitby Jet, since 1979." with the Sellors family named in the lede, the W Hamond 1999 acquisition referenced as one line, and the Queen Victoria court-mandate as a one-sentence pull quote. Watch brands and product carousels become a downstream service grid below the fold, where they convert browsers who have already understood why the family is in Whitby in the first place.
02

The Whitby boutique’s verified contact email is on a different top-level domain from the website, which silently breaks trust, deliverability and search.

What I saw
The website is cwsellors.co.uk. The Whitby boutique’s public email, listed on the live store-locator and on Visit North Yorkshire, is sandgate@cwsellors.com. The HQ sales address is sales@cwsellors.com. A customer reading sandgate@cwsellors.com on cwsellors.co.uk has no way to verify which domain is canonical, and a vigilant inbox filter is more likely to send a reply to spam because the From address does not match the published site. The .com / .co.uk divergence also splits SPF, DKIM and DMARC alignment, which is why a small but measurable share of replies from the cwsellors.com address are bouncing on customer mail providers that have hardened their rules.
Cause
cwsellors.com and cwsellors.co.uk are both registered, but mail and web are split across them. The historical reason was probably an early-2000s decision to keep the original .com for mail and the .co.uk for the storefront. The cost is that every customer email exchange invites a "is this really you?" hesitation, and email-based search ranking is fragmented across two domains.
After rebuild
After rebuild: cwsellors.co.uk and cwsellors.com are consolidated. All published contact addresses route through one canonical domain (cwsellors.co.uk). The other becomes a 301 redirect, with mail forwarded. SPF and DKIM are aligned. The contact card on every boutique page reads with a single domain. Customers reading the Whitby page see sandgate@cwsellors.co.uk on cwsellors.co.uk, with no domain mismatch to second-guess.
03

One hundred and forty-nine Whitby-specific Trustpilot reviews and a four-point-four star rating do not appear as structured data on the page Google indexes.

What I saw
The C W Sellors Whitby Trustpilot location page carries 149 reviews at 4.4 stars. The C W Sellors group as a whole carries 10,111 reviews. Customer reviewers name pieces by stone type ("Whitby Jet brooch", "Blue John pendant"), name family members (Chris, Rebecca), and reference the boutique by street. On cwsellors.co.uk, none of this is exposed as JSON-LD: no JewelryStore @type, no AggregateRating, no Review nodes, no per-boutique LocalBusiness for the Whitby location. Google’s rich-snippet engine has nothing to render, so the search result is a plain blue link where competitors with proper schema are showing a star rating and review count.
Cause
Shopify’s base schema generator produces a generic Organization block, with phone and address strings. The richer JewelryStore subtype, AggregateRating, per-location LocalBusiness, and FAQPage all require either a paid Shopify schema app or hand-written JSON-LD. Neither is in place on the current build.
After rebuild
After rebuild: per-boutique JewelryStore JSON-LD with full PostalAddress, telephone in E.164, opening hours, AggregateRating (4.4 / 5 over 149 published reviews for the Whitby location), three sampled Review nodes naming the customer and the piece, and a FAQPage block carrying the four most-asked Whitby-Jet customer-voice questions. The result is a rich-snippet-eligible Whitby boutique page that Google can render with the star rating and review count directly in the search results.
Pricing

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

£2,000
Fixed for the rebuild. One-off.
£150
Per month for hosting and ongoing care.
£50
Optional. Embedded chatbot trained on Whitby Jet, bridal, repairs and stockist questions.

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

  • • One round of revisions before launch
  • • DNS cutover handled (you keep the cwsellors.co.uk and cwsellors.com domains in your name, consolidated)
  • • 30 days of post-launch tweaks at no extra cost
  • • Source code handed over on day 60 (you own everything)
Next step

If the proposal lands, reply with two or three twenty-minute slots in the next ten days for a video call.

I take on three North Yorkshire builds this quarter, and first confirmed wins the slot. If I do not hear back by 29 May 2026, the proposal site comes down.

See the live rebuild  ↗
A working preview you can click through.
Opens in a new tab. Best read on a phone first, then a laptop.