01 The hero is a single boardroom stock photo. None of the eight named solicitors is visible above the fold.
What I saw
The live cdlaw.co.uk loads with a 1.1MB boardroom photo behind the line 'Quality Advice with a common sense approach'. A first-time visitor scrolls past it before they ever meet Keith Ellis, David Mason, Steven Felts or any of the five associates by name. The eight named solicitor bios on /our-people are the firm's strongest asset (40 years of Sue Priston, David Bloxham who chairs Cheltenham Town FC, Steven Felts with the STEP Diploma in contentious probate) and the homepage carries none of them.
What the rebuild does about it
The rebuild names the three partners and the firm's 50-year Cheltenham address inside the first viewport on mobile. A two-column hero places the partner row (Ellis, Mason, Felts) opposite a designed eyebrow that surfaces CQS + STEP + Cyber Essentials in one line. The 1.1MB hero photo gets re-exported to 128KB and used further down, not as the first impression.
02 The fully-itemised £1,908 conveyancing quote is buried four nav levels deep.
What I saw
The pricing page publishes one of the more transparent fixed-fee structures of any high-street firm: £1,500 + VAT for a straightforward registered-land transaction, with a worked £250,000 example that comes to £1,908 in total legal fees. That number is rare for a regional CQS firm to publish openly. But a homepage visitor has to click Pricing, then Conveyancing, then Freehold Purchase to find it. Most prospects searching 'conveyancing solicitor Cheltenham' on a phone never make it that far.
What the rebuild does about it
The rebuild puts the £1,908 figure on the homepage, in a calm pricing card next to the conveyancing service block, alongside a one-line 'how the fixed fee works' explainer and a 'request a written quote' anchor. The full schedule still lives at /pricing for clients who want it; the homepage gives them the headline number on the first scroll. SRA price-transparency compliance, in the place it actually persuades a prospect.
03 No LegalService schema, no Person records for the partners, no og:image on the homepage.
What I saw
The homepage ships only the Yoast plugin's default WebPage + WebSite + BreadcrumbList schema graph. There is no LegalService block, no Attorney type, no Person record for Keith Ellis or David Mason or Steven Felts, no machine-readable mention of the CQS or STEP credentials, and no AggregateRating from the five named-client review quotes already on the live homepage. There is also no og:image meta tag, so any link to cdlaw.co.uk shared in WhatsApp, LinkedIn or iMessage unfurls as a blank card.
What the rebuild does about it
The rebuild ships a single graph of LegalService + Attorney + Organization schema with the full Oriel Terrace postal address, foundingDate 1976, founder + member Person records for all eight named solicitors, hasCredential entries for CQS, STEP and Cyber Essentials, Service blocks for conveyancing, wills and probate, and employment, plus a FAQPage. The og:image meta points at a hosted hero photo so the unfurl actually shows the boardroom. The firm starts appearing in the Cheltenham queries a Promenade-walking prospect actually types.