Proposal · prepared for Picketts & Pursers · 1 June 2026
A few specific fixes for pickettsandpursers.com
Picketts & Pursers · Petersfield · website rebuild
I rebuild small-business sites in my spare time when I can see they are leaving good work on the table. I spent some time on pickettsandpursers.com and three things stood out, mostly around how little of what makes the shop remarkable, the 1850 founding, the five generations, that wonderful archive, actually reaches a first-time visitor. Three findings below, then a working rebuild you can click through.
Finding 01
A 175-year house is told on a thin, dated site, with stock photos in the cabinets.
What I saw
pickettsandpursers.com runs on WordPress with the Avada theme and Slider Revolution, the kind of heavy builder stack that loads slowly on a phone and looks a decade behind the heritage it represents. The product pages lean on generic licensed stock, the watches photo even carries a foreign maker watermark, while the shop owns one of the finest black-and-white archives I have seen for a business this old.
What the rebuild does
The rebuild leads with the shop own archive, the stainless clock sign, the Victorian Pickett shopfront, the cabinet-lined showroom, on a fast static page that opens in well under two seconds on mobile. The stock images go. Nothing on the page is borrowed.
Finding 02
There is no jeweller structured data, so the shop is hard for Google to read.
What I saw
The page source carries only a default Organisation block from the theme. There is no Jeweler or LocalBusiness schema anywhere, which means the 9 Rams Walk address, the Monday to Saturday hours and the shop reviews are not handed to Google in the form rich results and AI assistants now expect. The link share image is a 300px logo crop that unfurls as a near-blank box in a message.
What the rebuild does
The rebuild ships Jeweler and Store schema with the Rams Walk address, the opening hours and the founding year, plus an FAQ block and a proper share card built from the clock-sign photo. The credentials the shop already has start appearing where people actually search.
Finding 03
The five-generation story is buried, and never reaches the homepage.
What I saw
The single best thing the shop has, an unbroken family line from Thomas Pickett in 1850 through to Sarah Nutbrown today, the Purser acquisition of the Jewellers to the Admiralty, the showroom likened to stepping back in time, all of it sits on one About page a visitor has to go looking for. The homepage opens on product categories instead of the thing no chain can copy.
What the rebuild does
The rebuild puts the heritage at the centre. A dark band names the five generations with their archive portraits, the 1850 date leads the hero, and the William III statue and Rams Walk place the shop firmly in Petersfield, not in a national catalogue.
What it costs
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)
A few things worth answering
What happens to the pickettsandpursers.com domain and the shop email?
The domain stays exactly as it is, in your name. Only the hosting moves, from the current WordPress setup to a fast static build. The enquiries@pickettsandpursers.com address keeps working throughout. Nothing about how customers reach you changes, the site that answers them just gets quicker and clearer.
We are a traditional shop and not very technical. How much work is this for us?
Very little. I take the words, the archive photographs and the details that are already there, plus anything new you want to add, and do the build remotely. You review one round of changes before it goes live. The only thing I would ask for is a short call to make sure the family history reads the way you would tell it.
Can new pieces and notices be added after launch?
Yes. The monthly care option covers small content changes, so when there is a new piece worth showing or a change to the opening hours, you send it over and it goes up. No page builder to wrestle with.
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 Hampshire builds this quarter, and the first confirmed wins the slot. If I do not hear back by 11 June, the proposal site comes down.
See the live rebuild ↗ A working preview you can click through. Opens in this tab.