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A 194-year story from Bellagio to Parliament Street, none of it on the homepage.
- What I saw
- The current fattorinis.co.uk opens with a row of promotional banners (Provenance Collection, Lab-Grown Diamonds, Wedding Rings) and the H1 "Jeweller in Harrogate, Yorkshire". The 1831 founding date, Antonio Fattorini’s walk from Lake Como, the move to 10 Parliament Street in 1884, and the 2022 staff-rescue are all on /our-heritage, two clicks deep. A visitor who skim-reads the homepage for thirty seconds has no reason to believe this is anything other than another 2022 boutique. The single strongest line in the entire Fattorinis inventory ("on Parliament Street since 1884, trading since 1831") never reaches the fold.
- Cause
- WordPress + WooCommerce homepage template treats the heritage page as one nav item among nine. The hero is reserved for whichever collection has a current campaign banner. The meta description still claims "owned and run by direct descendants of our founder Antonio Fattorini", inherited from the pre-2022 Tindall-era copy; that claim is no longer accurate and Google does not currently display it as a benefit anyway.
- After rebuild
- After rebuild: the hero strap reads "Harrogate’s independent jeweller, since 1831." A "194 years" calculation generates from the founding year at build time and self-updates every January. A founding-strip ("1831 · Antonio Fattorini · from Bellagio to Parliament Street · here since 1884") sits directly under the hero. The H1, meta title and Open Graph image all carry the 1831 hook.