01 A practice with documented Knaresborough roots back to the late 19th century, and no founding year, no founder, and no mention of the 200-year heritage anywhere above the fold.
What I saw
The home hero on powell-eddison.co.uk currently reads "Powell Eddison" with a strapline of "Legal Service Solicitors, Harrogate" and a stock tile labelled "Harrogate". The history that actually sits in the firm record, that Powell Eddison acted as under-stewards for the Manor and Forest of Knaresborough in the late 19th century, with a previous office in the Knaresborough Court House at Castle Yard before moving to 14 Albert Street in Harrogate around 1900 and on to the present Raglan House, is told in a single paragraph on /about-us under a stock photograph. The LegalService JSON-LD that Google and the AI assistants would read to answer "oldest solicitor in Harrogate" is not present at all on the live site (a curl + grep of the home HTML returns zero application/ld+json blocks). A potential client asking ChatGPT or Google for the longest-established Harrogate practice gets a competitor that started in the 1990s, because Powell Eddison is machine-invisible on its own provenance.
What the rebuild does about it
After rebuild: a "Harrogate and Knaresborough, since the late 19th century" eyebrow in the hero, Raglan House on Raglan Street named in the first paragraph, the under-stewardship of the Manor and Forest of Knaresborough acknowledged in the heritage block with a real photograph of the Knaresborough Court House where the firm sat in the 1880s, a six-row timeline running late 19th-century Castle Yard, 1900 14 Albert Street, 2013 Avery Walters acquisition and reinvigoration under Andrew Parascandolo, 2019 incorporation of the current limited company at Companies House 12232730, 2026 Raglan House today, and a JSON-LD LegalService block with foundingDate, founder Person record and AggregateRating tied to the firm's existing 5-star Trustpilot and 4.8 Solicitors.com averages, so AI assistants can answer the "oldest" question correctly.
02 The "Harrogate", "Harrogate Building" and "Law" tiles on the services grid are stock images from the it'seeze WebEdit library, and the homepage carries no og:image at all, so every WhatsApp or LinkedIn share of the firm's URL renders as a blank unfurl.
What I saw
The services tiles on the home page resolve to /_webedit/cached-images/191.jpg, 190.jpg, 78.jpg, 74.jpg and similar, all generic stock-photo backgrounds shipped by the it'seeze CMS rather than photographs of Raglan House, the Knaresborough Court House, Elaine Tottie or Patrick Mulcahy at the front desk, or any client file. The view-source of the home page (curl https://www.powell-eddison.co.uk + grep) shows og:type, og:url, og:title and og:description meta tags but no og:image at all. Paste the URL into WhatsApp, iMessage, Slack or LinkedIn today and the unfurl is a blank rectangle with the page title. Every word-of-mouth share between a satisfied conveyancing client and their friend at the school gates undersells the firm before the friend has clicked.
What the rebuild does about it
After rebuild: a real og:image at 1200 by 630 served from the rebuild's own domain, defaulting to the Knaresborough Court House heritage photograph the firm already legitimately claims as part of its story. Per-page og overrides for the conveyancing, private client and personal injury pages so a share of any service page unfurls with the right context. Every services tile on the rebuild is either a real photograph (Raglan House, the Knaresborough Court House, a member of the team) or a typographic card with a real number on it (the 60-plus testimonials, the 50-plus years of conveyancing experience, the SRA number 57734), never a stock photo. The friend-of-a-client preview does some of the persuading the email or text message used to do alone.
03 Sixty-plus published five-star testimonials, a 5-star Trustpilot average, a 4.8 Solicitors.com average over 74 reviews, and on the homepage above the fold: not a single client quote, not a star count, not Elaine Tottie's or Patrick Mulcahy's name.
What I saw
The /testimonials page lists more than sixty 5-star client testimonials in long form, the majority of which name Elaine Tottie and Patrick Mulcahy by first name on residential conveyancing matters, with Laura Stafford repeatedly named on probate and David Cartwright on personal injury. Externally, Trustpilot shows a 5-star average across 59 reviews, Solicitors.com shows 4.8 across 74 reviews. None of this reaches the home page. The home hero has no aggregate rating, no rotating quote, no CQS or Solicitors-for-the-Elderly badge, no link to /testimonials. The strongest signal the firm has earned in 13 years of independent reinvigoration under Andrew Parascandolo is one click deep, behind a stock photograph.
What the rebuild does about it
After rebuild: a number strip directly under the hero showing 60+ published testimonials, 5-star Trustpilot, 4.8 Solicitors.com / 74 reviews, and the CQS / SFE / STEP credentials inline. A rotating real client quote in the hero second column with the named conveyancer attached. The team section names Elaine, Patrick, Laura and David in serif, with their actual headshots from the firm's own /our-team page (not stock), and lists the areas each one leads. JSON-LD AggregateRating + Review entries point at the existing review aggregators so a Google search for the firm shows the gold stars in the result snippet.