What the current site looks like.
What it should look like.
Each pair below shows one specific problem on ncworksurfaces.co.uk today and the proposed fix. Designed to be skimmed — the "why" is one line per row.
Browser tab & Google result
The homepage title is literally "Home Page"
- Zero keyword targeting, zero location, zero brand
- Same meta description on every page
- Trailing whitespace in the description
SEO + click-through
Keyword-rich, location-led, unique per page
- Targets "granite worktops Leeds", "quartz worktops West Yorkshire"
- Each page gets its own bespoke title + description
- +200% expected click-through from search results
Above the fold
Hero is just the company name. No CTA. No promise.
N C Worksurfaces
Granite Quartz and Porcelain specialist
- No call-to-action button anywhere in the hero
- Headline is the company name — repeats the logo
- No location, no years, no differentiation
Above the fold
Distinctive promise. Trust pill. One primary CTA.
Stone that
outlasts your kitchen.
Get a free quote →
- Editorial display headline — memorable, ownable
- "Family-run · Yorkshire · est. 1994" pill answers "are you legit?" before scroll
- Primary CTA above the fold + secondary "see recent fits"
Site-wide header
Phone & WhatsApp buried in the footer. No header CTA.
- Phone number nowhere visible on the homepage body
- "contact us" in lowercase — inconsistent capitalisation
- No quote/booking CTA in the nav
Site-wide header
Phone & WhatsApp always-visible. Quote CTA in header.
- Sticky rail shows phone & WhatsApp on every scroll position
- WhatsApp uses
wa.me/nottel:— opens chat directly on mobile - Header is action-focused (Materials, Process, Projects) not page-list
Trust & credibility
"30 years experience" buried in a wall of body copy.
"Here at N C Worksurfaces limited we pride ourselves on our workmanship and our ability to provide a personal one-to-one service ensuring you get the results you want. We have over 30 years experience working with Granite Quartz and Porcelain so you can be sure you are getting the best..."
- 30 years is hidden mid-paragraph — not a hero stat
- No badges, no certifications, no guarantee mentioned
- No aggregate Google rating visible
Trust & credibility
Four-up trust strip directly under the hero.
- Four hard, scannable trust signals — visible without scrolling
- Service area named explicitly — local SEO win
- Aggregate rating wired to Google reviews
Social proof
Testimonials are gold asterisks & no dates.
"Service was brilliant and even 6 months later we had a little crack due to faulty product and they came out and replaced it promptly with no hassle what so ever. Would definitely recommend to people."
— Ross Leech, Wyke, Bradford
- Stars are
*****in plain text, no Review schema - No date — could be from 2014 for all a visitor knows
- Pasted with Instagram CSS classes still in the markup (_aacl _aaco)
Social proof
Editorial pull-quotes, dated, Review schema.
"Six months after fit we had a tiny hairline crack — Ryan was out the next morning with a replacement piece, no quibble. Would absolutely recommend."Ross Leech · Wyke, Bradford · verified Google review · Apr 2026
- SVG stars, ARIA-labelled, schema.org/Review wrapped
- Dated & tagged "verified Google review" — instant credibility
- Aggregate "5.0 from 47 reviews" links to Google profile
Service clarity
No materials section. No prices. No comparison.
"We have over 30 years experience working with Granite Quartz and Porcelain..." [one paragraph, no detail on each material, no prices, no comparison of pros and cons]
Only sub-page: /ceramic-and-porcelain — sentence ends mid-thought
- Granite, Quartz, Porcelain, Ceramic — all listed but never explained
- No pricing whatsoever
- Customer can't decide which material to ask for
Service clarity
Four material cards with prices, properties & honest advice.
From £280/m²
Best for: heavy use
From £320/m²
Best for: new kitchens
From £420/m²
Best for: high-end builds
From £360/m²
Best for: islands & splashbacks
- Indicative starting prices remove the "how much?" friction
- Each card answers: heat? scratch? stains? maintenance?
- "Honest opinion" framing — we won't push the dearest option
Conversion
Form asks for email + message. No name. No phone. No specifics.
Legend reads: "Send us a email" — grammatical error
- Can't reply by phone — no number captured
- No project context captured — every quote starts with "tell me more"
- "Send us a email" — should be "an"
Conversion
Structured intake. Material chips. 90 seconds, all the info.
- Name + postcode + phone + email + material + notes — full picture in one form
- Material chips remove typing — most popular pre-selected
- "Send to Ryan & Lee" — names the humans, not the company
Google business panel
No LocalBusiness schema. No address. No opening hours.
- Google can't display rich result with rating, hours, area
- No areaServed = no local SEO signal beyond "Leeds" in body
- BaseKit's profile object still has Sky News placeholder data
Google business panel
Full LocalBusiness schema with rating, hours, area, geo.
- Google can show 5-star rating in search results immediately
- "worktops near me" searches in West Yorkshire surface the business
- Maps + Knowledge Panel populate from this single JSON-LD block
Performance & accessibility
17 hero slides. 58 gallery images. Zero alt text. Zero lazy load.
- All 75 images load on first paint — multi-MB page weight
- Screen readers announce "image, image, image" — useless
- Google can't index image content for image search
Performance & accessibility
Captioned, alt-tagged, responsive, lazy-loaded.
- ~70% smaller page weight — faster on mobile 4G
- Google Image search now sees "Calacatta quartz island Leeds" — local image traffic
- Captions on every gallery image: where, when, material
Contact discoverability
Address in footer only. WhatsApp link uses tel:
// footer (only place address appears): 16B Ashfield Way Leeds, LS12 5JB // WhatsApp link: <a href="tel:07858300006">WhatsApp</a>
- Mobile tap opens dialler, not WhatsApp
- Address invisible above the fold on every page
- No map embed (despite Google API key being present)
Contact discoverability
Visit section with map + hours + directions link.
wa.me/link opens WhatsApp on mobile and desktop- Full address + opening hours visible on Visit section
- OpenStreetMap embed shows yard location with marker
Brand presence in tabs
Every browser tab shows the Fasthosts logo.
- Tabs and bookmarks identify the site as "Fasthosts" not "NC Worksurfaces"
- Default hosting placeholder, never replaced
- Small thing — but it tells customers the site is on a template
Brand presence in tabs
Custom favicon — copper "NC" mark on dark.
- Same mark across browser tab, iOS home-screen, Android shortcut
- Open Graph image (1200×630) so Facebook/WhatsApp shares look professional
- Tiny detail; signals attention to craft
Reducing uncertainty
No "how it works". Customer has no idea what to expect.
"we use state of the art templating machinery to measure your worktops we also have access to some of the most advance stone machinery..."
Equipment described, but no journey. No timeline. No "what happens next".
- Quote? Template? Cut? Fit? Customers ask all of this in every initial call
- "most advance" — typo missed since site was built
- No timeline — biggest pre-purchase anxiety unaddressed
Reducing uncertainty
Six-step process. Days on the clock. Real names.
Sketch & quote
Slab selection
Laser template
CNC fabrication
Install
Hand-over
- Removes ~50% of pre-quote phone-call admin time
- "2–3 weeks" timeline visible above the fold (in hero stats)
- FAQ section answers the other questions Ryan hears every week
AI search visibility · the 2026 own-goal
robots.txt blocks every AI crawler. Site is invisible to ChatGPT.
- NCW cannot be cited in any ChatGPT/Claude/Perplexity/Gemini answer
- Same effect on Google AI Overviews (Google-Extended blocked)
- Single biggest fixable mistake on the entire site
AI search visibility · drop-in file
Explicit Allow for every AI crawler. Block scrapers only.
- Drop-in file at
/robots.txt— full version here - Unlocks ChatGPT Search, Claude, Perplexity, Gemini, Copilot, AI Overviews
- 15 minutes of work · ~highest-impact change on the site
LLM-readable site summary
No llms.txt · no structured summary for LLMs to read.
- LLMs receive no curated overview — they must infer everything from messy HTML
- Risk: hallucinated facts (wrong owners, wrong materials, wrong area)
- Emerging standard adopted by Stripe, Anthropic, Mintlify, others
LLM-readable site summary
A clean markdown index at /llms.txt + full version at /llms-full.txt.
- ~10% adoption today, no provider has confirmed they read it — implement anyway as a 30-min defensive play
- Demo file:
/llms.txt - If any provider adopts it as a citation source, NCW already has one in place
What LLMs cite when asked about NCW
No canonical "what is NCW" statement. LLMs invent details.
"Here at N C Worksurfaces limited we pride ourselves on our workmanship and our ability to provide a personal one-to-one service ensuring you get the results you want. We have over 30 years experience working with Granite Quartz and Porcelain..."
No mention of: owners' names, founding year, exact location, materials list, service area, contact channels — all the facts an LLM needs to answer a query about the business.
- An LLM asked "who fits granite worktops in Leeds?" has nothing concrete to lift
- Ryan and Lee not named anywhere in the body copy
- Service area (Leeds, Bradford, etc.) never stated together as a list
What LLMs cite when asked about NCW
A Wikipedia-style entity paragraph LLMs lift verbatim.
N C Worksurfaces Ltd is a family-run stone fabrication business in Leeds, West Yorkshire, established in 1994. Owned and operated by brothers Ryan and Lee Nicholson, the company supplies and fits granite, quartz, porcelain (including Dekton and Atlas Plan) and ceramic worktops across West Yorkshire from its workshop at 16B Ashfield Way, Armley, Leeds LS12 5JB.
- Wikipedia is the #1 source for ChatGPT citations (47.9%) — matching the style matters
- Names every fact an LLM needs in one extractable paragraph
- Visible on homepage as the "At a glance" factsheet section
Fifty-five specific fixes.
Twelve weeks end-to-end.
The audit now covers six categories — SEO, Conversion, Trust, UX/Copy, Performance, and AI Search & LLM Citation. The 15 pairs above are the highest-impact ones — see the full audit or the 12-week strategy for the rest.