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Forty years of signet rings, invisible above the fold.
- What I saw
- The current anthonypauljewellery.co.uk homepage opens with a Shopify carousel and a "Shop Now" CTA. The signet ring (the line Anthony Paul has been making since 1982, in five shapes oval, round, cushion, square and shield, across five metals from silver to 9ct yellow, rose, white and platinum, at sizes from 11×9mm to 20×16mm) is one click away under "Personalised". Forty-plus years of signet expertise is the credential that separates Anthony Paul from every other jeweller on Bell Street, and a first-time visitor cannot see it without scrolling past three carousel slides and a "Shop By Category" grid.
- Revenue impact
- The signet ring is the single highest-margin made-to-order piece in the inventory. A customer commissioning a £1,250 9ct signet for a 21st or a wedding is choosing between Anthony Paul (forty years, Windsor workshop, deep-engraved heads cut to take a working seal) and a wholesale signet from a multiple chain. That choice is decided in the first scroll. Burying the specialism behind a "Personalised" nav label cedes the decision to whoever surfaces it first.
- Cause
- Shopify Dawn-family theme with the standard carousel hero. The signet-ring collection is a peer of "Cufflinks" and "Earrings" in the IA, with no editorial hierarchy promoting the trade specialism.
- After rebuild
- After rebuild: the hero opens "Signet rings, made at the Windsor bench, since 1982." A dedicated signet specimen strip directly under the hero shows the five shapes in 9ct yellow gold with millimetre callouts. The forty-year framing leads the page; everything else stacks below it.