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Proposal · prepared for See Opticians · 18 May 2026

A few specific fixes for see-opticians.co.uk

See Opticians · Fulwell, Sunderland · website rebuild

I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. I spent half an hour on see-opticians.co.uk this week and three things stood out: Paul and Tracey Blackburn are not named anywhere on the homepage despite sixteen years on Station Road, the orange-on-black `see.` wordmark and "Prescriptions From All Opticians Welcome" strap-line are nowhere in the hero, and the site carries no Optician or LocalBusiness JSON-LD at all. Three findings below, then a fully built rebuild you can click through at /preview/.

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Fulwell · 9 Station Road Trading since · 2009 Owners · Paul + Tracey Blackburn
see. Prescriptions from all opticians welcome
Proposed rebuild · /preview ↗
9 Station Road · Fulwell · since 2009

Sixteen years of independent eyecare on the Fulwell high street. Open the live rebuild ↗

Three findings, in order of revenue impact

What the live site is leaving on the Station Road counter.

A walk-through of the live see-opticians.co.uk on 18 May 2026.

01

Sixteen years on Station Road as Paul and Tracey Blackburn's practice. The homepage names nobody and the team tiles read "Name".

What I saw
The current see-opticians.co.uk opens with a stock photograph of a stranger in a stethoscope and the line "See Opticians has been providing expert eyecare in Sunderland since 2009". Paul Lewis Blackburn and Tracey Blackburn have been listed as LLP Designated Members of See Optical Company LLP (OC343631) since the 25 February 2009 incorporation date, an unbroken 16-year tenure on the same Fulwell shopfront. They are nowhere on the homepage. The Meet Our Team section further down carries four staff headshots with the placeholder label "Name" underneath every one, including the owners' own.
What it costs
Independent optometry in Sunderland competes against Specsavers on Fawcett Street and Vision Express at the Bridges. The thing the chains cannot reproduce is "same optometrist for sixteen years on the same street". The Blackburns have that and the website surrenders it on entry. A patient comparing the Specsavers booking page to see-opticians.co.uk sees identical generic stock photography and has no anchor to choose the independent.
What the rebuild does
After rebuild: the homepage opens with Paul and Tracey Blackburn named in the hero kicker (2009-2026, since-day-one designated members), the Meet Our Team section labels each face correctly with role and GOC number, and Person schema marks up each named clinician so AI search assistants can answer "who runs See Opticians Sunderland" without guessing.
02

The whole brand is the orange-on-black `see.` wordmark and the strap-line "Prescriptions From All Opticians Welcome". The homepage hero shows neither.

What I saw
The shopfront and printed collateral lead with the unmistakable lowercase `see.` wordmark, set in orange (#E2691C) on a hard-bordered black field, with the strap-line "Prescriptions From All Opticians Welcome" sitting beneath it. That strap-line is itself a positioning statement: any prescription from any optician will be honoured here, no fresh sight test demanded as a gatekeeper. The live homepage hero shows none of this. The header logo is the wordmark but at thumbnail size, the strap-line appears nowhere above the fold, and the visual ground is dominated by an Elementor-stock hero image of a clinician adjusting trial-frame lenses on a model.
What it costs
The independent's competitive position (will-fulfil-any-prescription, family-run, sixteen years) is exactly what the strap-line declares. The site buries it. A patient who walked past the orange-on-black shopfront on Station Road and then opened the website at home finds none of the visual identity they just saw on the high street. The continuity from real-world brand to digital brand is broken at the first viewport.
What the rebuild does
After rebuild: the `see.` wordmark sits as the hero anchor at scale, the "Prescriptions From All Opticians Welcome" strap-line is the H1's italicised tail, and the orange-on-deep-ink palette carries through to the section dividers, the CTA buttons and the JSON-LD `image` field. The site looks like the shopfront on Station Road, not a WordPress demo.
03

No Optician or LocalBusiness JSON-LD, no opening-hours markup, no FAQPage. Google's "near me" panel for Fulwell opticians cannot read the Tuesday-to-Saturday pattern.

What I saw
A view-source on see-opticians.co.uk turns up Yoast SEO output but no Optician or LocalBusiness JSON-LD anywhere on the homepage, the contact page or the eye-test page. The Tuesday-Saturday 09:00-17:30 hours appear in display text only, never in OpeningHoursSpecification. The contact page lacks an Organization or LocalBusiness schema block. No FAQPage markup wraps the existing FAQ content. The og:image is a 32px favicon (the orange-on-black `S` site icon), so every shared link unfurls in WhatsApp, iMessage and Slack as a tiny coloured square rather than a recognisable preview card.
What it costs
Google's local-pack for "opticians Fulwell" or "opticians SR6" will rank competitors with proper LocalBusiness schema above See Opticians, because Google can read those competitors' hours, address and reviews machine-readably. ChatGPT, Perplexity and Google AI Overviews are increasingly the first stop for "is there a local optician open Saturday in Sunderland" queries; without structured data, the answer cites someone else.
What the rebuild does
After rebuild: full Optician + LocalBusiness JSON-LD on every page with PostalAddress, telephone in E.164, geo coordinates for 9 Station Road, the full Tue-Sat OpeningHoursSpecification (with Monday and Sunday explicitly closed), Person schema for Paul and Tracey Blackburn, FAQPage schema wrapping the customer-voice questions, and a real og:image pointing to the rebuilt hero. Verified in the Google Rich Results test as part of the launch sequence.
What the rebuild covers

Nine concrete things, fixed, on the live domain.

The /preview rebuild proves the design. Below is the full scope that ships on see-opticians.co.uk after a three-week build.

  1. 01 Custom Astro rebuild served from Vercel's UK edge. Static HTML, sub-1-second TTI on 4G across Fulwell, Roker and Seaburn. No WordPress runtime, no Elementor JS, drops the entire 2.4MB Elementor bundle.
  2. 02 Homepage opens with Paul and Tracey Blackburn named, 2009 founding date sourced (Companies House LLP OC343631), the orange-on-black `see.` mark at hero scale, and the "Prescriptions From All Opticians Welcome" strap-line as the H1's italicised tail.
  3. 03 Meet Our Team section names every clinician with role and GOC number. Placeholder "Name" labels gone. Person schema on every named optometrist and dispensing optician.
  4. 04 Optician + LocalBusiness JSON-LD on every page. Full PostalAddress, E.164 telephone, geo coords for SR6 9AA, OpeningHoursSpecification with Monday and Sunday explicitly closed and Tuesday through Saturday 09:00-17:30.
  5. 05 FAQPage schema wrapping the customer-voice questions mined from Google reviews and the existing testimonial set (do-I-qualify-for-free-NHS, can-you-fulfil-another-optician's-prescription, varifocal-fitting, child myopia, parking).
  6. 06 Dedicated /myopia-management page covering CooperVision MiSight 1-day, Hoya MiYOSMART, low-dose atropine, with the parents-of-Fulwell-schoolchildren FAQ. Parents at Redby Academy and Fulwell Junior queue for this answer.
  7. 07 NHS England GOS eligibility page (distinct from Welsh WGOS / WECS that we previously built for Swansea practices), naming the categories that qualify for free sight tests in England: under-16s, 16-18s in full-time education, over-60s, low-income benefits, diabetes, glaucoma family history, registered sight loss.
  8. 08 Real Google Maps embed on the Visit block at 9 Station Road, free customer parking surfaced (the post-Sainsbury's-closure parking sensitivity in Fulwell is meaningful local context), Tue-Sat hours displayed alongside the schema.
  9. 09 Editor handover: the Blackburns can update content, swap testimonials and add staff biographies via a small markdown-driven content folder without re-engaging the developer.
Pricing

One fixed number. One monthly. One optional add-on.

No retainer, no contract, no in-person visits. I work fully remote from Switzerland, with all communication over email and one or two video calls if needed.

£2,000
Fixed for the rebuild, one-off. Covers everything in the scope above and ships on see-opticians.co.uk inside three weeks.
£150 / mo
Hosting and ongoing care. Quarterly SEO and accessibility audit, monthly content updates, security patches, uptime monitoring, daily automated backups. Pause any time.
£50 / mo
Optional. Embedded chatbot trained on the practice FAQs (NHS England GOS eligibility, any-prescription-welcome explainer, varifocal-fitting questions, children\'s myopia, parking) on every page.

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 Sunderland builds this quarter and first confirmed wins the slot. If I do not hear back by 28 May, the proposal site comes down.

/preview · opens in a new tab See the live rebuild  ↗ A working preview of see-opticians.co.uk as rebuilt, click through every section.