Built by Corey See the live rebuild  ↗
Proposal · prepared for Archer's Butchers · 19 May 2026

A few specific fixes for archersnorwich.com

Archer's Butchers · 177-179 Plumstead Road, Norwich · website rebuild

I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out in the first ten minutes on archersnorwich.com (and on the second domain, archersbutchers.com, that fronts the same shop). Three findings below, then a working rebuild you can click through.

Open live preview  ↗ Read the three findings Reply to the proposal
The Archer's Butchers team in white aprons behind the Plumstead Road counter, photographed for the shop in November 2022
177-179 Plumstead Road · Norwich · since 1929

Third-generation family butcher on Plumstead Road. John, then Jim, now Jamie Archer at the helm. Open the live preview ↗

01

Two live domains (archersnorwich.com and archersbutchers.com) front the same shop with different hours, different home pages, and no canonical link between them, so a Norwich customer Googling Archer's Butchers lands on whichever Google picks that day with no obvious bridge between the two.

What I saw
Loaded both domains on a fresh mobile session. archersnorwich.com is a WordPress + Elementor brand site with the heritage story, the provenance page, the news blog (active through December 2025) and the catering brochure. archersbutchers.com is a separate commerce stack with the online order portal, a 3D virtual shop tour and a different product taxonomy. The two sites carry different opening-hours phrasing (one names the takeaway hours, one does not), use different hero photography, and the 'About' link on each takes the customer to a different page entirely. Neither carries a rel=canonical pointing at the other. A search for 'Archers Butchers Norwich' currently surfaces the .com domain first in Google's main result block, but the .com domain is the thinner one, and the customer who lands there never sees the John-Archer to Jim-Archer to Jamie-Archer family lineage that is the actual reason to choose Archer's over the supermarket counter on the next roundabout.
Why it matters
Two domains splits the SEO authority (no single page accumulates the link-equity from local listings, the blog or the social shares), confuses the customer who has heard the name and Googles it, and means the Christmas pre-order flow, the catering enquiry flow and the news blog all live on whichever domain happened to be in front of the editor that day. The 96-year heritage that is the strongest selling point in the building is the asset that gets diluted most by the split.
After rebuild
One site at one canonical domain. The brand and heritage content from archersnorwich.com (the Jamie Archer succession story, the provenance work, the news blog) gets folded into a single homepage with the commerce, the catering, the takeaway and the hours all under one navigation. 301 redirects from the dropped domain so existing Google links and the Companies House registered-website entry still resolve. The customer who Googles the name lands on the same page every time.
02

96 years of family butchery on Plumstead Road from John Archer through Jim Archer to Jamie today, but the homepage opens with a product slice photo and the heritage story is two clicks deep behind /about-us, so a first-time visitor never sees the lineage that is the actual reason to choose Archer's over a supermarket counter.

What I saw
Opened archersnorwich.com on mobile and desktop. The first scroll above the fold is a hero strip with the wordmark and a slice of sirloin steak photographed on white. The eyebrow reads 'Quality foods for over 90 years' but the homepage never names the founding year of 1929, never shows the historic portraits of John Archer (the grandfather) or Jim Archer (the father) that are sitting unused at /wp-content/uploads/2023/09/jim-archer1.jpg and john-archer1.jpg, and never explains that Jamie Archer is the third generation working from the same bench at 177-179 Plumstead Road. The succession story sits at /about-us, two clicks below a product carousel. The 'For almost a century, Archer's has employed only the most passionate people' line is on that buried page, not the homepage.
Why it matters
Plumstead Road has a Tesco Express, a Sainsbury's Local and an Iceland on the same parade as Archer's. The reason a Norwich customer walks past those three to spend at Archer's is not the steak photograph. It is 96 years of one family on one bench. Burying that on /about-us behind a product carousel means every first-time visitor sees Archer's as a product list rather than as a third-generation craftsman who has outlasted four supermarket formats and two recessions. The conversion delta on heritage-forward versus product-forward home pages on family-trade sites is well-documented; this is the asset Archer's already owns and is leaving in the basement.
After rebuild
Heritage-forward homepage. The hero names the founding year 1929, the third generation, and Jamie Archer by name. The Jim and John portraits get a dedicated lineage block on the homepage with a timeline of the 96 years on Plumstead Road. The product range stays. It sits below the heritage band, where the customer who has already decided 'I'll try Archer's' goes to see what is on the counter today. The supermarket parade on Plumstead Road becomes Archer's competitive frame, not the framing it tries to imitate.
03

Zero LocalBusiness or FoodEstablishment JSON-LD on either domain and the og:image is the wordmark logo not a counter or shopfront photo, so every WhatsApp share of the Christmas pre-order link unfurls as a tiny logo card and Google's rich-snippet for 'Archers Butchers Norwich' never shows the opening hours or address inline.

What I saw
Inspected both archersnorwich.com and archersbutchers.com homepage source. No application/ld+json blocks for LocalBusiness, FoodEstablishment, Butcher, or Store on either domain. The og:image on archersnorwich.com points to /wp-content/uploads/2023/09/Logo-Simple-Light.png, dimensions 1006 by 218 pixels. A wordmark on dark, not a photograph. Modern unfurlers (WhatsApp, iMessage, Slack, Discord) need at least 600 by 315 to render a large social card and prefer 1200 by 630 or larger. At 1006 by 218 the unfurl shows a thin letterbox banner with the wordmark stretched across it, not the team-in-aprons photograph by Lee Blanchflower (2560 by 1708 in /wp-content/uploads/2023/09/artchers-butchers3654-scaled.jpg) that already exists on the server.
Why it matters
Christmas pre-orders are the single biggest revenue moment of the Archer's year, opening in October and running through to Christmas Eve. Every WhatsApp message between a customer and a family member ('I'm getting our turkey from Archer's, here is the order page') unfurls as a thin wordmark banner instead of the team photograph behind the counter. Same link, same business, different first impression. The same problem hits Google: the SERP card for 'Archers Butchers Norwich' on a phone shows a generic blue-link with no opening hours, no address line and no star rating, because there is no LocalBusiness schema to feed the rich result. Customers who do not click through never learn the shop is closed Mondays.
After rebuild
Open Graph and Twitter Card meta on every page pointing at a hosted 1200 by 630 hero photograph (the Lee Blanchflower team-and-counter shot already on the server is the obvious candidate). LocalBusiness, FoodEstablishment and Butcher JSON-LD on the homepage with the postcode (NR1 4AB), phone in E.164 (+441603434253), email, the shop hours, the takeaway hours, and the Companies House number (07933325). FAQPage schema for the five questions customers actually ask (the Christmas pre-order window, the takeaway hours, the named-farm provenance, the parking, the closed-Monday pattern).
Pricing

Fixed scope, fixed price.

£2,000Fixed for the rebuild, one-off. £150Per month for hosting and ongoing care. £50Optional. Embedded chatbot trained on FAQs.

No retainer. No contract. No in-person visits, fully remote from Switzerland.

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 Norfolk builds this quarter, and first confirmed wins the slot. If I do not hear back by 29 May 2026, the proposal site comes down.

See the live rebuild  ↗

A working preview you can click through. Opens in this tab.

archers-butchers-norwich.builtbycorey.com/preview/