01 The Legal 500 ranking and the Lexcel accreditation, the two senior credentials this firm holds, appear nowhere above the fold.
What I saw
On a mobile load of berwins.co.uk the visitor sees the wordmark, a "Beyond the ordinary" tagline, a generic "LEGAL SPECIALISTS IN YORKSHIRE" eyebrow and the carousel of buying-a-home / Resolution-Together / Berwins-Digital slides before any credential surfaces. Legal 500 ranking in Yorkshire and Humber for Family and Private Client, Lexcel (the Law Society senior practice-management standard), CQS for conveyancing, STEP for probate, Investors in People, and the no-quibble 10 percent Service Level Guarantee that is the most distinctive operational commitment of the firm: none of these are visible until a deliberate click into /why-berwins/. A first-time visitor on a phone, deciding which of three Harrogate firms to call about a divorce or a probate, has nothing concrete in the first viewport to choose Berwins over a competitor.
What the rebuild does about it
In the rebuild: the hero eyebrow names Legal 500 and Lexcel directly, the why-us badge grid surfaces all four senior credentials (Legal 500, Lexcel, CQS, STEP) immediately under the H1, and a dedicated "The Berwins Way" block makes the 10 percent Service Level Guarantee the single most-emphasised commitment on the page. Heads of department are named in the lede so the credentials attach to real people, not a faceless agency.
02 The Open Graph share card is the favicon at 39 by 40 pixels. Every WhatsApp or LinkedIn share unfurls as a tiny dot.
What I saw
The Yoast SEO output on berwins.co.uk declares the og:image as `https://emtbu97qanc.exactdn.com/wp-content/uploads/2023/06/fav.png` with width 39 and height 40. That is the favicon, not a share image. When a Berwins partner sends a link to a client over WhatsApp, when a Harrogate referrer shares the firm in a LinkedIn post, when a former client posts a link to a friend on iMessage, the unfurl card renders blank or as a near-empty cream tile with a microscopic mark in the corner. The og:title and og:description are also the generic ones autogenerated by Yoast from the page meta, so the unfurl does not even land the Harrogate or family-law signal.
What the rebuild does about it
In the rebuild: og:image is an explicit 1200 by 630 share card built from the Harrogate hero photo, served at an absolute URL so iMessage, WhatsApp, Slack and LinkedIn all unfurl with a real image. og:title and og:description are written specifically for the share context, not lifted from the page meta. Twitter Card meta is `summary_large_image` and points at the same artwork.
03 The site emits only a basic Yoast Organisation schema. No LegalService, no Attorney, no Person records, no Service blocks, no FAQ markup.
What I saw
The structured-data graph on berwins.co.uk currently contains only WebPage, BreadcrumbList, WebSite and Organization (the four entities Yoast emits by default for every WordPress install). There is no LegalService entry, no Attorney type, no Person record for Danielle Day or any other named partner or head of department, no Service entry for Family or Conveyancing or Probate or Corporate, and no FAQPage block despite the obvious recurring questions about the 10 percent Service Level Guarantee and the Berwins Way. The Person records that do exist on the /our-people/ page are decorative HTML only. None of this surfaces in Google rich results or AI assistants, which means a Harrogate or Yorkshire search for "family solicitor with pension-sharing experience" has nothing structured to pin the firm to.
What the rebuild does about it
In the rebuild: a single application/ld+json graph carries LegalService + Attorney + Organization for the firm, Person records for Danielle Day (MD), Derek Hellawell, Michelle Crowhurst and Thato Mashishi, four Service entries (Family, Life, Property, Corporate and Commercial) each tied to the firm, and a FAQPage block sourced from the customer-voice questions in the rebuild. Full Harrogate PostalAddress, the +441423509000 telephone in E.164, both office addresses, and the no-quibble Service Level Guarantee declared as an offer.