Traditional stonemasons · Winchcombe, Gloucestershire
Jackson's Stonemasonry
A one-page site that named neither the business nor the county it works in, replaced by a 39-page site built around twelve real jobs.
- Largest Contentful Paint 6.0simproved to2.3s 62% faster Inside Google’s 2.5 second pass mark.
- Lighthouse Performance 61improved to96 +57% Google’s own audit of the page, out of 100.
- WCAG AA accessibility 88improved to100 Perfect score Usable with a screen reader, a keyboard, or poor eyesight.
- Pages on the site 1improved to39 +3,800% more content Every service, area and job now has a page of its own.
Where they started
Jackson’s had a single-page website built in a hosted page builder. It was tidy enough, and it worked on a phone. What it did not do was say who they were or where they worked: the page title read “Expert Stonemasonry Services — Quality Craftsmanship Guaranteed”, which is the line a search engine shows as the clickable headline, spent entirely on words no customer types.
There was no LocalBusiness record, so nothing told Google the trading area, the hours or the phone number. And for a trade that sells on what it has built, the whole site carried two photographs.
What changed
The rebuild is organised around the work: twelve case studies, each one a real job with before and after photographs, written from what the masons actually did. Services, areas covered and reviews each have their own pages, and the structured data now describes a stonemason in Gloucestershire rather than nothing at all.
It also had to be quick. The webfont was being fetched from Google, which cost close to a second before a letter appeared — most of it spent opening a connection to a second server rather than moving any font. Serving it from the site itself took the load time from six seconds to a little over two, inside the threshold Google treats as a pass.
| Measure | Before | After |
|---|---|---|
| Pages targeting a service | 0 | 9 |
| Pages targeting a town or area | 0 | 8 |
| Jobs written up as case studies | 0 | 14 |
| Photographs of their work | 2 | 13 |
| Schema.org LocalBusiness record | None | Published |
| Lighthouse best practices | 92 | 100 |
| Page title in Google results | “Expert Stonemasonry Services” — no business name, no county | “Stonemasons in Cheltenham & the Cotswolds | Jackson’s Stonemasonry” |