Proposal · prepared for Neil Powell Master Butchers · 18 May 2026

A few specific fixes for neilpowell.co.uk.

Neil Powell Master Butchers · Abergavenny · 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 on the current neilpowell.co.uk in ten minutes on mobile. The 2024 Britain's Best Butcher's Shop title is buried in the blog. Julian Wheeler's Pie Minister bakery is hidden three clicks down. And there is no Open Graph image, no Twitter card, and no LocalBusiness schema, so the shop's shared links unfurl blank and Google has no structured data. Three findings below, then a working rebuild you can click through.

Open live preview ↗ Read the three findings Reply to the proposal

Address · 1-3 Flannel Street, Abergavenny NP7 5EG Trading · Since 1857 Principal · Neil Powell

1-3 Flannel Street · Abergavenny · since 1857

Crowned Britain's Best Butcher's Shop, 2024 Meat Management Industry Awards. Open the live preview ↗

Three findings, in order of revenue impact

What the current site is leaving on the table.

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

01

The 2024 Britain’s Best Butcher’s Shop title is buried in the blog, not on the homepage.

What I saw: The shop at 1-3 Flannel Street was crowned Britain’s Best Butcher’s Shop on 19 September 2024 at the Meat Management Industry Awards at the Hilton Birmingham Metropole. It is the single biggest credential in the trade and the line every prospective customer would want to see in the first viewport. On the current neilpowell.co.uk it lives behind /blog/, six links deep, while the homepage carries product-category tiles instead. No homepage banner, no badge in the header, no mention in the meta title, no mention in the meta description. A new customer Googling “Abergavenny butchers” lands on a page that does not even tell them the shop just won the national title.
What the rebuild does: After rebuild: the Britain’s Best Butcher’s Shop title leads the homepage with the award-night photo (Ben Powell, Ashley Freeman, Neil Powell, Peter Powell at the gala) and the date 19 September 2024. The crown-and-claret award badge appears in the header. The meta title and description name the title. Schema.org markup carries the Award as a structured fact so Google can show it in the Knowledge Panel. The credential finally leads the page instead of hiding behind a blog click.

02

The Bakery Kitchen and the “Pie Minister” are invisible to search.

What I saw: Master Baker Julian Wheeler has run the in-house Bakery Kitchen since 1997. The trade knows him as the Pie Minister. The bakery makes pies, sausage rolls and quiches on the premises with house-pressed pastry and trim from the same meat bench. On the current site this is buried at /about/bakery-kitchen/, has a single stock pastry photograph, no schema, no meta description, and is not linked from the homepage above the fold. A customer Googling “Abergavenny pies” or “hand made sausage rolls Monmouthshire” never finds Neil Powell at all, even though the bakery would by trade reputation be the answer to both queries.
What the rebuild does: After rebuild: a dedicated Bakery Kitchen section on the homepage with Julian Wheeler named, the Pie Minister line quoted, three real product cards (pies, sausage rolls, quiches), and FoodEstablishment + Bakery schema marked for Google. Anyone Googling Abergavenny pies, hand-made sausage rolls or local quiches starts seeing Neil Powell in the results, not the supermarket chain.

03

No Open Graph image, no Twitter card, no LocalBusiness schema.

What I saw: The current homepage source has no og:image, no og:title, no og:description, no twitter:card, and no application/ld+json structured-data block. When a customer shares neilpowell.co.uk on WhatsApp, iMessage or Slack the unfurl is blank. Google has no structured data confirming the six shop locations, the opening hours, the phone number, the Master Butcher status or the 2024 award. For a business with a 1857 heritage line and a national title to its name, the technical metadata reads like a 2014 WordPress install nobody has touched.
What the rebuild does: After rebuild: an absolute og:image pointing at the award-night photo, og:title and og:description, twitter:card summary_large_image, and a full schema graph (Organization + LocalBusiness + Bakery + Person for Neil and Julian + Service x 4 + Award + FAQPage). The Knowledge Panel for the Abergavenny shop now shows the title, the hours, the phone, the award, and the bakery as a sibling business in the same building.

What the rebuild ships with

A static, fast, schema-rich rebuild on neilpowell.co.uk.

The domain stays. The hosting moves from WordPress to Astro on Vercel. The current site goes off and the new one comes on overnight. The /preview/ link below is the actual proposed homepage, browsable in full.

Framework: Astro static site (Astro 6)
Hosting: Vercel edge network, sub-100ms first byte across the UK
Email: Workspace mailbox on neilpowell.co.uk (info@ already exists)
CMS surface: Markdown-driven; weekly bakery board, seasonal cuts, new awards in 30 seconds
SEO: Organization + LocalBusiness + Bakery + Person x 2 + Service x 4 + Award + FAQPage at build time
Heritage: foundingDate 1857 generates the year-count automatically; 2024 award badge top of page
Six shops: A LocalBusiness node per shop (Abergavenny, Hereford, Chepstow, Ewyas Harold, Monmouth, Hay-on-Wye) with hours and phone

Pricing

Fixed price, no hourly billing.

One fee for the rebuild, one monthly fee for hosting and care, an optional add-on for an embedded chatbot trained on the FAQs.

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

Build

Full rebuild, one-off

Britain's Best Butcher's Shop banner above the fold, Bakery Kitchen section with Julian Wheeler named, six-shop locator with hours and phone for each, Organization + LocalBusiness + Bakery + Person + Service x 4 + Award + FAQPage schema, mailbox stays on neilpowell.co.uk, DNS cutover.

£2,000

fixed, one-off

Care

Hosting and care

Vercel hosting, schema kept current, weekly bakery board edits, seasonal cut updates, security updates, monthly analytics email, one editorial change per month included.

£150/mo

cancel any time

Optional

Embedded chatbot

A small chatbot trained on the FAQs, the weekly bakery board, the cuts on the bench and the six shops with their hours. Answers the “is the Sunday rib in stock” question at 9 p.m. when nobody is at the counter.

£50/mo

optional add-on

What is included

One round of revisions before launch
DNS cutover handled (you keep the domain in your name)
30 days of post-launch tweaks at no extra cost
Source code handed over on day 60 (you own everything)

Next step

If the proposal lands, send back two or three slots.

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

Reply to the proposal Open live preview ↗

See the live rebuild

A working preview you can click through

The full proposed homepage as it would ship. Britain's Best Butcher's Shop banner above the fold, the Bakery Kitchen surfaced with Julian Wheeler named, six-shop locator, schema on every section. Opens in a new tab.

Open live preview ↗