B Built by Corey See the live rebuild  ↗
Proposal · prepared for Javelin · 19 May 2026

A few specific fixes for javelinonline.co.uk

Javelin · 37 Abbeygate Street, Bury St Edmunds · 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 javelinonline.co.uk this week and three things stood out: the live domain is currently a one-page Shopify coming-soon template with no shopfront, no brands and no story, four serious awards (Drapers, Pure London, Grazia) appear nowhere on the live site, and the schema is empty. Three findings below, then a fully built rebuild you can click through at /preview/.

Open live preview  ↗ Read the three findings Reply to the proposal
Abbeygate Street · 37, IP33 1LW Trading since · 1989 Owner · Oliver Tookman
Proposed rebuild · /preview ↗
Est. 1989 Javelin Of Bury St Edmunds · and Sudbury
37 Abbeygate Street · Bury St Edmunds · IP33 1LW

Thirty-six years on the same Abbeygate Street row. Open the live rebuild ↗

Three findings, in order of revenue impact

What the live site is leaving on the Abbeygate Street counter.

A walk-through of the live javelinonline.co.uk on 19 May 2026.

01

Thirty-six years on Abbeygate Street, and javelinonline.co.uk currently lands on a one-page Shopify "coming soon" template.

What I saw
The live javelinonline.co.uk in May 2026 is a single-page Shopify default placeholder reading "Our Next Chapter is Unfolding" with an email signup, the Bury phone number, and the Sudbury phone number. There is no shopfront photograph, no brand list, no department breakdown, no opening hours markup, no story, no team, no awards. The page weight is around 200KB only because there is nothing on it. The shopfront at 37 Abbeygate Street has been trading every day for thirty-six years; the .co.uk has been functionally off the high street for the duration of this transition.
What it costs
Independent fashion retail in Bury St Edmunds competes against Cambridge thirty miles west and a one-hour London train. The Abbeygate Street flagship is a destination shop, and the destination question is decided on a phone, often at home, three or four days before the visit. The current site cannot answer "what brands of denim?", "do you do alterations?", "are you still owned by the Claytons?" or "when are you open Sunday?". Every one of those is a question a real customer is typing into Google this week and the answer is going to somebody else.
What the rebuild does
After rebuild: the homepage opens with the Javelin wordmark at scale on espresso-ink, "37 Abbeygate Street, Bury St Edmunds, since 1989" in the hero kicker, the three departments (menswear, womenswear, footwear) surfaced in the first viewport, denim brands listed by name on the menswear page, and the seven-day opening pattern (including the 11:00 to 16:00 Sunday window) in both display text and OpeningHoursSpecification markup.
02

Drapers Womenswear Retailer of the Year, Pure London Best Independent Anglia, Drapers Best Young Fashion Independent 2012, Grazia 60 Best UK Shops 2021. The live domain mentions none of them.

What I saw
Javelin's award list is on the public record at Drapers, Suffolk News, Velvet Magazine, the Bury BID directory and Grazia. The recognition is national in scope (Drapers Womenswear Retailer of the Year is the trade's flagship womenswear prize), regional (Pure London Best Independent Anglia), category-specific (Drapers Best Young Fashion Independent 2012) and consumer-facing (Grazia readers' 60 Best Local Shops, April 2021). The current javelinonline.co.uk surfaces none of these. The shop's positioning rests on "multi-award-winning flagship" but a visitor to the live site has no way to read what the awards actually were or when.
What it costs
The Drapers and Grazia recognitions are exactly the trust signals that pull a Cambridge or Norwich customer toward Bury rather than to Cambridge's Grafton Centre or a Norwich Lanes independent. They also matter for press, for buyer-pitch decks (Tookman is operating a fashion group), for stockist negotiations with denim brands, and for SEO via AggregateRating + Award schema. With nothing surfaced, every one of those channels works harder than it needs to.
What the rebuild does
After rebuild: the awards sit in the heritage band with year, publication and category for each one. They appear again in JSON-LD Award schema on the LocalBusiness, picked up by Google for the knowledge panel and increasingly by ChatGPT and Perplexity for "best independent fashion store Suffolk" answers. The Grazia 60 Best mention gets a real consumer-facing call-out card in the homepage rhythm.
03

No ClothingStore or LocalBusiness JSON-LD, no opening-hours markup, no FAQPage, no AggregateRating. Google's "fashion stores near me" panel for Bury St Edmunds cannot read the flagship's seven-day pattern.

What I saw
A view-source on the live javelinonline.co.uk returns Shopify defaults: a sitemap pointing only at the coming-soon page, no ClothingStore JSON-LD, no LocalBusiness markup, no OpeningHoursSpecification, no FAQPage, no Review or AggregateRating block, no Person markup for the new owner. The Open Graph image is the Shopify default favicon, so every link shared in WhatsApp, iMessage or a Slack channel unfurls as a tiny coloured square. The meta description is the default "JAVELIN" placeholder.
What it costs
Google's local pack for "fashion stores Bury St Edmunds" or "menswear Abbeygate Street" will rank competitors with proper ClothingStore schema above Javelin, because Google can read those competitors' hours, address and reviews machine-readably. ChatGPT, Perplexity and Google AI Overviews answer "best independent denim shop East Anglia" by citing the businesses that gave them structured data. Javelin currently gives them nothing.
What the rebuild does
After rebuild: full ClothingStore + LocalBusiness JSON-LD on every page with PostalAddress for 37 Abbeygate Street, telephone in E.164, geo coordinates for IP33 1LW, the full Mon-Sun OpeningHoursSpecification (including the 11:00 to 16:00 Sunday note), Person schema for Oliver Tookman, FAQPage schema wrapping the six customer-voice questions mined from the press coverage, 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 javelinonline.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 Bury St Edmunds, Sudbury, Cambridge and the surrounding Suffolk catchment. No Shopify runtime for the brochure side, no Liquid templates getting in the way of typography.
  2. 02 Homepage opens with the Javelin wordmark at scale, "37 Abbeygate Street, Bury St Edmunds, since 1989" in the kicker, the three departments (menswear, womenswear, footwear) named in the first viewport, and Oliver Tookman's continuity message surfaced for the customers who clocked the September 2023 ownership change.
  3. 03 Awards block names every recognition with year and publication: Drapers Womenswear Retailer of the Year, Pure London Best Independent (Anglia), Drapers Best Young Fashion Independent 2012, Drapers Independents Awards Best Menswear nomination, Grazia 60 Best Local Shops 2021. Each one rendered as a real card, not a generic "as featured in" logo wall.
  4. 04 Menswear department page surfaces the denim wall by brand name. The "one of the largest collections of denim brands outside London" claim is currently a line on a tourism board page; the rebuild makes it a navigable, search-friendly list with size and wash availability on each.
  5. 05 ClothingStore + LocalBusiness JSON-LD on every page. Full PostalAddress, E.164 telephone, geo coords for IP33 1LW, OpeningHoursSpecification with the seven-day pattern including the short Sunday window, Person schema for Oliver Tookman, AggregateRating block reflecting the Grazia and Drapers recognitions.
  6. 06 FAQPage schema wrapping the six customer-voice questions mined from the Suffolk News + Velvet Magazine + Grazia coverage: ownership change explainer, denim brand list, in-store alterations, "are you a chain", parking on Abbeygate Street, seasonal sales.
  7. 07 Real Google Maps embed on the Visit block at 37 Abbeygate Street, walking distances surfaced (Cornhill Walk five minutes, Ram Meadow five minutes, the Abbey Gate at the end of the street, the Theatre Royal eight minutes), Sunday hours displayed alongside the schema.
  8. 08 E-commerce route can be added in phase two via Shopify Hydrogen or a Shopify Storefront API connection from the same Astro shell, so the brochure-site SEO and the e-commerce both live under one domain. The current Shopify subscription stays; the customer-facing site just stops being a coming-soon page.
  9. 09 Editor handover: the Javelin team can update awards, refresh denim brand lists and add news entries 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 javelinonline.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 shop FAQs (denim brand list, in-store alterations, ownership history, parking on Abbeygate Street, sale calendar) 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 Suffolk and East Anglia builds this quarter and first confirmed wins the slot. If I do not hear back by 29 May, the proposal site comes down.

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