01 The homepage opens on a stock Unsplash photograph, before any photo of Becky, the team or 11 Manvers Street appears.
What I saw
The live newwavelaw.co.uk hero is a stock library image (the file is literally named unsplash-image-eXHeq48Z-Q4.jpg on the Squarespace CDN), and the three service tiles below it are also stock photographs. The entire pitch of the firm is personal-law-with-a-person-on-the-other-end of every email, every solicitor named, every file handled by the same hand. The current homepage does not show a single one of the people the firm sells. A first-time bereaved visitor cannot tell what Becky looks like, what walking into 11 Manvers Street feels like, or that there is a real team behind welcome@newwavelaw.co.uk, until they have already clicked Our Team and waited for two more pages to load.
What the rebuild does about it
After rebuild: no stock photos in the hero, the services row, or the Our People row. Becky's actual headshot anchors the founder block, the real team-in-conversation photograph from the About page sits in the heritage section, and the hero card is a designed typographic card naming Becky and the firm's founding moment rather than a Squarespace template fill.
02 Navigating Loss is the firm's most distinctive service in personal-law Bath, but its homepage tile is one sentence and a stock photo, and the Learn More link returns 404.
What I saw
Most solicitors in Bath hide bereavement work under the generic word Probate. New Wave Law is one of the few small firms in the South West that names the service Navigating Loss out loud, which is the most distinctive piece of positioning the firm has. On the live site, the Navigating Loss tile carries one sentence, a stock photograph, and a Learn More link that returns a 404 (newwavelaw.co.uk/services/navigating-loss does not exist). The clients who reach for that link are the ones least equipped to keep clicking, the bereaved ones; sending them to a 404 is the most expensive page on the site.
What the rebuild does about it
After rebuild: a real Navigating Loss section with the practical first-48-hours guidance most bereaved cold-call callers ask for, a fixed-fee structure named in plain prose, a home-visit option surfaced (which the testimonials confirm the firm already offers), and a single, calm explanation of what an executor's first month actually looks like. No 404. No stock photo.
03 No current copyright year, no LegalService JSON-LD, no Person record for Becky, no machine-readable trace of the SRA 836736 authorisation or the 5.0-star Google reviews.
What I saw
The footer reads `Authorised and regulated by the Solicitors Regulation Authority - 836736` and stops there. There is no <script type="application/ld+json"> LegalService or Attorney block, no Organization, no Person record for Becky Ricards Small or Sarah Lawton, no AggregateRating reflecting the 5.0-star Google reviews the firm has collected, and no FAQPage block from any of the questions the testimonials make clear bereaved callers actually ask. A Bath search for `bereavement solicitor Bath` or `Court of Protection Bath` or `LPA Manvers Street` has nothing structured to surface for New Wave Law, despite the firm being SRA-authorised since 18 February 2022 and the only personal-law specialist on Manvers Street.
What the rebuild does about it
After rebuild: footer renders the current year automatically. The page ships a single graph of LegalService + Attorney + Organization schema with the full Manvers Street postal address, foundingDate 2022-02-18, a Person record for Becky with her qualification year 2002 and her email becky@newwavelaw.co.uk, AggregateRating 5.0 from the 42 Google reviews, hasCredential entries for the SRA authorisation, and a Service block for each of Navigating Loss, Wills and Estate Planning, and Mental Capacity, plus a FAQPage block from the rebuild's FAQ.