Rebuilding the website in seven stages

The four that are not really "fixes"

• Your primary call to action does nothing. The Book a collection button in the global header links to the homepage. Not to a form, not to the ITAD page, to the homepage. It is on all seventeen pages, and it was clicked live to confirm: the URL does not change. Every visitor who has already decided to book is being sent back to the top of the page they were already on. This is the single most expensive thing on this document, and it takes minutes.
• A named commercial client is on your live Case Studies page. A testimonial there is attributed to a named company. Your brand rule on this is absolute and this is a live breach of it. It also carries the client's own typo through unedited. Either it comes off, or it gets re-attributed by role and sector, or you have written permission I do not know about.
• Your credential badges carry filenames instead of alt text. On /badges-and-certifications the ISO images read "iso-9001-2015-892x892.png" and seven partner logos read "IT Asset Disposal (12).jpg" and similar. On a certification image the alt text is the only machine-readable evidence you hold the standard, so a screen reader and a search engine currently both see nothing there. Real alt text on each.
• Your Terms and Conditions describe a different company. Not marketing copy, a contractual document. It states you provide "IT support, cybersecurity services, consultancy, cloud solutions, digital asset management". The Privacy Policy does the same in places and correctly says IT disposal in others. Given you have decided on disposal only, both documents need rewriting, and that is a Simon job rather than a copy job.

And eleven ordinary ones

• No postal address is published anywhere on the site. Not in the footer, not on About us, not in the legal pages. Your structured data gives only "GB" and "England", with no street and no postcode. A procurement officer cannot verify you exist, and local search cannot place you.
• Copyright reads 2024, and the company name beside it is unspaced.
• The Privacy Policy uses support@ throughout, including in the line telling people how to exercise their data rights. Every other page uses info@.
• The /itad call to action reads "Start tracking your assets now" and links to About us. Someone arriving to dispose of forty laptops is invited to start tracking them, then taken somewhere else entirely.
• Two headings on /services render with stray punctuation baked into the text: a comma and a full stop sitting in front of the words.
• The heading above the risk list on /cyber-security still reads "The Benefits Of Proper Disposal", left over from the ITAD template.
• Seven pages carry four H1 tags each, caused by the rotating hero text being tagged as headings.
• /about, /impact and /case-study all return 404, and /contact redirects to About us. A /blank page sits in the sitemap as its own indexable URL.
• Certifications live on their own 94-word page rather than on the homepage, where the reassurance job actually happens. A trust bar naming ISO 9001, 14001 and 27001 as text goes on the homepage.
• Real alt text on the certification images, which the August audit found were named after their source files. On those images the alt text is the only machine-readable evidence you hold the standards.
• The News page shows four of your nine published posts by default, with no "load more". The other five only appear if a visitor finds the category tabs.

What is already done

The page exists at /co2-savings-calculator, with a proper title and description already set. The tool runs from your own Cloudflare Worker rather than being pasted into Wix, which is the right way round. The nine device steppers work, and the disclaimer separating this from your official Certificate of Carbon Reduction is present and correctly worded. The version 2 factor set is signed off and the self-test passes.

What actually needs doing

• Fix the embed height. The calculator itself is 1,391 pixels tall. The frame Wix puts it in is fixed at 3,306. That leaves roughly 1,900 pixels of blank white space below the tool on the live page, which reads as broken. Measured directly, not estimated. This is the most visible fault on the page and it is a single number.
• Get it into the navigation. It is currently reachable only by direct URL or from the sitemap. Nothing on the site links to it. The most useful page you own is invisible.
• Search-readable copy above and below the frame, as real Wix text. Everything inside the frame is invisible to Google and to AI assistants, so the page currently has seventeen words of its own to be found by.
• Links in from the pages that should point at it. Worth knowing your ESG page mentions carbon zero times, so the calculator is the only carbon content on the site.
• A "send this to a colleague" link on the results screen. Referrals are how you grow. A client cannot easily recommend an ITAD firm, but can very easily forward a useful tool.
• QR code for the stand at GB Expo Reading on 14 October.
• Confirm every completion reaches Ryan as a named follow-up within five working days.

What gets built

• A visual mock-up of the homepage and one inner page for your approval. Nothing gets built until you have signed that off.
• The design system in Studio: the six brand colours and grey ramp as tokens, Antic and Jost set up as your approved web faces, a spacing scale, and one set of components for buttons, cards, trust bars, stat tiles, testimonials, call-to-action bands and forms.
• Responsive breakpoints done properly, which is the single biggest visible improvement over the current site.
• Global header with four navigation items and two calls to action, nothing hidden in an overflow menu: What we do, Credentials, Impact, About, then Your CO2 figure and Book a collection. Sectors came out of the navigation on 9 September, see Stage 5.
• Both themes built as tokens from the start. The default is the dark-ground design approved on 9 September. A toggle offers the light register: white ground, Terraguard Blue boxes and accents, which is the second of the two signature grounds already in your brand guidelines. The toggle itself ships late, in Stage 7, but the tokens have to exist now. Retrofitting theming onto a built site is expensive and breaks quietly, whereas doing it token-first costs almost nothing today.
• Global footer carrying the statutory detail a procurement reviewer looks for: registered name, company number, VAT number, registered office, waste carrier licence and exemption number. N2S does exactly this and it is a quiet, effective signal.
• Accessibility pass on the palette. Two brand pairings fail on contrast and need handling by rule rather than by eye.

The current site is not actually on brand

Worth knowing before we start, because it means the rebuild is a correction rather than a departure. The live site sets its headings in Avenir and Futura with a third face for navigation. None of those are your brand faces. Its dark sections use a near-black that is not your Ink, its light sections a grey that is not your Mist, and its body text a grey that is not your Graphite. All close, none right. The theme also still carries an unused block of Wix template default colours, including a green.

So "same palette and logo" in Studio will mean the actual palette, set once as tokens, rather than the near-miss values currently in place. A returning customer will not notice the difference. Anyone putting a page next to your Canva work will.

What gets built

• Home, reordered around reassurance in the eight sections your plan sets out, with certifications visible before any scrolling and social impact moved below the reassurance rather than instead of it.
• What we do, merging three overlapping pages into one a non-specialist can read in three minutes, including the documentation section that actually closes deals, and the honest version of what it costs.
• Credentials, the highest-stakes page on the site. Each certification with its issuing body and one plain sentence on what it covers, the waste carrier licence and exemption numbers as text rather than as a picture, the four insurance types, and the erasure standard described as current NCSC guidance rather than in the legacy terms that invite a challenge.
• Book a collection, split from Contact because a decided visitor and a curious one need different pages. Six fields, no more, and three lines underneath on what happens next.
• Contact, which the site does not currently have at all.
• FAQ, largely assembly rather than writing, since the answers already exist in your brand guidelines. Question-led headings with the answer in the first forty to sixty words, which is the structure AI assistants actually lift.

What gets built

• Three case studies on the pattern above: a law firm, an insolvency case, and an office move or clearance. Real device counts, sites and deadlines, what made each one difficult, and what the client received. No name, no logo.
• A case studies hub, filterable by sector, so a referrer has something forwardable. One good case study already exists and is the right model.
• Redacted sample documentation: a Waste Transfer Note, an Asset Inventory Sheet and a Certificate of Data Destruction, downloadable. I expect this to be the highest-converting thing in the whole rebuild.
• Testimonials, gathered and laid out. Charities and named individuals where you have explicit permission, role and sector for everyone else.
• Light edits to Impact and About us. Both broadly work. On About us, "forensic-level IT disposal" appears twice and is jargon, so it needs saying in plain words.
• News moved out of the main navigation into the footer.

Decided 10 September: MSPs go first, and they are a different kind of page

You have more history with managed service providers than with any of the three professional-services sectors, so they lead. Worth being clear that an MSP page has a different job. The other three say "we understand the risk your profession carries". An MSP page says "we are the disposal arm you can hand this to, and here is what you and your client get out of it". Referral mechanics, co-branded reporting, and what happens to the relationship.

And the strongest thing you can say to an MSP only became true this week. Until now the site sold cyber security, IT consultancy, IT support and remote monitoring, which made you a competitor to every MSP you approached. Retiring those five pages means an MSP can refer a client to you without any risk of that client being sold services the MSP already provides. That is the pitch, and it is a direct consequence of the ITAD-only decision rather than something we have to invent.

Two things to know before we start. Your own skills list MSPs as a secondary ICP behind the professional-services sectors, so that entry needs updating to match this decision, or the two will keep disagreeing.

Decided 9 September: these are landing pages

Sectors came out of the main navigation. Your own plan says the more valuable job of these pages is being sent by Ryan after a referrer conversation rather than being browsed, and things that get sent do not need a menu. It also means each one can behave like a proper landing page, with one action and no exits, which is how the paid-search pages you liked are built. All of them stay linked in the footer so search still finds them, and the same applies to the location pages in Stage 7.

What gets built

• Four pages: MSPs, education, public sector and science, healthcare. One template for the three sector pages, with the MSP page taking its own shape because its job is different. Built as a Studio content collection so a fifth costs almost nothing.
• Education, second. Nine schools are already customers. The angle is tight budgets, a fixed refresh cycle over the summer, and safeguarding data on pupil-facing devices.
• Public sector and science on procurement scrutiny, multi-site collections and the audit trail a public body has to produce. Healthcare on patient data and the higher bar that comes with it.
• Each carries one case study from that sector, unnamed.

Corrected 10 September: the original three sectors were wrong

• The commercial handover checked the sector choice against the actual collections log. Solicitors: zero. Insolvency practitioners: zero. Accountants: one. Those three came from reasoning about who ought to care, not from evidence about who buys. My earlier version of this stage repeated that mistake and the search research I commissioned quietly reinforced it.
• What the log actually shows: seven MSPs and IT firms already buying, one of them across four collections. Nine schools. Two councils. Four science and research organisations. Four healthcare organisations. Every one of those four pages can carry a real case study, which is not true of a solicitors page.
• Worth keeping the August draft copy for solicitors, accountants and insolvency practitioners rather than deleting it. If those sectors ever appear in the log, the pages are half written. They are simply not the first four.

What happens

• A redirect map for every retired URL so no link and no ranking breaks. Wix handles up to 5,000 redirects and takes them as a bulk upload, so this is straightforward.
• Structured data: Organization, LocalBusiness, Service on each service page, FAQPage where the questions are genuinely visible, and BreadcrumbList.
• The calculator page rebuilt properly in Studio, responsive rather than embedded at a fixed height.
• Search Console and analytics reconnected, with a baseline recorded on the day of launch so we can tell later whether any of this worked.
• A full check on both themes, on a real phone, before publishing.

Three things I will not do, and why

• Review or AggregateRating markup on your own pages. Google treats a business publishing a rating about itself as self-serving, and the penalty strips every rich result you have. Real reviews on Google or Trustpilot are the honest route and worth more anyway.
• HowTo markup. Google dropped the rich result in 2023. It does nothing.
• Paid work on llms.txt. Google confirmed in 2026 that it has no effect on rankings or AI Overviews. Wix generates one free, so leave the toggle on and spend the money elsewhere.

The theme toggle, added 9 September

Default is the dark-ground design you approved. The toggle offers the light register: white ground, Terraguard Blue boxes and accents. Both are documented signature grounds in your brand guidelines, so this switches between two registers you already own rather than inventing a second look. Blue rather than Sky carries the accent in the light version, because Sky on white measures 2.26 and fails, while Blue on white measures 8.57 and passes. Signal Yellow has nowhere to live in the light version, since it can never touch white, so the light register simply carries none.

Two limits worth knowing before we build it. Wix apps render inside iframes and CSS cannot cross an iframe boundary, so Wix Forms and Wix Blog will hold whatever theme they are set to regardless of the toggle. In practice your contact forms and your news section may not switch. And there is no server-side hook, so a visitor can see a brief flash of the other theme before the script runs. Neither is fatal. Both are worth knowing now rather than discovering at launch.

This was refused in August, correctly, because global CSS and theme variables are Studio only and you were on classic Editor. That blocker is gone. The iframe one is not.

Location pages: why they wait, and what the research says

• At roughly 46 unique visitors a month these will produce very little. They only become worth writing once the pages that convert your existing visitors are done. Your own plan says this and I agree with it.
• Search results for "IT disposal Swindon" and "computer recycling Reading" are dominated by local and regional firms, with no national player on page one. So these pages are winnable, which is not true of the national head terms.
• The pages that win look like this: around 800 to 900 words, one clear heading, actual postcodes, named nearby towns, named certifications, vetted crew mentioned, and three separate calls to action.
• Wiltshire is not empty. Two credible competitors claim it as home ground. Aldbourne and Marlborough specifically showed almost no competitor presence, which is genuine white space, though also very small.
• Built as one content collection template with genuinely different local content per town. Never the same text with the town name swapped, which search engines discount and readers notice.