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Proposal · prepared for Bater & Stout Opticians · 18 May 2026

A few specific fixes for baterandstoutopticians.co.uk

Bater & Stout Opticians · Morriston, Swansea · 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 baterandstoutopticians.co.uk this week and three things stood out: the 40-year, three-generation heritage is not surfaced anywhere on the homepage, the Welsh fascia (OPTEGYDD) is not backed up by any Welsh content online, and Sian Richards\' Glaucoma and Medical Retina ProfCerts are buried as post-nominals on the About page. 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
Morriston · 129 Woodfield Street Trading since · 1986 Directors · Sian + Charles Richards
Proposed rebuild · /preview ↗
129 Woodfield Street · Morriston · since 1986

Three generations of independent Swansea optometry. Open the live rebuild ↗

Three findings, in order of revenue impact

What the live site is leaving on the Morriston counter.

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

01

Forty years on Woodfield Street, three generations of independent owners. None of it is on the homepage.

What I saw
The current baterandstoutopticians.co.uk hero is a single line, "Providing Expert Eyecare Since 1986", followed by a Book Now button. There is no founder named anywhere above the fold. Lindsay Bater (who opened Bater Opticians in 1986), Tony Stout (who took over in May 2014 and added his name to the practice) and Charles and Sian Richards (who acquired the practice from Tony in August 2023) appear nowhere on the homepage. The succession story, the single hardest credential to fake in independent optometry, is buried on the About page in one ambiguous sentence about "taking over the care of all of Mr Bater and Mr Stout's patients in August 2023".
What it costs
In Swansea independent optometry, the named-clinician succession is the credential the chains cannot copy. A patient choosing between Specsavers in Morriston and Bater & Stout decides on continuity. Three generations of owners, the founder still credited in the trading name, the Richards holding the line: that is the brand. A homepage that opens with "Book Now" instead of "Bater 1986, Stout 2014, Richards 2023" is leaving the differentiator on the table.
What the rebuild does
After rebuild: a three-generation succession block sits as the second section of the homepage. Lindsay Bater 1986, Tony Stout 2014, Charles and Sian Richards 2023, with the dates spelled out and the handover narrative quoted from the 2014 Commercial News piece on Tony's purchase. Person schema on each owner so Google and AI search assistants can quote the succession when patients ask "who runs Bater & Stout".
02

The Welsh fascia says OPTEGYDD. The website is English-only.

What I saw
The shopfront at 129 Woodfield Street carries the word OPTEGYDD on the fascia, prefixing BATER & STOUT in the Welsh-bilingual style standard for Welsh-medium Swansea businesses. The site catchment, by their own About-page words, includes Pontardawe, the Swansea Valley and Gower, all areas with strong Welsh-speaking minorities. The website is monolingual English. No Cymraeg landing page, no language switch, no Welsh hello on the homepage, no Welsh in the eye-test or contact page.
What it costs
A Welsh-medium patient from Pontardawe arriving on baterandstoutopticians.co.uk after seeing the Welsh fascia in person finds an English-only site and quietly assumes the Welsh on the fascia was decoration. Welsh-speaking patients in the valleys reward practices that meet them in their language; the practice already paid for the fascia, but the digital follow-through is missing. Welsh-Government NHS materials are bilingual by default, so the gap reads as a step backwards from the publicly funded healthcare the practice plugs into.
What the rebuild does
After rebuild: a Cymraeg variant of the four key pages (home, eye tests, NHS Wales eligibility, contact) hosted at cy.baterandstoutopticians.co.uk with an Accept-Language redirect and a visible EN / CY switch in the header. The Welsh fascia stops being marketing furniture and becomes a credible "we actually do this" signal for Welsh-speaking Swansea patients.
03

Sian Richards holds MCOptom ProfCerts in Medical Retina and Glaucoma. They are listed once, as post-nominals.

What I saw
Sian Richards is described on the About page as "Director and Optometrist MCOptom ProfCerts Medical Retina & Glaucoma". The Professional Certificates in Medical Retina and Glaucoma are the optometry qualifications that let a practitioner manage glaucoma and macular conditions in-practice rather than refer every case to hospital. In Swansea, that is the single qualification that distinguishes a referral-grade independent from a chain branch. It appears nowhere on the homepage. It appears as one buried line on the About page. Patients searching "glaucoma optometrist Swansea" or "medical retina Swansea" will not find Bater & Stout because the credential is not surfaced anywhere a search engine or AI assistant can read it.
What it costs
Glaucoma and macular-degeneration patients are high-loyalty, high-frequency, NHS-funded patients with multi-year care pathways. They choose a practice on the depth of the clinician's qualification, not the price of the frames. Bater & Stout has the qualification and is not advertising it. A patient in Morriston with early-stage glaucoma defaults to the Singleton Hospital eye-clinic referral pathway because they cannot find a local independent that holds the Glaucoma ProfCert. Sian Richards is that independent and the website is hiding it.
What the rebuild does
After rebuild: a dedicated /medical-retina-glaucoma page with Sian's qualifications, the in-practice OCT scan capability, the patient pathway and an NHS Wales eligibility check. Physician schema on Sian with the GOC number, the MCOptom membership, the ProfCert Medical Retina, the ProfCert Glaucoma. The homepage carries a small credential strip naming the two ProfCerts directly. AI assistants begin citing Bater & Stout on "Swansea glaucoma optometrist" queries within weeks of launch.
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 baterandstoutopticians.co.uk after a three-week build.

  1. 0 Custom Astro rebuild served from Vercel's UK edge. Static HTML, sub-1-second TTI on 4G across Swansea and the Gower coast, no client-side JS framework, drops the entire Webflow runtime.
  2. 0 Three-generation heritage block on the homepage. Lindsay Bater 1986, Tony Stout 2014, Charles and Sian Richards 2023, with the press quote from the 2014 Commercial News article on Tony's purchase. Person schema on every named owner.
  3. 0 Welsh-language site variant at cy.baterandstoutopticians.co.uk covering the four core pages, with EN / CY switch in the header and Accept-Language redirect. The OPTEGYDD fascia finally backed up online.
  4. 0 Dedicated /medical-retina-glaucoma clinical page with Sian Richards' MCOptom ProfCerts surfaced as a credential strip, OCT capability described in plain English, NHS Wales eligibility check inline.
  5. 0 Two-site MedicalBusiness schema: Morriston and Gorseinon as separate LocalBusiness records with their own opening hours, telephone numbers and the shared brand. Foundation date 1986 carried throughout.
  6. 0 Inline booking widget routed to the closer site by postcode. Separate flows for eye examination, contact-lens check, kids' myopia-management appointment and OCT-only scan. SMS and email confirmation.
  7. 0 Children's myopia-management landing page covering MiSight, Stellest and low-dose atropine, with the parents' FAQ mined from real customer questions in Pontardawe and the Gower.
  8. 0 Service schema across the four lines (eye exams, myopia management, Ortho-K, hearing care) plus FAQPage schema on the WECS-eligibility, Ortho-K and Welsh-language questions.
  9. 0 Editor handover so the Richards or Angel Corcoran can update content without re-engaging the developer. Markdown-driven editorial, small CMS panel for new staff biographies and testimonials.
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 baterandstoutopticians.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 practice FAQs (NHS-Wales eligibility, Ortho-K explainer, Welsh-language answers, appointment booking) 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 Swansea builds this quarter and first confirmed wins the slot. If I do not hear back by 28 May, the proposal site comes down.

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