01 Sixty years on North Street since 1966, and the homepage hero says none of it.
What I saw
The current georgeide.co.uk hero rotates through a photograph of the white-rendered North Street shopfront with the teal door. The strapline above it reads "On your sIDE" with no founding year, no founder name, and no count of years in Chichester. The about page tells the 1966 story in a single line ("Founded in Chichester in 1966") several scrolls below the fold. The Yoast-emitted Organization JSON-LD that Google and the AI assistants read carries the firm name and logo only, no foundingDate, no founder Person, no member Person records for the five LLP designated members at Companies House. A potential client who asks ChatGPT or Google "oldest solicitor in Chichester" gets a competitor that started in the 1990s because George Ide is machine-invisible on its own provenance.
What the rebuild does about it
After rebuild: a "Chichester, since 1966" badge in the hero eyebrow, "60 years on North Street" worked into the lede, the five current designated members (Ursula Watt, Paul Lewis, Nicholas Smith, Katie Hutchinson, Danii Jhurry-Wright) named in the heritage block with their dates of LLP membership, and a structured-data block with foundingDate 1966, founder Person record for George Ide, and member Person records for the five named LLP designated members. The "On your sIDE" line stays in the visual identity; the 60-year provenance gets the headline.
02 A Chambers UK 2026 Band 2 personal-injury team and an individually ranked partner, nowhere on the homepage.
What I saw
Chambers UK 2026 lists George Ide LLP in Band 2 for Personal Injury (Mainly Claimant) in The South, with Paul Fretwell ranked individually in the same band. The firm is also a long-standing member of the Motor Accident Solicitors Society (MASS, formed 1991), a small specialist body that supports test cases for motorists nationwide. MASS is the kind of credential most generalist high-street firms cannot claim. None of this surfaces on the homepage hero, the personal-injury landing page does not lead with the Chambers band, and the MASS badge lives one click deep on a stand-alone page rather than on the personal-injury card a prospective claimant actually reads. A motorist with a £150,000 catastrophic-injury claim choosing between the local Chichester options decides on credibility in the first scroll, and George Ide is hiding its strongest one.
What the rebuild does about it
After rebuild: a Chambers-ranked badge in the personal-injury card with the year and band quoted from Chambers verbatim, Paul Fretwell named in writing alongside his individual ranking and his Law-Society personal-injury panel ticket (held since 1994), and a MASS row in the credentials strip directly under the hero. A short panel on the personal-injury landing block explains what MASS actually means in practice (test-case backing, peer-reviewed membership), so the badge is more than a logo.
03 SRA 488565, FCA authorisation, Companies House OC336392 and three Chichester doors, in four different places.
What I saw
The firm holds an unusually rich set of regulatory and address credentials: SRA-authorised under number 488565, FCA-authorised (rare for a high-street solicitor, signalling the in-house wealth-management department), incorporated at Companies House as OC336392, and trading from three doors clustered together on Chichester North Street (52, 61a, 44, with a fourth office by appointment in Guildford). On the current site each of these lives on a separate page: regulator footnotes in the footer, addresses on the contact page, the LLP form in a small print line. There is no single block that gathers them as a credential. A client doing the basic due-diligence check (which a £300,000-claim instructor will do) has to assemble the picture themselves from four pages, and the AI summary they ask their assistant to write strips most of it out.
What the rebuild does about it
After rebuild: a single LegalService JSON-LD block carrying the legalName, foundingDate, SRA number, Companies House number, FCA-authorised flag, full PostalAddress for 52 North Street, telephone in E.164, and all four department services. The visible page surfaces the same row as a credentials strip under the hero ("SRA 488565 . FCA-authorised . CQS . MASS member . Chambers 2026"). The three North Street addresses appear together on the visit block with a single Google Maps embed centred on the cluster, the Guildford office named separately as by-appointment-only.