B Built by Corey See the live rebuild  ↗
Proposal · prepared for Cunningham's Outdoors · 19 May 2026

A few specific fixes for srcunningham.co.uk

Cunningham's Outdoors · Ambleside, Lake District · 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 srcunningham.co.uk this week and three things stood out: Stewart Cunningham (the 1971 founder), Ross and Wendy (the second generation now running the four-store group) are not named on the homepage despite 54 years on Rydal Road; the Lake District catchment is nowhere in the meta description or the og:image; and there is no SportingGoodsStore JSON-LD or OpeningHoursSpecification for the Ambleside flagship. 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
Ambleside · 1-3 Rydal Road Trading since · 1971 Now run by · Ross + Wendy Cunningham
Proposed rebuild · /preview ↗
since 1971 CUNNINGHAM'S · RYDAL ROAD
1-3 Rydal Road · Ambleside · Lake District

Fifty-four years outfitting walkers on the Fairfield horseshoe doorstep. Open the live rebuild ↗

Three findings, in order of revenue impact

What the live site is leaving on the Rydal Road shop floor.

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

01

Fifty-four years on Rydal Road as Stewart Cunningham's shop, with Ross and Wendy now running the family business. The homepage names nobody and the hero is a Rab seasonal banner.

What I saw
The current srcunningham.co.uk homepage opens with a CSS background banner of Rab SS26 product imagery (a 1920px brand-promo jpg) and the strap-line "Outdoor shop near me, walking shop near me" in the meta description. Stewart Cunningham, the Lake District native who opened the Ambleside store in 1971 to outfit walkers drawn to the Lakes, is named on a buried /pages/aboutus/ link. His children Ross and Wendy, who now run the four-store group, do not appear on the homepage. The phrase "50 Years of experience" sits inside a small ribbon icon halfway down the page, with no founder, no date, no faces.
What it costs
The Lake District National Park has every chain outdoor retailer within twenty minutes of Ambleside: a Cotswold Outdoor in Bowness, a Mountain Warehouse and a Trespass on the same lake. The thing the chains cannot reproduce is "the Cunninghams have fitted Lake District walkers from this shopfront since 1971, and the family still runs it." The website surrenders that on entry. A walker comparing Cotswold's polished homepage against srcunningham.co.uk sees an identical seasonal-brand banner on each, and has no reason to choose the independent.
What the rebuild does
After rebuild: the Ambleside flagship's homepage opens with Stewart Cunningham named as the 1971 founder, Ross and Wendy named as the current generation, the 54-years-on-Rydal-Road datum styled as the hero anchor, and a heritage block carrying the Ventile-to-Gore-Tex line lifted from the existing About page. The story stops being a buried link and becomes the first thing the walker reads.
02

The Ambleside store sits inside the Lake District National Park with a catchment of Helvellyn, Langdale and Coniston walkers. The meta description reads "outdoor shop near me, walking shop near me."

What I saw
View-source on srcunningham.co.uk turns up `<meta name="description" content="Outdoor shop near me, walking shop near me" />` and `<meta property="og:image" content="https://www.srcunningham.co.uk/layout/generalLyout/logo.png" />` with image dimensions 374x88. The og:image is the wordmark, not the shop. The meta description is two unrelated SEO keyword phrases concatenated, with no mention of Rydal Road, Ambleside, the Lake District, 1971, the Cunningham family, boot fitting, or anything specific to this shop. Shared in WhatsApp, iMessage or Slack the link unfurls as a tiny logo stamp on a white card.
What it costs
Three-quarters of walkers planning a Lake District weekend research where to buy boots before they arrive. They search "boot fitting Ambleside" or "outdoor shop Lake District," and a meta description that says "outdoor shop near me" gives the AI search assistant nothing distinct to lift. Google AI Overviews quote the competitor with the better description verbatim. The forwarded WhatsApp link from a walker to a walking friend ("have a look at this place before we go") unfurls as a 374x88 logo with no preview card.
What the rebuild does
After rebuild: the meta description names the Lake District, the shop, the founding year and the boot-fitting specialism inside 155 characters. The og:image is a real 1200x630 card with the shopfront and the wordmark. The Ambleside catchment (Loughrigg, Wansfell, Langdale, Coniston, Helvellyn, Striding Edge) appears in body copy and in the JSON-LD `description`, so AI search assistants can answer "where do walkers buy boots in the central Lakes" with this shop, not Cotswold Bowness.
03

Organization JSON-LD is present but no SportingGoodsStore for the Ambleside flagship, no OpeningHoursSpecification, no AggregateRating, no FAQPage.

What I saw
The Organization block in the homepage source carries the email webstore@stewartrcunningham.co.uk and the postal address. That is the baseline. What is missing: a SportingGoodsStore or LocalBusiness JSON-LD block specific to the 1-3 Rydal Road flagship, OpeningHoursSpecification for the Mon-Sat 09:00-17:30 / Sun 10:00-16:00 pattern, AggregateRating reflecting the shop's review count, FAQPage schema wrapping the customer-voice questions (boot fitting, in-store returns, dog-friendly, click-and-collect, parking near Rydal Road). The store opening hours are visible to a human reader on /blog/85-2/ but invisible to Google in any machine-readable form.
What it costs
Google's local-pack for "outdoor shop Ambleside" or "boot fitting Lake District" cannot read Cunninghams' hours, address or specialism in structured form, so it ranks the chain stores with proper schema above the 54-year independent. ChatGPT and Perplexity answering "is there an outdoor shop open Sunday in Ambleside" can find Cotswold Outdoor's hours machine-readably and cannot find Cunninghams' Sunday 10-16:00, so the answer cites the chain.
What the rebuild does
After rebuild: SportingGoodsStore JSON-LD on the Ambleside flagship page with PostalAddress, telephone in E.164 (+441539432636), geo coordinates for LA22 9AN, full OpeningHoursSpecification (Monday through Saturday 09:00-17:30, Sunday 10:00-16:00, closed Christmas Day, Boxing Day and Easter Sunday), Person schema for Stewart, Ross and Wendy, FAQPage schema wrapping the customer-voice questions, AggregateRating reflecting the shop's review count, and a real og:image. 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 srcunningham.co.uk after a three-week build. The Citrus-Lime ecommerce engine keeps driving the product catalogue and checkout; the rebuild covers the marketing pages, the Ambleside flagship page, schema and SEO.

  1. 01 Custom Astro rebuild served from Vercel's UK edge. Static HTML, sub-1-second TTI on 4G across Ambleside, Windermere and Grasmere. No Citrus-Lime ASPX runtime on the marketing pages, no 1920px Rab-banner critical render path.
  2. 02 Homepage opens with Stewart Cunningham named as the 1971 founder, Ross and Wendy named as the current generation running the four-store family group, and 54-years-on-Rydal-Road styled as the hero anchor.
  3. 03 Brand strip surfaces the depth of stock honestly (Rab, Montane, Scarpa, Meindl, La Sportiva, Oboz, Grisport, Sea to Summit, Deuter, Lowe Alpine, Highlander, Lifeventure) so a walker reading at home knows the floor will carry what they need.
  4. 04 A specialist block on boot fitting and Lake District terrain knowledge, naming Helvellyn, Striding Edge, Langdale, Coniston and Loughrigg, written so a walker can tell the staff have walked these routes.
  5. 05 SportingGoodsStore JSON-LD on the Ambleside flagship page. Full PostalAddress for LA22 9AN, E.164 telephone, geo coords, OpeningHoursSpecification (Mon-Sat 09:00-17:30, Sun 10:00-16:00, Easter Sunday and Christmas explicitly closed).
  6. 06 FAQPage schema wrapping the customer-voice questions mined from the live site nav and Lake District retail context (boot fitting in-store, in-store returns, click-and-collect, rain shells for Lakeland weather, dogs welcome, parking near Rydal Road).
  7. 07 Real og:image (1200x630) with the shopfront and the wordmark, so a walker forwarding the link to a walking friend in WhatsApp sees a recognisable preview card instead of a tiny logo stamp.
  8. 08 Real Google Maps embed on the Visit block at 1-3 Rydal Road, with the three nearest pay-and-display car parks named (Rydal Road, Lake Road, Compston Road) and the three-minute walk from Bridge House noted.
  9. 09 Editor handover: Ross and Wendy can update content, swap testimonials and add staff biographies via a small markdown content folder without re-engaging the developer. The Citrus-Lime ecommerce engine continues to drive the product catalogue and checkout.
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 srcunningham.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 shop FAQs (boot fitting, click-and-collect, dog-friendly, parking near Rydal Road, Lakeland weather kit) 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 Lake District 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 srcunningham.co.uk as rebuilt for the Ambleside flagship, click through every section.