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A century on Haymarket. Cecil C. Amey's 1924 founding, the Amey family lineage and the Norwich flagship address are nowhere on the homepage.
- What I saw
- The current cecilameyopticians.co.uk opens with a "Celebrating 100 years" heading and a generic stock-photo carousel of model patients in trial frames. Cecil C. Amey, who opened the first Norwich practice in 1924, is never named. Robert Amey (his grandson) and his wife Emma, the current owners and the fourth generation of the family in the firm, are never named. Their sons Dan and William, son-in-law Josh Newman, and daughter-in-law Cristina Amey are never named. 22a Haymarket, the Norwich flagship that has carried the business for the entire century, never appears above the fold. The East Anglian Daily Times centenary feature is not linked.
- What it costs
- The biggest competitive moat Cecil Amey holds against Specsavers at Castle Mall and Vision Express at the Chapelfield branch is a hundred years on the same Norwich street under the same family name. The website surrenders all of it on entry. A patient comparing the homepage of cecilameyopticians.co.uk against the Specsavers booking page sees an identical stock-photo register on both, and the only deciding factor (a century in Norwich) is invisible.
- What the rebuild does
- After rebuild: the homepage opens with Cecil C. Amey named in the hero kicker, 1924-2026 surfaced as the date range, Robert and Emma Amey named as the fourth-generation current owners, the EADT centenary feature linked in the heritage block, and Person schema marking up each named family member so AI search assistants can answer "who owns Cecil Amey Opticians Norwich" correctly.