You’ve already proved the lead flow works. Five conversions out of fifteen, on a floor that marks up at thirty-three percent. This is the read of the space underneath that, and what we build behind your numbers so the next fifteen lands somewhere they trust.
The structural reasons people buy gold haven’t softened. Inflation memory is fresh. Currency confidence is shaky. Younger buyers want a hard asset that sits outside the banking rails. That’s the room you’re selling into.
Older buyers want stability and want to protect what they’ve built. Younger buyers want something tangible that sits outside crypto and outside the banking system. Same product, different sales conversation. Your site needs to speak to both, in different rooms.
BullionByPost, BullionVault, the Royal Mint storefront. They convert on price and brand, not on people. The buyer who answers your FB ad and wants a call before they spend £3,000 is the buyer who doesn’t want to buy from a machine. That’s where you sit.
UK sovereigns and Britannias are legal tender, which means they sit outside Capital Gains Tax for UK residents. Investment-grade bullion sits outside VAT under HMRC rules. Together that’s a tax-free physical asset. Almost nobody on your shelf of the market puts that headline on the page hard enough.
People who buy gold from you later have gold to sell. Scrap, inheritance, an off-the-shelf piece they’re done holding. If you’re the dealer they bought from, you’re the dealer they sell to. That’s cheaper repeat business than running another ad.
You’re already talking to them on the phone. Five out of fifteen converts. This is what we know about each of them from your numbers and from what the UK market shows up.
“Your floor marks up at thirty-three percent. You can run at twenty-five and still win on a clean buy-back. That number is the whole story. The site says it out loud.”
From the call • 03 June 2026
Most UK gold dealers compete on price, brand, or speed. You can compete on price, but the harder edge is honesty plus a real human at the end of the call. These are the four hooks we’d write the site copy around.
No mystery. Each phase ships behind a real URL you can hand to a friend. No long Word doc. No charged hour for nothing. The first phase looks like the site you already want, the second makes it transact, the third closes the loop and hands you the keys.
“Each phase ships behind a real URL you can hand to a friend. No long Word doc. No charged hour for nothing.”
House standard • Conversion Forge
Calendar starts the working day after you say go. Weekends are weekends. We’d build it faster, but six weeks is the honest number that includes your review time and the photography turn.
No fluff numbers. Just the levers that shift behind your own funnel, the moment the site is up.
You’re converting five out of fifteen right now, all on the phone. The buyers in between, the ones who looked up your name after seeing your ad and didn’t see a real site, they walked. The site is what stops that walk.
The biggest objection in a buying call is price doubt. The site says, in a worked example on each product page, what your spread is and what the competitor’s would be. The call gets shorter and the close gets faster.
Every customer you sell to becomes a future seller. Inherited rings, an old chain, the half-ounce coin they’re done holding. That’s repeat business at a fraction of the cost of running the FB ad again.
The FAQ pages we write are designed to be the answer ChatGPT and Gemini pick when someone types “tax-free gold UK” or “sell inherited gold UK”. That’s free leads, every month, compounding.
The two-sided exchange you mentioned, where brokers list inventory and serious buyers transact, is real money. But it’s scoped on real data, not a guess. Twelve weeks of retail trading tells us what that platform needs to look like. Not before.
You have your own brand, your own site, your own buyers. If your current employer changes the rules tomorrow, you’re not exposed. That’s not a feature on the page, that’s the whole reason we’re building it.
Honesty floor. These are real, they matter, and they’re not in this build. Each one has a reason and each one has a path back in when the time is right.
Costs £80–£150 a month and another setup week. We wire it in Phase Two when monthly volume justifies the recurring bill. KYC-LITE covers you legally until then.
The build is architected so we can drop Onfido or Veriff in without re-plumbing. You don’t pay for it until you need it.
It’s an HMRC form and a fee. Your accountant or your solicitor files it. We can’t.
The site is built ready for it. The pages, the terms, the customer flow, all designed assuming you’ll be HVD-registered by the time orders flow at volume. We’ll point you at the form and check the architecture supports it.
Solicitor work, not web work. We publish what they draft.
You name the solicitor. They produce the document. We host it under /aml on your site and link it from the footer, the checkout, the KYC flow. Clean handoff.
Worth doing, but only on real data. Twelve weeks live before we scope.
This is the bigger second act. We’d scope it after twelve weeks of live retail data. By then we know which products are moving, which brokers want in, which payment rails actually work. Built before that, it would be a guess.
The number won’t be honest until we know where you stand on HMRC and which products you’re leading with. Send these six things back, on WhatsApp or email, and the costed proposal lands within forty-eight hours.