Clarity Diamonds — Site Update Prompt

Copy this entire prompt into your site builder, developer chat, or AI tool to implement all the changes.

Context

Clarity Diamonds (claritydiamonds.au) is an Australian online diamond jeweller specialising in IGI-certified lab-grown diamonds. We've updated our brand positioning and need the website updated to match. The key shift: we no longer lead with "radical transparency" (showing margins, invoices, industry stats). We now lead with trust, education, concierge service, and custom design.

The new hero tagline is: "Love the ring. Know the diamond."

1. Homepage Hero Section

Replace the entire hero section.

Current:

• "We Show Our Margins. They hide theirs."
• "Same Diamond. Better Price."
• "We've stripped away the layers of middlemen and hidden markups."
• "You pay for the quality, not the brand's overhead."

New:

• Headline: "Love the ring. Know the diamond."
• Subheadline: "IGI-certified lab-grown diamonds. Custom designs with 3D previews. A concierge who actually answers your questions."
• CTA 1: "See How It Works" → link to /how-it-works (or #how-it-works anchor)
• CTA 2: "Book a Free Consult" → link to /concierge

2. Trust Signals Strip

Update the trust signal icons/badges on the homepage:

3. Remove Pricing Comparison Block

The homepage currently shows a side-by-side pricing comparison:

• Traditional Retailer: $5,800
• Clarity Diamonds: $3,120 (with 15% margin breakdown)
• "Potential Savings: $2,680"

Remove this entire block. Replace it with the House Collection section (see section 8 below).

4. Fix Inaccurate Claims (sitewide)

Search the entire site for these and replace/remove:

5. Testimonials

Update the three testimonials on the homepage:

6. How It Works Section

Replace the current 3-step process (Global Search → Design & Vet → Transparent Delivery) with this 5-step flow:

Step 1: Consult

Icon suggestion: Chat bubble or calendar
Book a free call with our diamond specialist. Tell us your budget, style, and timeline — we'll guide you through the options. No commitment, no pressure.

Step 2: Choose

Icon suggestion: Diamond with checkmark
We shortlist IGI-certified diamonds matched to your specs. We explain the trade-offs so you can make a confident decision.

Step 3: Design

Icon suggestion: Pencil/ruler or CAD wireframe
Pick a setting from our collection or go fully custom. We create a 3D CAD render for you to approve — adjust until it's perfect.

Step 4: Payment

Icon suggestion: Shield or lock
Pay securely online. We don't start production until you've approved your design and are completely happy.

Step 5: Delivery

Icon suggestion: Package with checkmark
Your ring is handcrafted to order, IGI-certified, and delivered to your door via insured shipping.

7. Diamond Shape Pages (/diamonds/round, /oval, /emerald, /cushion, /pear, /princess)

All 6 shape pages need these changes:

1. Change "Every diamond we source comes with a GIA or IGI certificate" → "Every diamond we source comes with an IGI certificate"
2. Change all "Request Details & Cert" CTA links from /#concierge → /concierge
3. The "Est. Retail" pricing column either needs a footnote ("Estimated based on average Australian jeweller pricing. Actual prices vary.") or should be removed entirely
4. Change "These are representative examples" → "Prices shown are for diamonds of the listed grade. Your final price depends on the exact stone selected — book a free consult and we'll find the best option at your budget."
5. Fix any raw CSS appearing in the page body (CSS should be in <style> tags or external stylesheets, not inline in the content)
6. Fix the duplicate navigation/header on the princess page (and check other shape pages for the same issue)

8. House Collection (NEW Section)

Add a new section to the homepage (replacing the pricing comparison block) showcasing five signature ring designs:

The Emerald ← DISPLAY FIRST (price anchor)

• Emerald, 3.0ct, Solitaire, 18k white gold
• "The showpiece. A 3ct emerald cut in a clean solitaire setting — all about the stone. The hall-of-mirrors effect is completely different from a brilliant cut."
• Original: $9,300 / Launch (40% off): "From $5,580" — "Customise yours →"

The Statement

• Oval, 1.5ct, Solitaire 6-prong, 18k yellow gold
• "For those who want presence. A 1.5ct oval in yellow gold with six prongs for security."
• Original: $5,600 / Launch (40% off): "From $3,360" — "Customise yours →"

The Forever

• Cushion, 1.0ct, Three-stone, Platinum
• "Past, present, future. A cushion centre flanked by two smaller matching stones, set in platinum."
• Original: $5,600 / Launch (40% off): "From $3,360" — "Customise yours →"

The One

• Oval, 1.0ct, Pave band, 18k white gold
• "The most requested shape right now. An oval centre stone with delicate pave diamonds along the band."
• Original: $4,600 / Launch (40% off): "From $2,760" — "Customise yours →"

The Classic

• Round brilliant, 1.0ct, Solitaire 4-prong, 18k white gold
• "The most popular engagement ring in the world. Clean, timeless, and lets the diamond do the talking."
• Original: $4,100 / Launch (40% off): "From $2,460" — "Customise yours →"

Display The Emerald first (highest price anchors the collection). All designs link to a customisation page or concierge booking.

Add a note below: "Launch pricing — these are our introductory prices while we build the collection. Every design can be customised: metal, carat, setting, engraving. Book a free consult to discuss."

9. Footer Links

Fix all placeholder footer links. Currently these all use # as href and go nowhere:

10. New Pages to Build

These pages are needed. Copy for each is available in the Clarity Diamonds brand docs.

/concierge (PRIORITY — many things link here)

• Headline: "Your diamond. Our expertise. No obligation."
• Explain concierge service: free, no-commission, no pressure
• How it works: tell us what you want → we shortlist → you choose → we design
• Booking form or calendar embed
• Fields: Name, Email, Phone, Budget range (optional), What are you looking for? (free text), Preferred contact method
• Amanda's intro/photo

/contact

• Headline: "Questions? We're here to help."
• Email: hello@claritydiamonds.au
• Hours: Monday–Friday 9am–6pm AEST, Saturday 10am–4pm AEST
• "We respond within 2 hours during business hours."
• Contact form (Name, Email, Phone optional, Message)
• Link to concierge booking

/privacy

• Standard privacy policy covering: data collection, cookies, third-party services (email marketing, analytics), Australian Privacy Act 1988 compliance
• Required before launching Meta or Google ads

/terms

• Standard terms of service covering: purchase terms, shipping terms, dispute resolution, governing law (NSW, Australia)
• Required before launching Meta or Google ads

/our-story (Week 2)

• Headline: "We started Clarity because buying a diamond shouldn't require blind faith."
• Why Clarity exists (confusing, opaque, high-pressure industry)
• Our approach: education, guidance, design
• Why lab-grown (chemically identical, IGI graded)
• Australian-based, shipping nationwide
• Keep it human, keep it short

11. Search Page (/search)

• Update any CTA links from /#concierge → /concierge
• Verify diamond inventory loads correctly (it's JavaScript-rendered)

12. Ring Concept Generator (/ring-concept-generator)

• The "Recent Creations" section shows "No designs generated yet. Be the first!"
• Either pre-populate with sample designs OR remove the "Recent Creations" section until there's content

13. Meta Pixel

Install the Meta (Facebook) Pixel on all pages. This needs to be in place at least 2-3 weeks before we start running ads so it can collect data.

Set up these custom events:

• PageView (automatic)
• ViewContent (when someone views a diamond or house collection design)
• Lead (when someone submits the concierge booking form)
• Contact (when someone submits the contact form)

Summary of Tone Shift

The overall site tone is shifting:

The brand voice is: Confident, educational, anti-hype. Like a knowledgeable friend who happens to know everything about diamonds. Direct but warm. Never salesy.