Clarity Diamonds — Site Audit

Date: 2026-03-08
URL: claritydiamonds.au

1. Broken Links & 404 Pages

Footer links using # as href: Our Story, Transparency, Education, Contact, Privacy Policy, Terms of Service — these are all placeholder links that go nowhere.

2. Pages That Exist & Work

Additional 404s tested

| /about | 404 |
| /faq | 404 |
| /returns | 404 |

3. Issues on Diamond Shape Pages (/diamonds/round, oval, emerald, cushion, pear, princess)

All six shape pages share the same issues:

"GIA or IGI certificate"

Every shape page says: "Every diamond we source comes with a GIA or IGI certificate that you can verify independently."
Fix: Change to "IGI certificate" across all shape pages.

"Request Details & Cert" links to /#concierge

Every diamond listing CTA links to /#concierge — an anchor on the homepage that doesn't resolve to a visible section. This is effectively a broken link on every product card.
Fix: Point to /concierge once that page is built.

"Est. Retail" pricing column

Each diamond shows an "Est. Retail" comparison price (roughly 1.8x the Clarity price) but there's no explanation of how that estimate is calculated. This could be challenged under Australian Consumer Law if not substantiated.
Fix: Add a footnote or tooltip: "Estimated retail price based on average Australian jeweller margins reported by [source]. Actual prices vary by retailer."

"Representative examples" disclaimer

Each page notes "These are representative examples" — fine, but it's unclear whether these are real diamonds currently available or sample pricing for illustration.
Fix: Clarify: either "These diamonds are currently available" or "Indicative pricing — book a consultation to see live inventory."

Raw CSS visible in page source

The crawl detected CSS styling code appearing in the HTML content on several pages. May be a rendering issue or template bug.
Fix: Check that CSS is in <style> tags or external stylesheets, not in the page body.

Duplicate navigation

Princess page (and possibly others) shows the logo and nav menu twice.
Fix: Check template for duplicate header includes.

4. Inaccurate Claims — Homepage & Sitewide

Hero Text

"We Show Our Margins. They hide theirs."

Issue: Good hook but doesn't communicate what Clarity actually does. Visitors don't know what "margins" means in context. Consider leading with the value proposition more clearly.

Suggested alternatives (aligned with current strategy):

"Traditional jewellers mark up diamonds by 500%. We show you the invoice."

"Same diamond. We just show you what we paid for it."

"Your jeweller's margin is 84%. Ours is transparent."

"GIA & IGI Certified"

Issue: We've agreed to position around IGI only. This needs to say "IGI Certified" throughout.

"Handcrafted in Australia"

Issue: Not accurate. Rings are handcrafted but not in Australia. Should say "Handcrafted" or "Handcrafted to order" without the Australia claim.

"Lifetime Manufacturing Warranty"

Issue: Needs verification — do we actually offer this? If not, remove. If yes, define the terms somewhere.

"500,000+ IGI & GIA diamonds scanned"

Issue: We don't have 500,000+ diamonds. This number needs to be replaced with whatever the actual inventory count is, or use softer language like "thousands of IGI-certified diamonds."

"Save 40-60% less than mined diamonds" (on /diamonds page)

Issue: Per the Pricing Research & Disclaimers brief, this claim is "partially accurate but increasingly fragile." Should be replaced with range-based language and a disclaimer, or dropped entirely in favour of the margin transparency message.

Testimonial savings figures

• Sarah & James: "Saved $4,200"
• Michael T.: "Saved $2,800"
• Elena R.: "Saved $3,500"

Issue: Per the Pricing Research brief, specific dollar savings figures need a methodology disclaimer or should use softer language like "saved thousands compared to high-street jewellers."

"2,847 diamond hunters and counting"

Issue: Is this real? If it's a placeholder, remove. If real, keep but make sure it updates dynamically or is manually updated.

5. Missing Pages

/our-story

Purpose: Build trust, humanise the brand. Who started Clarity and why.

Suggested content:

• Origin story — why Clarity exists (the problem with traditional markup)
• The team (Amanda and anyone else)
• The transparency philosophy — not just a pricing model, a belief system
• Why lab-grown — the ethical and value case
• Australian-based, globally sourced
• Photo of founder(s) if available

/transparency

Purpose: The single most important page for Clarity's brand. This is the differentiator.

Suggested content:

• How the pricing model works: wholesale cost + import duties + fixed margin = your price
• What a manufacturer's invoice looks like (sample/redacted)
• How traditional jeweller margins work (84% industry average, cite NDC/Jewellery Australia 2024)
• Real-time pricing commitment — prices updated to reflect current wholesale market
• Why we don't negotiate (because the price is already fair)
• Link to the Pricing Research disclaimers where relevant
• Trust signals: IGI certification, escrow payments, insured delivery, 30-day returns

/contact

Purpose: Basic contact page — essential for trust.

Suggested content:

• Email address
• Phone number (if applicable)
• Contact form
• Business hours
• Location (Sydney, Australia — no need for physical address if no showroom)
• Response time promise ("We respond within 2 hours during business hours")
• Link to concierge booking

/concierge

Purpose: The consultation/concierge booking page. Currently linked from email templates.

Suggested content:

• What the concierge service includes (free, no-commission diamond search + guidance)
• How it works (book a call → we shortlist → you choose)
• Booking form or calendar embed
• "No obligation, no pressure" messaging
• Amanda's intro/photo

/privacy & /terms

Purpose: Legal compliance. Required for running ads (Meta, Google).

Suggested content:

• Standard privacy policy (data collection, cookies, third-party services)
• Terms of service (purchase terms, returns policy, warranty terms if applicable)
• Both are required before launching paid ads

6. How It Works — Rewrite

Current (on site): 3 vague steps — Source, Design, Create

Proposed: 5 clear steps matching the actual customer journey:

Step 1: Consult

Book a free call with our diamond specialist. Tell us your budget, style, and timeline — we'll guide you through the options.

Step 2: Choose

We shortlist IGI-certified diamonds matched to your specs. You see the wholesale cost and our margin on every stone.

Step 3: Design

Pick a setting or go fully custom. We create a 3D CAD render for you to approve — adjust until it's perfect.

Step 4: Payment

Pay securely via escrow. Your funds are held until you're completely happy with the finished piece.

Step 5: Delivery

Your ring is handcrafted, certified, and delivered to your door via insured shipping. 30-day returns, no questions asked.

7. Homepage Hero — Recommended Rewrite

Current: "We Show Our Margins. They hide theirs."

Option A (direct, educational):

"Traditional jewellers mark up diamonds by 500%. We show you the invoice."
Sub: "IGI-certified lab-grown diamonds at a transparent margin. See exactly what we paid."

Option B (challenger, confrontational):

"Your jeweller's margin is 84%. Ask them to prove otherwise."
Sub: "At Clarity, we publish the manufacturer's invoice with every diamond. Our margin is fixed. No negotiation needed."

Option C (value-led, softer):

"Same sparkle. Same certification. None of the markup."
Sub: "Lab-grown diamonds sourced direct from manufacturers. You see the cost. You see our margin. No surprises."

8. Search Page

The /search page has filters (shape, price, carat, colour, clarity) and sorting options. Note: the crawl tool couldn't execute JavaScript so inventory may load fine in a real browser. Verify manually that diamonds are displaying correctly.

9. Ring Concept Generator

The /ring-concept-generator page works but shows "No designs generated yet. Be the first!" in the Recent Creations section. Consider:

• Pre-populating with sample designs
• Or removing the "Recent Creations" section until there's content

10. Priority Actions

Immediate (before running any ads)

1. Fix footer links — point to real pages or remove
2. Build /contact page (minimum viable)
3. Build /privacy and /terms pages (required for ad platforms)
4. Remove "Handcrafted in Australia" → "Handcrafted to order"
5. Remove/verify "Lifetime Manufacturing Warranty"
6. Change "GIA & IGI" → "IGI" across entire site (homepage + all 6 shape pages)
7. Replace "500,000+" with actual inventory count or softer language
8. Verify /search page loads inventory correctly in browser
9. Fix /#concierge broken anchor on all diamond listing CTAs
10. Fix duplicate navigation/header on shape pages
11. Remove raw CSS appearing in page body on shape pages

Before first campaign

12. Build /concierge page (email templates + diamond CTAs link here)
13. Build /transparency page (core brand differentiator)
14. Rewrite "How It Works" to 5-step flow
15. Update hero text
16. Add pricing disclaimers per the Pricing Research brief
17. Add "Est. Retail" methodology footnote on all shape pages
18. Clarify "representative examples" — are these live inventory or sample pricing?
19. Update testimonial savings to use softer language + disclaimer

Nice to have

20. Build /our-story page
21. Build /faq page (currently 404, not linked but expected by users)
22. Build /returns page (currently 404, supports trust messaging)
23. Pre-populate ring concept generator with sample designs
24. Add dynamic subscriber count or remove "2,847" if static