JB Shakespeare
(https://jbshakespeare.com) 📸 Data Snapshot: May 21, 2026Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
Trust theatre is the primary source of points for this site. While the site claims a review_count of 91 on the homepage and 10 on sub-pages, the proof_links_count remains 0 across the entire crawl. Testimonials are presented as static text blocks (e.g., Mrs H from Croydon) without links to verifiable third-party platforms like Google Business or Trustpilot. This creates a verification gap where the user must take the company’s word for the 91Kindnesses received.
The proof density is robust in terms of internal evidence but weak in terms of external validation. Internally, the site proves its longevity with a detailed timeline of premises (10 Scarbrook Road, 67 George Street) and specific historical milestones like reaching 1,000 funerals in 1957. Externally, the ratio drops as there are no proof_links_count to validate the trade association memberships or the FAIR FUNERALS pledge mentioned in the text.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 91 | 0 |
| /services/ | 10 | 0 |
| /funeral-listings/ | 10 | 0 |
| /Memorials/ | 10 | 0 |
| /About-us/ | 10 | 0 |
| /When-Death-Occurs/ | 10 | 0 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
Homepage schema
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://jbshakespeare.com/",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare | Funerals Directors Croydon, Forestdale, Selsdon",
"isPartOf": {
"@id": "https://jbshakespeare.com/#website"
},
"datePublished": "2021-01-13T11:57:24+00:00",
"dateModified": "2025-07-07T15:16:20+00:00",
"description": "Funeral Directors in Croydon, Forestdale and Selsdon. Long Established Independent & Family Run, including Funeral Plans and Funeral Advice.",
"breadcrumb": {
"@id": "https://jbshakespeare.com/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://jbshakespeare.com/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://jbshakespeare.com/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home"
}
]
},
{
"@type": "WebSite",
"@id": "https://jbshakespeare.com/#website",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare",
"description": "Funeral Directors Croydon",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://jbshakespeare.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/services/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://jbshakespeare.com/services/",
"url": "https://jbshakespeare.com/services/",
"name": "Funeral Services | JB Shakespeare | Funeral Directors Croydon",
"isPartOf": {
"@id": "https://jbshakespeare.com/#website"
},
"datePublished": "2024-10-21T14:44:34+00:00",
"dateModified": "2025-03-12T10:02:30+00:00",
"description": "We understand that every funeral service is unique. We cover a number of different funeral services with many additional components.",
"breadcrumb": {
"@id": "https://jbshakespeare.com/services/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://jbshakespeare.com/services/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://jbshakespeare.com/services/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://jbshakespeare.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Services"
}
]
},
{
"@type": "WebSite",
"@id": "https://jbshakespeare.com/#website",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare",
"description": "Funeral Directors Croydon",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://jbshakespeare.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/funeral-listings/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://jbshakespeare.com/funeral-listings/",
"url": "https://jbshakespeare.com/funeral-listings/",
"name": "Funeral Notices - JB Shakespeare - Funeral Directors Croydon",
"isPartOf": {
"@id": "https://jbshakespeare.com/#website"
},
"datePublished": "2021-02-02T09:44:37+00:00",
"dateModified": "2025-03-12T10:02:49+00:00",
"description": "Read Funeral Notices for Funerals in Croydon, Beckenham, Norwood and Shirley on the JB Shakespeare website.",
"breadcrumb": {
"@id": "https://jbshakespeare.com/funeral-listings/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://jbshakespeare.com/funeral-listings/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://jbshakespeare.com/funeral-listings/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://jbshakespeare.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Notices"
}
]
},
{
"@type": "WebSite",
"@id": "https://jbshakespeare.com/#website",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare",
"description": "Funeral Directors Croydon",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://jbshakespeare.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/Memorials/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://jbshakespeare.com/memorials/",
"url": "https://jbshakespeare.com/memorials/",
"name": "Memorials | JB Shakespeare Gravestones | Funeral Directors",
"isPartOf": {
"@id": "https://jbshakespeare.com/#website"
},
"datePublished": "2024-10-22T14:58:57+00:00",
"dateModified": "2025-01-17T16:00:19+00:00",
"description": "JB Shakespeare offers a range of gravestones to honour your loved ones. Trusted funeral directors providing headstones, and gravestones.",
"breadcrumb": {
"@id": "https://jbshakespeare.com/memorials/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://jbshakespeare.com/memorials/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://jbshakespeare.com/memorials/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://jbshakespeare.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Memorials"
}
]
},
{
"@type": "WebSite",
"@id": "https://jbshakespeare.com/#website",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare",
"description": "Funeral Directors Croydon",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://jbshakespeare.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/About-us/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://jbshakespeare.com/about-us/",
"url": "https://jbshakespeare.com/about-us/",
"name": "Funeral Directors in Selsdon, Forestdale and Croydon | JBS",
"isPartOf": {
"@id": "https://jbshakespeare.com/#website"
},
"datePublished": "2021-01-19T15:37:45+00:00",
"dateModified": "2025-03-12T10:02:03+00:00",
"description": "Founded in 1877, JB Shakespeare has proudly provided personalised funeral arrangements for families in Croydon, Selsdon, and Forestdale.",
"breadcrumb": {
"@id": "https://jbshakespeare.com/about-us/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://jbshakespeare.com/about-us/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://jbshakespeare.com/about-us/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://jbshakespeare.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "About Us"
}
]
},
{
"@type": "WebSite",
"@id": "https://jbshakespeare.com/#website",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare",
"description": "Funeral Directors Croydon",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://jbshakespeare.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/When-Death-Occurs/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://jbshakespeare.com/when-death-occurs/",
"url": "https://jbshakespeare.com/when-death-occurs/",
"name": "Funeral Services Croydon | JBS | Croydon, Selsdon, Forestdale",
"isPartOf": {
"@id": "https://jbshakespeare.com/#website"
},
"datePublished": "2021-01-19T13:33:37+00:00",
"dateModified": "2025-03-12T10:02:15+00:00",
"description": "At JB Shakespeare we cover a number of different funeral services with many additional components for a unique funeral.",
"breadcrumb": {
"@id": "https://jbshakespeare.com/when-death-occurs/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://jbshakespeare.com/when-death-occurs/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://jbshakespeare.com/when-death-occurs/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://jbshakespeare.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "When Death Occurs"
}
]
},
{
"@type": "WebSite",
"@id": "https://jbshakespeare.com/#website",
"url": "https://jbshakespeare.com/",
"name": "JB Shakespeare",
"description": "Funeral Directors Croydon",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://jbshakespeare.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
This page presents a snapshot of public data from JB Shakespeare, captured on May 21, 2026, to show how machine logic reads Trust & Proof signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to JB Shakespeare: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://jbshakespeare.com to view the most current version of its content and see directly what this company is about and what it offers.