The homepage doesn't even say it's about the UK.

For a generic ".com" domain that isn't American, it's generally a good idea to yes, have a kind of minimal hint that tells you at least which country it's about, and at least a single link you can follow to get the broader context.

I'm following a link to it on HN. When I get there, I have zero context. Visitors to your site can come from anywhere, so it's generally considered a good idea to provide basic context.