OVERVIEW

Overall site grade: B (84.1 / 100)

Total page count (crawl): 127 pages

Page types:

• Home: 1

• Landing pages (campaign/feature): 7

• Category pages: 9

• Product pages: 38

• Blog posts / articles: 52

• Static pages (About, Contact, Help, Policies): 12

• Archive / paginated / tag pages: 8

CMS (Content Management System) detected:

• WordPress 6.x with WooCommerce (theme: responsive commercial theme). Server: Apache + PHP 8.x (detected headers). CDN present for static assets (partial configuration).

Sitemap health:

• Sitemap found at /sitemap_index.xml.

• URLs listed in sitemap: 115 of 127 discovered pages (12 pages missing from sitemap).

• lastmod present for ~60% of items; 40% have no lastmod.

• Several blog posts are in multiple sitemap entries (indexing redundancies).

• A small number of submitted URLs (8) return 404 or 5xx on crawl.

• URL structure is generally clean and human-readable, with predictable category/product paths.

• Internal linking is present and breadcrumbs are implemented on most product pages.

• Several orphan pages detected (6 pages with little or no internal links).

• Robots.txt exists and disallows /wp-admin/ and a staging path; no blocking of public content discovered.

• Aggregate grade reflects strengths in structure and usability and weaknesses in accessibility and content depth.

SEO and Findability

Grade: B+ (88 / 100)

Executive summary:
Meta tags and basic on-page SEO are present on most pages, product schema is implemented in principle, and the site is indexable. Several technical issues reduce effectiveness: duplicate titles on product variants, missing meta descriptions on key pages, inconsistent canonical tags on paginated archives, and schema formatting errors affecting about 18% of structured-data outputs.

Findings:

• Title tags: present on 120/127 pages; 9 product pages show near-duplicate titles (automatic SKU suffixes producing duplicates).

• Meta descriptions: missing on 18 pages (including 5 product pages and 3 category pages).

• Heading structure: H1 present on ~90% of pages; some blog posts have H1 and H2 reversed (H2 used as H1).

• Canonical tags: present on most pages, but pagination canonicalization is inconsistent; 27 paginated archive pages are missing canonical or use self-referential canonicals that confuse indexers.

• Robots/indexing: 5 pages intentionally noindex (admin content); no inadvertent whole-site blocking found.

• Sitemap vs. crawl: sitemap lists 115 URLs; 12 discovered pages are not in sitemap (including new landing pages and legacy product pages).

• Schema (structured data): Product/Offer schema present on 34 of 38 product pages in JSON-LD. Of those, ~18% contain errors (missing priceCurrency or availability in Offer objects; a few use the older microdata format inconsistently).

• Mobile readiness (from SEO perspective): responsive meta tag present; mobile-friendly HTML/CSS present. Mobile page speed (see Performance) limits mobile search ranking potential.

• XML sitemap formatting: valid, but missing image tags for product images; lastmod omitted on many items.

Impact:

• Search engines can crawl the majority of content, but duplicate titles, missing meta descriptions, and schema errors reduce rich-result eligibility and lower visibility for product-rich results.

• Missing pages in sitemap and inconsistent canonical tags create mild indexing inefficiency.

Top technical opportunities (SEO):

• Deduplicate and standardize title templates for product variants.

• Add or refresh meta descriptions for pages missing them, prioritizing category and product pages.

• Fix JSON-LD errors (ensure all Offers include price, priceCurrency, availability).

• Add image entries to sitemap for 80+ product images currently missing.

Site Structure and Logic

Grade: A (95 / 100)

Executive summary:
Information architecture and URL taxonomy are strong. The site follows a logical, flat hierarchy for commerce flows and a clear blog taxonomy. Breadcrumbs, category pages, and permalinks are implemented and consistent. Internal linking is generally well executed, making content discoverable for users and crawlers.

Findings:

• URL hygiene: 92% of URLs are clean (no query-string IDs in primary content URLs).

• Depth: Most primary content reachable in 2 clicks from the homepage; deeper resources (special-report posts) require up to 4 clicks.

• Breadcrumbs: Implemented on product and category pages; help with navigation and SEO.

• Internal linking: Category → product linking is consistent; contextual linking from blog posts to products is present but could be expanded.

• Search and filters: Faceted filtering works but produces indexable parameter URLs in some cases (requires rel=canonical or noindex on filter combinations).

• Orphan pages: 6 pages found with no inbound internal links; these are primarily legacy landing pages.

• Mobile structure: site navigation collapses appropriately into a hamburger menu; search remains reachable.

Impact:

• Strong structure supports crawling, UX, and conversion. Faceted URLs and orphan pages are the only significant structural risks.

Top structure opportunities:

• Add canonical or noindex strategies for filter/parameter URLs to prevent index bloat.

• Reintegrate 6 orphan pages into the nav or decide to retire them.

• Add contextual editorial links from blog articles to top-converting product pages.

Usability and User Experience

Grade: A (95 / 100)

Executive summary:
Navigation and task flows are intuitive; the site follows common usability patterns. The checkout funnel and search are easy to use, CTAs are generally visible, and mobile usability is good. Small usability friction points exist (filter reset behavior, dense product lists on smaller screens).

Findings:

• Navigation clarity: Primary navigation has 6 clear items; top content reachable in 1–3 taps on mobile and 1–2 clicks on desktop for most users.

• Search: Search box present in header; returns relevant results and typeahead suggestions for common queries.

• Calls to action (CTAs): Prominent on product pages and landing pages; some blog posts lack CTAs entirely.

• Form flows: Checkout is a single-session flow; form labeling is clear and inline validation shown on error.

• Mobile behavior: Menus, forms, and buttons are touch-friendly. On some small screens, product card images push CTAs off-screen requiring extra scroll.

• Error handling: Clear 404 page present with search suggestions and contact options.

• Nielsen heuristics: Visibility of system status good (loading spinners, progress indicators for checkout); consistency and standards largely observed.

Impact:

• High baseline UX quality supports conversions. Fixing a few mobile layout issues and CTA placement on editorial content would likely increase engagement.

Top UX opportunities:

• Ensure product list CTAs remain visible on all breakpoints.

• Add contextual CTAs to blog posts linking to relevant products or offers.

• Prevent filters from resetting when users navigate back from a product.

Content Quality

Grade: C (75 / 100)

Executive summary:
Content presence is solid (many blog posts and product pages), but quality varies. Product descriptions are thin, blog posts are uneven in tone, and calls to action are often missing on editorial pages. Grammar and repetition issues are present on a subset of pages.

Findings:

• Average product page word count (visible description): ~80 words — often limited to features, lacking benefits and specs.

• Blog post average word count: ~350 words; several posts under 250 words and a handful (6) are under 150 words (thin).

• Tone and voice: Inconsistent across pages — product pages are transactional, blog posts vary from conversational to technical without a consistent editorial voice.

• CTAs: 70% of blog posts lack a direct CTA (newsletter signup, related product link, or next-step).

• Readability: Flesch-Kincaid estimates vary; 60% of pages are at an 8th–10th grade reading level (acceptable for broad audiences), but some product specs are overly technical without lay summaries.

• Grammar/spelling: Minor grammar or punctuation errors found on ~4% of pages; repetition (duplicate paragraphs) detected on 3 blog posts.

• Duplicate / thin content: A small set of product variants share near-identical descriptions (duplicates across SKUs).

Impact:

• Content thinness and inconsistent voice reduce SEO potential and limit conversions from informational pages. Product pages with low information reduce buyer confidence and increase friction in purchase decisions.

Top content opportunities:

• Expand product descriptions to include specs, benefits, and use cases (add 150–300 words recommended per product).

• Standardize brand voice and content templates for blog vs. product pages.

• Add clear CTAs to all blog posts linking to product pages or conversion pathways.

• Fix duplicate content across SKU pages by using canonical tags and variant-specific copy where needed.

• Proofread or run grammar checks for the ~4% of pages with errors.

Performance and Load Speed

Grade: C+ (78 / 100)

Executive summary:
Performance is mixed. Desktop experiences are acceptable for casual browsing; mobile load performance is a weakness. Several unoptimized media and a few backend issues cause slower Largest Contentful Paint (LCP) and higher total page weight than ideal. There are also a handful of broken links and server errors.

Findings:

• Average desktop First Contentful Paint (FCP): ~1.9s. Average mobile FCP: ~3.4s.

• Largest Contentful Paint (LCP): average ~3.9s desktop; ~4.8s mobile (above recommended thresholds).

• Time to First Byte (TTFB): ~0.9s average; occasional spikes to 1.6s under load.

• Page weight: average ~3.2 MB per page (images largest contributor).

• Images: 120 images detected above recommended sizes; 35 images >500 KB; many images served in JPEG rather than modern compressed formats (WebP/AVIF) and missing srcset.

• Lazy loading: implemented for some images, but not consistently across product lists and hero images.

• Broken links / 404s: 12 broken internal links and 5 pages returning 404 on crawl (some referenced in sitemap).

• Server errors: 3 occurrences of 500-level errors observed during crawl (checkout session endpoints).

• SSL/TLS: certificate valid; some mixed-content warnings on legacy blog posts (HTTP-loaded assets).

• Caching: static assets are cached, but expiration headers for a subset of assets are short or missing.

Impact:

• Mobile users see slower LCP, which hurts user satisfaction and mobile search ranking. Large uncompressed images and inconsistent lazy loading explain a large portion of the delay. Broken links and 5xx errors are critical and affect user trust and crawl efficiency.

Top performance opportunities:

• Convert large images to modern formats (WebP / AVIF) and implement srcset.

• Apply consistent lazy loading and critical image prioritization for above-the-fold content.

• Fix 12 broken links and investigate 3 server error sources (checkout endpoints).

• Add or lengthen caching headers for static assets and enable Brotli compression on server/CDN.

• Resolve mixed-content HTTP assets to eliminate browser warnings.

Accessibility

Grade: D (65 / 100)

Executive summary:
Basic accessibility landmarks exist, but many pages fail automated contrast and alt-text checks, and several interactive components lack ARIA roles or proper keyboard focus handling. Screen-reader experience is inconsistent and would be frustrating for many users with assistive technologies.

Findings:

• Contrast: 22% of pages have contrast failures (text color vs background fails WCAG AA for body or CTA text).

• Alt attributes: 18% of images are missing alt attributes, including product images in some product lists (critical).

• Keyboard navigation: focusable controls present, but modal dialogs sometimes trap focus or return focus incorrectly after close.

• ARIA roles/labels: ARIA attributes are used in some places but are inconsistent or incorrectly applied (e.g., aria-hidden on focusable elements).

• Landmarks and headings: Landmark roles (main, nav) are missing on ~30% of pages, and heading order is inconsistent in many blog posts (H2 preceding H1).

• Screen reader summary (simulated): On several pages a screen reader would read the same navigation items repeatedly due to duplicate nav markup; important content blocks lack meaningful headings.

• Forms: Label association missing on 6 forms (input label not programmatically connected), affecting assistive tech.

Impact:

• Accessibility gaps create real barriers for users relying on assistive technologies and expose the site to legal risk in some jurisdictions.

Top accessibility opportunities (priority):

• Fix alt attributes for all images, prioritizing product and informational images.

• Resolve color-contrast failures on CTAs and body text.

• Ensure semantic landmarks (header, main, nav, footer) and correct heading order across templates.

• Fix keyboard focus management for modals and interactive widgets.

• Audit and correct ARIA use; ensure labels are programmatically associated with form fields.

Legal Compliance

Grade: B (85 / 100)

Executive summary:
Privacy policy and terms of service pages are present and accessible from the footer. Basic compliance elements exist, but cookie consent and GDPR-specific consent handling are incomplete and marketing consent capture during forms is inconsistent.

Findings:

• Privacy Policy: present and legible; includes contact information and general data collection categories.

• Cookie / Consent banner: a cookie banner is shown but does not offer granular opt-in for analytics/marketing cookies (only an accept/reject all option).

• GDPR: no documented mechanism for consent auditing or cookie-level opt-ins; no clear link to data subject access request procedures.

• CCPA / US state disclosures: California-specific disclosures are not surfaced separately (no clear opt-out link visible).

• Data collection forms: most lead/contact forms capture name/email; only 40% of forms surface explicit marketing consent checkboxes.

• Third-party trackers: analytics and ad pixel scripts detected; their operation is not fully documented in the cookie banner.

• Transactional records and receipts include basic contact info but not a stated data retention policy.

Impact:

• Presence of policy pages limits immediate legal exposure, but lack of granular cookie consent and explicit data handling details increases compliance risk for EU visitors and some US state privacy laws.

Top legal compliance opportunities:

• Implement a granular cookie consent mechanism (consent by purpose) and store consent records.

• Add clear GDPR/DSAR instructions and a data retention schedule to the privacy policy.

• Add an explicit marketing consent checkbox to all marketing forms and record consent timestamp.

• Surface a California-specific privacy link if the business targets California residents.

Overall Site Grade

Composite score calculation (weighted components)

• SEO and Findability: B+ — 88 × 20% = 17.60

• Site Structure and Logic: A — 95 × 15% = 14.25

• Usability and User Experience: A — 95 × 15% = 14.25

• Content Quality: C — 75 × 15% = 11.25

• Performance and Load Speed: C+ — 78 × 15% = 11.70

• Accessibility: D — 65 × 10% = 6.50

• Legal Compliance: B — 85 × 10% = 8.50

Total weighted score: 84.05 / 100 → rounded 84.1 / 100 → Overall grade: B

Interpretation:

• The site performs well in structure and usability, which supports conversion and crawlability.

• The principal weaknesses lowering the overall score are accessibility and content depth/quality, with performance (mobile LCP) and a few technical SEO issues contributing as secondary factors.

• Addressing high-priority technical and accessibility items will increase both user satisfaction and search performance; improving content quality will multiply the impact of technical fixes.

Recommendations (prioritized)

High priority (fix these first — directly affect users, crawlers, and conversions)

• Repair 12 broken internal links and resolve 3 server 500 errors on checkout endpoints. Broken links and 5xx responses directly damage conversion and indexing.

• Fix missing alt attributes for product images and high-visibility images (18% missing). This addresses accessibility and SEO image indexing at once.

• Correct JSON-LD schema errors for product/offer structured data (ensure price, priceCurrency, availability are present and properly typed).

• Remove mixed-content assets (HTTP images/scripts) to eliminate browser warnings and ensure TLS-only loading.

• Implement granular cookie-consent controls and log consent records (required for GDPR compliance and recommended for other privacy regimes).

Medium priority (meaningful gains; schedule soon)

• Convert and serve large images in modern formats (WebP/AVIF), implement srcset and consistent lazy loading to reduce LCP and page weight.

• Add or refresh meta descriptions for missing pages and consolidate duplicate title tags for product variants.

• Standardize canonical rules for faceted/filtered URLs (either canonicalize to category or add noindex to parameter combinations) to prevent index bloat.

• Fix color-contrast failures on CTAs and body text to meet WCAG AA.

• Add clear CTAs to all blog posts linking to relevant product pages or conversion pathways.

Lower priority / strategic (ongoing improvements)

• Expand product descriptions to 150–300 words including specs, benefits, and use cases; create a content template for product pages.

• Reintegrate or retire orphan pages (6) and update sitemap to include new/important pages (bring sitemap to reflect 100% of canonical content).

• Implement editorial content calendar to refresh stale blog posts and create consistent brand voice guidelines.

• Improve caching headers and enable Brotli compression on CDN for further speed improvements.

• Run an accessibility audit with assistive-technology testing to validate keyboard navigation and screen-reader flow after code changes.

Recommended next steps (operational)

• Triage and fix high-priority technical issues immediately (broken links, 5xx errors, missing alt text, schema errors, mixed content).

• After immediate fixes, schedule a content refresh project focused on product pages and top-converting blog posts.

• Run a focused accessibility remediation sprint to bring the most-visited templates up to WCAG AA.

• Re-run WebGrade after changes; targeted re-scans (site or page-level) recommended to measure improvements and capture regressions.

End of report.