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🔎 Full Audit for BranchFurniture.com — What to Check & Why (Case Study).

1. Technical & Performance / Infrastructure

What to check

Why it matters / What to expect

Site crawlability & indexability (via Google Search Console: Crawl Stats, Index Coverage etc.)

To ensure search engines can “see” all product/category pages — without crawl errors, orphan pages or accidentally blocked content.

XML sitemap & robots.txt

Helps bots navigate — ensures product, category, blog pages are properly listed (and non-public pages are excluded).

HTTPS / Security

Builds trust with users + better ranking potential. Especially important for e-commerce (payments, user data).

Page load speed & Core Web Vitals (LCP, CLS, FID/INP) — desktop + mobile

Slow or buggy sites increase bounce rate and drop conversions. Faster sites improve UX and SEO.

Image optimisation (format, size, lazy loading, alt-text)

Furniture stores rely heavily on images — heavy/unoptimised images can slow the site; missing alt-text hurts SEO & accessibility.

Browser & device compatibility / responsive design

Many shoppers browse on mobile; site must work smoothly on mobile, tablets, desktop.

Checkout & payment flow technical audit (forms, scripts, third-party plugins, payment gateways)

Ensure no friction or errors at checkout — broken forms or 3rd-party payment issues cause cart abandonment.

2. Site Architecture, Navigation & On-Page UX / Usability

• Homepage & Category Navigation / Information Architecture — check that categories (e.g. chairs, desks, storage, beds, etc.) are logical, shallow yet comprehensive, easy to browse.

• Internal linking & breadcrumbs — helps both users and search engines navigate, boosts SEO/value share across pages.

• Product listing & filtering usability — e.g. filter by category, price, furniture type, color, size — important especially with large catalogues. If filters are broken, missing, or confusing, users drop off.

• Product pages layout — clear images from multiple angles, zoom if possible; benefits-oriented copy (not just specs); clear & visible price/discount; highlighted features/benefits; bullet points; readability.

• Strong Calls-to-Action (CTA) — e.g. “Add to Cart”, “Buy Now”, “View Details” buttons should stand out and be placed above the fold + after product info.

• Trust signals & store-credibility elements — secure payment badge, privacy/return/shipping info, reviews/ratings, clear shipping & return policy. Helps conversion and SEO indirectly (user trust + lower bounce / abandonment).

3. Content & SEO On-Page Audit

What to check

Why it matters

Title tags, meta descriptions, proper header tag hierarchy (H1, H2, …) for home, category, and product pages

Improves search visibility and click-through from SERPs.

Canonical URLs (especially for filters, variants or pagination) to avoid duplicate content issues

Prevents dilution/duplicate-content penalties, helps Google know the “main” page version.

URL structure / site architecture / clean URLs — e.g. /furniture/office-desk rather than /product?id=1234 or messy query strings

Clean URLs are more SEO-friendly and easier for users to read/share.

Duplicate content check — especially across category/filter pages or variant pages

Duplicate content hurts SEO and reduces clarity.

Schema / structured data for products (price, availability, reviews, rating, etc.)

Helps search engines display rich results (price, reviews) — good for click-through.

Image alt text & descriptive image names — especially for product images

Helps with SEO (Google Images), accessibility, and serves for better indexing.

Content quality: product descriptions, category copy, “about us / brand story / shipping & returns / policies” pages — avoid generic or thin content

Helps build trust, boosts SEO, improves conversion (users feel informed).

4. Conversion Rate Optimization (CRO) & UX / Customer Journey Audit

• User journey & funnel testing — simulate typical user flows: homepage → category → product → add to cart → checkout → purchase. Identify any friction, confusing steps, unclear CTAs, or drop-off points.

• Mobile checkout test — complete a full purchase on mobile to check for usability issues (forms, wallet/payment methods, field sizes, readability, touch targets) given many users shop via phones.

• Cart abandonment / drop-off analysis (if analytics/tracking is available) — check where customers are leaving; maybe on product page, checkout, shipping cost, etc. That gives direct pointers for improvement.

• Trust & transparency elements — visible shipping info, return policy, secure payment badges, contact / support info; social proof (reviews) — these reduce anxiety and boost conversions.

• UX & design consistency / readability — consistent fonts, colors, visual hierarchy, spacing, easy-to-read text, clear layout, especially on mobile & desktop.

5. Analytics, Tracking, & Data Infrastructure — Essential for Paid Ads + Growth

You told me you’ll run Google Ads, so accurate data & tracking is critical:

• Ensure analytics tools are properly installed (e.g. Google Analytics 4 or similar), with purchase events, add-to-cart, checkout steps, conversions defined.

• Ensure tracking works across devices, sessions, and does not double-count or miss conversions (especially if using dynamic shopping feed + ads).

• If product catalog is large: maintain clean product IDs, consistent naming, avoid duplicates — especially important for feeds (Google Shopping / Performance Max) and for remarketing/retargeting segments.

✅ Summary: What Looks Critical for BranchFurniture.com (Likely Weak Points / Quick Wins)

Based on typical e-commerce furniture sites and what tends to go wrong — once you actually open the site and test — these are high-impact things you should check first:

• Page speed and image optimisation (furniture sites tend to have many heavy images)

• Mobile responsiveness & checkout usability on mobile

• Clean, SEO-friendly URL structure + canonical tags (especially for variants, filters)

• Product page optimisation: high-quality images, benefit-led copy, clear price, CTAs, alt-text, schema markup

• Site navigation, category taxonomy & filtering usability (furniture websites often have many categories — if filters are broken or confusing, user bounce increases)

• Analytics & conversion tracking setup (so Ads + remarketing data will be reliable)

These tend to directly affect conversion rate, bounce rate, and ad performance — i.e. they matter significantly for both organic and paid traffic.

📈 What I’d Do Next: My Proposed Audit Plan for BranchFurniture.com (as Your Consultant)

If I were doing the audit for you, here’s my 3-step plan:

1. Quick health check (1–2 days)

   • Run Core Web Vitals + speed tests (desktop & mobile)

   • Check HTTPS, sitemap, robots, indexing, canonicalization, URL structure

   • Spot-check 10–20 product & category pages for meta tags, content quality, schema, images, CTAs

2. Full crawl + UX walkthrough (3–5 days)

   • Crawl entire site (all pages) — find broken links, orphan pages, duplicates, index issues

   • Manually navigate on mobile & desktop: home → category → product → cart → checkout → purchase (dummy or real if possible)

   • Review navigation, filtering, internal linking, product hierarchy

3. Report + Prioritised Action Plan

   • Severity-ranked list (Critical / High / Medium / Long-term) of issues

   • Quick-wins (e.g. image optimisation, meta tags, CTA improvements)

   • Strategic improvements (site architecture tweaks; conversion funnel improvements; SEO & content plan; tracking & analytics improvements)

   • A timeline & cost estimate (especially if dev/design work required)

Once this audit & plan is done and implemented, we’d be in a much better position to build high-ROI Google Ads (and later expand to other channels) — because the underlying website will be conversion-ready.

🎯 My Ask from You (to Proceed)

To provide the most accurate audit, I’ll need from you:

• Access (or at least URL list) of top-level pages: home, main categories, a representative set of product pages, checkout page, any filter/index pages.

• Ideally, credentials or partial read-only access to analytics / Google Search Console (so I can check indexing, crawl issues, page performance, UX drop-off, etc.).

• Any data you already have about traffic, bounce, conversion rates, top-selling products, ad performance (if any) — this helps me correlate technical issues with real business numbers.