Holly & Lil — Site Audit — Quantised
Holly & Lil — Site Audit
Summary
10 of 20 crawled pages have no H1 heading at all, including About Us and Contact; 370 images site-wide are missing alt text, 192 of them on a single gallery page.
Mobile LCP 4,872 ms (lab estimate — too little real-user Chrome traffic for Google to publish field data). Desktop CLS is 0.201, above the 0.1 threshold.
#1 for the brand name and #2 for 'decorated dog collars', but not found in the top 20 for 'handmade dog collars UK', 'designer dog collars leather', 'dog harnesses' or 'sighthound collars greyhounds'.
No third-party review platform found and no review widget on the homepage, despite a genuine 4.4-star Google Business Profile from 120 reviews going unused on-site.
Running on a legacy .asp platform with a 2005-2023 copyright range; page titles are inconsistent and some support content (size/care guides) is delivered as small, hard-to-read images with the text baked in rather than as real text.
Critical — fix before anything else
- 🔴Ten of twenty crawled pages have no H1 heading, including /about-us, /contact-us, /care-guide and /size-guide — the single strongest on-page SEO signal and a basic accessibility requirement, missing from half the site.
High priority
- 🟠Six broken internal links, all pointing at old press coverage (Time Out, Easy Living) — likely sourced from the 'what the papers say' page and worth restoring or removing.
- 🟠370 images site-wide have no alt text, concentrated heavily on one customer-photo gallery page (192 of 203 images).
- 🟠Not ranking for the category terms a new customer would search: absent from the top 20 for 'handmade dog collars UK', 'designer dog collars leather', 'dog harnesses' and 'sighthound collars greyhounds', despite sighthound collars being a named part of the range. Premium benchmarks like lordsandlabradors.co.uk and hugoandhudson.com currently hold that ground.
Medium priority
- 🟡No third-party review platform, and the existing 4.4-star/120-review Google Business Profile isn't surfaced anywhere on the site itself.
- 🟡Page titles are inconsistent — some well-formed, others generic ('Sitemap') or near-duplicated across pages.
- 🟡The site reads as dated relative to the premium handmade product it sells — the 2005-2023 copyright range is a reasonable proxy for how long it's been since the site had real design attention, and some supporting content (size/care guides) is delivered as small, hard-to-read badge images with the text baked in rather than as real, accessible text.
- 🟡This is an unusually strong candidate for a user-generated-content programme that doesn't currently exist — customers paying a premium for a decorated, handmade collar are exactly the audience most likely to want to show it off, and the current Instagram presence isn't doing that work yet.
What's working
- ✅A genuine, already-earned brand heritage: 4.4-star Google Business Profile from 120 reviews and real historical press coverage.
- ✅Number-one brand search ranking, and #2 for 'decorated dog collars' — a niche the brand is clearly known for.
- ✅Zero broken links outside the six legacy press pages, out of 150 internal URLs checked.
- ✅The homepage title and meta description are well-written and specific, unlike some of the weaker inner-page titles.
Prioritised action plan
- ▸🔴 Add one descriptive H1 to each of the 10 pages currently missing one
- ▸🟠 Restore or remove 6 dead links to old press coverage
- ▸🟠 Prioritise alt text on the 192 unlabelled images on the customer gallery page, then the remaining 178 site-wide
- ▸🟠 Build content targeting 'handmade dog collars UK', 'dog harnesses', 'sighthound collars' — currently absent from the top 20
- ▸🟡 Add a review widget surfacing the existing 4.4-star/120-review Google profile
- ▸🟡 Rewrite generic/repetitive page titles to be distinct per page
- ▸🟡 Start a UGC programme — customer photo submissions and a branded hashtag fit this category unusually well
Next steps
A focused technical pass (H1s, alt text, dead links, category content) would close the immediate visibility gap; a follow-on look-and-feel refresh plus a UGC programme would bring the site in line with the premium brand it represents.
- H1s and the six dead press links first — both quick, mechanical fixes with immediate SEO and credibility value
- Alt text and category-page content the same sprint — the bulk of the visibility gap
- Then a look-and-feel refresh and a UGC programme to bring the site's presentation in line with the brand it's actually selling