Prepared for Weld & Flax, homeware · August 2026
We crawled 412 URLs, ran lab tests on a throttled mid-range Android over simulated 4G, and read twelve months of Search Console data. Scores follow Lighthouse conventions. Findings are ordered by what they cost the business, not by category.
Google holds both copies of the site, and around sixty product pages already resolve their canonical to the staging subdomain. Left alone, this erodes the live domain's rankings page by page.
FixPut staging behind authentication, correct the canonical tags to the live domain, and resubmit the sitemap. Half a day of work.
Hero images ship at original size, the largest at 1.9 MB. Product pages are where purchase decisions happen, and they are the slowest pages on the site.
FixResponsive srcset with AVIF, preload the hero, lazy-load below the fold. Target is under 2.5 s.
URLs under the retired /shop/ path still rank and are linked from two press features. Every one of those visits currently dead-ends.
FixApply the 68-rule redirect map drafted in the appendix. An afternoon, mostly testing.
Listings are not eligible for rich results, so competitors' results show prices and stock where yours show a bare link.
FixExtend the JSON-LD template with offers, then validate in Search Console.
The badge text measures 2.6:1 against its background; AA requires 4.5:1. This is a token change, not a redesign.
FixDarken the two colour tokens and re-run the automated checks.
Bookmarks and share sheets fall back to a screenshot instead of the brand mark.
FixAdd the icon set and a minimal manifest. An hour.
Fix those three and the picture changes: we estimate performance moves into the high 80s and the 404 traffic returns to product pages. The rest fits inside a normal sprint.
Prepared for Weld & Flax Ltd. This is a fictional example document; the client, the findings, and every figure are invented.