The client came to us with a specific concern about the website and its effect on advertising.

Two questions follow from that, and this part of the report answers both. Is the website the reason Meta advertising is underperforming? And if so, is it because the site is too busy?

The client is right that the website is holding the advertising back. Busyness is not the main reason. The homepage is busy: it carries 19 content sections and runs to roughly 25 phone screens, because it loads the animal range and the human range together and hides half of each. But reducing that would make the page tidier without moving results much. Three other issues carry far more weight, and all three are inexpensive to fix.

The sections that follow take each in turn, then set out what is working, what could not be verified, and the fix that can be made immediately.

Every visitor to the homepage is met by a full screen asking them to choose Enter Animals or Enter Humans before they can see a product, a price or a buy button. This is the single largest issue affecting paid traffic.

• Critical
  It asks a cold visitor to decide before giving them a reason to. Meta traffic is predominantly mobile and low in intent. An ad makes a specific promise, and the click lands on a choice instead of the thing promised.
• Critical
  On a phone, half the business is invisible. Only the Animals card fits on screen. A visitor looking for the human product has to scroll to discover it exists.
• High
  The Shop link leads back to the same screen. The main navigation's Shop link points at /pages/shop, which redirects to the homepage and the choice screen again. A visitor who has decided to buy is sent back to the start.
• High
  It appears after the page has started to load. The screen is set to appear 800 milliseconds after the page renders, so a visitor begins reading and then has the content covered.

This issue cannot be seen from the front of the website, and it is the second reason the advertising is likely underperforming. Meta's catalogue ads and Advantage+ shopping, and Google Shopping, are all built from the fields below.

Issue	Detail
Page addresses do not match products	"Dog STANK" is at /products/horse-wash-refill. The family pack is at /products/dog-wash. "3 bottles + Tote" is at /products/teen-wash. Products were renamed and reused without updating their addresses.
A tagline is used as a product name	One product is named "Clean the problem. Condition the skin. Recalibrate the surface." It appears in the cart, the checkout, the receipt, Google and any Meta catalogue.
Empty descriptions	3 of the 7 products have no description at all, including the dog and horse washes.
No product type	None of the 7 has a product type set, which breaks Shopify's own filtering and every shopping feed.
64 options for 20 products	The family pack lists dog, dog, human and dog, human, dog and human, dog, dog as separate choices. They are the same box. A buyer faces 64 options on a $79 bundle.

Two elements intended to build confidence are working against it.

• Critical
  The review claim is contradicted by the site's own data. The top bar claims "1,200+ five-star review". The installed review system, Judge.me, reports 0 reviews on every product, and not one review appears anywhere on the site, including the page titled Reviews. The strongest asset a skincare brand has is invisible, and the claim is unsupported.
• Critical
  The Reviews page shows an AI-generated mockup, not the product. Enlarged, the label text is not real writing. The image files still carry their original names, ChatGPT_Image_Aug_5_2026, and appear on six pages including two product pages.

Smaller issues. Individually minor, collectively they make the site feel unfinished to a visitor who could not say exactly why.

• Medium
  A sentence ends mid-word: "STANK neutralizes the bacteria making the smel".
• Medium
  Two different symptoms share one icon. Skin folds and athlete's foot both use the same scales symbol.
• Medium
  The logo is a photograph of the bottle label, sitting in a white box on a cream header, so the white rectangle shows on every page.
• Medium
  A heading is cut in half by the menu bar when scrolling past "Built for the gross stuff."
• Medium
  Key images are low resolution. Several are 426 pixels wide and displayed at 418, so they look soft on any modern phone.

Worth recording, because it narrows the work considerably.

• Working
  No broken links anywhere in the navigation.
• Working
  All 7 products and all 67 variants are in stock.
• Working
  The server responds quickly, in 176 milliseconds, and the page begins drawing within about a second on desktop.
• Working
  The checkout works. Add to cart, the cart total and the checkout were tested end to end.
• Working
  The Meta pixel fires correctly and the Conversions API is switched on. Tracking is not the cause of poor results.

We have not reviewed the ad account, so the following could not be verified from the outside. Both are worth checking before changing the campaigns.

• To confirm
  Which page the ads point to. Section 3 assumes the homepage, which is the usual default. If the ads already point to product pages, finding 1 is already addressed and the weight shifts to the catalogue and trust issues.
• To confirm
  Whether delivery is being limited by Meta's health policies. The copy leans on athlete's foot, jock itch, intertrigo and yeast, and the site uses before-and-after imagery of skin. Both sit close to Meta's rules on health and personal characteristics. The usual consequence is not a rejection but quieter delivery: ads run and spend while reaching fewer of the right people, which looks exactly like poor performance.

Area	Weight	Score	Summary
Technical	22%	68	Largely correct. Canonicals, language tags and addresses done properly.
Content quality	23%	24	Placeholder text, wrong-species copy, empty fields, unsupported claims.
On-page	20%	25	21 of 22 pages have no description. Product names read as cart labels.
Structured data	10%	38	Valid, but the homepage is described as a product and key fields are missing.
Speed	10%	20	Fails Google's thresholds on every page, phone and desktop.
AI search	10%	34	Infrastructure ahead of the market, pointed at broken data.
Images	5%	45	40% carry real descriptions. The before and after photos carry none.

Five issues beyond those in Part One, each serious enough to address first.

• Critical
  Placeholder text is live. Five customer questions on the How It Works page are answered with "Lorem Ipsum" template filler.
• Critical
  All seven product pages say the product is designed for dogs, including the cat, horse and human products.
• Critical
  Three of four store policies do not exist. Refund, Shipping and Terms of Service all return a missing-page error.
• Critical
  The French half of the site sells an older catalogue, with the wrong species and wrong sizes.
• Critical
  Page speed fails Google's thresholds on every page tested.

The How It Works page ends with a section headed Questions We Hear A Lot. It asks the five questions a buyer most needs answered before using the product, and each is answered with dummy text supplied with the theme. The word "Lorem" appears fifteen times on the page.

The sentence "Designed for dogs with sensitive skin, smelly paws, oily coats, and chronic funk" is built into the theme rather than drawn from each product. It appears on all seven product pages, and on the Sphynx and Horse pages it sits directly beneath the product name.

Product	Described as	Correct
Sphynx STANK	Designed for dogs	No, for cats
Horse Wash 8 ounce	Designed for dogs	No, for horses
The Whole Stankin' Family Pack	Designed for dogs	No, multi-species
Three human bundles	Designed for dogs	No, for people
Dog STANK 8 ounce	Designed for dogs	Yes

It is also the only description text most products carry, so on six of the seven it is the sole product copy and it is incorrect. The correct cat copy for Sphynx STANK already exists in the product record and is never displayed. One change to the theme corrects all seven pages.

Policy	Status	Effect
Privacy Policy	Exists	Not linked from the footer or anywhere else
Refund Policy	Missing	Required by Meta and Google Shopping
Terms of Service	Missing	Standard trust signal for any store
Shipping Policy	Missing	Combined with the empty Shipping tab on every product, a buyer cannot find shipping terms anywhere

Shopify generates all three from templates under Settings, Policies, and all four should then be linked in the footer.

Half the site is in French: 21 of 43 pages. Comparing the French product names with the English ones shows the French store is selling an older catalogue.

Page address	English name	French name
/products/horse-wash-refill	Dog STANK 8 ounce	Lavages pour chevaux 4 onces
/products/dog-wash	The Whole Stankin' Family Pack	Ça pue le chien
/products/sphynx-wash	Sphynx STANK	Sphynx Puesta à l'amende
/products/teen-wash	3 bottles + Tote + free shipping	Lotion nettoyante pour adolescents
/products/human-wash-refill	Double Bundle + Tote	Recharge de lavage humain

• Critical
  French customers are offered products no longer sold. The same page shows a 4 ounce horse wash in French and an 8 ounce dog wash in English.
• Critical
  "Sphynx Puesta à l'amende" is a failed machine translation. "Puesta" is Spanish. It is the page title and main heading.
• High
  The French How It Works page is barely translated, and the French menu leaves "How To Use" and "Animals / Humans" in English.

Item	Finding
Page descriptions	21 of 22 pages have none. Google writes its own snippet instead, usually from menu text
Description length	The four that exist run to 320 characters, twice what Google displays, and three are identical
Headings	Eight competing main headings on the homepage, and four pages with none
Page titles	/pages/how-it-works is titled "ANIMALS How It Works" and the animals page is titled "How It Works". They are swapped
Product names	None contains a searchable term such as wash, shampoo, a condition or a species
Product tabs	53 of 60 empty across the 7 products, including Shipping, Processing times and Sizes on every one
Category pages	All three have no description and a default "Collection: Animal" heading. These are the natural pages to win broad searches, and they have nothing to rank on
Internal links	A product page carries only two links. No breadcrumbs, no cross-selling, no link to its own category

This is the strongest area of the site, and most of it needs no work.

• Working
  Nothing blocks Google. The robots file allows all public pages and no page carries a hidden no-index instruction.
• Working
  Canonical and language tags are correct on every page, and English and French pages reference each other properly. This is where many Shopify stores fail.
• Working
  Page addresses are clean and consistent, and every page is built on the server, so search engines read it in full. The choice screen does not hide content from Google.
• High
  The Shop page is a dead end. /pages/shop is marked not to be indexed, is listed in the sitemap regardless, and redirects to a page anchor that does not exist. Its French version redirects to the English homepage.
• High
  The homepage carries both audiences. Two of every section in one page, which dilutes what Google understands the page to be about.

Hidden code on each page tells search engines what the page is and what it sells. It produces prices and ratings in search results. All eight blocks on the site are valid, but their content needs correcting.

• Critical
  The homepage is described as a product. Its code copies two product pages exactly, so Google reads the homepage as a $59 bundle and a $34.50 dog wash rather than as the business.
• Critical
  No return policy is declared on any product. Google has required this since March 2025 for free shopping listings.
• High
  No shipping details are declared, despite the banner advertising free shipping over $95.
• High
  Two products are categorised as "Live Animals". The dog and sphynx washes are listed as animals for sale.
• High
  No business details, breadcrumbs or question markup, although the question sections already exist on every product page.

Measured on a throttled connection approximating a mid-range phone, and on an unthrottled desktop.

Page	Device	Main image loads	Page responds
Homepage	Phone	5.5s	9.6s blocked
Product page	Phone	6.4s	9.7s blocked
Category page	Phone	5.9s	5.0s blocked
Homepage	Desktop	11.4s	0.7s blocked
Product page	Desktop	13.8s	1.5s blocked

Google's thresholds are 2.5 seconds for the main image and 0.2 seconds for responsiveness. Every page tested falls outside both.

852 images across the site. 40% carry a real description, 52% are marked decorative and 9% have none.

• High
  The before and after photographs carry no description on any product page. They are the most persuasive images on the site and the most likely to be found in image search.
• Medium
  Gallery descriptions repeat. Fourteen different photographs on one product page share the text "Horse Wash 8 ounce".
• Medium
  345 PNGs against 40 JPGs. Photographs saved in a graphics format, which makes them slow.

The copy makes claims about eczema, athlete's foot, jock itch, intertrigo, yeast and fungus. Google holds health-related content to a higher standard than most retail.

• High
  No About or founder page. The only person named on the site is the web designer, in the footer credit.
• High
  Three journals are named without links. The Community Testers page cites the International Journal of Dermatology and two others with no study title, author, date or link.
• Medium
  Contact details are an email address and a city. No phone number or address.
• Medium
  The blog is empty. The one strong article, on eczema, sits outside it with no author or date.
• Medium
  Common buyer questions go unanswered. Vegan, cruelty-free, paraben, fragrance-free, vet-approved, patch test and shelf life appear nowhere on the site.

Live searches for five terms the brand should be found for, showing what currently ranks and where STANK stands.

Search	What ranks	STANK today
dog yeast skin shampoo	Brand product pages and "best of" round-ups	Dog product at an address reading horse, with no description
sphynx cat bath wash	8 of 9 results are how-to guides, not shops	A product page with no guidance, describing dogs
horse dandruff shampoo	Product pages that name specific conditions	Best-built page on the site, but with dog copy
body wash for jock itch	Product pages naming the condition in the title	The term appears nowhere on the site
natural wash for intertrigo	Mostly informational. Only one shop ranks	Nothing by name, though the eczema article is the right model

A growing share of product research now happens inside ChatGPT, Perplexity, Google's AI Overviews and AI shopping assistants. These read a site differently from a traditional search engine: they extract passages, quote them, and increasingly transact directly. STANK scores 34 out of 100 here, and the profile is unusual. The technical foundations are ahead of most competitors in this category. The content those tools read is the weakest part of the site.

Dimension	Score	Position
Technical access	60	Every AI crawler permitted, and the agent files are published and valid
Structural readability	40	Missing headings, no question markup, no tables to extract from
Citability	32	Key passages state the wrong species, so a quote would be wrong
Image and media signals	25	Descriptions missing on the most persuasive photographs
Off-site authority	12	No third-party mention of the brand found anywhere

What is already ahead of the market. These were tested directly and all four are working.

Feature	Status	What it does
/agents.md	Live	A written description of the store aimed at AI agents, correctly formatted
/.well-known/ucp	Live	A Universal Commerce Protocol profile, version 2026-08-25, declaring payment and catalogue capabilities
/api/ucp/mcp	Live	A working endpoint that lets an assistant search the catalogue, build a basket and reach checkout
AI crawler access	Open	GPTBot, ClaudeBot, PerplexityBot, Google-Extended, CCBot, Bingbot and OAI-SearchBot are all permitted. None is blocked

These come with Shopify, but they are correctly deployed here and a large share of competitors have not enabled them. This is a real head start and it is worth protecting.

What is holding it back. Every item below was verified directly against the live site.

• Critical
  The page and the product record disagree. An assistant reading the Sphynx page sees "Designed for dogs". The product record underneath holds the correct cat copy, which is never displayed. Two sources, two different answers, and the wrong one is the visible one.
• Critical
  Three products have no description in the feed at all, and none of the seven has a product type. An assistant asked for a wash for a horse has almost nothing to match against.
• High
  Names and addresses disagree. An assistant working from the catalogue feed can place "Dog STANK 8 ounce" in a basket under an address reading horse-wash-refill. The mismatch now reaches a transactional channel, not just a readable one.
• High
  llms.txt is a duplicate, not a guide. The file exists, and differs from agents.md by exactly one line. It repeats the discovery document instead of listing the site's actual products and pages with a line of description each.
• High
  Nothing is structured for extraction. No question-and-answer markup anywhere, although the question sections already exist on every product page. Not one comparison table exists across all 22 pages. No structured ingredient list. Eight competing headings on the homepage and four pages with none.
• High
  Nothing outside the site corroborates it. For a question such as "what should I wash a sphynx cat with", assistants currently draw on Catster, Sphynxlair and similar. STANK does not appear in those answers.

How to improve it. The first four items are already on the main list in section 26, so they pay twice: once for Google and once for AI search.

Action	Effect on AI search
Correct the "designed for dogs" text	Removes the single most damaging contradiction. An assistant would stop describing the cat and horse products as dog products
Fill the empty descriptions and set product types	Gives assistants something to match a question against, and fixes what the shopping endpoint serves
Fill the five product questions and add question markup	Directly quotable answers to the exact questions buyers ask. The layout already exists
Write a real llms.txt	One line per product and page. With 7 products and 8 content pages this is a short job
Add a structured ingredient list per product	"Contains X, which does Y" is the sentence shape AI answers quote most often
Add a comparison table: which product for which animal and condition	The site currently has none, and a table is the easiest thing for an assistant to read and reproduce
Move the coconut oil and honey explanation onto the product pages	This is the strongest passage on the site and it currently sits on one page that buyers rarely reach
Name the condition on each product page	Section 22 shows every competitor that outranks STANK does this. It is also how an assistant decides a page answers a question
Build off-site mentions	Ongoing	The only item here with no shortcut. Assistants weigh what other sites say about a brand, and currently nothing does

Relevant here because both Google and AI assistants weigh what exists about a brand elsewhere, and because it affects how an ad click is received.

• Medium
  The website does not link to Instagram, and there are no social links anywhere on the site, so the two never feed each other.
• Medium
  The content itself is reasonable, including product shots, an explainer on atopic dermatitis and customer videos. The effort is real. The reach is 29 people.
• High
  It affects the advertising. Anyone who opens the profile behind a Meta ad sees an account with 8 posts, which reads as new or abandoned. This cannot be seen from inside an ads account.
• High
  No third-party mention of the brand was found: no press, no forums, no reviews elsewhere, and the domain does not appear in the public web-link index. This is normal for a young store, and it is the slowest of all the items in this report to change.

This review was carried out from the public website. The following were not available and would add to it.

Not available	What it would add
Meta ads account	Which pages the ads point to, and whether delivery is limited (section 10)
Google Search Console	Which pages Google has indexed, and what people search before arriving
Google Analytics	Not installed, so no visitor history exists
Merchant Center	Confirmation of the Shopping disapprovals predicted in section 5
Keyword volumes	Would size the opportunity in section 22
Field speed data	Section 19 uses controlled measurements rather than real-visitor data