Store Audit Report
blackprismtea.co.uk · Generated May 2025 · Powered by 
Conversion Guard
Black Prism has built something real: a brand with personality in a category that usually has none. The product quality and visual identity are strong. What's holding revenue back is a series of fixable technical gaps rather than anything fundamental. Getting the H1 sorted, adding a cart upsell, and posting a handful of original tea guides to the Journal would put this store in a materially better position with very little cost. The brand also has a genuine story worth telling more loudly: the ethics sourcing, the independent artist partnerships, the underground music influence. That material is gold for AI-generated recommendations if it's surfaced properly.
Homepage (Desktop)
Homepage (Mobile)
Product Page
Collection Page
Cart Page
| Page | Issue | Category | Severity | Recommendation |
|---|---|---|---|---|
| Homepage | H1 tag is empty. The element exists in the DOM but contains no text, so crawlers and AI systems receive no primary signal about what the page is about. | Technical / GEO | 🔴 Critical | Add "Gothic Craft Tea & Teaware" or a similar phrase as the H1 text inside the header section in Dawn's theme editor. |
| Homepage | Title tag duplicates the brand name: "Black Prism: The Gothic Tea Company – Black Prism Tea Company". The suffix repeats the brand unnecessarily and wastes character space. | Technical / SEO | 🟡 Warning | Shorten to "Black Prism — Gothic Tea, Teaware & Candles" in Shopify's Online Store > Preferences. |
| Homepage | meta theme-color is empty. Chrome on Android uses this to colour the browser chrome, which is a small but free branding opportunity. | UX | 🟢 Info | Set to #000000 in theme settings. |
| Homepage | OG image URL uses http:// not https://. Some platforms flag or refuse mixed-content image references. | Technical | 🟡 Warning | This is a Shopify-generated tag. Check that the Shopify CDN setting uses https:// for all social sharing images. |
| Product pages | Duplicate heading: the product name appears as both H1 and H2 on the same page. Dawn's default layout renders the product title twice in the DOM. | Technical / SEO | 🟡 Warning | Remove or demote the redundant H2 in the theme's product template to keep a clean H1 > H2 hierarchy. |
| Product pages | Product SKU is null in the JSON-LD schema. The structured data contains "sku": null, which prevents rich results eligibility for price drops and product knowledge panels. |
Technical / GEO | 🟡 Warning | Add SKU values to all products in the Shopify admin (Inventory > SKU field). Even a simple code like BPT-001 is sufficient. |
| Product pages | No GTIN or barcode data in structured data. Google explicitly recommends GTIN for ecommerce product schema to support Shopping results and AI product recommendations. | GEO | 🟡 Warning | Register barcodes via GS1 UK or a similar registry and add them to Shopify product "Barcode (ISBN, UPC, GTIN, etc.)" field. |
| Product pages | Several product images have empty alt text (e.g., the second image on the Antidote product page has alt="") | Technical / GEO | 🟡 Warning | Add descriptive alt text to every product image via the Shopify admin or Files section. Describe what's visible: the packaging label, the loose-leaf tea, the mug design, etc. |
| Product pages | No cross-sell or "frequently bought together" section anywhere on product pages. | CRO | 🔴 Critical | Add a product recommendation section. Dawn natively supports "You may also like" — enable it in theme customiser or install a dedicated upsell app. |
| Product pages | Review count is very low. The audited product (Antidote) shows only 1 review. Low review count reduces social proof and affects Judge.me's aggregate rating quality for structured data. | CRO | 🟡 Warning | Run a post-purchase review request email campaign through Judge.me to existing customers. Offer a small discount on their next order in exchange for a review. |
| Cart page | Cart is empty of upsell offers. No product recommendations, no free shipping progress bar, no bundle suggestions. The "Free delivery over £25" message appears in the announcement bar but not contextually in the cart itself. | CRO | 🔴 Critical | Install a cart upsell app (e.g., Monk Cart Upsell or Monster Upsells) and add a free shipping threshold bar. These typically recover 10–15% of cart value from customers who are already buying. |
| Cart page | No order notes or gift message field on cart. Tea products frequently get gifted, and the lack of this field is a missed opportunity. | CRO | 🟢 Info | Enable cart notes in Dawn's theme settings (Cart type > Enable order notes). |
| Organisation schema | Organization JSON-LD has 9 empty strings in the sameAs array. This clutters the schema output and doesn't help with knowledge graph recognition. | GEO / Technical | 🟡 Warning | Edit the theme's JSON-LD snippet to include only the social profiles that actually exist: Facebook and Instagram. Remove all empty sameAs entries. |
| Organisation schema | No founder name, founding date, or description in the Organization schema. AI systems need this to build a knowledge graph entry for the brand. | GEO | 🟡 Warning | Add foundingDate, description, and founder fields to the Organization schema in the theme. |
| Blog / Journal | Last blog post was published June 2024. Nearly a year without content signals low editorial activity to Google and means zero fresh pages to appear in AI-generated answers. | GEO / SEO | 🔴 Critical | Publish at least one original tea guide per month. Topics that would work well given the brand: "What makes a Gothic tea blend different from standard loose leaf?", "The history of smoked teas", "Cold-brew ratios for every tea type". |
| Blog / Journal | Blog articles are listed twice in the page DOM (each article card appears duplicated in the source). This is a theme rendering issue. | Technical | 🟡 Warning | Inspect the blog template in the Dawn theme editor to identify the duplicate render loop and remove the redundant block. |
| About / Mission | "The Mission" page at /pages/the-mission is well-written but does not name any founders or team members, include a timeline of the brand's history, or mention any press coverage. This limits entity recognition by AI systems. | GEO | 🟡 Warning | Expand the Mission page with founder names, the year the company started, any press mentions or wholesale clients, and the source of inspiration for the brand. This gives AI systems concrete facts to cite. |
| Console errors | Four 404 errors and one 403 error detected loading page resources. These indicate broken asset references — potentially removed app scripts or outdated file links. | Technical | 🟡 Warning | Open browser DevTools on the live store, identify the failing resource URLs, and remove any dead script/link tags from the theme or app snippets. |
| Search | Search function works correctly, returning relevant results for "tea". No issues detected. | Technical | 🟢 Pass | No action needed. |
| robots.txt | robots.txt is Shopify's well-structured default. Key pages are crawlable. No AI crawlers are blocked, which means content is accessible to all AI-powered search surfaces. | Technical / GEO | 🟢 Pass | No action needed. |
The brand's unique voice and original content give it a real head start over generic competitors. What's pulling the score down is the stale blog, the incomplete entity data, and the empty H1 — all fixable without rebuilding anything.
Product descriptions are specific, original, and credible. The Ayurvedic backstory on Antidote is exactly the kind of first-hand editorial depth AI systems cite. The blog content that exists is good but has stalled.
The Mission page has a strong brand voice but names no founders, no founding year, no press mentions. Organization schema has empty sameAs entries. Knowledge Graph recognition is weak.
robots.txt is clean, sitemap.xml exists, no nosnippet directives found. Google Search Console verified. All key pages are indexable. 4 console errors are a minor concern.
Homepage H1 is empty (critical). Duplicate H2=H1 on product pages. No FAQ sections anywhere. Blog articles lack H2 subheadings based on source review.
Product schema present with brand, offers, and aggregate rating. Missing GTIN/MPN/SKU. Organization schema has empty fields and redundant empty sameAs. No FAQPage schema.
Some product images have very good alt text (e.g., the Antidote label description). Others are empty. No video content detected. Two product images per page is reasonable but thin for premium positioning.
Product descriptions answer what and how but not always why (why this ingredient, why this brewing time). The 4 existing blog guides are good starting points but far too sparse for query fan-out coverage.
Google Ads purchase event tracking is active (AW-16758090398 and MC-H5GVXTBX6N Merchant Center tag detected). Product feed likely active. Missing GTINs will reduce Shopping coverage.
Shopify's UCP/MCP endpoints are listed in robots.txt, meaning AI agents can query the catalogue and add to cart programmatically. Dawn's DOM is clean. The empty H1 is the main accessibility gap.
| Action | Impact | Effort |
|---|---|---|
| Fix empty H1 on homepage — add the brand's primary keyword phrase as visible text | High | Easy |
| Expand the Mission page with founder name, founding year, press mentions, and the Ethical Tea Partnership accreditation | High | Easy |
| Restart the Journal with 1 post per month — focus on original guides (cold-brew ratios, tea-pairing with food, the story behind each blend) | High | Medium |
| Clean up Organization schema: remove empty sameAs strings, add foundingDate, description, and founder fields | Medium | Easy |
| Add SKU values to all products so the JSON-LD schema is complete and eligible for richer Google results | Medium | Easy |
| Add FAQ sections to the top 5 product pages (e.g., "Does this contain caffeine?", "How long does a 80g bag last?", "Can I cold-brew this?") | Medium | Medium |
| Fill in missing image alt text across all products — be descriptive (packaging artwork subject, loose-leaf appearance, etc.) | Low | Easy |
| Register GTINs via GS1 UK and add barcodes to products for Merchant Center feed completeness | Medium | Hard |
| App | Purpose | Performance impact | Monthly cost (est.) | Verdict | Savings if removed |
|---|---|---|---|---|---|
| Judge.me | Product reviews, rating widgets, review request emails | Low — lazy-loaded widget | Free plan (likely) — paid from £15/mo | Keep | £0 |
| EcomSend | Email capture popups, newsletter, cart abandonment | Low-Medium — loads popup JS on every page | Free plan available | Keep | £0 |
| Gelato | Print-on-demand for merch (t-shirts, sweatshirts) | Low — editor loaded async only in admin | Free to install (cost-per-order model) | Keep | £0 |
| Google & YouTube (Ads) | Google Ads conversion tracking, remarketing, Merchant Center | Low — async script | Free (ad spend separate) | Keep | £0 |
| Meta Pixel (Facebook) | Facebook/Instagram ad tracking and retargeting | Low — async script | Free (ad spend separate) | Keep | £0 |
| Missing: Cart upsell / cross-sell app | No cart upsell app detected. The Dawn theme's native recommendations are not enabled. Every order proceeds through checkout with no additional product suggestion. | Missing | Revenue opportunity | ||
| Missing: Subscription app (e.g., Seal Subscriptions or Recharge) | The Shopify subscription payment infrastructure is present in the cart HTML but no subscription UI is visible on product pages. A tea subscription product is an obvious fit. | Missing | LTV opportunity | ||
Logo is a stylised prism graphic with wordmark. Works well on both dark backgrounds (natural fit for the brand) and white (shown above). No SVG version detected — could improve sharpness at small sizes.
The black/gold/white palette is applied consistently across all pages visited. The Inknut Antiqua heading font reinforces the gothic/antiquarian aesthetic without being unreadable. Product naming (Somnia, Saxon Dawn, Funeral Pyre, Antidote) maintains the brand's occult-inspired voice throughout. The commission-based artwork for each product packaging creates genuine visual differentiation. The main weakness is that the Dawn theme's layout is quite neutral and does not amplify the brand's personality the way a bespoke dark theme would. The off-the-shelf grid layouts and button styles feel at odds with how distinctively the content is written and illustrated.