Brand audit · Home fragrance & candles

Boy Smells: what works, and where it could sell more

Boy Smells writes about scent better than almost anyone, with “smells like” and “feels like” notes that make choosing fun. The product page layout and the home page code leave sales on the table.

Store score83/100

Home page 81Product page 84

Brand messageStrong
Look and voiceStrong
Home pageGood
Product pageGood
Trust and checkoutGood
Found on Google and AIRoom to grow

How to read this: the home page and the product page are each scored out of 100 against the same checklist. The store score is the average of the two. Strong nothing urgent · Good small fixes · Room to grow where sales leak.

Store Page Checker rules, checked by hand · 21 October 2026

Brand: Boy Smells
Niche: Home fragrance & candles
Pages checked: Home and Vanilla Mace candle
Captured: 21 October 2026, desktop and phone

Boy Smells home page on desktop — **Home page** · desktop and phone, as a first-time visitor sees it

Boy Smells home page on a phone — **Home page** · desktop and phone, as a first-time visitor sees it

Boy Smells product page on desktop — **Product page** · desktop and phone, as a first-time visitor sees it

Boy Smells product page on a phone — **Product page** · desktop and phone, as a first-time visitor sees it

Doing well

What Boy Smells gets right

Copy with personality“An anti-vanilla gourmand scent with attitude” says more in one line than most product pages do.
Scent guidanceOlfactive families, “smells like” and “feels like” notes help shoppers choose without smelling.
Ways to try and bundleAn exploratory set and a bundle builder sit in the main menu.
Shipping threshold up frontThe top bar shows free US shipping over $50.

Room to grow

Where it could sell more

Bring price and button into the first screenOn desktop, the price and Add to bag sit below the first screen of the product page.Fix: Move price and Add to bag up beside the product name.
Describe home page imagesOnly 3 of 24 images on the home page have alt text, and the page has no H1.Fix: Describe every image and add one H1 promise.
Write a real search descriptionThe product page’s search description is only 48 characters.Fix: Write about 155 characters with the scent and its mood.
Add rating data for GoogleThe page shows a star rating, but its structured data has no rating.Fix: Add AggregateRating to the Product schema.

If we ran growth