Brand audit · Clean & natural skincare

Primally Pure: what works, and where it could sell more

Primally Pure feels honest and unhurried: clear routes into the range, creator videos under the button and a loyalty programme from the first line. The gaps are small and mostly in the page code.

Store score94/100

Home page 94Product page 93

Brand messageStrong
Look and voiceStrong
Home pageStrong
Product pageGood
Trust and checkoutGood
Found on Google and AIGood

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: Primally Pure
Niche: Clean & natural skincare
Pages checked: Home and Jelly to Milk Cleanser
Captured: 21 October 2026, desktop and phone

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

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

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

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

Doing well

What Primally Pure gets right

Clear routes inBest-sellers, Bundle + save, a Find your match quiz and a Learn section sit in the menu.
Real creators under the buttonA strip of creator videos sits right below Add on the product page.
Plain-word product story“Gentle, barrier-supportive cleanse” and a short description say what the cleanser does and who it is for.
Search-friendly images74 of 76 home page images have alt text.

Room to grow

Where it could sell more

One H1 on the home pageThe home page repeats its H1, “The best of the best”, twice.Fix: Keep a single H1 with the brand promise.
Shorten the product search descriptionIt runs to 320 characters, so Google will cut it off.Fix: Keep it to about 155 characters.
Add fast checkout by the buttonThe first screen of the product page shows a single Add button, with no express pay or shipping line beside it.Fix: Add Shop Pay or Apple Pay and one shipping line under the button.

If we ran growth