01
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+£4.6K/mo·110 products
×Plank Hardware Ltd
Live audit · Jun 6, 2026plankhardware.com500 products · 7 sampledShopify
Plank Hardware Ltd,
you're leaving £155.4K
on the table every year.
We audited 7 of your 500 products. Your catalog scores 75/100 — top Home & Furniture (Architectural Hardware) brands hit 80. That gap is worth £13.0K/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
75/100
Sales at risk
£13.0K/mo
£155.4K/yr if unaddressed
Products to fix
110 of 500
22% of catalog needs work
Time to fix
9d → 1m
Manual vs Dondo
86th percentile of 511 audited stores
The verdict
“Plank Hardware is currently at the top of the average range. To compete with industry leaders like Rejuvenation or Corston, you must move beyond manual management and adopt AI-driven catalog optimization.”
Manual
67.5h/mo
£2.4K/mo
@ £35/hr · 67.5h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Improve catalog SEO fields£4.6K/mo
Rewrite weak product titles£4.2K/mo
Add complete product image sets£2.5K/mo
Add missing product descriptions£1.7K/mo
Conservative
£5.0K/mo
Moderate
£13.0K/mo
Aggressive
£26.9K/mo
Research-backed conversion impact rates
Descriptions: 10% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 15% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 5% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 5% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly online revenue of £422.5K based on reported annual revenue of ~$6.5M USD FY2023.
Formula: Sampled 50 of 500 products (×10 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Chloe.
She's 55-65% of revenue of your revenue — and your product pages aren't answering her questions.
Chloe is a 32-year-old marketing professional currently renovating a Victorian terrace. She is a 'high-low' shopper who balances budget-friendly furniture with premium finishing touches. She is heavily influenced by Instagram interior trends and values the tactile quality of knurled brass. She often manages DIY projects herself or coordinates with local tradespeople, making her sensitive to technical details and project timelines.
Chloe the Creative Renovator
She walks in already thinking:
Uncertainty regarding whether provided screw lengths will fit her specific cabinet or wardrobe thickness.
Frustration when specific collections are out of stock during critical phases of her renovation project.
Hesitation over total costs when ordering small components that might incur high shipping fees relative to item value.
What she's trying to do:
Elevate the visual quality of standard cabinetry to create a bespoke, high-end look without the architectural price tag.
Achieve a cohesive metallic finish across different functional items like light switches, hooks, and handles.
Find durable, heavyweight hardware that feels high-quality to the touch and will last for years.
What pushes her to buy:
Reaching the 'finishing stage' of a kitchen, bathroom, or bedroom renovation.
Desire to 'hack' or elevate mass-market furniture like IKEA wardrobes with high-end hardware.
Seeing a specific knurled or antique brass aesthetic featured on social media by interior influencers.
Technical Ambiguity and Search Discoverability Gaps
The catalog currently fails Chloe by providing insufficient technical data for secondary components. While hero items like the Bobbin Knob have high-quality content, essential items like M4 screws and switch plates lack the measurements and material specifications Chloe needs to ensure compatibility with her project. Furthermore, the short product titles lack usage-based keywords like 'IKEA Hack' or 'Wardrobe Pull,' making it harder for her to discover these products during the inspiration-seeking phase of her journey.
02 · 02 — Voice
Your brand voice, scored.
Detail-ObsessedA relentless focus on the 'small things' that elevate an interior from standard to curated.
Accessible PremiumOffering high-end, architectural-grade materials like solid brass at a fair price point for DIY enthusiasts.
Tactile AuthenticityEmphasizing the physical weight, texture, and 'hand-feel' of products as evidence of their lasting quality.
Creative EmpowermentActing as a supportive guide for homeowners and designers looking to complete their renovation projects with confidence.
Best of your brand
Obsessed with the details? Same. Tom and Annie created Plank Hardware for those who won’t compromise on the finishing touches of an interiors project.
Brand Bio / About Us
Your product pages
While the brand's core copy is punchy and conversational (e
Bridging Functional Specs with Brand Flavour
While the brand's core copy is punchy and conversational (e.g., 'Oops, something screwed up 🪛'), the product catalog occasionally drifts into generic SEO-focused adjectives like 'timeless elegance' or 'perfect detail.' There is an opportunity to inject more of the 'London HQ' personality into the technical descriptions by leaning harder into the specific sensory cues mentioned in the best-performing snippets, such as 'heavyweight and textured' or 'silky smooth to the touch,' to better align with the mission of providing 'design-led' hardware.
To help people complete their homes with high-quality, design-led hardware that is both functional and beautiful.
~$6.5M USD FY2023
Revenue
~25
Team
~145,000
Social presence
Homeowners, interior designers, and DIY enthusiasts looking for stylish, high-quality hardware for home renovation projects.
Customers
Key differentiators
Unique in-house designs not found in big-box retailersStrong focus on premium finishes like knurled brassDirect-to-consumer model that keeps prices lower than high-end architectural competitors
Values
Design-ledQuality-focusedCustomer-centricSustainable sourcingAffordability
Tech stack
KlaviyoGoogle Analytics 4GorgiasPinterest TagMeta PixelRecharge
4.8/5
Trustpilot (2,450)
4.7/5
Google (180)
What customers love
- Excellent product quality and weight
- Fast delivery and well-packaged items
- Stylish designs that transform the look of furniture
Common complaints
- Occasional issues with screw lengths being incompatible with certain cabinets
- International shipping costs can be high
- Specific items frequently going out of stock
Social presence
2,800
tiktok
320
twitter
450
youtube
14,000
facebook
$20,000 - $40,000
Ad spend/mo
Meta (Instagram/Facebook), Google Search, Pinterest Ads
Ad channels
02 · 03 — Proof
Same product, rewritten for Chloe.
Replacement Part
Today
Replacement Part
No description.
After · Dondo
Replacement Fixing Kit for Plank Cabinet Handles - M4 Bolts & Washers
Lost a screw during your IKEA hack? We have got you. This kit ensures your premium brass handles stay perfectly secured without the hunt for matching hardware. • M4 Metric Thread: Universal fit for most Plank cabinet handles and knobs. • Multi-Length Options: Precisely sized to replace lost components from our signature collections. • Solid Steel Construction: High-strength durability that matches the weight of our architectural pieces. Order these small essentials with confidence; we keep our spare parts stocked to ensure your renovation never stalls.
SCREWS Metric M4 Machine Screws (Pack of 10)
Today
SCREWS Metric M4 Machine Screws (Pack of 10)
No description.
After · Dondo
M4 Machine Screws for Cabinet Handles - Pack of 10 in Various Lengths
End the frustration of screws that are too short for your wardrobe doors or kitchen units. Choose the exact length you need to ensure a flush, secure fit for every project. • M4 Metric Thread: Standard sizing for all Plank Hardware and most UK cabinetry. • 10-Pack Volume: Sufficient quantity to complete a standard chest of drawers or a small kitchen refresh. • Multiple Length Variants: Perfect for varying door thicknesses, from slim IKEA panels to chunky Victorian wardrobes. These essentials are detail-obsessed and designed to keep your creative momentum going.
1G Switch Plate - Primed Paintable
Today
1G Switch Plate - Primed Paintable
This plate comes pre-primed and are ready to paint, offering a cost-effective way to customise without needing bespoke fittings. Whether you’re matching a feature wall, blending with panel moulding, or achieving a minimalist finish, this plate delivers style, functionality, and flexibility.
After · Dondo
1G Primed Paintable Switch Plate - Stainless Steel Light Switch Cover
Make your switches disappear into your feature walls or stand out as a tactile detail in your home renovation. This primed stainless steel plate is ready for your creative touch. • Pre-Primed Surface: Skips the prep work so you can paint immediately with any interior emulsion. • Solid Stainless Steel: Provides a premium, heavy hand-feel that plastic alternatives simply cannot match. • 1-Gang Configuration: Standard UK sizing for effortless DIY replacement of tired electrical plates. Elevate your Victorian terrace or modern apartment with these design-led finishing touches that respect your budget.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Average title length is only 40 characters (recommended 50-80)
- Missing broad match search traffic keywords
- Missing material and usage context in titles
Recommendations
- Rename products using the formula: [Collection] + [Product Type] + [Key Attribute] + [Usage Context]
- Include high-intent keywords like 'Cabinet', 'Drawer', or 'Furniture'
Issues
- Technical components are neglected or have zero characters
- Missing thread pitch or head type for hardware accessories
Recommendations
- Use a standardized template for components including thread type, length, compatibility, and material
- Ensure all items have at least 300 characters of persuasive and technical content
Issues
- Inconsistency between hero items and technical components
- Technical items often have only one image
- Some listings have zero images (ghost listings)
Recommendations
- Ensure every SKU has at least 3 images: Hero, Detail/Texture, and Scale/Technical shots
- Add technical drawings for all mounting hardware
Issues
- Lack of price anchoring or 'Compare-at' pricing
- Missing installment or financing information for high-ticket items
- Inconsistent decimal endings (.97, .95, .00)
Recommendations
- Implement multi-pack pricing tiers for handles and knobs
- Standardize price endings for brand consistency
- Prominently display Klarna/Clearpay for items over £100
Issues
- Uncategorized products appearing in internal searches
- Back-end tags (like no-sync) visible in metadata
Recommendations
- Audit the 'Uncategorized' bucket and archive or reassign items
- Clean metadata to hide internal-only tags
Issues
- Meta titles and descriptions too short
- Meta data mirroring unoptimized product titles
Recommendations
- Optimize Meta Titles to include brand name and secondary keywords
- Write unique meta descriptions that target specific architectural hardware search terms
03 · 01b — Issues
Top issues, ranked by cost.
01
Short, Non-Descriptive Titles
+£4.5K/moAverage 40 chars; misses terms like 'Contemporary Brass Hardware' for all 500 SKUs
critical02
Lack of Price Anchoring
+£3.2K/moHigh-ticket items like PEYTON (£129.95) have no multi-buy or compare-at options
critical03
Missing Component Descriptions
+£2.3K/moTechnical items like M4 Screws have 0 characters, leading to cart abandonment
warning04
Missing Installment Info
+£1.7K/moNo visible Klarna/Clearpay options on high-AOV items impacting renovation project sales
warning05
Broken/Uncategorized SKUs
+£1.2K/moListings like 'Replacement Part' pollute site search and reduce trust factor
warning03 · 02 — AI Search
Can AI find you? (0% visible)
0
claude0
gemini0
chatgpt0
perplexity0
Primary
0
Secondary
0
Mentioned
60
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“best solid brass cabinet pulls for a kitchen renovation”
“best modern knurled door handles in matte black”
“best luxury dimmer switches with a tactile feel”
“best industrial style pendant lighting for a kitchen island”
“best high-quality T-bar cupboard handles for a minimalist home”
“Buster and Punch vs Corston which brand has better finishes”
“Schoolhouse vs Rejuvenation for mid-century modern hardware”
“Dowsing and Reynolds alternatives for colorful lighting and switches”
“is Corston Architectural Detail worth the price compared to other boutique brands”
“best high-end alternatives to Buster and Punch for knurled metal hardware”
Who AI recommends instead
What to fix for AI visibility
“best solid brass cabinet pulls for a kitchen renovation”
The brand lacks explicitly stated 'solid brass' material verification and 'kitchen renovation' use-case copy on product descriptions. AI models prioritize material durability for renovation queries.
solid brass cabinet pullskitchen renovation hardwaredurable brass handlespremium kitchen hardware upgrade
“best modern knurled door handles in matte black”
Current copy focuses on the 'Black' color but misses 'Matte Black' as a specific search term and doesn't emphasize 'modern' design aesthetics or 'knurled' texture in the primary headers.
matte black knurled handlesmodern industrial door hardwaretextured black cabinet pullscontemporary matte black hardware
“best luxury dimmer switches with a tactile feel”
Gap: The brand's product catalog listed focuses on hooks and pulls; it lacks a dedicated lighting/switch category with descriptive 'tactile' or 'luxury' sensory language required to compete with high-end electrical brands.
tactile dimmer switchluxury knurled light switchdesigner electrical accessoriespremium knurled dimmer
“best industrial style pendant lighting for a kitchen island”
The brand's current SEO is heavily weighted toward 'hooks' and 'knobs.' There is no semantic link between the 'Blackened Bronze' or 'Unlacquered Brass' finishes and 'Industrial Lighting' applications.
industrial kitchen island lightingblackened bronze pendant lightloft style kitchen pendantsvintage industrial lighting
03 · 03 — Benchmark
How you stack up.
Plank Hardware | Decorative details for discerning spaces. (You)
75
Buster + Punch
89
Corston Architectural Detail
91
Dowsing & Reynolds
84
BrandDesc wordsLifestyle %Materials %Voice %
Plank Hardware | Decorative details for discerning spaces. (You)156w96%92%100%
Buster + Punch145w85%95%65%
Corston Architectural Detail130w75%90%70%
Dowsing & Reynolds115w80%75%90%
Competitive analysis based on UK market presence, catalog overlap in architectural hardware (brass handles, knurled switches), and brand positioning targeting interior renovators. Metrics estimated via site structure analysis and representative SKU sampling.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Weak titles (0%)
Thin descriptions (0%)
Weak titles (0%)
Weak titles (57%)
Weak titles (60%)
Weak titles (78%)
Weak titles (91%)
Weak titles (100%)
Weak titles (100%)
Weak titles (100%)
Category distribution
Price analysis
£1.95
Min
£41
Avg
£18
Median
£169
Max
8%
Budget
22%
Mid-range
19%
Premium
Coverage
96%
Has description
988
Avg desc length
98%
Has images
4.5
Avg imgs/product
2%
Compare-at
14%
Psychological
50%
Avg discount
✕
Installments
✓
Bundles
Issues
- Only 2% of products show compare-at prices — missing urgency signals
- Only 14% use psychological pricing patterns (.99, .95)
- No installment/financing information visible in product descriptions
Recommendations
- Add compare-at prices to at least 20-30% of products to create urgency and anchor value
- Apply charm pricing (.99 endings) to high-traffic products for 1-3% conversion lift
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
Homepage
63
Perf
84
A11y
92
SEO
6.2 s
LCP
5.0 s
FCP
0
CLS
0 ms
TBT
Product page
85
Perf
82
A11y
92
SEO
3.3 s
LCP
Missing fields
Product schemaBreadcrumbList schemaOffer schema
Sample pages
Recommendations
- Add Product schema (JSON-LD) to all product pages for rich snippets in Google search results
- Add BreadcrumbList schema to improve site hierarchy signals and search appearance
- Add Offer schema with price, currency, and availability for Google Shopping eligibility
- Add Review or AggregateRating schema to display star ratings in search results
422
Avg links
1
Depth
✓
Breadcrumbs
✓
Cross-sell
50,000
Low est.
100,000
Mid est.
200,000
High est.
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
medium
02
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+£4.2K/mo·100 products
03
Add complete product image sets
Weak image coverage reduces trust and makes products harder to evaluate.
+£2.5K/mo·20 products
04
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+£1.7K/mo·20 products
Your 7-day plan
Day 1Day 1: Fix the first batch of improve catalog seo fields with Listing Optimizer.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address rewrite weak product titles for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use AI Image Generator to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
- Add descriptions to 5 products missing them entirely
- Add compare-at prices to 10 high-traffic products
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 8.3h · Dondo: 7m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 7.5h · Dondo: 1m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 4.2h · Dondo: 1m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 13.8h · Dondo: 7m
Revenue per session
+10-15% lift
60 days post-fix
A/B test suggestion
SEO-optimized titles increase organic CTR and PDP visits
Control
50% of products keep current titles
Variant
50% of products receive keyword-optimized titles (55-75 chars)
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
04 · 02 — Recommendations
What Dondo fixes for you.
01
Short, Non-Descriptive Titles
Rewrite all 500 titles to include 'Usage + Style' keywords and material attributes
+20% Traffic·AI Title Generator
02
Missing Component Descriptions
Batch-generate technical specifications and compatibility details for accessories
+12% conversion rate·AI Description Writer
03
Lack of Price Anchoring
Apply 'Compare-at' logic based on competitor pricing for architectural hardware
+15% AOV·Competitor Analysis
04
Uncategorized/Broken SKUs
Automatically identify and flag uncategorized or empty listings for archive or repair
+5% conversion rate·Listing Optimizer
05
Missing Installment Info
Identify top 10% most expensive items to ensure financing widgets are active and visible
+18% conversion rate·Performance Monitor
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
Replacement Part
10
+£836
AI Image Generator
SCREWS Metric M4 Machine Screws
30
+£697
AI Image Generator
1G Switch Plate - Primed Paintable
45
+£558
AI Title Generator
LOVELL
60
+£465
AI Title Generator
PEYTON Heavyweight Handle
75
+£418
Listing Optimizer
BOBBIN Ball Knob - Brass
85
+£372
AI Title Generator
GRAYSON Hook
90
+£325
AI Title Generator
Dondo-style rewrite improved the sample title from 16 to 69 characters.The improved sample description went from 0 to 85 words.Short, Non-Descriptive Titles is tied to an estimated £13.0K/month.Bridging Functional Specs with Brand Flavour
Recap · what's at stake
You're losing £13.0K every month this stays as-is.
110 products to fix. Dondo runs it in 1 minutes.