Revenue & CX Audit · June 2026
So Halal Soul Food
Stone Mountain, GA · sohalalsoulfood.com
Halal-certified soul food and Caribbean restaurant. Compelling founder story. 60+ menu items. Active social channels. The product is differentiated. The demand is real. The website is broken on every phone — and every customer from Instagram or TikTok is on their phone.
5 / 5
Pages crawled
All HTTP 200
0
Broken links
Internal + external
1336px
Body on mobile
vs 390px screen
60+
Menu items
All prices verified
Every page was HTTP-verified and screenshotted. No broken links found. Two URL slug issues identified — both are Wix defaults that destroy SEO indexability.
| Page | URL | Status | Flag |
|---|---|---|---|
| Home | / | 200 | — |
| Our Story | /blank-1 | 200 | Slug should be /our-story — Wix default, zero SEO value |
| Contact | /blank-2 | 200 | Slug should be /contact — Wix default, zero SEO value |
| Menu | /menus | 200 | — |
| Cart | /cart-page | 200 | — |
Homepage — Desktop (1440px)
sohalalsoulfood.com · captured 2026-06-25
Menu — Desktop (1440px)
sohalalsoulfood.com/menus · 204 resources loaded
Critical: site body renders at 1336px on a 390px screen.
Horizontal scroll is required to read any page on a phone. Every customer arriving from Instagram or TikTok hits a broken experience before they can find the menu, contact info, or order button.
Viewport vs. Page Width — [VERIFIED]
The dashed line marks the right edge of the phone screen. Everything to the right is hidden — requiring horizontal scroll to access.71% of the page is not visible.
Viewport meta tag
width=device-width, initial-scale=1 — declared correctly
Body renders within viewport
1336px body on 390px screen — 946px overflow [VERIFIED]
Horizontal scroll required
Confirmed on all 5 pages [VERIFIED]
Touch targets ≥ 44px
11 elements below Google minimum [VERIFIED]
H1 on homepage
No H1 element found — critical SEO gap [VERIFIED]
First Contentful Paint
228ms — fast [VERIFIED]
Console errors
0 errors across all 5 pages [VERIFIED]
Broken links
All 5 internal + 3 external links return HTTP 200 [VERIFIED]
Images with missing alt text
1 image — minor accessibility gap [VERIFIED]
Page resources (menu page)
204 resources — heavy for a food site [VERIFIED]
Homepage — Mobile (390px)
Horizontal overflow confirmed · content cut off
Menu — Mobile (390px)
11 touch targets below 44px · menu hard to navigate
Primary Constraint
The site is broken on every phone.
The mobile fix costs $0 and takes 2–4 hours. Every other opportunity — bundles, direct ordering, loyalty — generates zero additional return until the customer can actually use the site. Fix this first. Then measure.
Constraint type
Digital / Demand conversion
Evidence quality
Verified — live DOM measurement
Fix cost
$0 cash · 2–4 hrs of Wix editor time
Financial Model
Revenue estimate — no POS data provided
Built from verified menu pricing, operating schedule (Wed–Sun, 5 hrs/day), and QSR benchmarks. All figures are assumptions and must be validated against actual Otter or POS data.
[ASSUMPTION] — No revenue baseline was provided. Pull Wix Analytics or Otter order data to validate these estimates before using them for budgeting decisions.
Monthly Revenue Estimate — 3 Scenarios
Based on 22 operating days/month, verified menu AOV range $22–28
Estimated AOV Distribution
Financial Model
Three fixes · cumulative monthly impact
Impact is additive and depends on the mobile fix happening first. Ranges reflect conservative and optimistic assumptions. Confidence shown per opportunity.
Monthly Revenue Impact — Opportunity Waterfall [ASSUMPTION]
Combined monthly impact if all 3 validated
[ASSUMPTION] — validate mobile fix first, then re-model
+$4,600–$10,000/mo
Profit Opportunities
Three actions, ranked by Opportunity Score
Score = Profit Impact (30) + Customer Value (20) + Speed (15) + Confidence (15) + Strategic Value (10) − Risk (5) − Complexity (5)
Digital / Demand conversion
Fix mobile rendering
Expected impact
Recover 20–35% of abandoned mobile sessions
+$2,000–4,000/month [ASSUMPTION]
Confidence — 0.85
Evidence
[VERIFIED] Body renders 1336px on 390px viewport. [BENCHMARK] 60–75% of restaurant web traffic is mobile.
First action
Wix Editor → Mobile Editor → adjust breakpoints on all 5 pages → verify on real iPhone.
Profit engineering
Remove or replace Otter redirect
Expected impact
Retain $4–8 per order (15–25% commission rate)
+$2,000–4,000/month [ASSUMPTION]
Confidence — 0.55
Evidence
[VERIFIED] Menu page redirects to tryotter.com. [BENCHMARK] Each redirect step loses 10–20% of visitors.
First action
Check Otter contract (flat fee vs. commission). If commission: evaluate Wix Restaurants or Square Online.
Profit engineering / AOV lift
Feature a Family Bundle above the menu
Expected impact
+$13–22 AOV lift on bundle orders (~52%)
+$800–2,000/month [ASSUMPTION]
Confidence — 0.45
Evidence
[VERIFIED] No bundle featured. [BENCHMARK] QSR bundles at top of order flow increase AOV 35–60%.
First action
Design: 2 specials + 2 desserts + 2 drinks. A la carte ~$72. Bundle at $58–64. Test 3 weeks.
Waste Identified
Six verified friction points
Conversion waste
[VERIFIED]Mobile rendering failure loses an estimated 25–40% of mobile sessions before ordering. Every Instagram and TikTok visitor hits a broken page.
Ordering friction
[BENCHMARK]Third-party redirect (tryotter.com) adds 1–3 extra steps at peak ordering intent. Each step loses ~10–20% of remaining visitors.
SEO waste
[VERIFIED]URL slugs /blank-1 and /blank-2 are Wix defaults. 'Our Story' and 'Contact' pages have zero indexable SEO value in their current slugs.
Menu waste
[VERIFIED]'Rice Bowls' section appears in the menu navigation with zero items. Customer clicks → finds nothing → confusion at highest-intent moment.
Trust erosion
[VERIFIED]Address conflict: homepage title tag shows Decatur, GA. Ordering system shows Stone Mountain, GA. Damages local SEO and customer navigation.
Email waste
[VERIFIED]No email capture. soulhalal79@gmail.com signals informal operation to catering buyers. Every non-converting visitor is permanently lost.
Digital & SEO Audit
All findings from live technical measurement [VERIFIED]
No H1 on homepage
Google uses H1 as primary content signal. Homepage has zero H1 elements — significant ranking penalty.
URL slugs /blank-1 and /blank-2
Wix defaults. 'Our Story' and 'Contact' carry no SEO value. Should be /our-story and /contact.
Address conflict
Title tag: Decatur, GA. Order system: Stone Mountain, GA. Damages Google My Business and local search.
Mobile horizontal overflow
1336px body on 390px screen. Every mobile visitor lands on a broken page. See Mobile Audit section.
11 touch targets below 44px
Fails Google's Core Web Vitals mobile usability standard. Navigation links and social icons affected.
Meta description not optimized
"The best food in the A!" — not optimized for search intent. Should include halal, soul food, Stone Mountain.
No Google Reviews embedded
No social proof on any page. Critical trust signal for first-time visitors choosing a restaurant.
Typo: 'Frisday' on Contact page
Contact page hours reads "Frisday" instead of "Friday". Signals low attention to detail.
No email capture
Every non-converting visitor is permanently lost. No newsletter, loyalty, or lead form on any page.
1 image missing alt text
Minor accessibility and SEO gap. Easy fix.
Menu Pricing
Price range by category — [VERIFIED]
Specials and Sandwiches carry the highest AOV. Sweets & Drinks are the highest-margin add-on category — currently not featured as bundle upsell.
Endpoints = price of lowest and highest item in each category. Bar range = spread of menu prices.
Week 1
- Fix Wix mobile rendering on all 5 pages — verify on real iPhone before closing
- Update URL slugs: /blank-1 → /our-story, /blank-2 → /contact
- Resolve address conflict (Decatur vs. Stone Mountain) in title tag and all references
- Fix 'Frisday' → 'Friday' typo on Contact page
- Remove empty Rice Bowls section from menu nav
- Remove duplicate String Beans entry (verify which price is correct)
Week 2
- Pull Wix Analytics: compare mobile sessions Week 2 vs. Week 0 baseline
- Add UTM parameter to Otter order link to track mobile click-throughs specifically
- Add H1 tag to homepage — should include 'halal soul food' and location
Week 3
- Design Family Bundle: 2 specials + 2 desserts + 2 drinks, a la carte ~$72, bundle at $58–64
- Feature bundle above the fold on the menu page
- Begin monitoring AOV in Otter dashboard to establish bundle baseline
Week 4
- Review Otter contract: flat fee vs. commission model
- Apply mobile conversion success threshold: ≥20% increase in order link click-throughs vs. Week 0
- Go/no-go decision on switching to direct ordering (Wix Restaurants or Square Online)
Roadmap
90 days — build on what works
Month 1
Fix all verified issues. Establish mobile baseline.
- All Week 1–4 actions from 30-day plan
- Mobile conversion baseline established
- Bundle live · AOV tracking active
- Otter contract evaluated
Month 2
Expand what worked. Start email.
- If bundle AOV lifts ≥20%: make permanent, test second bundle
- If Otter is commission-based: pilot direct ordering
- Create branded email (soulhalal@sohalalsoulfood.com)
- Add email capture on homepage: 'Get our weekly specials'
Month 3
Loyalty, social proof, catering.
- Embed Google Reviews on homepage (min 10 visible)
- Launch loyalty: order 5x, get a free dessert
- Build catering landing page — Halal cert is rare in Atlanta
- Add H1, alt text, and meta description improvements
Elliyeen Research
This report is the diagnosis.
The implementation — Wix configuration, menu architecture, ordering flow, copy rewrite — is the work Elliyeen handles. One engagement. Documented deliverables. The mobile fix takes 2–4 hours. You can start today.
We run 4 engagements per quarter. The diagnostic call is 20 minutes and free. Three specific findings, whether you work with us or not.
What the diagnostic includes
20 minutes · Three specific findings · No pitch