Your customers already tell you what they want. Let's help them find it.

1 · Who we'd be building for

Everyone already knows the brand. Let's help people find exactly what they might be looking for, and throw in a few surprises, too.

0

links to the guides (opens in a new tab) Bombas already created (opens in a new tab). Google can find them (opens in a new tab), but they're not findable from Bombas search or navigation.

67% women · 33% men

Direct is the #1 traffic source. People arrive already knowing the Bombas brand. The largest group is 25 to 34.

Traffic mix and audience split from Similarweb's public profile of bombas.com (opens in a new tab)

reviews say who's buying

Nurses, servers, people on their feet all day. They're already customers. Nothing on the site is built for how they shop.

"perfect for long days in the OR"their AI review summary (opens in a new tab) "my feet feel so much better when I get home at the end of the day"Heather S. (opens in a new tab) "After a days work my feet felt great and there was no swelling"Arthur P. (opens in a new tab)

bombas.com PDP · review topics and highlights · see it live (opens in a new tab)

2 · Observations

Search reads the words, then ignores what they mean

• "Socks for standing all day" (opens in a new tab) returns generic ankle socks. The title shows the query was read perfectly; the results ignore it.
• Credit where due: exact names and even typos (opens in a new tab) work. "compresion soks" returns 65 compression products.
• One for engineering: search links only work in the site's own format. Paste a plain ?q=compression (opens in a new tab) and the title comes back as r©­ë. Any search link built outside the site breaks this way.

bombas.com/search?q=compression · the plain query comes back garbled

So what

Short term: find the most searched phrases and manually route them to the right results or landing pages (example: a search for "standing all day" on the site or via paid search goes to a long-shifts landing page).

Long term: build a smarter, more automated search.

The ads already know the right page. Site search doesn't.

• Bombas holds the top sponsored slot for "best compression socks for nurses" (opens in a new tab). Every visitor from that ad is paid for, click by click.
• Sockwell sits right under it in the #1 organic spot with a page built for nurses. Those clicks cost Sockwell nothing.
• The ad itself proves the mapping exists: it lands on your compression collection (opens in a new tab). We should be working directly with the marketing and SEO teams to identify what landing pages and experiences would drive sales.
• The ad copy can rotate; the landing pages can stay relatively constant.

google.com

So whatEvery one of these visitors costs ad money today. A dedicated landing page that ranks organically brings customers in without it.

Competitors own the nurse conversation

• Reddit calls Sockwell "sort of the gold standard" for nurses, and Google surfaces that thread on page one (opens in a new tab).
• /collections/women-long-shifts-compression-socks (opens in a new tab) is live on your site. The slug says long-shifts.
• Your own reviews (opens in a new tab) say "long days in the OR."

google.com

So whatNurses are already in the reviews. There's no page for them, so Sockwell gets the click. Give specific demographics and popular searches dedicated landing pages that can be reached within the site's search and used by the paid media team.

Big brand pull, and outsiders giving the advice

• Direct is your #1 traffic source, which is a great problem to have.
• Bombas has written guides: a women's sock buying guide (opens in a new tab), a run comparison (opens in a new tab), a no-show guide (opens in a new tab). Google indexes all three; the site links to none of them.
• There's no men's guide and nothing interactive.
• Meanwhile gift bloggers (opens in a new tab) and even Alibaba (opens in a new tab) publish their own "how to choose Bombas socks" guides.

So whatBuild the advice into tools like the finder above: they answer the same questions and end at a product. And let site search find them, so typing "guide" actually returns one.

Make the site work for agents and screen readers, too

• All four category tiles share a deliberate design: click one and it flips open a Shop Women / Shop Men chooser. For humans it works, and the destinations are full collections.
• The tiles are divs and the chooser buttons have no links and no labels, so screen readers and AI agents dead-end on the whole row.
• The nav still carries real links to the same collections, so machines can get there the long way. The biggest thing on the page is the part they can't use.
• Same theme site-wide: AI crawlers are welcome in (robots.txt (opens in a new tab) doesn't block them), but there's no llms.txt (opens in a new tab) telling them what matters.

bombas.com · today · the tile chooser, mid-flip

concept, mocked on the home page

So whatKeep the design, add real links and labels underneath. Same experience for people, and the homepage opens up to screen readers and AI shopping agents.

The site has good bones

• Product pages carry solid structured data, canonicals are right, and AI crawlers aren't blocked.
• The Bombas site already has AI review summaries. For example, one of the summaries says "ideal for long days."
• The gaps:
  • No structured data on the homepage.
  • Product pages don't share their review scores with Google. Thousands of reviews, but no star ratings can show in search results.
  • No llms.txt.
  • The long-shifts pages (opens in a new tab) are reachable from one CTA on one page (opens in a new tab). Search never sends anyone there.

today · observed

$ grep -c 'ld+json' bombas-homepage.html
0 not one line of structured metadata, the code Google reads to understand a page

could be · concept

<script type="application/ld+json">
{
  "@type":  "Organization",
  "name":   "Bombas",
  "slogan": "One Purchased = One Donated",
  "sameAs": ["instagram.com/bombas"]
}
</script>
// plus WebSite + SearchAction,
// so Google shows a search box

bombas.com PDP · their own AI summary

So whatThe pieces are already built. Let's make sure we're taking every opportunity we can to make the site and its products findable.

3 · Try the search

The pages customers need already exist. Search just never sends anyone there.

Today is the real site; Could be is the routing layer.

4 · Find your pair in three taps

Not everyone shops by typing. Three quick questions can do the routing for them, no product vocabulary required.

find your pair · concept

What kind of day are you trying to have?

12-hour shift Race day Long-haul flight Absolutely nothing

How much cushion?

Marshmallow Goldilocks Barely there

Shopping for

Women Men

Complete the day

The whole day, one basket. Tees and underwear are the categories Bombas is pushing next, and this is where they attach.

0 of 3 taps

5 · The buying guide, as a widget

There are several official (opens in a new tab) and unofficial (opens in a new tab) guides (opens in a new tab). They're not findable on site nor are they interactive.

These experiences should be reusable, and merchandising should be able to update them without a developer. These tools can be embedded and promoted by paid, social, and organic landing pages.

buying guide · concept

/pages/womens-sock-buying-guide (opens in a new tab) · one of three (opens in a new tab) guide pages (opens in a new tab) Google knows about that the site never links to. The men's version doesn't exist; Alibaba (opens in a new tab) wrote one instead.

6 · Gifts are a front door too

Gift buyers have the clearest intent on the site, and gift recipients are tomorrow's returning customers.

gift finder · concept

Who's it for?

How big are we going?

/collections/gifts (opens in a new tab) · live today, static for everyone, in men's (opens in a new tab), women's (opens in a new tab), and kids (opens in a new tab) editions

7 · Four front doors

Most visitors show up with some idea about what they want. We know what they searched, the ad they clicked, and the link they came from. We should personalize the page accordingly.

A routing layer could understand each user as they come into the site and send them to the right page. Every test below moves the same number: how many visits end up at a product.

8 · What I can't see from the outside

Some questions to get to know the team a little better.