aarp.org website review

Not measured in this review.

• Fails Core Web Vitals for real visitors

  Real Chrome users on phones do not pass Google's Core Web Vitals on your site (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

• Real-user FCP: 3.3 s

  3.3 s

  Real visitors see the first content after 3.3 s (75th percentile). Good is under 1.8 s.

• Real-user LCP: 3.5 s

  3.5 s

  Real visitors wait 3.5 s for the largest content to appear (75th percentile). Good is under 2.5 s.

• Real-user INP: 251 ms

  251 ms

  Real visitors wait 251 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

• Real-user CLS: 0.13

  0.13

  For real visitors the layout shifts by 0.13 (75th percentile). Good is under 0.1.

• Tap response (INP) got 11% slower for real visitors

  +11%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 222 ms to 249 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Page weight: 2.5 MB

  2.5 MB

  Your homepage downloads 2.5 MB on a phone, 77 KiB of it images (3%). Under 2 MB keeps phones on slow connections fast.

• About 0.7 g of CO₂ per visit

  0.71 g

  By the Sustainable Web Design model, a visit to your homepage emits about 0.71 g of CO₂e: 85.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

• 83 images without alt text

  83 images have no alt text, which hurts accessibility and image search.

  View source

• All page content should be contained by landmarks (69 elements)

  All page content should be contained by landmarks: 69 elements on the page fail this check, rated moderate by axe-core.

  Elements (3)

• No main landmark

  The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

  Elements (1)

• Page should contain a level-one heading (1 element)

  Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

  Elements (1)

• Headings should not be empty (11 elements)

  Headings should not be empty: 11 elements on the page fail this check, rated minor by axe-core.

  Elements (3)

• 1 form field without a label

  1 form field has no label, so screen readers announce an empty box and autofill guesses.

• Headings skip levels

  Headings skip levels (h1 → h3), which makes the page harder to scan with a screen reader.

• 308 internal links, 81 external

  The homepage links to 308 pages on aarp.org and 81 external pages.

• No Organization structured data

  There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

  View source

• No llms.txt

  There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

• Opted out of AI training for 1 crawler

  robots.txt blocks CCBot, which collect pages to train models. That's a legitimate choice and doesn't by itself stop the site appearing in AI answers, which the crawlers above handle.

• 13 pages without an H1

  /membership/benefits/all-offers-a-z, /product-reviews, /membership/members-edition, /rewards, /membership/referafriend and /membership/benefits/carrental and 7 others have no <h1> headline, so visitors and search engines get no clear main topic.

• 15 internal pages checked

  We fetched 15 pages linked from your homepage (of 176 found) and read each the way a search engine does.

• 10 broken images

  10 images failed to load on a phone, for example https://www.aarp.org/.

• 4 JavaScript errors while loading

  4 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_SOCKET_NOT_CONNECTED”.

• Thin social proof

  Social proof on the homepage: 1 trust badge. Pairing it with named testimonials or customer logos makes it far more convincing.

• No analytics detected

  No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

• No direct contact details

  No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

• No risk reducer

  No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

• About 744 words of copy

  The homepage carries about 744 words of visible text.

• 5 trackers load before any consent

  5

  Before a visitor clicks anything, the page loads Amazon Ads, Criteo, Google Ads, Google Tag Manager and The Trade Desk (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

• 28 cookies set on arrival

  28

  Opening the homepage sets 28 cookies (measured from a US location before any click).

• 60 other companies contacted

  Loading the homepage contacts 60 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.