ada.org website review

About 1.3 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 4.1 s faster on a phone.

Google Tag Manager costs a phone 2.3 s of main-thread work and 1.2 MB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

65 files are served with short cache lifetimes, so returning visitors download them again (781 KiB).

5 images could be 610 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.3 s faster on a phone.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.2 s.

Your mobile performance score is 33. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 7.0 s on main-thread work while loading, 4.2 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Google Tag Manager, Google/Doubleclick Ads and Facebook and others), adding 2.6 MB and 3.3 s of main-thread time.

About 199 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 850 ms faster on a phone.

20 long tasks block the main thread while loading, the longest for 460 ms. During a long task the page ignores taps.

Google/Doubleclick Ads costs a phone 256 ms of main-thread work and 316 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Facebook costs a phone 253 ms of main-thread work and 255 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

coveo.com costs a phone 188 ms of main-thread work and 328 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Polyfills for old browsers add 48 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 50 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

8 KiB could be saved by minifying CSS.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

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

Your largest element takes 14.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “New Dentist News”.

The page becomes fully interactive after 26.1 s. Good is under 3.8 s.

Visually, the page fills in at 12.6 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 2.2 s in total while the page loads. Good is under 200 ms.

Real visitors wait 2.6 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 209 ms to 343 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Real visitors see the first content after 1.9 s (75th percentile). Good is under 1.8 s.

Real visitors wait 1.0 s for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 2.7 s on a phone. Good is under 1.8 s.

4 images have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 2.6 s to 2.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.2 MB in 143 requests on a phone: scripts 3.1 MB (47), images 721 KiB (32) and stylesheets 202 KiB (11). Under 2 MB keeps phones on slow connections fast.

5 images (601 KiB) are JPEG, PNG or GIF. The same pictures as WebP or AVIF are usually much smaller at the same quality, and every current browser shows them.

1 image is downloaded at several times the size a phone draws it, for example 15385e_ndn_promo-print_nov_1110x700.jpg at 1,110 px wide, shown at 356 px. Resized copies would save about 22 KiB.

4 images further down the page (304 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 1.20 g of CO₂e: 144.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

2 buttons have no accessible name, so screen readers announce just “button”.

1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.

The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

There is no <h1>, so neither visitors nor Google get a clear main headline.

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

3 links have no real href, so search engines can't follow them.

1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 52 pages on ada.org and 19 external pages.

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.

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.

We fetched 15 pages linked from your homepage (of 42 found) and read each the way a search engine does.

Large scripts ship without source maps.

http://ada.org does not redirect to https, so some visitors land on the insecure version.

No Strict-Transport-Security header, so browsers may still try plain http first on a return visit.

No Content-Security-Policy header, the main browser-side defence against injected scripts.

Neither X-Frame-Options nor a CSP frame-ancestors policy is set, so any site can embed yours in a frame.

X-Content-Type-Options: nosniff is missing, so browsers may guess file types.

Opening https://ada.org goes through 2 redirects before the homepage loads.

2 links go through two or more redirects, for example https://www.ada.org/login.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

ada.org has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

ada.org's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

There is no form on the homepage, so every lead has to click through to another page first.

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

The homepage carries about 306 words of visible text.

DMARC is set to p=none, so mail pretending to be ada.org is still delivered. Add a report address, check the reports, then move to quarantine.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, HubSpot and Meta Pixel and 1 more (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.

Opening the homepage sets 32 cookies (measured from a US location before any click).

Loading the homepage contacts 37 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.