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armslist.com website review
Visit site (opens in a new tab)Reviewed 11 October 202651 issues · 97 checks
This review found 51 issues worth fixing on armslist.com, 26 of them high impact, across 97 checks. The most urgent: use efficient cache lifetimes. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
68DClosest competitors among reviewed websites
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| Apr 18, 2026 | 1.5 s |
| Apr 25, 2026 | 1.5 s |
| May 2, 2026 | 1.4 s |
| May 9, 2026 | 1.4 s |
| May 16, 2026 | 1.4 s |
| May 23, 2026 | 1.4 s |
| May 30, 2026 | 1.4 s |
| Jun 6, 2026 | 1.4 s |
| Jun 13, 2026 | 1.5 s |
| Jun 20, 2026 | 1.6 s |
| Jun 27, 2026 | 1.8 s |
| Jul 4, 2026 | 2.0 s |
| Jul 11, 2026 | 2.1 s |
| Jul 18, 2026 | 1.9 s |
| Jul 25, 2026 | 1.6 s |
| Aug 1, 2026 | 1.4 s |
| Aug 8, 2026 | 1.2 s |
| Aug 15, 2026 | 1.2 s |
| Aug 22, 2026 | 1.2 s |
| Aug 29, 2026 | 1.1 s |
| Sep 5, 2026 | 1.1 s |
| Sep 12, 2026 | 1.1 s |
| Sep 19, 2026 | 1.2 s |
| Sep 26, 2026 | 1.2 s |
| Oct 3, 2026 | 1.2 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| Apr 18, 2026 | 76 ms |
| Apr 25, 2026 | 76 ms |
| May 2, 2026 | 76 ms |
| May 9, 2026 | 76 ms |
| May 16, 2026 | 76 ms |
| May 23, 2026 | 77 ms |
| May 30, 2026 | 77 ms |
| Jun 6, 2026 | 78 ms |
| Jun 13, 2026 | 78 ms |
| Jun 20, 2026 | 79 ms |
| Jun 27, 2026 | 79 ms |
| Jul 4, 2026 | 79 ms |
| Jul 11, 2026 | 78 ms |
| Jul 18, 2026 | 78 ms |
| Jul 25, 2026 | 78 ms |
| Aug 1, 2026 | 77 ms |
| Aug 8, 2026 | 77 ms |
| Aug 15, 2026 | 76 ms |
| Aug 22, 2026 | 75 ms |
| Aug 29, 2026 | 75 ms |
| Sep 5, 2026 | 75 ms |
| Sep 12, 2026 | 74 ms |
| Sep 19, 2026 | 74 ms |
| Sep 26, 2026 | 73 ms |
| Oct 3, 2026 | 73 ms |
Chrome UX Report (opens in a new tab): real Chrome visitors over rolling 28-day periods.
One score from every part of this review. How it works
How it loaded on a phone
0.4 s
0.8 s
1.1 s
1.5 s
1.9 s
2.3 s
2.6 s
3.0 s
Speed
Use efficient cache lifetimes
20.1 s · 7.1 MB73 files are served with short cache lifetimes, so returning visitors download them again (7.1 MB).
Render-blocking requests
14.9 s39 files block the first paint until they finish downloading. Deferring or inlining them could save about 14.9 s.
Reduce unused JavaScript
7.1 s · 1.6 MBAbout 1.6 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 7.1 s faster on a phone.
Reduce unused CSS
4.4 s · 896 KiBAbout 896 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 4.4 s faster on a phone.
Improve image delivery
3.0 s · 610 KiB4 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 3.0 s faster on a phone.
Minify CSS
1.5 s · 260 KiB260 KiB could be saved by minifying CSS.
Mobile performance score: 26
26/100Your mobile performance score is 26 (desktop: 31). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.
Main-thread work: 4.8 s
A phone's processor spends 4.8 s on main-thread work while loading, 2.5 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
8 third-party services on the page
8 third-party services load with your homepage (Twitter, Other Google APIs/SDKs and Google CDN and others), adding 3.0 MB and 2.2 s of main-thread time.
Twitter adds 742 ms
742 msTwitter costs a phone 742 ms of main-thread work and 1.2 MB 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.
Other Google APIs/SDKs adds 484 ms
484 msOther Google APIs/SDKs costs a phone 484 ms of main-thread work and 887 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.
Google Maps adds 207 ms
207 msGoogle Maps costs a phone 207 ms of main-thread work and 384 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.
19 long tasks on the main thread
19 long tasks block the main thread while loading, the longest for 224 ms. During a long task the page ignores taps.
Font display
200 msWeb fonts hide text while they load. Setting font-display: swap shows text immediately (about 200 ms).
Minify JavaScript
130 ms · 57 KiB57 KiB could be saved by minifying JavaScript.
Legacy JavaScript
29 KiBPolyfills for old browsers add 29 KiB JavaScript that modern phones do not need.
Chained critical requests
Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
1 checks passed
Server response: 7 ms
7 msYour server sent the HTML in 7 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Fails Core Web Vitals for real visitors
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.
First Contentful Paint: 18.3 s
18.3 sThe first text or image appears after 18.3 s on a phone. Good is under 1.8 s.
Largest Contentful Paint: 40.2 s
40.2 sYour largest element takes 40.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.
Speed Index: 18.3 s
18.3 sVisually, the page fills in at 18.3 s (Speed Index). Good is under 3.4 s.
Time to Interactive: 47.5 s
47.5 sThe page becomes fully interactive after 47.5 s. Good is under 3.8 s.
Cumulative Layout Shift: 0.282
0.282The layout shifts by 0.282 while loading, so content jumps under the reader's thumb. Good is under 0.1.
Real-user CLS: 0.13
0.13For real visitors the layout shifts by 0.13 (75th percentile). Good is under 0.1.
Total Blocking Time: 594 ms
594 msScripts block taps and scrolling for 594 ms in total while the page loads. Good is under 200 ms.
9 images without width and height
9 images have no width and height attributes, so the layout jumps as each one loads.
Tap response (INP) held steady for real visitors
-4%Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 76 ms to 73 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
5 checks passed
Real-user LCP: 1.9 s
1.9 sReal visitors wait 1.9 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 72 ms
72 msReal visitors wait 72 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user FCP: 1.1 s
1.1 sReal visitors see the first content after 1.1 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 432 ms
432 msReal visitors wait 432 ms for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) got 18% faster for real visitors
-18%Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 1.5 s to 1.2 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Images and page weight
Page weight: 10.5 MB in 211 requests
10.5 MBYour homepage downloads 10.5 MB in 211 requests on a phone: images 5.7 MB (46), scripts 2.6 MB (82) and stylesheets 961 KiB (18). Under 2 MB keeps phones on slow connections fast.
4 images over 500 KB
4 images weigh 4.3 MB together. On a phone connection a single image that size takes seconds.
7 images in older formats
7 images (4.9 MB) 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.
An image on the first screen is lazy-loaded
2c092491-27b6-4aa9-af6a-d65ba882497a-Untitled - August 05, 2 is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).
2 images far larger than shown
121 KiB2 images are downloaded at several times the size a phone draws them, for example 2c092491-27b6-4aa9-af6a-d65ba882497a-Untitled - August 05, 2 at 1,152 px wide, shown at 360 px. Resized copies would save about 121 KiB.
1 image below the first screen load straight away
1 image further down the page (60 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.
About 3.0 g of CO₂ per visit
2.98 gBy the Sustainable Web Design model, a visit to your homepage emits about 2.98 g of CO₂e: 357.9 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
Accessibility
Certain ARIA roles must contain particular children (2 elements)
Certain ARIA roles must contain particular children: 2 elements on the page fail this check, rated critical by axe-core.
Invalid ARIA attributes
1 element use ARIA attributes their role does not allow, which confuses screen readers.
Images must have alternative text (1 element)
Images must have alternative text: 1 element on the page fails this check, rated critical by axe-core.
7 tap targets too small
7 tap targets are too small or too close together to hit reliably with a finger.
4 text elements with low contrast
4 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.
ARIA input fields must have an accessible name (2 elements)
ARIA input fields must have an accessible name: 2 elements on the page fail this check, rated serious by axe-core.
Frames without titles
1 frame has no title, so screen-reader users cannot tell what it contains.
<html> element must have a lang attribute (1 element)
<html> element must have a lang attribute: 1 element on the page fails this check, rated serious by axe-core.
All page content should be contained by landmarks (10 elements)
All page content should be contained by landmarks: 10 elements on the page fail this check, rated moderate by axe-core.
15 form fields without a label
15 form fields have no label, so screen readers announce an empty box and autofill guesses.
9 links without text
9 visible links have no text or label, so screen readers cannot say where they go.
No page language
The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.
1 checks passed
47 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 57 WCAG 2.2 A/AA and best-practice rules on the phone render: 47 passed and 10 failed. 4 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
4 links crawlers can't follow
4 links have no real href, so search engines can't follow them.
3 links with vague text
3 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.
99 internal links, 16 external
The homepage links to 99 pages on armslist.com and 16 external pages.
8 checks passed
Meta description: 105 characters
Your meta description is 105 characters: “Buy, sell, and trade firearms with confidence on Armslist. The trusted online marketplace for gun owners.”.
One H1 headline
Your main headline reads: “The Most Trusted Online Gun Marketplace”.
Title: 41 characters
Your title is a healthy 41 characters: “Armslist | America’s Firearms Marketplace”.
Canonical URL set
The canonical URL is https://www.armslist.com/.
Structured data in place
Structured data found: Organization, WebPage and WebSite.
Open Graph tags complete
Open Graph tags are complete, so shared links show a title, description and image.
robots.txt in place
robots.txt is in place and points crawlers to your sitemap.
XML sitemap found
Your XML sitemap is reachable at https://www.armslist.com/sitemap.xml.
AI search readiness
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.
3 checks passed
AI answer engines may read the site
Your robots.txt lets the crawlers behind ChatGPT search, Claude and Perplexity read the site and cite it in answers.
Organization data: 6 of 6 facts
Your Organization JSON-LD gives name, url, logo, sameAs (social profiles), description and contact details.
Text is in the HTML
Your server sends the page's text in the HTML (1,150 words), so crawlers that don't run JavaScript still read it.
Other pages
2 pages share a title
/contests and /giveaways all use the title “Gun Giveaways - Online Contests & Prizes :: Armslist.com”. Search engines can't tell which page to show for a search, so each competes with the others.
2 links to non-canonical URLs
Your homepage links to 2 pages by a URL that isn't their canonical one, for example /CheckoutProduct/GuestAddtoCart, whose canonical is /MoreProducts. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.
1 page without an H1
/blog/news/the-glocktober-giveaway-is-back has 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 40 found) and read each the way a search engine does.
4 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Every page has a meta description
All 13 pages that loaded have a meta description.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 13 pages that loaded have a <title>.
Best practices
2 broken images
2 images failed to load on a phone, for example https://hash.qualia.id/g.png?p=9a5f7968-45f9-4b4c-bbd7-0edcc749a111&rid=ddc4cb37-4987-42db-af66-0bbb4dbf0b62&did=ddc4cb37-4987-42db-af66-0bbb4dbf0b62.
22 small tap targets
22 of 43 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
Deprecated browser APIs
The page uses 2 deprecated browser APIs that will stop working in future browsers (“Synchronous `XMLHttpRequest` on the main thread is deprecated because of its detrimental effects to…”).
3 JavaScript errors while loading
3 errors were logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 503 (Service Unavailable: Back-end server is at capacity)”.
2 distorted images
2 images are displayed at the wrong aspect ratio, so they look stretched or squashed.
2 low-resolution images
2 images are served at too low a resolution for sharp phone screens.
1 checks passed
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
No call to action on the first screen
On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.
A 10-field form
Your longest form asks for 10 fields (0 required). Every extra field lowers completion.
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 956 words of copy
The homepage carries about 956 words of visible text.
Urgency cues
The page uses urgency cues (a countdown or limited-time wording).
4 checks passed
9 calls to action
The homepage has 9 calls to action, for example “Sign up”, “Request” and “Contact Armslist”.
Social proof on the page
Social proof on the homepage: 10 testimonial or review blocks, a star rating and 3 trust badges.
Analytics in place
Analytics detected: Google Analytics.
Direct contact links
Visitors can reach you directly: 1 phone link and 0 email links.
Privacy and tracking
3 trackers load before any consent
3Before a visitor clicks anything, the page loads Google Ads, Google Analytics and Google Tag Manager (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.
12 cookies set on arrival
12Opening the homepage sets 12 cookies, 1 of them by other companies (measured from a US location before any click).
No consent tool detected
No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.
44 other companies contacted
Loading the homepage contacts 44 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
Security, domain, email and software versions
The security, domain and email checks, software and plugin versions, and any app with a known security problem are visible only to people at armslist.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Go beyond the website
What your $25 Growth Playbook adds
This review found 51 issues on armslist.com, including 21 speed issues, 2 SEO issues and 2 conversion gaps. That is the website alone. The full Growth Playbook pairs these findings with what your customers say in public reviews and communities and what your closest competitors do better, then turns everything into at least 20 prioritised ideas, each with the evidence behind it, a step-by-step playbook, a metric and an owner.
- 28 research agents read your site, reviews, competitors, communities and public filings
- Customer review mining (G2, Capterra, Trustpilot and more) and voice-of-pain analysis in your buyers’ own words
- Competitor intelligence with battlecards for your closest rivals
- Ideal customer profile, buyer segments and buying-stage funnel
- Ranked channels, outreach sequences and content angles
- Live Reddit threads where buyers ask for what you sell, with draft replies
- Earned media and PR openings
- At least 20 ideas with evidence, a step-by-step playbook, metric, owner, effort and impact, grouped into this week, this quarter, big bets and wildcards, plus a 30/60/90-day roadmap
- PDF, Markdown, CSV, Notion and Linear exports, and a shareable page your team can track progress on
- Refresh the playbook later to see what changed
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.