ba.com website review

About 570 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 2.5 s faster on a phone.

1 file blocks the first paint until they finish downloading. Deferring or inlining it could save about 2.9 s.

The page goes through 5 redirects before it starts loading, costing about 2.0 s. Link and advertise the final URL directly.

britishairways.com costs a phone 1.2 s of main-thread work and 2.7 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.

The HTML itself could arrive about 1.1 s sooner: redirects, a slow server response or missing compression delay everything after it.

4 third-party services load with your homepage (britishairways.com, Optanon and mPulse and others), adding 3.9 MB and 1.3 s of main-thread time.

Your mobile performance score is 52. Pages that score under 90 lose visitors before the first paint.

18 files are served with short cache lifetimes, so returning visitors download them again (753 KiB).

About 895 KiB of JavaScript is downloaded but never used on this page.

9 images could be 557 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

6 long tasks block the main thread while loading, the longest for 418 ms. During a long task the page ignores taps.

A phone's processor spends 2.9 s on main-thread work while loading, 1.8 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Adobe Scene7 costs a phone 0 ms of main-thread work and 911 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 29 KiB JavaScript that modern phones do not need.

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

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.

The page becomes fully interactive after 19.6 s. Good is under 3.8 s.

Visually, the page fills in at 12.1 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 5.4 s on a phone. Good is under 1.8 s.

Your largest element takes 6.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “A view of Tower Bridge and the London skyline at sunset.”.

Real visitors wait 213 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

For real visitors the layout shifts by 0.21 (75th percentile). Good is under 0.1.

Real visitors see the first content after 2.1 s (75th percentile). Good is under 1.8 s.

Real visitors wait 1.3 s for your server to start answering (75th percentile). Good is under 800 ms.

Scripts block taps and scrolling for 317 ms in total while the page loads. Good is under 200 ms.

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

Your homepage downloads 3.9 MB in 100 requests on a phone: scripts 2.0 MB (14), images 1.1 MB (42) and stylesheets 572 KiB (1). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 1.10 g of CO₂e: 132.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

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

The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.

Headings should not be empty: 1 element on the page fails this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (5 elements).

The robots meta tag says “noindex”: Google is told not to list this page at all.

No meta description, so Google writes its own snippet from whatever text it finds.

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

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

No XML sitemap at http://ba.com/sitemap.xml, so Google discovers your pages only by following links.

There is no robots.txt at ba.com/robots.txt, the first file search crawlers ask for.

The homepage links to only 0 pages on your own site, so visitors and crawlers find few routes into the rest of it.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

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.

A phone browser shows 620 words, but the HTML your server sends has only 20. GPTBot, ClaudeBot and PerplexityBot read that HTML without running JavaScript, so they see an almost empty page. Server-side rendering or pre-rendering fixes it.

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.

1 error was logged to the browser console while the page loaded, for example “Minified React error #418; visit https://reactjs.org/docs/error-decoder.html?invariant=418 for the full message or use …”.

Chrome logged issues while loading the page (“Content security policy”).

Large scripts ship without source maps.

Your homepage is served without HTTPS, so browsers mark it “Not secure” and some refuse forms on it.

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

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

ba.com is registered until Dec 2026. Make sure auto-renew is on and the card on file is current.

ba.com 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.

ba.com'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.

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

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

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

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach 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 620 words of visible text.

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.

Opening the homepage sets 21 cookies, 4 of them by other companies (measured from a US location before any click).

Loading the homepage contacts 6 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.