built.com website review

A phone's processor spends 8.4 s on main-thread work while loading, 4.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 5,364 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

About 1.5 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 450 ms faster on a phone.

8 third-party services load with your homepage (Shopify, POWr and route.com and others), adding 2.7 MB and 1.7 s of main-thread time.

62 files are served with short cache lifetimes, so returning visitors download them again (1.4 MB).

Your mobile performance score is 51. Pages that score under 90 lose visitors before the first paint.

Shopify costs a phone 515 ms of main-thread work and 1.1 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.

10 files block the first paint until they finish downloading. Deferring or inlining them could save about 450 ms.

route.com costs a phone 244 ms of main-thread work and 542 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.

14 long tasks block the main thread while loading, the longest for 290 ms. During a long task the page ignores taps.

POWr costs a phone 285 ms of main-thread work and 13 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.

Yotpo costs a phone 185 ms of main-thread work and 449 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.

8 images could be 164 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.

Polyfills for old browsers add 115 KiB JavaScript that modern phones do not need.

About 77 KiB of CSS is downloaded but never applied on this page.

28 KiB could be saved by minifying JavaScript.

18 KiB JavaScript is shipped twice across bundles.

6 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.

The page becomes fully interactive after 39.8 s. Good is under 3.8 s.

Your largest element takes 9.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

Visually, the page fills in at 7.3 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 603 ms in total while the page loads. Good is under 200 ms.

The first text or image appears after 2.2 s on a phone. Good is under 1.8 s.

1 image 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' tap response (inp) went from 172 ms to 171 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 6.9 MB in 587 requests on a phone: scripts 3.7 MB (183), other files 1.4 MB (257) and images 1,021 KiB (70). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 1.97 g of CO₂e: 236.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

30 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.

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

1 visible link has no text or label, so screen readers cannot say where it goes.

1 link has no real href, so search engines can't follow it.

The homepage links to 82 pages on built.com and 7 external pages.

/customer_authentication/redirect has no <title>, so Google invents the link text in results.

/pages/reviews2 and /customer_authentication/redirect are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

/collections/original-built-puffs and /collections/puff-copy all use the title “Shop BUILT Puff Bars | Protein Puffs | BUILT”. Search engines can't tell which page to show for a search, so each competes with the others.

/collections/limited-release-1 and /customer_authentication/redirect have no meta description, so Google writes the search snippet from whatever text it finds.

/collections/original-built-puffs and /collections/puff-copy use the same meta description. A description written for each page earns more clicks.

/collections/shop-all, /collections/limited-release-1, /collections/original-built-puffs, /pages/sp, /collections/gluten-free and /pages/store-locator and 2 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 47 found) and read each the way a search engine does.

1 image failed to load on a phone, for example https://sp.analytics.yahoo.com/sp.pl?a=10000&d=Sat%2C%2007%20Nov%202026%2006%3A53%3A41%20GMT&n=0&b=BUILT%20Protein%20Bars%20%7C%20The%20Best%20Tasting%20Protein%20Bar&.yp=10140954&f=https%3A%2F%2Fbuil.

1 third-party cookie is set on load; browsers are restricting these, so whatever relies on them breaks.

2 errors were logged to the browser console while the page loaded, for example “_dixa_ is not defined”.

3 images are displayed at the wrong aspect ratio, so they look stretched or squashed.

Chrome logged issues while loading the page (“Cookie”).

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

1 link go through two or more redirects, for example https://built.com/customer_authentication/redirect?locale=en&region_country=US.

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.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

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

built.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.

built.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.

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

Your homepage shows a street address but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.

The homepage shows no opening hours. If customers visit or call, show when.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

The homepage carries about 828 words of visible text.

The page uses urgency cues (a countdown or limited-time wording).

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, Klaviyo and LinkedIn Insight and 9 mores (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.

Opening the homepage sets 41 cookies, 4 of them by other companies (measured from a US location before any click).

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.

Loading the homepage contacts 111 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.