builtny.com website review

14 files are served with short cache lifetimes, so returning visitors download them again (268 KiB).

About 289 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.1 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 60. Pages that score under 90 lose visitors before the first paint.

7 images could be 218 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 700 ms faster on a phone.

8 third-party services load with your homepage (Shopify, Yotpo and Klaviyo and others), adding 1.1 MB and 476 ms of main-thread time.

A phone's processor spends 2.1 s on main-thread work while loading, 892 ms of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Shopify costs a phone 138 ms of main-thread work and 300 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.

Klaviyo costs a phone 105 ms of main-thread work and 310 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.

3 long tasks block the main thread while loading, the longest for 76 ms. During a long task the page ignores taps.

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

About 50 KiB of CSS is downloaded but never applied on this page.

Polyfills for old browsers add 19 KiB JavaScript that modern phones do not need.

6 KiB could be saved by minifying JavaScript.

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

The page becomes fully interactive after 15.1 s. Good is under 3.8 s.

The first text or image appears after 4.4 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 7.1 s (Speed Index). Good is under 3.4 s.

Real visitors wait 3.0 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Real visitors see the first content after 2.8 s (75th percentile). Good is under 1.8 s.

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 111 ms to 111 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 2.3 s to 2.1 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.0 MB in 262 requests on a phone: scripts 1.2 MB (93), other files 843 KiB (112) and images 786 KiB (30). Under 2 MB keeps phones on slow connections fast.

Built530299020ozStrawSealTumblerWildLavenderDaisyFront.jpg 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).

By the Sustainable Web Design model, a visit to your homepage emits about 0.86 g of CO₂e: 103.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

ARIA commands must have an accessible name: 12 elements on the page fail this check, rated serious by axe-core.

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

Headings skip levels (h1 → h4), which makes the page harder to scan with a screen reader.

There are 4 <h1> headlines (“Built NY”, “Next Level Hydration” and “Our Materials”). One clear main headline is easier for people and search engines.

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

The homepage links to 134 pages on builtny.com and 5 external pages.

https://www.builtny.com/collections/drink, https://www.builtny.com/collections/water-bottles, https://www.builtny.com/collections/tumblers, https://www.builtny.com/collections/desk-mugs, https://www.builtny.com/collections/barware and https://www.builtny.com/collections/drink-totes and 4 others have no meta description, so Google writes the search snippet from whatever text it finds.

We fetched 15 pages linked from your homepage (of 48 found) and read each the way a search engine does.

16 of 27 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

1 error was logged to the browser console while the page loaded, for example “Uncaught TypeError: Failed to execute 'appendChild' on 'Node': parameter 1 is not of type 'Node'.”.

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

Your phone number appears as text but isn't a tel: link, so phone visitors can't tap to call.

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 341 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager, Klaviyo and Microsoft Clarity (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 10 cookies (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 29 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.