colgate.com website review

About 1.1 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 4.6 s faster on a phone.

9 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.4 s.

Your mobile performance score is 47. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

The page has 5,672 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

A phone's processor spends 4.0 s on main-thread work while loading, 2.1 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Google Tag Manager, Bazaarvoice and swaven.com and others), adding 2.4 MB and 1.3 s of main-thread time.

About 281 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 900 ms faster on a phone.

Google Tag Manager costs a phone 793 ms of main-thread work and 1,016 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.

20 files are served with short cache lifetimes, so returning visitors download them again (154 KiB).

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 300 ms).

4 images could be 259 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

16 long tasks block the main thread while loading, the longest for 252 ms. During a long task the page ignores taps.

swaven.com costs a phone 105 ms of main-thread work and 318 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.

jQuery CDN costs a phone 91 ms of main-thread work and 432 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.

187 KiB could be saved by minifying JavaScript.

Polyfills for old browsers add 16 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

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.

Real visitors wait 536 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Your largest element takes 18.9 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “Your smile is your strength Healthy smiles start here with …”.

The page becomes fully interactive after 30.1 s. Good is under 3.8 s.

Visually, the page fills in at 11.9 s (Speed Index). Good is under 3.4 s.

Real visitors wait 3.8 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 220 ms to 280 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

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

Real visitors wait 1.4 s for your server to start answering (75th percentile). Good is under 800 ms.

Scripts block taps and scrolling for 579 ms in total while the page loads. Good is under 200 ms.

The first text or image appears after 2.4 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' largest content (lcp) went from 3.5 s to 3.9 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 5.8 MB in 192 requests on a phone: images 2.6 MB (53), scripts 2.3 MB (78) and stylesheets 460 KiB (16). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 1.64 g of CO₂e: 196.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

13 tap targets are too small or too close together to hit reliably with a finger.

All page content should be contained by landmarks: 6 elements on the page fail this check, rated moderate by axe-core.

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.

Headings skip levels (h1 → h3, h1 → h3 and h1 → h3), which makes the page harder to scan with a screen reader.

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

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

There are 11 <h1> headlines (“Your white smile is your superpower”, “Restore your smile” and “Your smile – worry-free”). One clear main headline is easier for people and search engines.

Structured data found (Organization and WebSite) but with 1 problem, for example “WebSite: missing name”.

9 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

Open Graph is missing og:description, so shared links fall back to guesses.

The homepage links to 238 pages on colgate.com and 22 external pages.

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 113 found) and read each the way a search engine does.

7 of 33 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

Large scripts ship without source maps.

Opening https://colgate.com goes through 2 redirects before the homepage loads.

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.

colgate.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.

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.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

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

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

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

The homepage carries about 821 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.

Before a visitor clicks anything, the page loads Amazon Ads, Google Ads, Google Analytics, Google Tag Manager and Meta Pixel and 3 mores (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 10 cookies (measured from a US location before any click).

Loading the homepage contacts 27 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.