earthandmama.com website review

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.6 s.

8 third-party services load with your homepage (Shopify, Google Tag Manager and Pinterest and others), adding 9.4 MB and 373 ms of main-thread time.

Shopify costs a phone 188 ms of main-thread work and 9.1 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.

Your mobile performance score is 56. Pages that score under 90 lose visitors before the first paint.

About 123 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 710 ms faster on a phone.

8 images could be 288 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 300 ms faster on a phone.

About 126 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 450 ms faster on a phone.

6 files are served with short cache lifetimes, so returning visitors download them again (34 KiB).

Polyfills for old browsers add 19 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

19 KiB could be saved by minifying CSS.

1 long task block the main thread while loading, the longest for 106 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 100 ms).

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

Your largest element takes 14.5 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 15.8 s. Good is under 3.8 s.

The layout shifts by 0.234 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Visually, the page fills in at 5.1 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.4 s on a phone. Good is under 1.8 s.

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

Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.

Your homepage downloads 9.4 MB in 104 requests on a phone: media 6.8 MB (2), images 1.8 MB (23) and scripts 486 KiB (27). Under 2 MB keeps phones on slow connections fast.

2 images are downloaded at several times the size a phone draws them, for example ethical-image_2x_f308fdff-6349-44ff-b548-605121fc5ee9.png at 682 px wide, shown at 210 px. Resized copies would save about 23 KiB.

1 image (67 KiB) is 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.

2 images further down the page (90 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 2.67 g of CO₂e: 319.9 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

2 buttons have no accessible name, so screen readers announce just “button”.

Certain ARIA roles must contain particular children: 1 element on the page fails this check, rated critical by axe-core.

Scrollable region must have keyboard access: 1 element on the page fails this check, rated serious by axe-core.

1 image has no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 9 elements on the page fail this check, rated moderate by axe-core.

The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

The skip-link target should exist and be focusable: 1 element on the page fails this check, rated moderate by axe-core.

10 visible links have no text or label, so screen readers cannot say where they go.

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

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

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

Your hreflang tags are invalid, so Google may show the wrong language version.

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

The homepage links to 66 pages on earthandmama.com and 0 external pages.

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.

There is no https://earthandmama.com/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.

https://earthandmama.com/collections/women, https://earthandmama.com/collections/all, https://earthandmama.com/collections/tops and https://earthandmama.com/pages/about-us declare the homepage as their canonical URL, which tells Google they are copies of the homepage and keeps them out of search results. A site-wide template setting usually causes this.

/, https://earthandmama.com/collections/women, https://earthandmama.com/collections/all, https://earthandmama.com/collections/tops and https://earthandmama.com/pages/about-us all use the title “Organic cotton underwear | Earth & Mama Co – Earth & Mama Co.”. Search engines can't tell which page to show for a search, so each competes with the others.

https://earthandmama.com/collections/comfy-collection, https://earthandmama.com/collections/kids, https://earthandmama.com/collections/accesories, https://earthandmama.com/blogs/journal, https://earthandmama.com/collections/briefs and https://earthandmama.com/blogs/journal/tagged/lifestyle have no meta description, so Google writes the search snippet from whatever text it finds.

https://earthandmama.com/collections/women, https://earthandmama.com/collections/all, https://earthandmama.com/collections/tops and https://earthandmama.com/pages/about-us use the same meta description. A description written for each page earns more clicks.

https://earthandmama.com/collections/comfy-collection, https://earthandmama.com/collections/kids, https://earthandmama.com/collections/accesories, https://earthandmama.com/pages/the-brand and https://earthandmama.com/collections/briefs have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 24 found) and read each the way a search engine does.

4 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

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

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

The homepage carries about 610 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager and Pinterest Tag (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 12 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 19 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.