ems.com website review

The page goes through 1 redirect before it starts loading, costing about 4.4 s. Link and advertise the final URL directly.

About 427 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 3.1 s faster on a phone.

Your mobile performance score is 66 (desktop: 82). Pages that score under 90 lose visitors before the first paint.

A phone's processor spends 3.3 s on main-thread work while loading, 1.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

3 files block the first paint until they finish downloading. Deferring or inlining them could save about 300 ms.

Google Tag Manager costs a phone 268 ms of main-thread work and 323 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.

9 long tasks block the main thread while loading, the longest for 267 ms. During a long task the page ignores taps.

7 third-party services load with your homepage (Google Tag Manager, Shopify and qikify.com and others), adding 700 KiB and 399 ms of main-thread time.

Polyfills for old browsers add 10 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 250 ms faster on a phone.

5 files are served with short cache lifetimes, so returning visitors download them again (27 KiB).

About 11 KiB of CSS is downloaded but never applied on this page.

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 17.5 s to render on a phone. Google's threshold for “good” is 2.5 s.

The page becomes fully interactive after 18.3 s. Good is under 3.8 s.

The first text or image appears after 2.6 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 4.1 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 209 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' tap response (inp) went from 117 ms to 136 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.3 MB in 400 requests on a phone: scripts 1.9 MB (103), other files 1.3 MB (248) and images 795 KiB (16). Under 2 MB keeps phones on slow connections fast.

fall_favs_aw26.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 1.21 g of CO₂e: 145.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

All page content should be contained by landmarks: 5 elements on the page fail this check, rated moderate by axe-core.

Heading levels should only increase by one: 1 element on the page fails this check, rated moderate by axe-core.

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

Your title is only 29 characters: “Eastern Mountain Sports – EMS”. Between 30 and 65 characters leaves room to say what you do and for whom.

Your meta description is 462 characters; Google truncates after about 160, so the end of your pitch is cut.

Structured data found (Organization and WebSite) but with 1 problem, for example “ld+json block 1 is not valid JSON (Expected double-quoted property name in JSON at position 499)”.

Your <h1> is empty.

The homepage links to 31 pages on ems.com and 6 external pages.

/pages/help, /pages/brands, /collections, /collections/all and /pages/mount-washington-observatory use the same meta description. A description written for each page earns more clicks.

/pages/help, /collections/mens-clothing, /collections/womens-clothing, /collections/kids-clothing, /collections/footwear and /collections/camping-gear and 9 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 18 found) and read each the way a search engine does.

1 image failed to load on a phone, for example https://bat.bing.com/action/0?ti=85088344&Ver=2&mid=f01e3073-5bfa-4fd8-897c-611ea7d83adb&bo=1&sid=ba491cc0d0ba11f1b78fdf17997811cb&vid=ba4957c0d0ba11f1ba6b3177a1ce1694&vids=0&msclkid=N&pi=918639831&lg.

1 error was logged to the browser console while the page loaded, for example “Failed to construct 'URL': Invalid URL”.

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.

ems.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.

ems.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.

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

The homepage has only about 203 words of visible text; thin pages give Google and first-time buyers little to go on.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

We found no DKIM key on the selectors the big email providers use. If you send through one of them, turning on DKIM signing improves delivery.

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, Meta Pixel and Microsoft Ads and 1 more (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 21 cookies, 1 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 27 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.