equitable.ca website review

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.1 s.

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

About 488 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 300 ms faster on a phone.

8 third-party services load with your homepage (Google Tag Manager, ContentSquare and heap-api.com and others), adding 925 KiB and 672 ms of main-thread time.

Google Tag Manager costs a phone 331 ms of main-thread work and 507 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.

A phone's processor spends 2.5 s on main-thread work while loading, 1.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

6 files are served with short cache lifetimes, so returning visitors download them again (166 KiB).

8 long tasks block the main thread while loading, the longest for 155 ms. During a long task the page ignores taps.

66 KiB could be saved by minifying JavaScript.

3 images could be 27 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

About 17 KiB of CSS is downloaded but never applied on this page.

13 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.

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.

For real visitors the layout shifts by 1.70 (75th percentile). Good is under 0.1.

The layout shifts by 0.878 while loading, so content jumps under the reader's thumb. Good is under 0.1.

The page becomes fully interactive after 11.1 s. Good is under 3.8 s.

Visually, the page fills in at 7.0 s (Speed Index). Good is under 3.4 s.

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

The first text or image appears after 3.0 s on a phone. Good is under 1.8 s.

Your largest element takes 3.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “For more than 100 years, Canadians have turned to us for th…”. Most of its time is element render delay (2.4 s).

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 121 ms to 120 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 2.0 s to 2.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 9.1 MB in 157 requests on a phone: media 7.5 MB (2), scripts 1.3 MB (91) and images 150 KiB (16). Under 2 MB keeps phones on slow connections fast.

1 image (31 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.

4 images further down the page (101 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 2.59 g of CO₂e: 311.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

6 elements use ARIA attributes their role does not allow, which confuses screen readers.

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

There is no <h1>, so neither visitors nor Google get a clear main headline.

Your title is only 9 characters: “Equitable”. Between 30 and 65 characters leaves room to say what you do and for whom.

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

The homepage links to only 0 pages on your own site, so visitors and crawlers find few routes into the rest of it.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

A phone browser shows 272 words, but the HTML your server sends has only 0. GPTBot, ClaudeBot and PerplexityBot read that HTML without running JavaScript, so they see an almost empty page. Server-side rendering or pre-rendering fixes it.

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 /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.

6 errors were logged to the browser console while the page loaded, for example “Executing inline script violates the following Content Security Policy directive 'script-src 'self' *.contentsquare.net…”.

Chrome logged issues while loading the page (“Content security policy”).

No Strict-Transport-Security header, so browsers may still try plain http first on a return visit.

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.

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

equitable.ca 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.

equitable.ca'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.

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

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.

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

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 272 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 Google Ads, Google Analytics, Google Tag Manager and LinkedIn Insight (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 11 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 14 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.