ewm.co.uk website review

About 369 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.1 s faster on a phone.

Your mobile performance score is 56 (desktop: 75). Pages that score under 90 lose visitors before the first paint.

13 files are served with short cache lifetimes, so returning visitors download them again (180 KiB).

8 third-party services load with your homepage (Google Tag Manager, Cookiebot and Clarity and others), adding 1.1 MB and 704 ms of main-thread time.

Google Tag Manager costs a phone 465 ms of main-thread work and 688 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 images could be 376 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

A phone's processor spends 3.0 s on main-thread work while loading, 1.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 2,729 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

About 128 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

7 long tasks block the main thread while loading, the longest for 183 ms. During a long task the page ignores taps.

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 largest element is the image “New Season Clothing from EWM”.

The page becomes fully interactive after 17.9 s. Good is under 3.8 s.

The first text or image appears after 5.2 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 7.6 s (Speed Index). Good is under 3.4 s.

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

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 125 ms to 137 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 2.5 MB in 328 requests on a phone: scripts 1.5 MB (260), images 474 KiB (10) and fonts 313 KiB (7). Under 2 MB keeps phones on slow connections fast.

3 images (448 KiB) are 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.

1 image further down the page (102 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 0.70 g of CO₂e: 83.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

1 button has no accessible name, so screen readers announce just “button”.

11 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

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

Interactive controls must not be nested: 1 element on the page fails this check, rated serious by axe-core.

All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.

2 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 → h4), which makes the page harder to scan with a screen reader.

Your title is 68 characters, so Google will cut it off around 60: “The Edinburgh Woollen Mill: UK Cashmere & Knitwear Specialists | EWM”.

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

There are 5 <h1> headlines (“Known for our Knitwear”, “Your Autumn Favourites” and “The Perfect Fit”). One clear main headline is easier for people and search engines.

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.

1 link has no real href, so search engines can't follow it.

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

The homepage links to 400 pages on ewm.co.uk and 2 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 /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.

/store-finder, /contact-us, /women/new-in.html and /women/women-trousers/jeans.html use the same meta description. A description written for each page earns more clicks.

We fetched 15 pages linked from your homepage (of 192 found) and read each the way a search engine does.

11 of 28 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 (“`<source src>` with a `<picture>` parent is invalid and therefore ignored. Please use `<source srcs…”).

1 error was logged to the browser console while the page loaded, for example “Cannot read properties of undefined (reading 'register')”.

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

No Content-Security-Policy header, the main browser-side defence against injected scripts.

HSTS is set, but max-age is 0 days; one year is the recommended minimum.

1 link go through two or more redirects, for example https://instagram.com/theedinburghwoollenmill/.

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.

ewm.co.uk 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.

ewm.co.uk'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.

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

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

The homepage has only about 207 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.

DMARC is set to p=none, so mail pretending to be ewm.co.uk is still delivered. Reports are on, so moving to quarantine is the next step.

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, Microsoft Ads and Microsoft Clarity (measured from a US location before any click). A consent tool (Cookiebot) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 20 cookies (measured from a US location before any click).

Loading the homepage contacts 17 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.