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expressvpn.com website review
Visit site (opens in a new tab)Reviewed 3 November 202622 issues · 94 checks
This review found 22 issues worth fixing on expressvpn.com, 6 of them high impact, across 94 checks. The most urgent: fails Core Web Vitals for real visitors. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
90AClosest competitors among SaaS websites
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 2.2 s |
| May 23, 2026 | 2.1 s |
| May 30, 2026 | 1.9 s |
| Jun 6, 2026 | 2.0 s |
| Jun 13, 2026 | 2.1 s |
| Jun 20, 2026 | 2.1 s |
| Jun 27, 2026 | 2.1 s |
| Jul 4, 2026 | 2.1 s |
| Jul 11, 2026 | 2.1 s |
| Jul 18, 2026 | 2.1 s |
| Jul 25, 2026 | 2.0 s |
| Aug 1, 2026 | 2.0 s |
| Aug 8, 2026 | 2.0 s |
| Aug 15, 2026 | 1.9 s |
| Aug 22, 2026 | 1.9 s |
| Aug 29, 2026 | 1.9 s |
| Sep 5, 2026 | 1.8 s |
| Sep 12, 2026 | 1.8 s |
| Sep 19, 2026 | 1.8 s |
| Sep 26, 2026 | 1.8 s |
| Oct 3, 2026 | 1.8 s |
| Oct 10, 2026 | 1.8 s |
| Oct 17, 2026 | 1.8 s |
| Oct 24, 2026 | 1.8 s |
| Oct 31, 2026 | 1.8 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 160 ms |
| May 23, 2026 | 148 ms |
| May 30, 2026 | 142 ms |
| Jun 6, 2026 | 154 ms |
| Jun 13, 2026 | 163 ms |
| Jun 20, 2026 | 171 ms |
| Jun 27, 2026 | 179 ms |
| Jul 4, 2026 | 184 ms |
| Jul 11, 2026 | 186 ms |
| Jul 18, 2026 | 187 ms |
| Jul 25, 2026 | 188 ms |
| Aug 1, 2026 | 187 ms |
| Aug 8, 2026 | 196 ms |
| Aug 15, 2026 | 201 ms |
| Aug 22, 2026 | 205 ms |
| Aug 29, 2026 | 208 ms |
| Sep 5, 2026 | 201 ms |
| Sep 12, 2026 | 200 ms |
| Sep 19, 2026 | 199 ms |
| Sep 26, 2026 | 197 ms |
| Oct 3, 2026 | 196 ms |
| Oct 10, 2026 | 196 ms |
| Oct 17, 2026 | 196 ms |
| Oct 24, 2026 | 201 ms |
| Oct 31, 2026 | 210 ms |
Chrome UX Report (opens in a new tab): real Chrome visitors over rolling 28-day periods.
One score from every part of this review. How it works
How it loaded on a phone
0.5 s
1.1 s
1.6 s
2.1 s
2.7 s
3.2 s
3.7 s
4.3 s
expressvpn.com does not allow embedding, so this is Google's rendering of the page.
Speed
Use efficient cache lifetimes
950 ms · 193 KiB3 files are served with short cache lifetimes, so returning visitors download them again (193 KiB).
Mobile performance score: 78
78/100Your mobile performance score is 78. Pages that score under 90 lose visitors before the first paint.
Reduce unused JavaScript
300 ms · 288 KiBAbout 288 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.
Google Tag Manager adds 422 ms
422 msGoogle Tag Manager costs a phone 422 ms of main-thread work and 527 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.
1,593 HTML elements
The page has 1,593 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
5 third-party services on the page
5 third-party services load with your homepage (Google Tag Manager, Usercentrics CMP and Google Fonts and others), adding 614 KiB and 424 ms of main-thread time.
6 long tasks on the main thread
6 long tasks block the main thread while loading, the longest for 168 ms. During a long task the page ignores taps.
Reduce unused CSS
94 KiBAbout 94 KiB of CSS is downloaded but never applied on this page.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
2 checks passed
Main-thread work: 2.0 s
A phone's processor spends 2.0 s on main-thread work while loading, 651 ms of it running JavaScript. That is comfortably low.
Server response: 12 ms
12 msYour server sent the HTML in 12 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Fails Core Web Vitals for real visitors
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.
Time to Interactive: 8.0 s
8.0 sThe page becomes fully interactive after 8.0 s. Good is under 3.8 s.
Largest Contentful Paint: 4.1 s
4.1 sYour largest element takes 4.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Foreground Mobile 1”.
Tap response (INP) got 33% slower for real visitors
+33%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 160 ms to 210 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Real-user TTFB: 1.1 s
1.1 sReal visitors wait 1.1 s for your server to start answering (75th percentile). Good is under 800 ms.
Speed Index: 4.4 s
4.4 sVisually, the page fills in at 4.4 s (Speed Index). Good is under 3.4 s.
First Contentful Paint: 2.2 s
2.2 sThe first text or image appears after 2.2 s on a phone. Good is under 1.8 s.
Total Blocking Time: 240 ms
240 msScripts block taps and scrolling for 240 ms in total while the page loads. Good is under 200 ms.
6 checks passed
Real-user LCP: 1.7 s
1.7 sReal visitors wait 1.7 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 166 ms
166 msReal visitors wait 166 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user CLS: 0.02
0.02For real visitors the layout shifts by 0.02 (75th percentile). Good is under 0.1.
Real-user FCP: 1.6 s
1.6 sReal visitors see the first content after 1.6 s (75th percentile). Good is under 1.8 s.
Largest content (LCP) got 16% faster for real visitors
-16%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 2.2 s to 1.8 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Cumulative Layout Shift: 0.017
0.017The layout barely moves while loading (CLS 0.017, good is under 0.1).
Images and page weight
About 0.3 g of CO₂ per visit
0.32 gBy the Sustainable Web Design model, a visit to your homepage emits about 0.32 g of CO₂e: 38.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
4 checks passed
Page weight: 1.1 MB in 51 requests
1.1 MBYour homepage downloads 1.1 MB in 51 requests on a phone: scripts 778 KiB (12), HTML 112 KiB (2) and images 90 KiB (16). That is a lean page.
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images load when needed
Images below the first screen wait until the visitor scrolls to them.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
4 text elements with low contrast
4 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.
All page content should be contained by landmarks (2 elements)
All page content should be contained by landmarks: 2 elements on the page fail this check, rated moderate by axe-core.
ARIA role should be appropriate for the element (4 elements)
ARIA role should be appropriate for the element: 4 elements on the page fail this check, rated minor by axe-core.
2 checks passed
Every image has alt text
All 94 images in the HTML carry an alt attribute.
43 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 46 WCAG 2.2 A/AA and best-practice rules on the phone render: 43 passed and 3 failed. 1 more need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
Structured data has 1 problem
Structured data found (FAQPage, VideoObject, WebPage and WebSite) but with 1 problem, for example “WebSite: missing name”.
No X (Twitter) card tag
No twitter:card tag. X falls back to Open Graph, which is set, so this is minor.
226 internal links, 11 external
The homepage links to 226 pages on expressvpn.com and 11 external pages.
7 checks passed
Meta description: 158 characters
Your meta description is 158 characters: “Protect your privacy, stream worldwide, and enjoy fast speeds with ExpressVPN. Servers in 113 countries, 24/7 support, …”.
One H1 headline
Your main headline reads: “World's #1 VPN now up to 80%window.mltcApplyDiscount&&window.mltcApplyDiscount(document.currentScript.previousElementSi…”.
Title: 56 characters
Your title is a healthy 56 characters: “ExpressVPN: Best VPN Service for Speed & Privacy in 2026”.
Canonical URL set
The canonical URL is https://www.expressvpn.com/.
Open Graph tags complete
Open Graph tags are complete, so shared links show a title, description and image.
robots.txt in place
robots.txt is in place and points crawlers to your sitemap.
XML sitemap found
Your XML sitemap is reachable at https://www.expressvpn.com/sitemap_index.xml.
AI search readiness
No Organization structured data
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.
No llms.txt
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.
2 checks passed
AI answer engines may read the site
Your robots.txt lets the crawlers behind ChatGPT search, Claude and Perplexity read the site and cite it in answers.
Text is in the HTML
Your server sends the page's text in the HTML (2,679 words), so crawlers that don't run JavaScript still read it.
Other pages
1 page without an H1
/features/split-tunneling has no <h1> headline, so visitors and search engines get no clear main topic.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 111 found) and read each the way a search engine does.
6 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Every page has a meta description
All 15 pages that loaded have a meta description.
Titles are unique
Every page we checked has its own title.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 15 pages that loaded have a <title>.
Best practices
1 low-resolution image
1 image is served at too low a resolution for sharp phone screens.
Missing source maps
Large scripts ship without source maps.
3 checks passed
No console errors
No JavaScript errors were logged while the page loaded on a phone.
Tap targets are thumb-sized
9 of 9 tappable elements near the top are at least 24 px.
Mobile viewport set
The page declares a mobile viewport.
Security and trust
No Content-Security-Policy
No Content-Security-Policy header, the main browser-side defence against injected scripts.
1 link through redirect chains
1 link go through two or more redirects, for example https://go.expressvpn.com/c/16148/4080285/16063.
No Permissions-Policy
No Permissions-Policy header to switch off camera, microphone and location for embedded content.
Deprecated X-XSS-Protection
X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.
8 checks passed
Served over HTTPS
The homepage is served over HTTPS (expressvpn.com).
Valid certificate (116 days left)
The certificate from Amazon · Amazon RSA 2048 M01 verifies for expressvpn.com and is valid for another 116 days.
Protected from clickjacking
X-Frame-Options or a frame-ancestors policy stops other sites framing yours.
HSTS enabled
Strict-Transport-Security is set, so browsers always use https.
http:// redirects to https
http://expressvpn.com redirects to the secure version.
HTTP/2
The server speaks HTTP/2, so browsers load many files over one connection.
All 48 links work
All 48 links checked from your homepage (40 internal, 8 external) answered without errors.
security.txt published
A security.txt file tells researchers how to report a problem with your site.
Domain and trust
DNSSEC is off
expressvpn.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.
3 checks passed
Domain is 18 years old
18 yearsexpressvpn.com was registered in Sep 2008 through SafeNames Ltd.. An established domain carries more trust with email providers and search engines.
Certificate issuers are restricted
CAA records allow only pki.goog, amazon.com, amazonaws.com and amazontrust.com to issue certificates for expressvpn.com, so a mis-issued certificate from anyone else is refused.
Registered until Sep 2029
expressvpn.com is registered until Sep 2029.
Content and conversion
No call to action on the first screen
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 form on the homepage
There is no form on the homepage, so every lead has to click through to another page first.
About 606 words of copy
The homepage carries about 606 words of visible text.
5 checks passed
13 calls to action
The homepage has 13 calls to action, for example “Download VPN”, “Pricing” and “Get Started”.
Social proof on the page
Social proof on the homepage: 5 customer or partner logos, 4 trust badges and “458K+ Reviews”.
Analytics in place
Analytics detected: Google Tag Manager.
Direct contact links
Visitors can reach you directly: 0 phone links and 1 email link.
Risk reducer mentioned
A guarantee or risk reducer (money-back, free trial, no credit card or similar) is mentioned on the page.
Email authentication
No SPF record
expressvpn.com has no SPF record, so mail servers can't tell which servers may send email as you. Your mail lands in spam more often, and anyone can send mail pretending to be you.
Email authentication score: 50/100
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.
2 checks passed
DMARC policy: quarantine
DMARC tells receivers to quarantine mail that fails authentication, and sends you reports.
DKIM signing found
A DKIM key is published (selector “k1”, “s1” and “s2”), so receivers can verify mail really came from you.
Privacy and tracking
5 trackers load before any consent
5Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Meta Pixel and Microsoft Ads (measured from a US location before any click). A consent tool (Usercentrics) is installed; check it blocks these until visitors agree where the law requires it.
15 cookies set on arrival
15Opening the homepage sets 15 cookies (measured from a US location before any click).
16 other companies contacted
Loading the homepage contacts 16 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: Usercentrics
A consent management tool (Usercentrics) loads with the page.
Upkeep, stack and company
No signs of neglect in what was checked: the copyright year, CMS and plugin versions, and jQuery.
Stack
- Analytics
- Google Tag Manager
- Hosting
- AWS
Hiring
- Hiring
- 1 open role
- Job board
- careers page
- Careers page
- www.expressvpn.com/jobs (opens in a new tab)
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 22 issues on expressvpn.com, including 13 speed issues, 1 SEO issue and 1 conversion gap. That is the website alone. The full Growth Playbook pairs these findings with what your customers say in public reviews and communities and what your closest competitors do better, then turns everything into at least 20 prioritised ideas, each with the evidence behind it, a step-by-step playbook, a metric and an owner.
- 28 research agents read your site, reviews, competitors, communities and public filings
- Customer review mining (G2, Capterra, Trustpilot and more) and voice-of-pain analysis in your buyers’ own words
- Competitor intelligence with battlecards for your closest rivals
- Ideal customer profile, buyer segments and buying-stage funnel
- Ranked channels, outreach sequences and content angles
- Live Reddit threads where buyers ask for what you sell, with draft replies
- Earned media and PR openings
- At least 20 ideas with evidence, a step-by-step playbook, metric, owner, effort and impact, grouped into this week, this quarter, big bets and wildcards, plus a 30/60/90-day roadmap
- PDF, Markdown, CSV, Notion and Linear exports, and a shareable page your team can track progress on
- Refresh the playbook later to see what changed
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.