finishem.com website review

20 images could be 772 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 500 ms faster on a phone.

Your mobile performance score is 89. Pages that score under 90 lose visitors before the first paint.

4 files block the first paint until they finish downloading. Deferring or inlining them could save about 450 ms.

The page has 2,059 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Shopify costs a phone 54 ms of main-thread work and 442 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.

2 third-party services load with your homepage (Shopify and shop.app), adding 450 KiB and 54 ms of main-thread time.

5 long tasks block the main thread while loading, the longest for 71 ms. During a long task the page ignores taps.

67 KiB JavaScript is shipped twice across bundles.

5 files are served with short cache lifetimes, so returning visitors download them again (11 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.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Your largest element takes 3.8 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 5.7 s. Good is under 3.8 s.

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 2.9 MB in 184 requests on a phone: images 1.4 MB (24), other files 793 KiB (77) and fonts 307 KiB (8). Under 2 MB keeps phones on slow connections fast.

1 image is downloaded at several times the size a phone draws it, for example orbot-squared-side-cleaning.png at 875 px wide, shown at 288 px. Resized copies would save about 2 KiB.

2 images further down the page (76 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 0.81 g of CO₂e: 97.5 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: 4 elements on the page fail this check, rated moderate by axe-core.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

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

Your title is 69 characters, so Google will cut it off around 60: “TMF Finish Em Coatings | Cleaning Supplies Hardwood Floors & Surfaces”.

Your meta description is 312 characters; Google truncates after about 160, so the end of your pitch is cut.

Your <h1> is empty.

The homepage links to 108 pages on finishem.com and 18 external pages.

https://www.finishem.com/products/finish-em-black-gold-waterbased-coatings-for-wood and https://www.finishem.com/collections/coatings/products/finish-em-black-gold-waterbased-coatings-for-wood all use the title “FINISH EM BLACK GOLD WATERBASED COATINGS FOR WOOD – TMF Finish Em Coa…”. Search engines can't tell which page to show for a search, so each competes with the others.

https://www.finishem.com/collections/lvp-lvt-epoxy-vct-coatings, https://www.finishem.com/collections/cleaners, https://www.finishem.com/collections/equipment, https://www.finishem.com/collections/orbot, https://www.finishem.com/collections/machines and https://www.finishem.com/collections/coatings have no meta description, so Google writes the search snippet from whatever text it finds.

https://www.finishem.com/products/finish-em-black-gold-waterbased-coatings-for-wood and https://www.finishem.com/collections/coatings/products/finish-em-black-gold-waterbased-coatings-for-wood use the same meta description. A description written for each page earns more clicks.

Your homepage links to 2 pages by a URL that isn't their canonical one, for example https://www.finishem.com/collections/coatings/products/finish-em-black-gold-waterbased-coatings-for-wood, whose canonical is https://www.finishem.com/products/finish-em-black-gold-waterbased-coatings-for-wood. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

https://www.finishem.com/collections/lvp-lvt-epoxy-vct-coatings, https://www.finishem.com/collections/concrete, https://www.finishem.com/collections/cleaners, https://www.finishem.com/collections/equipment, https://www.finishem.com/collections/orbot and https://www.finishem.com/collections/machines and 1 other have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 46 found) and read each the way a search engine does.

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 analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

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 616 words of visible text.

Before a visitor clicks anything, the page loads Google Analytics and Google Tag Manager (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 8 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 6 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.