ford.com website review

63 files are served with short cache lifetimes, so returning visitors download them again (1.2 MB).

About 994 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.4 s faster on a phone.

10 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.9 s.

5 images could be 410 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.5 s faster on a phone.

A phone's processor spends 10.6 s on main-thread work while loading, 4.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Your mobile performance score is 27 (desktop: 48). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

The page has 4,653 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

20 long tasks block the main thread while loading, the longest for 1.1 s. During a long task the page ignores taps.

8 third-party services load with your homepage (Google Tag Manager, TikTok and Evergage and others), adding 1.4 MB and 942 ms of main-thread time.

About 97 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 600 ms faster on a phone.

Google Tag Manager costs a phone 345 ms of main-thread work and 435 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.

56 KiB could be saved by minifying JavaScript.

Polyfills for old browsers add 18 KiB JavaScript that modern phones do not need.

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.

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.

Your largest element takes 15.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Person loading horses into a horse trailer hitched to a 202…”.

The page becomes fully interactive after 28.5 s. Good is under 3.8 s.

Visually, the page fills in at 14.9 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 2.7 s in total while the page loads. Good is under 200 ms.

The first text or image appears after 5.5 s on a phone. Good is under 1.8 s.

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

Real visitors wait 377 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Real visitors see the first content after 2.4 s (75th percentile). Good is under 1.8 s.

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

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 194 ms to 231 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 2.7 s to 3.1 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.7 MB in 234 requests on a phone: scripts 2.4 MB (71), images 667 KiB (47) and HTML 259 KiB (14). Under 2 MB keeps phones on slow connections fast.

4 images further down the page (408 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 1.04 g of CO₂e: 125.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

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

13 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 30 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.

ARIA role should be appropriate for the element: 3 elements on the page fail this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (15 elements).

Your title is 77 characters, so Google will cut it off around 60: “Ford® - New Hybrid & Electric Vehicles, SUVs, Crossovers, Trucks, Vans & Cars”.

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

Your meta description is 244 characters; Google truncates after about 160, so the end of your pitch is cut.

No XML sitemap at https://www.ford.com/sitemap.xml, so Google discovers your pages only by following links.

There is no robots.txt at ford.com/robots.txt, the first file search crawlers ask for.

4 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

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 set, so this is minor.

The homepage links to 245 pages on ford.com and 53 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.

15 pages we tried to fetch timed out or refused automated requests, so these checks couldn't run. Some firewalls do this to every bot, including search engine crawlers they don't recognise.

14 of 24 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

5 third-party cookies are set on load; browsers are restricting these, so whatever relies on them breaks.

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 image is displayed at the wrong aspect ratio, so it looks stretched or squashed.

Chrome logged issues while loading the page (“Cookie”).

Large scripts ship without source maps.

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

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.

ford.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.

ford.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.

Social proof on the homepage: 1 testimonial or review block. Pairing it with named testimonials or customer logos makes it far more convincing.

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

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

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 472 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.

Opening the homepage sets 29 cookies (measured from a US location before any click).

Loading the homepage contacts 15 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.