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funeral.com website review
Visit site (opens in a new tab)Reviewed 5 November 202632 issues · 100 checks
This review found 32 issues worth fixing on funeral.com, 10 of them high impact, across 100 checks. The most urgent: mobile performance score: 47. 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
80B- #31,809 of 82,907 reviewed websitesbeats 56%
- #18,996 of 41,455 online storesbeats 48%
- #18,061 of 36,819 Shopify storesbeats 44%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 3.1 s |
| May 23, 2026 | 3.3 s |
| May 30, 2026 | 3.5 s |
| Jun 6, 2026 | 3.7 s |
| Jun 13, 2026 | 3.9 s |
| Jun 20, 2026 | 3.9 s |
| Jun 27, 2026 | 3.8 s |
| Jul 4, 2026 | 3.7 s |
| Jul 11, 2026 | 3.6 s |
| Jul 18, 2026 | 3.7 s |
| Jul 25, 2026 | 3.8 s |
| Aug 1, 2026 | 3.9 s |
| Aug 8, 2026 | 3.9 s |
| Aug 15, 2026 | 3.9 s |
| Aug 22, 2026 | 3.8 s |
| Aug 29, 2026 | 3.9 s |
| Sep 5, 2026 | 3.8 s |
| Sep 12, 2026 | 3.7 s |
| Sep 19, 2026 | 3.6 s |
| Sep 26, 2026 | 3.3 s |
| Oct 3, 2026 | 3.0 s |
| Oct 10, 2026 | 2.7 s |
| Oct 17, 2026 | 2.6 s |
| Oct 24, 2026 | 2.5 s |
| Oct 31, 2026 | 2.3 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 125 ms |
| May 23, 2026 | 129 ms |
| May 30, 2026 | 130 ms |
| Jun 6, 2026 | 135 ms |
| Jun 13, 2026 | 137 ms |
| Jun 20, 2026 | 136 ms |
| Jun 27, 2026 | 135 ms |
| Jul 4, 2026 | 151 ms |
| Jul 11, 2026 | 171 ms |
| Jul 18, 2026 | 185 ms |
| Jul 25, 2026 | 196 ms |
| Aug 1, 2026 | 192 ms |
| Aug 8, 2026 | 187 ms |
| Aug 15, 2026 | 187 ms |
| Aug 22, 2026 | 185 ms |
| Aug 29, 2026 | 186 ms |
| Sep 5, 2026 | 182 ms |
| Sep 12, 2026 | 180 ms |
| Sep 19, 2026 | 168 ms |
| Sep 26, 2026 | 153 ms |
| Oct 3, 2026 | 136 ms |
| Oct 10, 2026 | 118 ms |
| Oct 17, 2026 | 118 ms |
| Oct 24, 2026 | 117 ms |
| Oct 31, 2026 | 114 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
1.1 s
2.1 s
3.2 s
4.2 s
5.3 s
6.4 s
7.4 s
8.5 s
funeral.com does not allow embedding, so this is Google's rendering of the page.
Speed
Mobile performance score: 47
47/100Your mobile performance score is 47. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.
Main-thread work: 4.7 s
A phone's processor spends 4.7 s on main-thread work while loading, 1.8 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
4,324 HTML elements
The page has 4,324 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
Improve image delivery
500 ms · 792 KiB25 images could be 792 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.
Render-blocking requests
800 ms14 files block the first paint until they finish downloading. Deferring or inlining them could save about 800 ms.
8 third-party services on the page
8 third-party services load with your homepage (Shopify, Google CDN and Clarity and others), adding 1.1 MB and 568 ms of main-thread time.
Shopify adds 244 ms
244 msShopify costs a phone 244 ms of main-thread work and 727 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.
Reduce unused JavaScript
273 KiBAbout 273 KiB of JavaScript is downloaded but never used on this page.
Google CDN adds 164 ms
164 msGoogle CDN costs a phone 164 ms of main-thread work and 298 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.
Use efficient cache lifetimes
150 ms · 90 KiB12 files are served with short cache lifetimes, so returning visitors download them again (90 KiB).
Minify JavaScript
150 ms · 16 KiB16 KiB could be saved by minifying JavaScript.
10 long tasks on the main thread
10 long tasks block the main thread while loading, the longest for 165 ms. During a long task the page ignores taps.
Reduce unused CSS
15 KiBAbout 15 KiB of CSS is downloaded but never applied on this page.
Chained critical requests
Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
Duplicated JavaScript
1 KiB1 KiB JavaScript is shipped twice across bundles.
1 checks passed
Server response: 23 ms
23 msYour server sent the HTML in 23 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: 10.6 s
10.6 sThe page becomes fully interactive after 10.6 s. Good is under 3.8 s.
Largest Contentful Paint: 5.0 s
5.0 sYour largest element takes 5.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.
Cumulative Layout Shift: 0.354
0.354The layout shifts by 0.354 while loading, so content jumps under the reader's thumb. Good is under 0.1.
Real-user CLS: 0.23
0.23For real visitors the layout shifts by 0.23 (75th percentile). Good is under 0.1.
Speed Index: 5.4 s
5.4 sVisually, the page fills in at 5.4 s (Speed Index). Good is under 3.4 s.
Total Blocking Time: 431 ms
431 msScripts block taps and scrolling for 431 ms in total while the page loads. Good is under 200 ms.
29 images without width and height
29 images have no width and height attributes, so the layout jumps as each one loads.
First Contentful Paint: 2.1 s
2.1 sThe first text or image appears after 2.1 s on a phone. Good is under 1.8 s.
Tap response (INP) held steady for real visitors
-9%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 125 ms to 114 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
5 checks passed
Real-user LCP: 1.4 s
1.4 sReal visitors wait 1.4 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 119 ms
119 msReal visitors wait 119 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user FCP: 1.2 s
1.2 sReal visitors see the first content after 1.2 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 520 ms
520 msReal visitors wait 520 ms for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) got 25% faster for real visitors
-25%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 3.1 s to 2.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Images and page weight
Page weight: 4.5 MB in 410 requests
4.5 MBYour homepage downloads 4.5 MB in 410 requests on a phone: images 2.0 MB (59), scripts 1.1 MB (134) and other files 1,010 KiB (172). Under 2 MB keeps phones on slow connections fast.
An image on the first screen is lazy-loaded
newsletter-signup.png is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).
4 images in older formats
4 images (556 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.
About 1.3 g of CO₂ per visit
1.27 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.27 g of CO₂e: 152.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
1 checks passed
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
Scrollable region must have keyboard access (1 element)
Scrollable region must have keyboard access: 1 element on the page fails this check, rated serious by axe-core.
All page content should be contained by landmarks (14 elements)
All page content should be contained by landmarks: 14 elements on the page fail this check, rated moderate by axe-core.
Page should contain a level-one heading (1 element)
Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.
30 links without text
30 visible links have no text or label, so screen readers cannot say where they go.
Headings should not be empty (1 element)
Headings should not be empty: 1 element on the page fails this check, rated minor by axe-core.
2 checks passed
Every image has alt text
All 225 images in the HTML carry an alt attribute.
49 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 53 WCAG 2.2 A/AA and best-practice rules on the phone render: 49 passed and 4 failed. 3 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
No H1 headline
There is no <h1>, so neither visitors nor Google get a clear main headline.
308 internal links, 18 external
The homepage links to 308 pages on funeral.com and 18 external pages.
7 checks passed
Meta description: 160 characters
Your meta description is 160 characters: “Find cremation urns, pet memorials, and cremation jewelry selected for quality. Helpful resources, personalization, and…”.
Title: 63 characters
Your title is a healthy 63 characters: “Cremation Urns, Pet Urns & Memorial Jewelry | Funeral.com, Inc.”.
Canonical URL set
The canonical URL is https://funeral.com/.
Structured data in place
Structured data found: Organization and WebSite.
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://funeral.com/sitemap.xml.
AI search readiness
4 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.
Organization data: 4 of 6 facts
Your Organization JSON-LD gives name, url, logo and sameAs (social profiles); description and contact details would complete it.
Text is in the HTML
Your server sends the page's text in the HTML (3,934 words), so crawlers that don't run JavaScript still read it.
llms.txt published
The site publishes /llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
2 pages without a meta description
/blogs/videos and /collections/mackenzie-urn-vault-for-ashes have no meta description, so Google writes the search snippet from whatever text it finds.
1 page without an H1
/pages/wholesale-registration 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 153 found) and read each the way a search engine does.
5 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.
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 JavaScript error while loading
1 error was logged to the browser console while the page loaded, for example “Error producing monorail event MonorailRequestError: Error completing request. A network failure may have prevented the…”.
2 checks passed
Tap targets are thumb-sized
47 of 48 tappable elements near the top are at least 24 px.
Mobile viewport set
The page declares a mobile viewport.
Security and trust
Short HSTS lifetime
HSTS is set, but max-age is 91 days; one year is the recommended minimum.
No Referrer-Policy
No Referrer-Policy header, so full URLs can leak to the sites you link to.
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.
No security.txt
There is no /.well-known/security.txt telling researchers how to report a security problem to you.
7 checks passed
Served over HTTPS
The homepage is served over HTTPS (funeral.com).
Valid certificate (54 days left)
The certificate from Google Trust Services · WR1 verifies for funeral.com and is valid for another 54 days.
Protected from clickjacking
X-Frame-Options or a frame-ancestors policy stops other sites framing yours.
Content-Security-Policy set
A Content-Security-Policy is set, the main browser-side defence against injected scripts.
http:// redirects to https
http://funeral.com redirects to the secure version.
HTTP/2 and HTTP/3
The server speaks HTTP/2 and advertises HTTP/3, so browsers load many files over one connection.
All 46 links work
All 46 links checked from your homepage (40 internal, 6 external) answered without errors.
Domain and trust
No CAA record
funeral.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.
DNSSEC is off
funeral.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.
2 checks passed
Domain is 31 years old
31 yearsfuneral.com was registered in Apr 1995 through GoDaddy.com, LLC. An established domain carries more trust with email providers and search engines.
Registered until Apr 2031
funeral.com is registered until Apr 2031.
Content and conversion
About 2,643 words of copy
The homepage carries about 2,643 words of visible text.
7 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “SUBSCRIBE” and “SHOP PERSONALIZED URNS”.
7 calls to action
The homepage has 7 calls to action, for example “Subscribe”, “Shop Personalized Urns” and “Shop Pet Urns & Jewelry”.
5 short forms
5 short forms (1 field at most) are right on the homepage.
Social proof on the page
Social proof on the homepage: 9 testimonial or review blocks, a star rating and 2 trust badges.
Analytics in place
Analytics detected: Microsoft Clarity.
Direct contact links
Visitors can reach you directly: 1 phone link and 0 email links.
Risk reducer mentioned
A guarantee or risk reducer (money-back, free trial, no credit card or similar) is mentioned on the page.
Email authentication
DMARC is monitor-only (p=none)
DMARC is set to p=none, so mail pretending to be funeral.com is still delivered. Reports are on, so moving to quarantine is the next step.
Email authentication score: 70/100
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
SPF in place (~all)
An SPF record lists your sending servers and marks other mail as suspicious (~all): “v=spf1 include:_spf.google.com include:mailgun.org ~all”.
DKIM signing found
A DKIM key is published (selector “google” and “k1”), so receivers can verify mail really came from you.
Privacy and tracking
7 trackers load before any consent
7Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Meta Pixel and Microsoft Ads and 2 mores (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.
14 cookies set on arrival
14Opening the homepage sets 14 cookies (measured from a US location before any click).
No consent tool detected
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.
33 other companies contacted
Loading the homepage contacts 33 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
Upkeep, stack and company
No signs of neglect in what was checked: the copyright year, CMS and plugin versions, and jQuery.
Stack
- E-commerce
- Shopify;Shopify Plus
- Hosting
- Shopify
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 32 issues on funeral.com, including 18 speed issues and 1 SEO issue. 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.