hallmark.com website review

Not measured in this review.

• Real-user TTFB: 1.1 s

  1.1 s

  Real visitors wait 1.1 s for your server to start answering (75th percentile). Good is under 800 ms.

• Tap response (INP) held steady for real visitors

  +5%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 177 ms to 186 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Largest content (LCP) held steady for real visitors

  -2%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 2.4 s to 2.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Page weight: 2.9 MB

  2.9 MB

  Your homepage downloads 2.9 MB on a phone, 326 KiB of it images (11%). Under 2 MB keeps phones on slow connections fast.

• An image on the first screen is lazy-loaded

  10-10-26_SHP_OD-hero-red-mobile-720.jpg 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).

  Elements (1)

• 1 image in older formats

  1 image (37 KiB) is 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.

  Elements (1)

• About 0.8 g of CO₂ per visit

  0.81 g

  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.

• ARIA dialog and alertdialog nodes should have an accessible name (1 element)

  ARIA dialog and alertdialog nodes should have an accessible name: 1 element on the page fails this check, rated serious by axe-core.

  Elements (1)

• Landmarks should have a unique role or role/label/title (i.e. accessible name) combination (2 elements)

  Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 2 elements on the page fail this check, rated moderate by axe-core.

  Elements (2)

• Document should not have more than one banner landmark (1 element)

  Document should not have more than one banner landmark: 1 element on the page fails this check, rated moderate by axe-core.

  Elements (1)

• Document should not have more than one main landmark (1 element)

  Document should not have more than one main landmark: 1 element on the page fails this check, rated moderate by axe-core.

  Elements (1)

• 1 form field without a label

  1 form field has no label, so screen readers announce an empty box and autofill guesses.

  View source

• Alternative text of images should not be repeated as text (1 element)

  Alternative text of images should not be repeated as text: 1 element on the page fails this check, rated minor by axe-core.

  Elements (1)

• Headings skip levels

  Headings skip levels (h1 → h6, h4 → h6 and h4 → h6), which makes the page harder to scan with a screen reader.

  View sourceElements (3)

• Title is long (76 characters)

  Your title is 76 characters, so Google will cut it off around 60: “Hallmark Greeting Cards, Gifts, Ornaments, Home Decor & Gift Wrap | Hallmark”.

  View source

• Meta description is long (169 characters)

  Your meta description is 169 characters; Google truncates after about 160, so the end of your pitch is cut.

  View source

• Structured data has 1 problem

  Structured data found (Organization and WebSite) but with 1 problem, for example “WebSite: missing name”.

  View source

• No X (Twitter) card tag

  No twitter:card tag. X falls back to Open Graph, which is set, so this is minor.

• 435 internal links, 43 external

  The homepage links to 435 pages on hallmark.com and 43 external pages.

• 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.

• 1 linked page is broken

  Your homepage links to /shopping-cart, which answers with an error. Visitors hit a dead end and search engines drop it.

  Elements (1)

• 1 link to non-canonical URLs

  Your homepage links to 1 page by a URL that isn't its canonical one, for example /privacy-policy.html, whose canonical is /privacy. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

  Elements (1)

• 1 page without an H1

  /offers 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 132 found) and read each the way a search engine does.

• 1 broken image

  1 image failed to load on a phone, for example https://bat.bing.com/action/0?ti=5500036&Ver=2&mid=519d6241-f129-4aee-91e2-4516dba32c57&bo=1&sid=6cd56bc0c5db11f1844241b332be1f56&vid=6cd5b2e0c5db11f1870227902b01b9eb&vids=1&msclkid=N&pi=918639831&lg=.

• 16 small tap targets

  16 of 53 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

• 6 JavaScript errors while loading

  6 errors were logged to the browser console while the page loaded, for example “Invalid or unexpected token”.

• 1 broken link to your own pages

  1 link from your homepage to your own site is broken, for example https://www.hallmark.com/shopping-cart/ (500).

• 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.

• No security.txt

  There is no /.well-known/security.txt telling researchers how to report a security problem to you.

• No CAA record

  hallmark.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

  hallmark.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.

• Thin social proof

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

• No analytics detected

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

• No direct contact details

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

• No risk reducer

  No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

• About 590 words of copy

  The homepage carries about 590 words of visible text.

• DMARC is monitor-only (p=none)

  DMARC is set to p=none, so mail pretending to be hallmark.com is still delivered. Add a report address, check the reports, then move to quarantine.

• Email authentication score: 75/100

  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.

• 8 trackers load before any consent

  8

  Before a visitor clicks anything, the page loads Amazon Ads, Meta Pixel, Microsoft Ads, Pinterest Tag and Reddit Pixel and 3 mores (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

• 52 cookies set on arrival

  52

  Opening the homepage sets 52 cookies, 3 of them by other companies (measured from a US location before any click).

• 42 other companies contacted

  Loading the homepage contacts 42 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.