joutsen.com website review

Your mobile performance score is 78. 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 750 ms.

5 images could be 202 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.

About 380 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.

Google Tag Manager costs a phone 259 ms of main-thread work and 526 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.

The page has 1,585 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

8 third-party services load with your homepage (Google Tag Manager, Shopify and loox.io and others), adding 886 KiB and 425 ms of main-thread time.

About 43 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

8 files are served with short cache lifetimes, so returning visitors download them again (179 KiB).

3 long tasks block the main thread while loading, the longest for 98 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Polyfills for old browsers add 19 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.

2 KiB could be saved by minifying JavaScript.

Your largest element takes 5.4 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “A woman stands on a waterfront promenade wearing a pink dow…”.

The page becomes fully interactive after 9.8 s. Good is under 3.8 s.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 99 ms to 139 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Visually, the page fills in at 4.1 s (Speed Index). Good is under 3.4 s.

Your homepage downloads 2.8 MB in 177 requests on a phone: scripts 1.2 MB (55), other files 766 KiB (99) and images 710 KiB (11). Under 2 MB keeps phones on slow connections fast.

2 images further down the page (66 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: 96.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 button has no accessible name, so screen readers announce just “button”.

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

Heading levels should only increase by one: 1 element on the page fails this check, rated moderate by axe-core.

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

Your title is 67 characters, so Google will cut it off around 60: “Down coats and duvets - Proven to be purest possible down | Joutsen”.

Your meta description is 167 characters; Google truncates after about 160, so the end of your pitch is cut.

1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.

The homepage links to 216 pages on joutsen.com and 8 external pages.

Your Organization JSON-LD is missing logo, sameAs (social profiles), description and contact details. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

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.

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

/pages/joutsen-90th-anniversary and /pages/joutsen-was-born-in-a-sauna have no <h1> headline, so visitors and search engines get no clear main topic.

/pages/shipping-1 and /pages/joutsen-90th-anniversary took over 3 s to send their HTML from our server.

We fetched 15 pages linked from your homepage (of 89 found) and read each the way a search engine does.

17 of 22 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 404 ()”.

Large scripts ship without source maps.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

Social proof on the homepage: 13 testimonial or review blocks. Pairing it with named testimonials or customer logos makes it far more convincing.

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 442 words of visible text.

Before a visitor clicks anything, the page loads Google Analytics, Google Tag Manager and Klaviyo (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 4 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 17 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.