kaplan.co.uk website review

37 files are served with short cache lifetimes, so returning visitors download them again (2.2 MB).

About 812 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 4.2 s faster on a phone.

About 386 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.5 s faster on a phone.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.1 s.

Your mobile performance score is 50. Pages that score under 90 lose visitors before the first paint.

7 third-party services load with your homepage (Google Tag Manager, WebInsight and AB Tasty and others), adding 661 KiB and 523 ms of main-thread time.

Google Tag Manager costs a phone 391 ms of main-thread work and 379 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.

7 long tasks block the main thread while loading, the longest for 195 ms. During a long task the page ignores taps.

8 KiB could be saved by minifying JavaScript.

1 image could be 7 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

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 79.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Man showing something to a woman on a tablet”.

Visually, the page fills in at 25.7 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 80.8 s. Good is under 3.8 s.

Real visitors see the first content after 1.9 s (75th percentile). Good is under 1.8 s.

Real visitors wait 904 ms for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 2.9 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 411 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 150 ms to 154 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 15.0 MB in 61 requests on a phone: fonts 12.8 MB (10), stylesheets 1.1 MB (7) and scripts 861 KiB (25). Under 2 MB keeps phones on slow connections fast.

1 image (52 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.

By the Sustainable Web Design model, a visit to your homepage emits about 4.24 g of CO₂e: 508.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Elements must only use permitted ARIA attributes: 1 element on the page fails this check, rated serious by axe-core.

The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.

Elements with visible text labels do not have matching accessible names. (3 elements).

The robots meta tag says “noindex,nofollow”: Google is told not to list this page at all.

Your page has no <title>, so Google has to invent the blue link in search results.

No meta description, so Google writes its own snippet from whatever text it finds.

There is no <h1>, so neither visitors nor Google get a clear main headline.

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

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

The homepage links to only 0 pages on your own site, so visitors and crawlers find few routes into the rest of it.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

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 incomplete here.

A phone browser shows 428 words, but the HTML your server sends has only 0. GPTBot, ClaudeBot and PerplexityBot read that HTML without running JavaScript, so they see an almost empty page. Server-side rendering or pre-rendering fixes it.

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.

There is no https://kaplan.co.uk/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.

No viewport meta tag, so phones render the desktop layout zoomed out.

2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://help-and-support.kaplan.co.uk/css/index.css' from origin 'https://kaplan.co.uk' ha…”.

The page has no <!DOCTYPE html>, so browsers render it in quirks mode.

No character set is declared, so some characters can render as gibberish.

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

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

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.

There is no form on the homepage, so every lead has to click through to another page first.

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 428 words of visible text.

Before a visitor clicks anything, the page loads 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 7 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 8 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.