kevinmurphy.com.au website review

30 files are served with short cache lifetimes, so returning visitors download them again (9.3 MB).

3 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.8 s.

About 1.2 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.2 s faster on a phone.

A phone's processor spends 10.3 s on main-thread work while loading, 2.8 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Your mobile performance score is 30. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

The page has 3,950 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

43 images could be 26.0 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

8 third-party services load with your homepage (Google Tag Manager, Stripe and Yotpo and others), adding 2.1 MB and 2.0 s of main-thread time.

20 long tasks block the main thread while loading, the longest for 969 ms. During a long task the page ignores taps.

Google Tag Manager costs a phone 874 ms of main-thread work and 686 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.

About 122 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 450 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 350 ms).

Yotpo costs a phone 219 ms of main-thread work and 304 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.

audioeye.com costs a phone 146 ms of main-thread work and 297 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.

11 KiB could be saved by minifying CSS.

Polyfills for old browsers add 82 KiB JavaScript that modern phones do not need.

11 KiB could be saved by minifying JavaScript.

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 208.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

Visually, the page fills in at 38.6 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 222.3 s. Good is under 3.8 s.

Scripts block taps and scrolling for 1.9 s in total while the page loads. Good is under 200 ms.

The first text or image appears after 3.7 s on a phone. Good is under 1.8 s.

Real visitors wait 2.6 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Real visitors wait 236 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Real visitors see the first content after 2.0 s (75th percentile). Good is under 1.8 s.

Real visitors wait 1.2 s for your server to start answering (75th percentile). Good is under 800 ms.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 145 ms to 174 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 79.6 MB in 284 requests on a phone: images 67.0 MB (165), media 9.6 MB (2) and scripts 2.6 MB (72). Under 2 MB keeps phones on slow connections fast.

17 images weigh 14.7 MB together. On a phone connection a single image that size takes seconds.

16 images are downloaded at several times the size a phone draws them, for example choices-we-make-banner-desktop.jpg at 1,440 px wide, shown at 390 px. Resized copies would save about 2.8 MB.

40 images (21.1 MB) 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.

23 images further down the page (8.2 MB) 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 22.57 g of CO₂e: 2708.5 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”.

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

1 element has a tabindex above 0, which scrambles the keyboard order.

All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.

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

Headings skip levels (h3 → h6 and h3 → h5), which makes the page harder to scan with a screen reader.

Elements with visible text labels do not have matching accessible names. (1 element).

Your meta description is only 12 characters: “KEVIN.MURPHY”. 70 to 160 characters is enough to sell the click.

There are 5 <h1> headlines (“We Belong Together”, “We Belong Together” and “NEW!”). One clear main headline is easier for people and search engines.

Structured data found (CreativeWork) but with 1 problem, for example “CreativeWork: mainEntityOfPage is not an absolute URL ("True")”.

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

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

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 440 pages on kevinmurphy.com.au and 13 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.

/us/en/km, /us/en/about-kevin-murphy.html, /us/en/a-world-of-colour.html and /us/en/product-matchmaker.html all use the title “KEVIN MURPHY | SKIN CARE FOR YOUR HAIR”. Search engines can't tell which page to show for a search, so each competes with the others.

/us/en/products, /us/en/about-kevin-murphy.html, /us/en/a-world-of-colour.html, /us/en/product-matchmaker.html, /us/en/wishlist and /us/en/products/by-benefit/hydrate/NIGHT-SHIFT.html and 7 others use the same meta description. A description written for each page earns more clicks.

Your homepage links to 2 pages by a URL that isn't their canonical one, for example /us/en/wishlist, whose canonical is /us/en/wishlist/null. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

/us/en/products, /us/en/product-matchmaker.html, /us/en/locator, /us/en/products/shampoo/detox-shampoo, /us/en/products/by-benefit/hydrate and /us/en/products/best-sellers and 4 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 184 found) and read each the way a search engine does.

21 of 46 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

4 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

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

Large scripts ship without source maps.

No Strict-Transport-Security header, so browsers may still try plain http first on a return visit.

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.

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

kevinmurphy.com.au 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.

Social proof on the homepage: 2 trust badges. 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.

The homepage carries about 1,861 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.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Meta Pixel and 4 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.

Opening the homepage sets 37 cookies (measured from a US location before any click).

Loading the homepage contacts 54 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.