kingarthurflour.com website review

21 images could be 1.4 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 3.4 s faster on a phone.

About 1.5 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.0 s faster on a phone.

8 files block the first paint until they finish downloading. Deferring or inlining them could save about 3.1 s.

Your mobile performance score is 35. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 5.2 s on main-thread work while loading, 3.0 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Google Tag Manager, YouTube and Osano CMP and others), adding 2.9 MB and 2.4 s of main-thread time.

25 files are served with short cache lifetimes, so returning visitors download them again (599 KiB).

Google Tag Manager costs a phone 851 ms of main-thread work and 1.1 MB 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 214 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 600 ms faster on a phone.

YouTube costs a phone 502 ms of main-thread work and 992 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.

Facebook costs a phone 324 ms of main-thread work and 315 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.

Osano CMP costs a phone 336 ms of main-thread work and 89 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.

20 long tasks block the main thread while loading, the longest for 252 ms. During a long task the page ignores taps.

The page has 2,094 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Polyfills for old browsers add 52 KiB JavaScript that modern phones do not need.

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

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

Your largest element takes 19.4 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Black Cocoa Halloween Cookies”.

The page becomes fully interactive after 34.6 s. Good is under 3.8 s.

Visually, the page fills in at 10.0 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 1.2 s in total while the page loads. Good is under 200 ms.

The first text or image appears after 4.0 s on a phone. Good is under 1.8 s.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 146 ms to 161 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 1.9 s to 2.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 5.9 MB in 195 requests on a phone: scripts 3.3 MB (52), images 2.0 MB (46) and fonts 266 KiB (9). Under 2 MB keeps phones on slow connections fast.

1 image is downloaded at several times the size a phone draws it, for example Neapolitan-Pizza-0039.jpg at 480 px wide, shown at 154 px. Resized copies would save about 6 KiB.

By the Sustainable Web Design model, a visit to your homepage emits about 1.68 g of CO₂e: 201.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

4 images have no alt text, which hurts accessibility and image search.

The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

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

Elements with visible text labels do not have matching accessible names. (8 elements).

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

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 214 pages on kingarthurflour.com and 242 external pages.

There is no https://www.kingarthurbaking.com/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.

https://www.kingarthurbaking.com/locations, https://www.kingarthurbaking.com/bakers-rewards and https://www.kingarthurbaking.com/fall-edit have no meta description, so Google writes the search snippet from whatever text it finds.

Your homepage links to 1 page by a URL that isn't its canonical one, for example https://www.kingarthurbaking.com/recipe-of-the-year, whose canonical is https://www.kingarthurbaking.com/recipes/flaky-puff-crust-pizza-recipe. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

We fetched 15 pages linked from your homepage (of 111 found) and read each the way a search engine does.

11 of 41 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

6 third-party cookies are set on load; browsers are restricting these, so whatever relies on them breaks.

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 ()”.

Chrome logged issues while loading the page (“Cookie”).

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 648 words of visible text.

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

Opening the homepage sets 19 cookies, 1 of them by other companies (measured from a US location before any click).

Loading the homepage contacts 41 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.