kjell.com website review

About 446 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.8 s faster on a phone.

Your mobile performance score is 69. Pages that score under 90 lose visitors before the first paint.

1 file blocks the first paint until they finish downloading. Deferring or inlining it could save about 300 ms.

The page has 1,593 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

3 long tasks block the main thread while loading, the longest for 171 ms. During a long task the page ignores taps.

1 image could be 76 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

About 10 KiB of CSS is downloaded but never applied on this page.

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

1 third-party service load with your homepage (Visual Studio), adding 1 KiB and 0 ms of main-thread time.

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.

The first text or image appears after 4.1 s on a phone. Good is under 1.8 s.

Your largest element takes 4.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “Vi på Kjell & Company önskar att ge dig en unik kunduppleve…”. Most of its time is element render delay (2.4 s).

Real visitors wait 344 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

For real visitors the layout shifts by 0.20 (75th percentile). Good is under 0.1.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 196 ms to 237 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Visually, the page fills in at 5.5 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 6.5 s. Good is under 3.8 s.

Scripts block taps and scrolling for 221 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 1.4 s to 1.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

lagerrensning-1400x600_se.png 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).

By the Sustainable Web Design model, a visit to your homepage emits about 0.36 g of CO₂e: 43.6 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”.

1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 4 elements on the page fail this check, rated moderate by axe-core.

Contentinfo landmark should not be contained in another landmark: 2 elements on the page fail this check, rated moderate by axe-core.

Document should not have more than one contentinfo landmark: 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.

1 visible link has no text or label, so screen readers cannot say where it goes.

Headings should not be empty: 1 element on the page fails this check, rated minor by axe-core.

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

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

Your meta description is 175 characters; Google truncates after about 160, so the end of your pitch is cut.

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

The homepage links to 60 pages on kjell.com and 5 external pages.

The HTML your server sends has 284 of the 795 words a browser shows. AI crawlers don't run JavaScript, so they miss the rest.

There is no https://www.kjell.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.kjell.com/se/kampanjer/lagerrensning, https://www.kjell.com/se/rosabandet, https://www.kjell.com/se/kampanjer/medlemserbjudanden/linocell and https://www.kjell.com/se/kampanjer/medlemserbjudanden/linocell-skarmskydd have no meta description, so Google writes the search snippet from whatever text it finds.

We fetched 15 pages linked from your homepage (of 53 found) and read each the way a search engine does.

40 of 151 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

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.

Social proof on the homepage: 1 trust badge. 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 795 words of visible text.

Opening the homepage sets 12 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 1 host run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.