longdan.co.uk website review

The page has 7,554 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

A phone's processor spends 6.5 s on main-thread work while loading, 1.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

21 images could be 653 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 750 ms faster on a phone.

About 203 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 900 ms faster on a phone.

Your mobile performance score is 65. Pages that score under 90 lose visitors before the first paint.

8 third-party services load with your homepage (Shopify, salesfire.co.uk and Google Tag Manager and others), adding 840 KiB and 747 ms of main-thread time.

3 files block the first paint until they finish downloading. Deferring or inlining them could save about 700 ms.

About 66 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.

Shopify costs a phone 403 ms of main-thread work and 349 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.

26 files are served with short cache lifetimes, so returning visitors download them again (105 KiB).

5 long tasks block the main thread while loading, the longest for 85 ms. During a long task the page ignores taps.

Polyfills for old browsers add 29 KiB JavaScript that modern phones do not need.

7 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 9.9 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 10.2 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 10.1 s. Good is under 3.8 s.

For real visitors the layout shifts by 0.24 (75th percentile). Good is under 0.1.

1 image have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 112 ms to 113 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.2 MB in 377 requests on a phone: other files 1.6 MB (215), images 1.5 MB (33) and scripts 937 KiB (112). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 1.20 g of CO₂e: 143.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 element use ARIA attributes their role does not allow, which confuses screen readers.

72 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

13 elements hidden from screen readers can still receive keyboard focus.

All page content should be contained by landmarks: 3 elements on the page fail this check, rated moderate by axe-core.

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

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

1 form field has no label, so screen readers announce an empty box and autofill guesses.

Alternative text of images should not be repeated as text: 1 element on the page fails this check, rated minor by axe-core.

Your meta description is 187 characters; Google truncates after about 160, so the end of your pitch is cut.

Structured data found (BreadcrumbList, Organization and WebSite) but with 2 problems, for example “WebSite: missing name”.

The homepage links to 490 pages on longdan.co.uk and 6 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.

We fetched 15 pages linked from your homepage (of 194 found) and read each the way a search engine does.

On a 390 px-wide phone the page scrolls sideways, a sign that something is wider than the screen.

1 error was logged to the browser console while the page loaded, for example “Cannot read properties of null (reading 'textContent')”.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust 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 2,732 words of visible text.

The page uses urgency cues (a countdown or limited-time wording).

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Meta Pixel (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 16 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 40 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.