midlandnational.com website review

11 files are served with short cache lifetimes, so returning visitors download them again (1.4 MB).

19 files block the first paint until they finish downloading. Deferring or inlining them could save about 3.8 s.

About 750 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.4 s faster on a phone.

About 237 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 1.5 s faster on a phone.

Your mobile performance score is 39 (desktop: 52). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 4.1 s on main-thread work while loading, 2.2 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

5 third-party services load with your homepage (Google Tag Manager, osano.com and Wistia and others), adding 723 KiB and 1.1 s of main-thread time.

Google Tag Manager costs a phone 426 ms of main-thread work and 375 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.

4 images could be 57 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 300 ms faster on a phone.

49 KiB could be saved by minifying JavaScript.

osano.com costs a phone 311 ms of main-thread work and 88 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.

16 long tasks block the main thread while loading, the longest for 256 ms. During a long task the page ignores taps.

Polyfills for old browsers add 15 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

118 KiB JavaScript is shipped twice across bundles.

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.

2 KiB could be saved by minifying CSS.

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 13.8 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “Plan your financial future with confidence.”.

The page becomes fully interactive after 21.1 s. Good is under 3.8 s.

The first text or image appears after 4.7 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 8.1 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 830 ms in total while the page loads. Good is under 200 ms.

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

For real visitors the layout shifts by 0.15 (75th percentile). Good is under 0.1.

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

Real visitors wait 881 ms for your server to start answering (75th percentile). Good is under 800 ms.

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

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 128 ms to 121 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.6 MB in 110 requests on a phone: scripts 1.7 MB (63), fonts 1.3 MB (7) and stylesheets 268 KiB (15). Under 2 MB keeps phones on slow connections fast.

2 images (102 KiB) 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.

3 images further down the page (127 KiB) 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 1.03 g of CO₂e: 123.4 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Some list items are not inside a list.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

ARIA role should be appropriate for the element: 1 element on the page fails this check, rated minor by axe-core.

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

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

No XML sitemap at https://www.midlandnational.com/sitemap.xml, so Google discovers your pages only by following links.

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.

The homepage links to 58 pages on midlandnational.com and 17 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.

There is no https://www.midlandnational.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.midlandnational.com/vul-prospectus is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

We fetched 15 pages linked from your homepage (of 34 found) and read each the way a search engine does.

3 of 15 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

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 ()”.

1 image is displayed at the wrong aspect ratio, so it looks stretched or squashed.

Large scripts ship without source maps.

1 image is served at too low a resolution for sharp phone screens.

Social proof on the homepage: 1 customer or partner logo. 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 891 words of visible text.

Before a visitor clicks anything, the page loads FullStory, Google Analytics and Google Tag Manager (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 11 cookies (measured from a US location before any click).

Loading the homepage contacts 5 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.