modandethico.com website review

37 images could be 763 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.4 s faster on a phone.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.0 s.

Your mobile performance score is 67. Pages that score under 90 lose visitors before the first paint.

About 38 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 450 ms faster on a phone.

15 files are served with short cache lifetimes, so returning visitors download them again (48 KiB).

About 12 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 120 ms faster on a phone.

3 long tasks block the main thread while loading, the longest for 131 ms. During a long task the page ignores taps.

8 third-party services load with your homepage (Hexton, Google/Doubleclick Ads and Shopify and others), adding 203 KiB and 80 ms of main-thread time.

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.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

4 KiB could be saved by minifying CSS.

3 KiB could be saved by minifying JavaScript.

Your largest element takes 13.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Of an Origin”.

The page becomes fully interactive after 13.5 s. Good is under 3.8 s.

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

Visually, the page fills in at 4.9 s (Speed Index). Good is under 3.4 s.

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

Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.

Your homepage downloads 3.5 MB in 221 requests on a phone: images 2.2 MB (82), other files 766 KiB (91) and scripts 334 KiB (36). Under 2 MB keeps phones on slow connections fast.

29 images further down the page (827 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

6 images are downloaded at several times the size a phone draws them, for example home-feature-1.png at 1,440 px wide, shown at 360 px. Resized copies would save about 144 KiB.

By the Sustainable Web Design model, a visit to your homepage emits about 0.98 g of CO₂e: 117.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 dropdown has no label.

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

<html> element must have a lang attribute: 1 element on the page fails this check, rated serious by axe-core.

1 link inside paragraphs relies on colour alone to stand out.

Contentinfo landmark should not be contained in another landmark: 1 element on the page fails 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.

The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

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.

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 form fields have no label, so screen readers announce an empty box and autofill guesses.

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

The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.

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

Your title is 66 characters, so Google will cut it off around 60: “Mod + Ethico | Ethical Fashion, Sustainable Fashion, American-made”.

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

The homepage links to 165 pages on modandethico.com and 9 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.

/collections/intimates has under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 15 pages linked from your homepage (of 77 found) and read each the way a search engine does.

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 link from your homepage to your own site is broken, for example https://www.modandethico.com/collections/vendors?q=Veja (404).

1 link to other sites is dead, for example https://www.pixelunion.net/themes/shopify/pacific/ (404).

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

3 links go through two or more redirects, for example https://www.modandethico.com/customer_authentication/redirect?locale=en&region_country=US.

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.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

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

modandethico.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

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 565 words of visible text.

modandethico.com has no DMARC record, so nothing tells receivers what to do with mail that fails SPF or DKIM. Gmail and Yahoo require DMARC from bulk senders.

Your SPF record doesn't end in -all or ~all, so it doesn't stop other servers sending as you: “v=spf1 include:servers.mcsv.net ?all”.

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 and Google Tag Manager (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 8 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 19 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.