Website review, no card needed
mprtools.com website review
Visit site (opens in a new tab)Reviewed 11 November 202616 issues · 55 checks
This review found 16 issues worth fixing on mprtools.com, 4 of them high impact, across 55 checks. The most urgent: fails Core Web Vitals for real visitors. Google's speed test didn't respond, so speed is not measured here; your full playbook measures it. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
Not scored yet: Google's speed test didn't run in this review. Re-run the review to get a score.
Show as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 23, 2026 | 2.2 s |
| May 30, 2026 | 2.2 s |
| Jun 6, 2026 | 2.2 s |
| Jun 13, 2026 | 2.1 s |
| Jun 20, 2026 | 2.1 s |
| Jun 27, 2026 | 2.1 s |
| Jul 4, 2026 | 2.1 s |
| Jul 11, 2026 | 2.1 s |
| Jul 18, 2026 | 2.1 s |
| Jul 25, 2026 | 2.0 s |
| Aug 1, 2026 | 2.0 s |
| Aug 8, 2026 | 2.0 s |
| Aug 15, 2026 | 2.0 s |
| Aug 22, 2026 | 2.1 s |
| Aug 29, 2026 | 2.1 s |
| Sep 5, 2026 | 2.2 s |
| Sep 12, 2026 | 2.2 s |
| Sep 19, 2026 | 2.2 s |
| Sep 26, 2026 | 2.2 s |
| Oct 3, 2026 | 2.1 s |
| Oct 10, 2026 | 2.0 s |
| Oct 17, 2026 | 2.0 s |
| Oct 24, 2026 | 2.0 s |
| Oct 31, 2026 | 2.0 s |
| Nov 7, 2026 | 2.0 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 23, 2026 | 105 ms |
| May 30, 2026 | 110 ms |
| Jun 6, 2026 | 112 ms |
| Jun 13, 2026 | 111 ms |
| Jun 20, 2026 | 111 ms |
| Jun 27, 2026 | 111 ms |
| Jul 4, 2026 | 111 ms |
| Jul 11, 2026 | 110 ms |
| Jul 18, 2026 | 109 ms |
| Jul 25, 2026 | 106 ms |
| Aug 1, 2026 | 103 ms |
| Aug 8, 2026 | 105 ms |
| Aug 15, 2026 | 104 ms |
| Aug 22, 2026 | 106 ms |
| Aug 29, 2026 | 108 ms |
| Sep 5, 2026 | 111 ms |
| Sep 12, 2026 | 113 ms |
| Sep 19, 2026 | 117 ms |
| Sep 26, 2026 | 116 ms |
| Oct 3, 2026 | 112 ms |
| Oct 10, 2026 | 111 ms |
| Oct 17, 2026 | 110 ms |
| Oct 24, 2026 | 111 ms |
| Oct 31, 2026 | 112 ms |
| Nov 7, 2026 | 112 ms |
Chrome UX Report (opens in a new tab): real Chrome visitors over rolling 28-day periods.
One score from every part of this review. How it works
Speed
Not measured in this review.
Core Web Vitals
Fails Core Web Vitals for real visitors
Real Chrome users on phones do not pass Google's Core Web Vitals on your site (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.
Real-user CLS: 0.25
0.25For real visitors the layout shifts by 0.25 (75th percentile). Good is under 0.1.
Tap response (INP) held steady for real visitors
+4%Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 105 ms to 112 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) held steady for real visitors
-9%Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 2.2 s to 2.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
4 checks passed
Real-user LCP: 2.0 s
2.0 sReal visitors wait 2.0 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 112 ms
112 msReal visitors wait 112 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user FCP: 1.4 s
1.4 sReal visitors see the first content after 1.4 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 473 ms
473 msReal visitors wait 473 ms for your server to start answering (75th percentile). Good is under 800 ms.
Images and page weight
About 0.5 g of CO₂ per visit
0.54 gBy the Sustainable Web Design model, a visit to your homepage emits about 0.54 g of CO₂e: 64.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
1 checks passed
Page weight: 1.9 MB
1.9 MBYour homepage downloads 1.9 MB on a phone, 111 KiB of it images (6%). That is a lean page.
Accessibility
14 images without alt text
14 images have no alt text, which hurts accessibility and image search.
All page content should be contained by landmarks (2 elements)
All page content should be contained by landmarks: 2 elements on the page fail this check, rated moderate by axe-core.
No main landmark
The page has no <main> landmark, so screen-reader users cannot jump straight to the content.
Page should contain a level-one heading (1 element)
Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.
1 form field without a label
1 form field has no label, so screen readers announce an empty box and autofill guesses.
ARIA role should be appropriate for the element (1 element)
ARIA role should be appropriate for the element: 1 element on the page fails this check, rated minor by axe-core.
Headings skip levels
Headings skip levels (h3 → h5), which makes the page harder to scan with a screen reader.
1 checks passed
37 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 41 WCAG 2.2 A/AA and best-practice rules on the phone render: 37 passed and 4 failed. 3 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
No H1 headline
There is no <h1>, so neither visitors nor Google get a clear main headline.
476 internal links, 3 external
The homepage links to 476 pages on mprtools.com and 3 external pages.
7 checks passed
Meta description: 149 characters
Your meta description is 149 characters: “Find the lowest prices on tools for mechanics from Dewalt, Milwaukee Tools Canada, Ingersoll Rand, Gearwrench, Sunex To…”.
Title: 54 characters
Your title is a healthy 54 characters: “MPR Tools & Equipment - Canadian Automotive Tool Store”.
Canonical URL set
The canonical URL is https://mprtools.com/.
Structured data in place
Structured data found: Organization and WebSite.
Open Graph tags complete
Open Graph tags are complete, so shared links show a title, description and image.
robots.txt in place
robots.txt is in place and points crawlers to your sitemap.
XML sitemap found
Your XML sitemap is reachable at https://mprtools.com/sitemap.xml.
AI search readiness
3 checks passed
AI answer engines may read the site
Your robots.txt lets the crawlers behind ChatGPT search, Claude and Perplexity read the site and cite it in answers.
Organization data: 4 of 6 facts
Your Organization JSON-LD gives name, url, logo and sameAs (social profiles); description and contact details would complete it.
llms.txt published
The site publishes https://mprtools.com/llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
2 pages without a meta description
https://mprtools.com/pages/catalog and https://mprtools.com/pages/tools-catalog have no meta description, so Google writes the search snippet from whatever text it finds.
15 pages without an H1
https://mprtools.com/pages/catalog, https://mprtools.com/pages/tools-catalog, https://mprtools.com/collections/deals, https://mprtools.com/products/ingersoll-rand-119maxk-long-barrel-air-hammer-kit, https://mprtools.com/products/ingersoll-rand-123maxk-short-barrel-air-hammer-kit and https://mprtools.com/products/milwaukee-48-11-1865-m18-18-volt-lithium-ion-high-output-battery-pack-6-0-ah and 9 others have no <h1> headline, so visitors and search engines get no clear main topic.
15 pages with very little text
https://mprtools.com/pages/catalog, https://mprtools.com/pages/tools-catalog, https://mprtools.com/collections/deals, https://mprtools.com/products/ingersoll-rand-119maxk-long-barrel-air-hammer-kit, https://mprtools.com/products/ingersoll-rand-123maxk-short-barrel-air-hammer-kit and https://mprtools.com/products/milwaukee-48-11-1865-m18-18-volt-lithium-ion-high-output-battery-pack-6-0-ah and 9 others have 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.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 197 found) and read each the way a search engine does.
5 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Titles are unique
Every page we checked has its own title.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 15 pages that loaded have a <title>.
Best practices
1 JavaScript error while loading
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 403 ()”.
No HTML doctype
The page has no <!DOCTYPE html>, so browsers render it in quirks mode.
2 checks passed
Tap targets are thumb-sized
17 of 17 tappable elements near the top are at least 24 px.
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
No call to action on the first screen
On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.
Only about 16 words
The homepage has only about 16 words of visible text; thin pages give Google and first-time buyers little to go on.
6 checks passed
13 calls to action
The homepage has 13 calls to action, for example “SHOP”, “Shop By Brands View all” and “Body Shop”.
4 short forms
4 short forms (1 field at most) are right on the homepage.
Social proof on the page
Social proof on the homepage: 47 testimonial or review blocks, a star rating, 1 trust badge and “OVER 100,000 HAPPY CUSTOMERS”.
Analytics in place
Analytics detected: Microsoft Clarity.
Direct contact links
Visitors can reach you directly: 2 phone links and 1 email link.
Risk reducer mentioned
A guarantee or risk reducer (money-back, free trial, no credit card or similar) is mentioned on the page.
Privacy and tracking
5 trackers load before any consent
5Before a visitor clicks anything, the page loads Google Tag Manager, Klaviyo, Meta Pixel, Microsoft Ads and Microsoft Clarity (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.
19 cookies set on arrival
19Opening the homepage sets 19 cookies, 15 of them by other companies (measured from a US location before any click).
No consent tool detected
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.
23 other companies contacted
Loading the homepage contacts 23 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
Security, domain, email and software versions
The security, domain and email checks, software and plugin versions, and any app with a known security problem are visible only to people at mprtools.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Apps on your store
Your storefront loads 12 apps. Each one is code from another company running for your shoppers.
Apps your storefront loads
Blockify Fraud Filter · Microsoft Clarity · Klaviyo Email Marketing Sms · Multifeeds · Judge Me Reviews · Se Wishlist Engine · Region Restrictions · Free Gift · profitmetrics.io · gorgias.chat · 9gtb.com · amazonaws.com
Apps found in the homepage's code. Apps that only run in checkout or the admin aren't seen, and a headless storefront shows none. App data from programmable.info
Upkeep, stack and company
Stack
- Framework
- jQuery
- E-commerce
- Shopify
- Analytics
- Microsoft Clarity
- Hosting
- Shopify
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 16 issues on mprtools.com, including 2 speed issues, 1 SEO issue and 2 conversion gaps. That is the website alone. The full Growth Playbook pairs these findings with what your customers say in public reviews and communities and what your closest competitors do better, then turns everything into at least 20 prioritised ideas, each with the evidence behind it, a step-by-step playbook, a metric and an owner.
- 28 research agents read your site, reviews, competitors, communities and public filings
- Customer review mining (G2, Capterra, Trustpilot and more) and voice-of-pain analysis in your buyers’ own words
- Competitor intelligence with battlecards for your closest rivals
- Ideal customer profile, buyer segments and buying-stage funnel
- Ranked channels, outreach sequences and content angles
- Live Reddit threads where buyers ask for what you sell, with draft replies
- Earned media and PR openings
- At least 20 ideas with evidence, a step-by-step playbook, metric, owner, effort and impact, grouped into this week, this quarter, big bets and wildcards, plus a 30/60/90-day roadmap
- PDF, Markdown, CSV, Notion and Linear exports, and a shareable page your team can track progress on
- Refresh the playbook later to see what changed
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.