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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.

  1. Homepage
  2. Phone render
  3. Links and pages
  4. 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.

Real-visitor load time (LCP)75th percentile, phones
2.3 s2.0 sMay 23Nov 72.0 s
Show as table
DateReal-visitor load time (LCP)
May 23, 20262.2 s
May 30, 20262.2 s
Jun 6, 20262.2 s
Jun 13, 20262.1 s
Jun 20, 20262.1 s
Jun 27, 20262.1 s
Jul 4, 20262.1 s
Jul 11, 20262.1 s
Jul 18, 20262.1 s
Jul 25, 20262.0 s
Aug 1, 20262.0 s
Aug 8, 20262.0 s
Aug 15, 20262.0 s
Aug 22, 20262.1 s
Aug 29, 20262.1 s
Sep 5, 20262.2 s
Sep 12, 20262.2 s
Sep 19, 20262.2 s
Sep 26, 20262.2 s
Oct 3, 20262.1 s
Oct 10, 20262.0 s
Oct 17, 20262.0 s
Oct 24, 20262.0 s
Oct 31, 20262.0 s
Nov 7, 20262.0 s
Real-visitor tap response (INP)75th percentile, phones
119 ms101 msMay 23Nov 7112 ms
Show as table
DateReal-visitor tap response (INP)
May 23, 2026105 ms
May 30, 2026110 ms
Jun 6, 2026112 ms
Jun 13, 2026111 ms
Jun 20, 2026111 ms
Jun 27, 2026111 ms
Jul 4, 2026111 ms
Jul 11, 2026110 ms
Jul 18, 2026109 ms
Jul 25, 2026106 ms
Aug 1, 2026103 ms
Aug 8, 2026105 ms
Aug 15, 2026104 ms
Aug 22, 2026106 ms
Aug 29, 2026108 ms
Sep 5, 2026111 ms
Sep 12, 2026113 ms
Sep 19, 2026117 ms
Sep 26, 2026116 ms
Oct 3, 2026112 ms
Oct 10, 2026111 ms
Oct 17, 2026110 ms
Oct 24, 2026111 ms
Oct 31, 2026112 ms
Nov 7, 2026112 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

No screenshot is available for this review.

Speed

Not measured in this review.

Core Web Vitals

2 to fix67
  • 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

    0.25

    For 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 s

    Real 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 ms

    Real 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 s

    Real visitors see the first content after 1.4 s (75th percentile). Good is under 1.8 s.

  • Real-user TTFB: 473 ms

    473 ms

    Real visitors wait 473 ms for your server to start answering (75th percentile). Good is under 800 ms.

Images and page weight

100
  • About 0.5 g of CO₂ per visit

    0.54 g

    By 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 MB

    Your homepage downloads 1.9 MB on a phone, 111 KiB of it images (6%). That is a lean page.

Accessibility

6 to fix92
  • 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

1 to fix90
  • 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

100
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 to fix90
  • 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

2 to fix89
  • 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

2 to fix81
  • 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

1 to fix
  • 5 trackers load before any consent

    5

    Before 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

    19

    Opening 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
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