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muuto.com website review
Visit site (opens in a new tab)Reviewed 3 November 202644 issues · 90 checks
This review found 44 issues worth fixing on muuto.com, 13 of them high impact, across 90 checks. The most urgent: use efficient cache lifetimes. 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
79CClosest competitors among reviewed websites
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 1.8 s |
| May 23, 2026 | 1.8 s |
| May 30, 2026 | 1.9 s |
| Jun 6, 2026 | 1.9 s |
| Jun 13, 2026 | 1.9 s |
| Jun 20, 2026 | 2.0 s |
| Jun 27, 2026 | 2.1 s |
| Jul 4, 2026 | 2.1 s |
| Jul 11, 2026 | 2.2 s |
| Jul 18, 2026 | 2.2 s |
| Jul 25, 2026 | 2.0 s |
| Aug 1, 2026 | 1.8 s |
| Aug 8, 2026 | 1.7 s |
| Aug 15, 2026 | 1.7 s |
| Aug 22, 2026 | 1.6 s |
| Aug 29, 2026 | 1.6 s |
| Sep 5, 2026 | 1.6 s |
| Sep 12, 2026 | 1.6 s |
| Sep 19, 2026 | 1.6 s |
| Sep 26, 2026 | 1.6 s |
| Oct 3, 2026 | 1.7 s |
| Oct 10, 2026 | 1.7 s |
| Oct 17, 2026 | 1.7 s |
| Oct 24, 2026 | 1.7 s |
| Oct 31, 2026 | 1.6 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 107 ms |
| May 23, 2026 | 107 ms |
| May 30, 2026 | 106 ms |
| Jun 6, 2026 | 108 ms |
| Jun 13, 2026 | 113 ms |
| Jun 20, 2026 | 121 ms |
| Jun 27, 2026 | 129 ms |
| Jul 4, 2026 | 129 ms |
| Jul 11, 2026 | 129 ms |
| Jul 18, 2026 | 130 ms |
| Jul 25, 2026 | 124 ms |
| Aug 1, 2026 | 125 ms |
| Aug 8, 2026 | 127 ms |
| Aug 15, 2026 | 127 ms |
| Aug 22, 2026 | 129 ms |
| Aug 29, 2026 | 130 ms |
| Sep 5, 2026 | 128 ms |
| Sep 12, 2026 | 128 ms |
| Sep 19, 2026 | 130 ms |
| Sep 26, 2026 | 137 ms |
| Oct 3, 2026 | 142 ms |
| Oct 10, 2026 | 143 ms |
| Oct 17, 2026 | 142 ms |
| Oct 24, 2026 | 135 ms |
| Oct 31, 2026 | 130 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
Use efficient cache lifetimes
3.3 s · 1.8 MB39 files are served with short cache lifetimes, so returning visitors download them again (1.8 MB).
Render-blocking requests
1.0 s2 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.0 s.
Improve image delivery
300 ms · 939 KiB14 images could be 939 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.
Reduce unused JavaScript
900 ms · 331 KiBAbout 331 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.
Mobile performance score: 59
59/100Your mobile performance score is 59. Pages that score under 90 lose visitors before the first paint.
Reduce unused CSS
450 ms · 137 KiBAbout 137 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.
7 third-party services on the page
7 third-party services load with your homepage (Google Tag Manager, Optanon and azure.com and others), adding 2.3 MB and 339 ms of main-thread time.
Document request latency
550 msThe HTML itself could arrive about 550 ms sooner: redirects, a slow server response or missing compression delay everything after it.
Reduce initial server response time
548 msReduce initial server response time. Google estimates savings of 548 ms on a phone.
4 long tasks on the main thread
4 long tasks block the main thread while loading, the longest for 350 ms. During a long task the page ignores taps.
Main-thread work: 2.1 s
A phone's processor spends 2.1 s on main-thread work while loading, 959 ms of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
sleeknote.com adds 50 ms
50 mssleeknote.com costs a phone 50 ms of main-thread work and 1.4 MB 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.
Server response: 648 ms
648 msYour server takes 648 ms to send the HTML. Google recommends under 600 ms; everything else waits for it.
occtoo-media.com adds 0 ms
0 msocctoo-media.com costs a phone 0 ms of main-thread work and 455 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.
Minify CSS
11 KiB11 KiB could be saved by minifying CSS.
Legacy JavaScript
9 KiBPolyfills for old browsers add 9 KiB JavaScript that modern phones do not need.
Chained critical requests
Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
Core Web Vitals
Largest Contentful Paint: 6.8 s
6.8 sYour largest element takes 6.8 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “/cdn-cgi/image/width=1500,quality=85,format=auto/globalasse…”.
Time to Interactive: 9.4 s
9.4 sThe page becomes fully interactive after 9.4 s. Good is under 3.8 s.
Speed Index: 6.9 s
6.9 sVisually, the page fills in at 6.9 s (Speed Index). Good is under 3.4 s.
First Contentful Paint: 3.2 s
3.2 sThe first text or image appears after 3.2 s on a phone. Good is under 1.8 s.
Tap response (INP) got 24% slower for real visitors
+24%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 107 ms to 130 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
32 images without width and height
32 images have no width and height attributes, so the layout jumps as each one loads.
Total Blocking Time: 291 ms
291 msScripts block taps and scrolling for 291 ms in total while the page loads. Good is under 200 ms.
8 checks passed
Passes Core Web Vitals for real visitors
Real Chrome users on phones pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)).
Real-user LCP: 1.7 s
1.7 sReal visitors wait 1.7 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 142 ms
142 msReal visitors wait 142 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user CLS: 0.00
0.00For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.
Real-user FCP: 1.1 s
1.1 sReal visitors see the first content after 1.1 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 638 ms
638 msReal visitors wait 638 ms for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) got 10% faster for real visitors
-10%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.8 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Cumulative Layout Shift: 0
0The layout barely moves while loading (CLS 0, good is under 0.1).
Images and page weight
Page weight: 4.1 MB in 111 requests
4.1 MBYour homepage downloads 4.1 MB in 111 requests on a phone: images 1.6 MB (60), other files 836 KiB (19) and fonts 809 KiB (14). Under 2 MB keeps phones on slow connections fast.
An image on the first screen is lazy-loaded
outline-soft-3-seater-clay-15-alu-halves-off-white-dedicate- is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).
About 1.2 g of CO₂ per visit
1.16 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.16 g of CO₂e: 139.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
2 checks passed
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
Certain ARIA roles must contain particular children (3 elements)
Certain ARIA roles must contain particular children: 3 elements on the page fail this check, rated critical by axe-core.
1 button without a name
1 button has no accessible name, so screen readers announce just “button”.
2 tap targets too small
2 tap targets are too small or too close together to hit reliably with a finger.
5 images without alt text
5 images have no alt text, which hurts accessibility and image search.
Landmarks should have a unique role or role/label/title (i.e. accessible name) combination (1 element)
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)
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.
1 link without text
1 visible link has no text or label, so screen readers cannot say where it goes.
Headings skip levels
Headings skip levels (h2 → h4 and h3 → h6), which makes the page harder to scan with a screen reader.
Elements with visible text labels do not have matching accessible names.
Elements with visible text labels do not have matching accessible names. (1 element).
1 checks passed
49 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 56 WCAG 2.2 A/AA and best-practice rules on the phone render: 49 passed and 7 failed. 2 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.
Title is short (9 characters)
Your title is only 9 characters: “MUUTO.COM”. Between 30 and 65 characters leaves room to say what you do and for whom.
No structured data
No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.
Meta description is short (17 characters)
Your meta description is only 17 characters: “Muuto B2C website”. 70 to 160 characters is enough to sell the click.
No social preview image
No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.
1 link with vague text
1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.
No X (Twitter) card tag
No twitter:card tag. X falls back to Open Graph, which is incomplete here.
156 internal links, 11 external
The homepage links to 156 pages on muuto.com and 11 external pages.
3 checks passed
Canonical URL set
The canonical URL is https://www.muuto.com/.
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://www.muuto.com/sitemap.xml.
AI search readiness
No Organization structured data
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.
No llms.txt
There is no https://www.muuto.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.
2 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.
Text is in the HTML
Your server sends the page's text in the HTML (987 words), so crawlers that don't run JavaScript still read it.
Other pages
1 page without a meta description
https://www.muuto.com/products/seating/benches has no meta description, so Google writes the search snippet from whatever text it finds.
1 page slow to respond
https://www.muuto.com/products/sofas/chaise-longue took over 3 s to send its HTML from our server.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 135 found) and read each the way a search engine does.
6 checks passed
Linked pages load
11 pages of 15 loaded without an error (the rest turned automated requests away).
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.
Every page has an H1
Each page we checked has a main headline.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 11 pages that loaded have a <title>.
Best practices
Deprecated browser APIs
The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).
2 JavaScript errors while loading
2 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.
Missing source maps
Large scripts ship without source maps.
2 checks passed
Tap targets are thumb-sized
45 of 50 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.
Thin social proof
Social proof on the homepage: a star rating. Pairing it with named testimonials or customer logos makes it far more convincing.
No direct contact details
No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.
No form on the homepage
There is no form on the homepage, so every lead has to click through to another page first.
No risk reducer
No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.
About 778 words of copy
The homepage carries about 778 words of visible text.
2 checks passed
3 calls to action
The homepage has 3 calls to action, for example “Start tour”, “press & download site” and “contact”.
Analytics in place
Analytics detected: Google Tag Manager.
Privacy and tracking
1 tracker load before any consent
1Before a visitor clicks anything, the page loads Google Tag Manager (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.
11 cookies set on arrival
11Opening the homepage sets 11 cookies (measured from a US location before any click).
11 other companies contacted
Loading the homepage contacts 11 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: OneTrust
A consent management tool (OneTrust) loads with the page.
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 muuto.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Upkeep, stack and company
Stack
- Analytics
- Google Tag Manager
- Hosting
- Optimizely AB
Company
- Founded
- 2006
- Headquarters
- Copenhagen
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 44 issues on muuto.com, including 21 speed issues, 6 SEO issues and 3 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
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