northernimprovement.com website review

56 files are served with short cache lifetimes, so returning visitors download them again (2.9 MB).

30 files block the first paint until they finish downloading. Deferring or inlining them could save about 5.1 s.

6 images could be 712 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 3.9 s faster on a phone.

About 486 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 3.0 s faster on a phone.

Your mobile performance score is 38 (desktop: 53). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

About 118 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 630 ms faster on a phone.

89 KiB could be saved by minifying CSS.

Polyfills for old browsers add 26 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 400 ms faster on a phone.

5 third-party services load with your homepage (Google Tag Manager, StackAdapt and ourcareerpages.com and others), adding 225 KiB and 197 ms of main-thread time.

8 KiB could be saved by minifying JavaScript.

2 long tasks block the main thread while loading, the longest for 111 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 100 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.

Your largest element takes 13.7 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “<p style=”.

The first text or image appears after 7.1 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 10.0 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 13.7 s. Good is under 3.8 s.

The layout shifts by 0.355 while loading, so content jumps under the reader's thumb. Good is under 0.1.

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

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 6.7 MB in 406 requests on a phone: scripts 2.2 MB (341), other files 1.3 MB (11) and media 1.1 MB (1). Under 2 MB keeps phones on slow connections fast.

1 image is downloaded at several times the size a phone draws it, for example 645-1024x768.jpg at 1,024 px wide, shown at 330 px. Resized copies would save about 14 KiB.

1 image (217 KiB) is 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.

By the Sustainable Web Design model, a visit to your homepage emits about 1.89 g of CO₂e: 226.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

1 frame has no title, so screen-reader users cannot tell what it contains.

All page content should be contained by landmarks: 23 elements on the page fail this check, rated moderate by axe-core.

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

Alternative text of images should not be repeated as text: 11 elements on the page fail this check, rated minor by axe-core.

No meta description, so Google writes its own snippet from whatever text it finds.

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

Your title is 71 characters, so Google will cut it off around 60: “Northern Improvement Company - A Highway, Heavy, & Municipal Contractor”.

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

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

4 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 52 pages on northernimprovement.com and 14 external pages.

Your Organization JSON-LD is missing sameAs (social profiles), description and contact details. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

There is no https://northernimprovement.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://northernimprovement.com/company-manual, https://northernimprovement.com/safety-manual and https://northernimprovement.com/safety-training are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

https://northernimprovement.com/about-northern-improvement-company, https://northernimprovement.com/nd-office-locations, https://northernimprovement.com/quality-initiative-committee-suggestion-box, https://northernimprovement.com/company-manual, https://northernimprovement.com/history-of-northern-improvement-company and https://northernimprovement.com/northern-improvement-concrete-operations and 9 others have no meta description, so Google writes the search snippet from whatever text it finds.

https://northernimprovement.com/nd-office-locations, https://northernimprovement.com/quality-initiative-committee-suggestion-box, https://northernimprovement.com/company-manual, https://northernimprovement.com/safety-suggestion-dropbox, https://northernimprovement.com/near-miss-report and https://northernimprovement.com/safety-manual and 1 other have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 21 found) and read each the way a search engine does.

2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://jobs.ourcareerpages.com/Resources/css/ccp_widget_support.css' from origin 'https:/…”.

3 images are served at too low a resolution for sharp phone screens.

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

Your homepage shows a street address but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.

The homepage shows no opening hours. If customers visit or call, show when.

There is no form on the homepage, so every lead has to click through to another page first.

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 378 words of visible text.

Before a visitor clicks anything, the page loads Google Analytics, Google Tag Manager and Meta Pixel (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 7 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 15 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.