northlineexpress.com website review

A phone's processor spends 36.1 s on main-thread work while loading, 22.5 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

20 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.5 s.

Convert Insights costs a phone 2.3 s of main-thread work and 69 KiB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Klaviyo costs a phone 1.7 s of main-thread work and 198 KiB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Your mobile performance score is 9. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

The page has 5,873 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

8 third-party services load with your homepage (Convert Insights, Klaviyo and Google Tag Manager and others), adding 1.7 MB and 6.5 s of main-thread time.

About 950 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.

28 files are served with short cache lifetimes, so returning visitors download them again (504 KiB).

Google Tag Manager costs a phone 709 ms of main-thread work and 320 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.

20 long tasks block the main thread while loading, the longest for 618 ms. During a long task the page ignores taps.

rebuyengine.com costs a phone 485 ms of main-thread work and 342 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.

alia-prod.com costs a phone 476 ms of main-thread work and 255 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.

7 images could be 257 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 200 ms faster on a phone.

About 65 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 150 ms).

Polyfills for old browsers add 46 KiB JavaScript that modern phones do not need.

18 KiB could be saved by minifying JavaScript.

8 KiB could be saved by minifying CSS.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

5 KiB JavaScript is shipped twice across bundles.

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

Visually, the page fills in at 18.8 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 26.7 s. Good is under 3.8 s.

Your largest element takes 8.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

Scripts block taps and scrolling for 3.2 s in total while the page loads. Good is under 200 ms.

The layout shifts by 0.468 while loading, so content jumps under the reader's thumb. Good is under 0.1.

The first text or image appears after 3.5 s on a phone. Good is under 1.8 s.

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

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 140 ms to 138 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.9 s to 1.8 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 5.1 MB in 566 requests on a phone: scripts 2.4 MB (135), other files 1.3 MB (318) and images 837 KiB (57). Under 2 MB keeps phones on slow connections fast.

Corporate.webp 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).

1 image (109 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.

1 image further down the page (123 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 1.46 g of CO₂e: 175.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Required ARIA attributes must be provided: 1 element on the page fails this check, rated critical by axe-core.

3 tap targets are too small or too close together to hit reliably with a finger.

1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.

10 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

6 elements hidden from screen readers can still receive keyboard focus.

1 visible link has no text or label, so screen readers cannot say where it goes.

Alternative text of images should not be repeated as text: 10 elements on the page fail this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (3 elements).

Your title is 77 characters, so Google will cut it off around 60: “Northline Express | Fireplace & Chimney Experts | Fireplace & Chimney Experts”.

The homepage links to 358 pages on northlineexpress.com and 19 external pages.

https://www.northlineexpress.com/customer_authentication/redirect has no <title>, so Google invents the link text in results.

https://www.northlineexpress.com/customer_authentication/redirect is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

https://www.northlineexpress.com/pages/class-a-chimney-pipe-home and https://www.northlineexpress.com/collections/class-a-chimney-pipe all use the title “Buy Chimney Flue Pipes – Northline Express”. Search engines can't tell which page to show for a search, so each competes with the others.

https://www.northlineexpress.com/customer_authentication/redirect, https://www.northlineexpress.com/policies/privacy-policy, https://www.northlineexpress.com/policies/terms-of-service and https://www.northlineexpress.com/pages/corporate-account have no meta description, so Google writes the search snippet from whatever text it finds.

https://www.northlineexpress.com/pages/class-a-chimney-pipe-home and https://www.northlineexpress.com/collections/class-a-chimney-pipe use the same meta description. A description written for each page earns more clicks.

https://www.northlineexpress.com/customer_authentication/redirect, https://www.northlineexpress.com/collections/clearance, https://www.northlineexpress.com/pages/fireplaces-wholesale, https://www.northlineexpress.com/pages/corporate-account, https://www.northlineexpress.com/collections/class-a-chimney-pipe and https://www.northlineexpress.com/collections/5-inch-class-a-chimney-pipe have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 187 found) and read each the way a search engine does.

4 errors were logged to the browser console while the page loaded, for example “Refused to apply style from 'https://www.northlineexpress.com/cdn/shop/t/52/assets/shop-by-tabs.css?v=42187' because it…”.

2 images are displayed at the wrong aspect ratio, so they look stretched or squashed.

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 link to Google or Apple Maps. A directions link is one tap for a phone visitor.

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 1,036 words of visible text.

Before a visitor clicks anything, the page loads Google Tag Manager, Klaviyo 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.

Opening the homepage sets 17 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 40 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.