northpointe.com website review

32 files are served with short cache lifetimes, so returning visitors download them again (2.2 MB).

4 images could be 1.8 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 9.7 s faster on a phone.

21 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.8 s.

Your mobile performance score is 36. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

8 third-party services load with your homepage (audioeye.com, Google Tag Manager and Cloudflare CDN and others), adding 1.5 MB and 1.5 s of main-thread time.

audioeye.com costs a phone 814 ms of main-thread work and 309 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.

About 513 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 300 ms faster on a phone.

Google Tag Manager costs a phone 453 ms of main-thread work and 456 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.

8 long tasks block the main thread while loading, the longest for 398 ms. During a long task the page ignores taps.

A phone's processor spends 2.9 s on main-thread work while loading, 1.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

FontAwesome CDN costs a phone 39 ms of main-thread work and 359 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.

About 166 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.

Polyfills for old browsers add 84 KiB JavaScript that modern phones do not need. 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 50 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.

Real Chrome users on phones do not pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

Your largest element takes 29.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The page becomes fully interactive after 29.0 s. Good is under 3.8 s.

Visually, the page fills in at 6.6 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 3.2 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 602 ms in total while the page loads. Good is under 200 ms.

For real visitors the layout shifts by 0.23 (75th percentile). Good is under 0.1.

Real visitors see the first content after 2.0 s (75th percentile). Good is under 1.8 s.

Real visitors wait 1.4 s for your server to start answering (75th percentile). Good is under 800 ms.

The layout shifts by 0.229 while loading, so content jumps under the reader's thumb. Good is under 0.1.

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

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 104 ms to 103 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 2.3 s to 2.5 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 6.5 MB in 102 requests on a phone: images 4.6 MB (13), scripts 1.3 MB (37) and fonts 391 KiB (15). Under 2 MB keeps phones on slow connections fast.

2 images weigh 3.9 MB together. On a phone connection a single image that size takes seconds.

3 images are downloaded at several times the size a phone draws them, for example Happy-family-moving.png at 1,488 px wide, shown at 350 px. Resized copies would save about 619 KiB.

5 images (4.6 MB) are 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.

3 images further down the page (709 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 1.85 g of CO₂e: 222.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Certain ARIA roles must contain particular children: 1 element on the page fails this check, rated critical by axe-core.

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

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

There are 2 <h1> headlines (“Your Guide Home” and “Your Guide to Growth”). One clear main headline is easier for people and search engines.

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.

The homepage links to 9 pages on northpointe.com and 3 external pages.

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.

There is no https://www.northpointe.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://www.northpointe.com/lets-get-started, https://www.northpointe.com/home-lending/get-started, https://www.northpointe.com/home-lending/tools, https://www.northpointe.com/learn/homes-real-estate/unlocking-your-homes-potential-exploring-helocs-and-home-equity-loans and https://www.northpointe.com/learn/homes-real-estate/your-path-to-homeownership-a-step-by-step-guide-with-northpointe-bank have no meta description, so Google writes the search snippet from whatever text it finds.

https://www.northpointe.com/lets-get-started, https://www.northpointe.com/home-lending/get-started, https://www.northpointe.com/home-lending/tools, https://www.northpointe.com/learn/homes-real-estate/unlocking-your-homes-potential-exploring-helocs-and-home-equity-loans and https://www.northpointe.com/learn/homes-real-estate/your-path-to-homeownership-a-step-by-step-guide-with-northpointe-bank have no <h1> headline, so visitors and search engines get no clear main topic.

https://www.northpointe.com/lets-get-started and https://www.northpointe.com/home-lending/loan-options 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.

We fetched 6 pages linked from your homepage and read each the way a search engine does.

4 of 8 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

4 errors were logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 404 ()”.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

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 Ads, Google Analytics, Google Tag Manager and Hotjar (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 10 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 21 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.