pfc.coop website review

10 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.6 s.

24 images could be 947 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 900 ms faster on a phone.

Your mobile performance score is 66 (desktop: 50). Pages that score under 90 lose visitors before the first paint.

About 186 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 750 ms faster on a phone.

8 third-party services load with your homepage (Squarespace, Tealium and Google Tag Manager and others), adding 1.8 MB and 749 ms of main-thread time.

About 795 KiB of JavaScript is downloaded but never used on this page.

Squarespace costs a phone 522 ms of main-thread work and 1.3 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.

Polyfills for old browsers add 109 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

15 files are served with short cache lifetimes, so returning visitors download them again (189 KiB).

8 long tasks block the main thread while loading, the longest for 159 ms. During a long task the page ignores taps.

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.

The page becomes fully interactive after 21.4 s. Good is under 3.8 s.

Your largest element takes 6.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “261021_PFC_FD_WH.jpg”.

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

Visually, the page fills in at 6.0 s (Speed Index). Good is under 3.4 s.

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

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' tap response (inp) went from 80 ms to 78 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' largest content (lcp) went from 1.4 s to 1.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.3 MB in 137 requests on a phone: images 2.2 MB (35), scripts 1.6 MB (68) and stylesheets 170 KiB (12). Under 2 MB keeps phones on slow connections fast.

5 images are downloaded at several times the size a phone draws them, for example 2026_PFC_WH.jpg at 1,736 px wide, shown at 390 px. Resized copies would save about 500 KiB.

2026_PFC_WH.jpg 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).

10 images further down the page (266 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

1 image (32 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 1.21 g of CO₂e: 144.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

Headings skip levels (h1 → h4 and h2 → h4), which makes the page harder to scan with a screen reader.

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

Your title is only 19 characters: “People's Food Co-op”. Between 30 and 65 characters leaves room to say what you do and for whom.

Structured data found (WebSite) but with 1 problem, for example “WebSite: image is not an absolute URL ("//images.squarespace-cdn.com/content/v1/5e7a09932a9d2e43e3f…”.

Open Graph is missing og:description, so shared links fall back to guesses.

The homepage links to 163 pages on pfc.coop and 7 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 /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.

/, /rochester-menus, /lacrosse-menu, /on-sale, /deli-bakery-specials and /history-mission and 10 others all use the title “People's Food Co-op”. Search engines can't tell which page to show for a search, so each competes with the others.

/rochester-menus, /lacrosse-menu, /new-vendor-form, /local-producers, /pfc-staff-picks and /student-membership and 2 others have no meta description, so Google writes the search snippet from whatever text it finds.

/on-sale, /history-mission, /board-of-directors, /new-vendor-form, /cooperative-principles and /contact and 2 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 57 found) and read each the way a search engine does.

5 of 19 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://static1.squarespace.com/static/versioned-site-css/5e7a09932a9d2e43e3fd78c1/233/5c5…”.

Chrome logged issues while loading the page (“Cookie”).

No Content-Security-Policy header, the main browser-side defence against injected scripts.

Neither X-Frame-Options nor a CSP frame-ancestors policy is set, so any site can embed yours in a frame.

HSTS is set, but max-age is 0 days; one year is the recommended minimum.

2 links go through two or more redirects, for example http://www.instagram.com/pfccoop.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

pfc.coop has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

pfc.coop's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

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.

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

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 473 words of visible text.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager and The Trade Desk (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 18 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.