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saltrock.com website review
Visit site (opens in a new tab)Reviewed 6 November 202629 issues · 81 checks
This review found 29 issues worth fixing on saltrock.com, 10 of them high impact, across 81 checks. The most urgent: render-blocking requests. 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
85B- #14,038 of 102,233 reviewed websitesbeats 82%
- #8,772 of 56,770 online storesbeats 79%
- #8,524 of 51,640 Shopify storesbeats 78%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 1.4 s |
| May 23, 2026 | 1.4 s |
| May 30, 2026 | 1.3 s |
| Jun 6, 2026 | 1.4 s |
| Jun 13, 2026 | 1.4 s |
| Jun 20, 2026 | 1.5 s |
| Jun 27, 2026 | 1.5 s |
| Jul 4, 2026 | 1.5 s |
| Jul 11, 2026 | 1.5 s |
| Jul 18, 2026 | 1.5 s |
| Jul 25, 2026 | 1.5 s |
| Aug 1, 2026 | 1.5 s |
| Aug 8, 2026 | 1.5 s |
| Aug 15, 2026 | 1.4 s |
| Aug 22, 2026 | 1.4 s |
| Aug 29, 2026 | 1.4 s |
| Sep 5, 2026 | 1.4 s |
| Sep 12, 2026 | 1.4 s |
| Sep 19, 2026 | 1.4 s |
| Sep 26, 2026 | 1.4 s |
| Oct 3, 2026 | 1.4 s |
| Oct 10, 2026 | 1.4 s |
| Oct 17, 2026 | 1.3 s |
| Oct 24, 2026 | 1.3 s |
| Oct 31, 2026 | 1.4 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 128 ms |
| May 23, 2026 | 130 ms |
| May 30, 2026 | 134 ms |
| Jun 6, 2026 | 137 ms |
| Jun 13, 2026 | 138 ms |
| Jun 20, 2026 | 140 ms |
| Jun 27, 2026 | 140 ms |
| Jul 4, 2026 | 142 ms |
| Jul 11, 2026 | 144 ms |
| Jul 18, 2026 | 142 ms |
| Jul 25, 2026 | 139 ms |
| Aug 1, 2026 | 137 ms |
| Aug 8, 2026 | 136 ms |
| Aug 15, 2026 | 136 ms |
| Aug 22, 2026 | 136 ms |
| Aug 29, 2026 | 136 ms |
| Sep 5, 2026 | 137 ms |
| Sep 12, 2026 | 137 ms |
| Sep 19, 2026 | 137 ms |
| Sep 26, 2026 | 137 ms |
| Oct 3, 2026 | 133 ms |
| Oct 10, 2026 | 128 ms |
| Oct 17, 2026 | 128 ms |
| Oct 24, 2026 | 129 ms |
| Oct 31, 2026 | 135 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
How it loaded on a phone
0.5 s
0.9 s
1.4 s
1.9 s
2.3 s
2.8 s
3.3 s
3.7 s
Speed
Render-blocking requests
1.1 s10 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.1 s.
5,314 HTML elements
The page has 5,314 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
Main-thread work: 4.9 s
A phone's processor spends 4.9 s on main-thread work while loading, 2.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
8 third-party services on the page
8 third-party services load with your homepage (Google Tag Manager, selectika.com and Clarity and others), adding 1.4 MB and 996 ms of main-thread time.
Mobile performance score: 57
57/100Your mobile performance score is 57. Pages that score under 90 lose visitors before the first paint.
Reduce unused JavaScript
150 ms · 728 KiBAbout 728 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.
Improve image delivery
150 ms · 551 KiB10 images could be 551 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.
Use efficient cache lifetimes
150 ms · 549 KiB32 files are served with short cache lifetimes, so returning visitors download them again (549 KiB).
Reduce unused CSS
300 ms · 94 KiBAbout 94 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 300 ms faster on a phone.
Google Tag Manager adds 330 ms
330 msGoogle Tag Manager costs a phone 330 ms of main-thread work and 319 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.
12 long tasks on the main thread
12 long tasks block the main thread while loading, the longest for 320 ms. During a long task the page ignores taps.
selectika.com adds 261 ms
261 msselectika.com costs a phone 261 ms of main-thread work and 358 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.
Legacy JavaScript
150 ms · 81 KiBPolyfills for old browsers add 81 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.
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.
1 checks passed
Server response: 34 ms
34 msYour server sent the HTML in 34 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Time to Interactive: 18.7 s
18.7 sThe page becomes fully interactive after 18.7 s. Good is under 3.8 s.
Largest Contentful Paint: 5.7 s
5.7 sYour largest element takes 5.7 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “image”.
Speed Index: 6.5 s
6.5 sVisually, the page fills in at 6.5 s (Speed Index). Good is under 3.4 s.
Total Blocking Time: 606 ms
606 msScripts block taps and scrolling for 606 ms in total while the page loads. Good is under 200 ms.
Tap response (INP) held steady for real visitors
+2%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 128 ms to 135 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) held steady for real visitors
-2%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.4 s to 1.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
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: 1.1 s
1.1 sReal visitors wait 1.1 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 130 ms
130 msReal visitors wait 130 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: 0.8 s
0.8 sReal visitors see the first content after 0.8 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 381 ms
381 msReal visitors wait 381 ms for your server to start answering (75th percentile). Good is under 800 ms.
First Contentful Paint: 1.2 s
1.2 sThe first text or image appears after 1.2 s, inside the 1.8 s “good” threshold.
Cumulative Layout Shift: 0.001
0.001The layout barely moves while loading (CLS 0.001, good is under 0.1).
Images and page weight
Page weight: 4.4 MB in 246 requests
4.4 MBYour homepage downloads 4.4 MB in 246 requests on a phone: scripts 2.0 MB (99), images 1.3 MB (25) and other files 771 KiB (106). Under 2 MB keeps phones on slow connections fast.
About 1.2 g of CO₂ per visit
1.24 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.24 g of CO₂e: 149.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
3 checks passed
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images load when needed
Images below the first screen wait until the visitor scrolls to them.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
4 text elements with low contrast
4 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.
All page content should be contained by landmarks (6 elements)
All page content should be contained by landmarks: 6 elements on the page fail this check, rated moderate by axe-core.
2 form fields without a label
2 form fields have no label, so screen readers announce an empty box and autofill guesses.
Headings skip levels
Headings skip levels (h1 → h4), which makes the page harder to scan with a screen reader.
2 checks passed
Every image has alt text
All 54 images in the HTML carry an alt attribute.
54 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: 54 passed and 2 failed. 2 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
3 links with vague text
3 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.
One H1 headline
Your <h1> is empty.
606 internal links, 8 external
The homepage links to 606 pages on saltrock.com and 8 external pages.
7 checks passed
Meta description: 109 characters
Your meta description is 109 characters: “Shop at Saltrock, the UK’s original surfwear brand today: ✓ FREE Delivery ✓ FREE Returns ✓ Next Day Delivery!”.
Title: 56 characters
Your title is a healthy 56 characters: “Surf Clothing, Gear & Fashion Online | Saltrock Surfwear”.
Canonical URL set
The canonical URL is https://www.saltrock.com/.
Structured data in place
Structured data found: Organization and WebSite.
Open Graph tags complete
Open Graph tags are complete, so shared links show a title, description and image.
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.saltrock.com/sitemap.xml.
AI search readiness
Organization data is thin (3 of 6 facts)
Your Organization JSON-LD is missing logo, 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.
3 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 (2,141 words), so crawlers that don't run JavaScript still read it.
llms.txt published
The site publishes https://www.saltrock.com/llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
12 pages share a meta description
https://www.saltrock.com/collections/base-camp, https://www.saltrock.com/collections/3-for-2-small-accessories, https://www.saltrock.com/collections/new-in, https://www.saltrock.com/collections/new-in-women, https://www.saltrock.com/collections/new-in-kids and https://www.saltrock.com/collections/new-in-accessories and 6 others use the same meta description. A description written for each page earns more clicks.
13 pages without an H1
https://www.saltrock.com/collections/sale, https://www.saltrock.com/collections/base-camp, https://www.saltrock.com/collections/3-for-2-small-accessories, https://www.saltrock.com/collections/new-in, https://www.saltrock.com/collections/new-in-men and https://www.saltrock.com/collections/new-in-women and 7 others have no <h1> headline, so visitors and search engines get no clear main topic.
1 page with very little text
https://www.saltrock.com/collections/design-archive-tees has 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.
6 pages slow to respond
https://www.saltrock.com/collections/bestsellers-1, https://www.saltrock.com/collections/last-light, https://www.saltrock.com/collections/essentials, https://www.saltrock.com/collections/design-archive-tees, https://www.saltrock.com/collections/location and https://www.saltrock.com/collections/lost-ships took over 3 s to send their HTML from our server.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 191 found) and read each the way a search engine does.
6 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Every page has a meta description
All 15 pages that loaded have a meta description.
Titles are unique
Every page we checked has its own title.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 15 pages that loaded have a <title>.
Best practices
7 small tap targets
7 of 25 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
1 JavaScript error while loading
1 error was logged to the browser console while the page loaded, for example “t[n] is not a function”.
1 checks passed
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
No social proof
No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.
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 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 453 words of copy
The homepage carries about 453 words of visible text.
4 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “SHOP NEW SEASON” and “SHOP WOMENS”.
56 calls to action
The homepage has 56 calls to action, for example “SHOP NEW SEASON”, “Shop Now” and “SHOP NOW”.
5 short forms
5 short forms (2 fields at most) are right on the homepage, asking for an email.
Analytics in place
Analytics detected: Google Tag Manager and Hotjar.
Privacy and tracking
6 trackers load before any consent
6Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Microsoft Clarity and 1 more (measured from a US location before any click). A consent tool (Cookiebot) 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).
35 other companies contacted
Loading the homepage contacts 35 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: Cookiebot
A consent management tool (Cookiebot) 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 saltrock.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Apps on your store
Your storefront loads 7 apps. Each one is code from another company running for your shoppers.
Apps your storefront loads
Pagefly Ai Page Builder · Klaviyo Email Marketing Sms · Genlook · azureedge.net · trustpilot.com · amazonaws.com · Swym Wishlist Plus
Apps found in the homepage's code. Apps that only run in checkout or the admin aren't seen, and a headless storefront shows none. App data from programmable.info
Upkeep, stack and company
Stack
- Framework
- jQuery
- E-commerce
- Shopify
- Analytics
- Google Tag Manager | Hotjar
- Hosting
- Shopify
Company
- Employees
- 390
- Founded
- 1988
- Headquarters
- Braunton
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 29 issues on saltrock.com, including 16 speed issues, 2 SEO issues and 2 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
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.