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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.

  1. Homepage
  2. Phone render
  3. Links and pages
  4. Google PageSpeed

Google PageSpeed Insights (opens in a new tab), mobile

Real-visitor load time (LCP)75th percentile, phones
1.6 s1.3 sMay 16Oct 311.4 s
Show as table
DateReal-visitor load time (LCP)
May 16, 20261.4 s
May 23, 20261.4 s
May 30, 20261.3 s
Jun 6, 20261.4 s
Jun 13, 20261.4 s
Jun 20, 20261.5 s
Jun 27, 20261.5 s
Jul 4, 20261.5 s
Jul 11, 20261.5 s
Jul 18, 20261.5 s
Jul 25, 20261.5 s
Aug 1, 20261.5 s
Aug 8, 20261.5 s
Aug 15, 20261.4 s
Aug 22, 20261.4 s
Aug 29, 20261.4 s
Sep 5, 20261.4 s
Sep 12, 20261.4 s
Sep 19, 20261.4 s
Sep 26, 20261.4 s
Oct 3, 20261.4 s
Oct 10, 20261.4 s
Oct 17, 20261.3 s
Oct 24, 20261.3 s
Oct 31, 20261.4 s
Real-visitor tap response (INP)75th percentile, phones
146 ms126 msMay 16Oct 31135 ms
Show as table
DateReal-visitor tap response (INP)
May 16, 2026128 ms
May 23, 2026130 ms
May 30, 2026134 ms
Jun 6, 2026137 ms
Jun 13, 2026138 ms
Jun 20, 2026140 ms
Jun 27, 2026140 ms
Jul 4, 2026142 ms
Jul 11, 2026144 ms
Jul 18, 2026142 ms
Jul 25, 2026139 ms
Aug 1, 2026137 ms
Aug 8, 2026136 ms
Aug 15, 2026136 ms
Aug 22, 2026136 ms
Aug 29, 2026136 ms
Sep 5, 2026137 ms
Sep 12, 2026137 ms
Sep 19, 2026137 ms
Sep 26, 2026137 ms
Oct 3, 2026133 ms
Oct 10, 2026128 ms
Oct 17, 2026128 ms
Oct 24, 2026129 ms
Oct 31, 2026135 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

Full-page screenshot of saltrock.com (phone) rendered by Google PageSpeed Insights

How it loaded on a phone

  1. saltrock.com at 0.5 s0.5 s
  2. saltrock.com at 0.9 s0.9 s
  3. saltrock.com at 1.4 s1.4 s
  4. saltrock.com at 1.9 s1.9 s
  5. saltrock.com at 2.3 s2.3 s
  6. saltrock.com at 2.8 s2.8 s
  7. saltrock.com at 3.3 s3.3 s
  8. saltrock.com at 3.7 s3.7 s

Speed

12 to fix57
  • Render-blocking requests

    1.1 s

    10 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

    57/100

    Your mobile performance score is 57. Pages that score under 90 lose visitors before the first paint.

  • Reduce unused JavaScript

    150 ms · 728 KiB

    About 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 KiB

    10 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 KiB

    32 files are served with short cache lifetimes, so returning visitors download them again (549 KiB).

  • Reduce unused CSS

    300 ms · 94 KiB

    About 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 ms

    Google 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 ms

    selectika.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 KiB

    Polyfills 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 ms

    Your server sent the HTML in 34 ms, well inside Google's 600 ms guideline.

Core Web Vitals

4 to fix100
  • Time to Interactive: 18.7 s

    18.7 s

    The page becomes fully interactive after 18.7 s. Good is under 3.8 s.

  • Largest Contentful Paint: 5.7 s

    5.7 s

    Your 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 s

    Visually, the page fills in at 6.5 s (Speed Index). Good is under 3.4 s.

  • Total Blocking Time: 606 ms

    606 ms

    Scripts 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 s

    Real 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 ms

    Real visitors wait 130 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

  • Real-user CLS: 0.00

    0.00

    For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.

  • Real-user FCP: 0.8 s

    0.8 s

    Real visitors see the first content after 0.8 s (75th percentile). Good is under 1.8 s.

  • Real-user TTFB: 381 ms

    381 ms

    Real 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 s

    The first text or image appears after 1.2 s, inside the 1.8 s “good” threshold.

  • Cumulative Layout Shift: 0.001

    0.001

    The layout barely moves while loading (CLS 0.001, good is under 0.1).

Images and page weight

1 to fix70
  • Page weight: 4.4 MB in 246 requests

    4.4 MB

    Your 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 g

    By 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

3 to fixGoogle 9797
  • 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

2 to fixGoogle 9293
  • 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

1 to fix88
  • 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

2 to fix93
  • 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

2 to fixGoogle 9687
  • 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

2 to fix75
  • 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

    6

    Before 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

    11

    Opening 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

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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.

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