samson.no website review

43 files block the first paint until they finish downloading. Deferring or inlining them could save about 4.0 s.

11 images could be 643 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.6 s faster on a phone.

About 216 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 1.1 s faster on a phone.

Your mobile performance score is 46 (desktop: 82). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 6.1 s on main-thread work while loading, 2.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

5 third-party services load with your homepage (Google Tag Manager, Google CDN and Google Analytics and others), adding 1.0 MB and 909 ms of main-thread time.

Google Tag Manager costs a phone 622 ms of main-thread work and 643 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 535 KiB of JavaScript is downloaded but never used on this page.

16 long tasks block the main thread while loading, the longest for 298 ms. During a long task the page ignores taps.

Google CDN costs a phone 238 ms of main-thread work and 347 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.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 250 ms).

1 file is served with short cache lifetimes, so returning visitors download them again (16 KiB).

Polyfills for old browsers add 16 KiB JavaScript that modern phones do not need.

Desktop scores 82 but mobile only 46. A gap that wide usually means heavy scripts and images that hit phones hardest.

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.

2 KiB could be saved by minifying JavaScript.

The page becomes fully interactive after 19.2 s. Good is under 3.8 s.

Your largest element takes 7.9 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Gamle_bakere_WBS”.

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

Scripts block taps and scrolling for 718 ms in total while the page loads. Good is under 200 ms.

Visually, the page fills in at 6.2 s (Speed Index). Good is under 3.4 s.

Over the last 25 four-week periods to 2026-10-10, real Chrome visitors' tap response (inp) went from 72 ms to 79 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-10, real Chrome visitors' largest content (lcp) went from 1.5 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.5 MB in 324 requests on a phone: scripts 1.6 MB (234), images 1.3 MB (21) and stylesheets 321 KiB (44). Under 2 MB keeps phones on slow connections fast.

13 images (1.2 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.

8 images further down the page (617 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 0.99 g of CO₂e: 118.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Interactive controls must not be nested: 3 elements on the page fail this check, rated serious by axe-core.

2 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.

4 form fields have no label, so screen readers announce an empty box and autofill guesses.

2 visible links have no text or label, so screen readers cannot say where they go.

Headings skip levels (h1 → h5 and h1 → h5), which makes the page harder to scan with a screen reader.

Your title is 75 characters, so Google will cut it off around 60: “Oslos eldste bakeri med nedslagsfelt i Oslo, Bærum og Lillestrøm W.B Samson”.

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

There are 2 <h1> headlines (“SIDEN 1894” and “BESTILL MED LEVERING TIL JOBBEN ELLER HJEMME.”). One clear main headline is easier for people and search engines.

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 39 pages on samson.no and 4 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.

/anbefalt/vart-sortiment.html and /anbefalt/vart-sortiment/lunsj.html all use the title “Lunsj W.B Samson”, and 1 other title repeat too. Search engines can't tell which page to show for a search, so each competes with the others.

/catalogsearch/advanced, /filialer.html, /aktuelt.html, /aktuelt/vare-ravarer.html, /aktuelt/brodbaking.html and /informasjon/betingelser.html and 1 other have no meta description, so Google writes the search snippet from whatever text it finds.

/anbefalt/vart-sortiment.html and /anbefalt/vart-sortiment/lunsj.html use the same meta description. A description written for each page earns more clicks.

Your homepage links to 1 page by a URL that isn't its canonical one, for example /anbefalt/vart-sortiment.html, whose canonical is /anbefalt/vart-sortiment/lunsj.html. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

/catalogsearch/advanced and /aktuelt/brodbaking.html 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.

/catalogsearch/advanced, /anbefalt/vart-sortiment.html, /anbefalt/vart-sortiment/lunsj.html and /drikke-meny.html took over 3 s to send their HTML from our server.

We fetched 15 pages linked from your homepage (of 26 found) and read each the way a search engine does.

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

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

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 map but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.

The homepage has only about 154 words of visible text; thin pages give Google and first-time buyers little to go on.

The homepage shows no opening hours. If customers visit or call, show when.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics and Google Tag Manager (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 18 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 7 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.