southwest.com website review

About 900 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.7 s faster on a phone.

7 files block the first paint until they finish downloading. Deferring or inlining them could save about 3.0 s.

55 files are served with short cache lifetimes, so returning visitors download them again (595 KiB).

A phone's processor spends 10.7 s on main-thread work while loading, 8.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Your mobile performance score is 23 (desktop: 41). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

6 images could be 846 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

20 long tasks block the main thread while loading, the longest for 778 ms. During a long task the page ignores taps.

8 third-party services load with your homepage (Google Tag Manager, LiveRamp Privacy Manager and Quantum Metric and others), adding 1.1 MB and 652 ms of main-thread time.

About 86 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 450 ms faster on a phone.

Google Tag Manager costs a phone 239 ms of main-thread work and 296 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.

The page has 1,541 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

14 KiB could be saved by minifying JavaScript.

Polyfills for old browsers add 45 KiB JavaScript that modern phones do not need.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

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.

Real visitors wait 5.0 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Real visitors see the first content after 3.3 s (75th percentile). Good is under 1.8 s.

Your largest element takes 16.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “We and third parties use cookies and other technologies to …”.

The page becomes fully interactive after 28.7 s. Good is under 3.8 s.

Visually, the page fills in at 11.8 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 2.2 s in total while the page loads. Good is under 200 ms.

The first text or image appears after 3.9 s on a phone. Good is under 1.8 s.

Real visitors wait 312 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

For real visitors the layout shifts by 0.21 (75th percentile). Good is under 0.1.

The layout shifts by 0.163 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 324 ms to 345 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 4.4 s to 4.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

CB964610_HP4---SplOfferThree---Card2---SplOffer3---2024-Car- weighs 608 KiB. On a phone connection a single image that size takes seconds.

Your homepage downloads 3.9 MB in 208 requests on a phone: scripts 2.6 MB (90), images 1.0 MB (28) and other files 136 KiB (80). Under 2 MB keeps phones on slow connections fast.

4 images (826 KiB) 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.

4 images further down the page (826 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

3 images are downloaded at several times the size a phone draws them, for example CB964610_HP4---SplOfferThree---Card2---SplOffer3---2024-Car- at 996 px wide, shown at 307 px. Resized copies would save about 113 KiB.

By the Sustainable Web Design model, a visit to your homepage emits about 1.10 g of CO₂e: 132.2 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

Elements with visible text labels do not have matching accessible names. (1 element).

There is no <h1>, so neither visitors nor Google get a clear main headline.

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

The homepage links to only 0 pages on your own site, so visitors and crawlers find few routes into the rest of it.

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

3 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

A phone browser shows 389 words, but the HTML your server sends has only 0. GPTBot, ClaudeBot and PerplexityBot read that HTML without running JavaScript, so they see an almost empty page. Server-side rendering or pre-rendering fixes it.

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.southwest.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.

3 errors were logged to the browser console while the page loaded, for example “Access to CSS stylesheet at 'https://swac360.my.salesforce.com/embeddedservice/5.0/esw.min.css' from origin 'https://ww…”.

Large scripts ship without source maps.

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.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

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 389 words of visible text.

Before a visitor clicks anything, the page loads Google Ads and Google Tag Manager (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 25 cookies (measured from a US location before any click).

Loading the homepage contacts 24 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.