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starfishco.com website review
Visit site (opens in a new tab)Reviewed 24 October 202631 issues · 79 checks
This review found 31 issues worth fixing on starfishco.com, 13 of them high impact, across 79 checks. The most urgent: reduce unused JavaScript. 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
75CClosest competitors among reviewed websites
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 2, 2026 | 3.5 s |
| May 9, 2026 | 3.5 s |
| May 16, 2026 | 3.7 s |
| May 23, 2026 | 3.8 s |
| May 30, 2026 | 3.8 s |
| Jun 6, 2026 | 3.7 s |
| Jun 13, 2026 | 3.5 s |
| Jun 20, 2026 | 3.6 s |
| Jun 27, 2026 | 3.3 s |
| Jul 4, 2026 | 3.1 s |
| Sep 12, 2026 | 2.6 s |
| Sep 19, 2026 | 3.1 s |
| Sep 26, 2026 | 3.2 s |
| Oct 3, 2026 | 3.5 s |
| Oct 10, 2026 | 3.2 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 2, 2026 | 174 ms |
| May 9, 2026 | 181 ms |
| May 16, 2026 | 192 ms |
| May 23, 2026 | 204 ms |
| May 30, 2026 | 207 ms |
| Jun 6, 2026 | 216 ms |
| Jun 13, 2026 | 223 ms |
| Jun 20, 2026 | 230 ms |
| Jun 27, 2026 | 230 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
0.6 s
1.1 s
1.7 s
2.2 s
2.8 s
3.3 s
3.9 s
4.5 s
Speed
Reduce unused JavaScript
1.9 s · 390 KiBAbout 390 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.9 s faster on a phone.
Render-blocking requests
2.0 s21 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.0 s.
Use efficient cache lifetimes
1.2 s · 203 KiB12 files are served with short cache lifetimes, so returning visitors download them again (203 KiB).
8 third-party services on the page
8 third-party services load with your homepage (Google Tag Manager, reddit and Unpkg and others), adding 960 KiB and 981 ms of main-thread time.
Mobile performance score: 57
57/100Your mobile performance score is 57 (desktop: 91). Pages that score under 90 lose visitors before the first paint.
Improve image delivery
773 KiB5 images could be 773 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.
Google Tag Manager adds 535 ms
535 msGoogle Tag Manager costs a phone 535 ms of main-thread work and 527 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.
Main-thread work: 2.3 s
A phone's processor spends 2.3 s on main-thread work while loading, 1.2 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
Legacy JavaScript
150 ms · 25 KiBPolyfills for old browsers add 25 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.
10 long tasks on the main thread
10 long tasks block the main thread while loading, the longest for 167 ms. During a long task the page ignores taps.
Reduce unused CSS
62 KiBAbout 62 KiB of CSS is downloaded but never applied on this page.
Phones get a much slower page than desktops
Desktop scores 91 but mobile only 57. A gap that wide usually means heavy scripts and images that hit phones hardest.
Minify CSS
9 KiB9 KiB could be saved by minifying CSS.
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: 5 ms
5 msYour server sent the HTML in 5 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Largest Contentful Paint: 14.2 s
14.2 sYour largest element takes 14.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Starfish”.
Time to Interactive: 14.4 s
14.4 sThe page becomes fully interactive after 14.4 s. Good is under 3.8 s.
First Contentful Paint: 3.5 s
3.5 sThe first text or image appears after 3.5 s on a phone. Good is under 1.8 s.
Speed Index: 6.0 s
6.0 sVisually, the page fills in at 6.0 s (Speed Index). Good is under 3.4 s.
Tap response (INP) got 30% slower for real visitors
+30%Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' tap response (inp) went from 174 ms to 230 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Total Blocking Time: 287 ms
287 msScripts block taps and scrolling for 287 ms in total while the page loads. Good is under 200 ms.
5 images without width and height
5 images have no width and height attributes, so the layout jumps as each one loads.
Largest content (LCP) held steady for real visitors
-5%Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' largest content (lcp) went from 3.5 s to 3.2 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Not enough real-visitor data yet
Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.
1 checks passed
Cumulative Layout Shift: 0
0The layout barely moves while loading (CLS 0, good is under 0.1).
Images and page weight
Page weight: 12.3 MB in 94 requests
12.3 MBYour homepage downloads 12.3 MB in 94 requests on a phone: media 10.2 MB (3), scripts 1.1 MB (41) and images 840 KiB (12). Under 2 MB keeps phones on slow connections fast.
3 images in older formats
3 images (230 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.
About 3.5 g of CO₂ per visit
3.49 gBy the Sustainable Web Design model, a visit to your homepage emits about 3.49 g of CO₂e: 419.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
2 checks passed
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
1 button without a name
1 button has no accessible name, so screen readers announce just “button”.
Malformed lists
Some lists contain elements other than list items, which screen readers announce wrongly.
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.
No main landmark
The page has no <main> landmark, so screen-reader users cannot jump straight to the content.
1 link without text
1 visible link has no text or label, so screen readers cannot say where it goes.
2 checks passed
Every image has alt text
All 23 images in the HTML carry an alt attribute.
39 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 44 WCAG 2.2 A/AA and best-practice rules on the phone render: 39 passed and 5 failed. 1 more need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
1 link with vague text
1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.
41 internal links, 5 external
The homepage links to 41 pages on starfishco.com and 5 external pages.
8 checks passed
Meta description: 146 characters
Your meta description is 146 characters: “Starfish is a Branding and Creative Agency that builds brands with the soul to move people and the coherence to govern …”.
One H1 headline
Your main headline reads: “Starfish is a Branding and Creative Agency that builds brands with the soul to move people and the coherence to govern …”.
Title: 60 characters
Your title is a healthy 60 characters: “NYC Branding Agency | Brand Strategy & Experience | Starfish”.
Canonical URL set
The canonical URL is https://www.starfishco.com/.
Structured data in place
Structured data found: BreadcrumbList, FAQPage, Organization, WebPage 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.starfishco.com/sitemap_index.xml.
AI search readiness
4 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.
Organization data: 6 of 6 facts
Your Organization JSON-LD gives name, url, logo, sameAs (social profiles), description and contact details.
Text is in the HTML
Your server sends the page's text in the HTML (1,137 words), so crawlers that don't run JavaScript still read it.
llms.txt published
The site publishes https://www.starfishco.com/llms.txt (12 KiB, 69 links, though it should open with a “# Title” line), a plain-text guide to the site for AI tools.
Other pages
1 page without a title
https://www.starfishco.com/wp-content/uploads/markdown/llm-resources.md has no <title>, so Google invents the link text in results.
1 page without a meta description
https://www.starfishco.com/wp-content/uploads/markdown/llm-resources.md has no meta description, so Google writes the search snippet from whatever text it finds.
1 page without an H1
https://www.starfishco.com/wp-content/uploads/markdown/llm-resources.md has no <h1> headline, so visitors and search engines get no clear main topic.
12 internal pages checked
We fetched 12 pages linked from your homepage and read each the way a search engine does.
4 checks passed
Linked pages load
All 12 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
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.
Best practices
1 JavaScript error while loading
1 error was logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.
2 checks passed
Tap targets are thumb-sized
5 of 5 tappable elements near the top are at least 24 px.
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
No call to action on the first screen
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 social proof
No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.
Local business without LocalBusiness data
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.
No phone number on the homepage
A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.
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 opening hours
The homepage shows no opening hours. If customers visit or call, show when.
No form on the homepage
There is no form on the homepage, so every lead has to click through to another page first.
No map or directions link
There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.
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 823 words of copy
The homepage carries about 823 words of visible text.
2 checks passed
2 calls to action
The homepage has 2 calls to action, for example “Contact” and “Learn More”.
Analytics in place
Analytics detected: Google Tag Manager, Google Analytics and HubSpot.
Privacy and tracking
5 trackers load before any consent
5Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, HubSpot and Reddit Pixel (measured from a US location before any click). A consent tool (HubSpot cookie banner) is installed; check it blocks these until visitors agree where the law requires it.
14 cookies set on arrival
14Opening the homepage sets 14 cookies (measured from a US location before any click).
30 other companies contacted
Loading the homepage contacts 30 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: HubSpot cookie banner
A consent management tool (HubSpot cookie banner) 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 starfishco.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Upkeep, stack and company
Stack
- CMS
- WordPress
- Framework
- jQuery
- Analytics
- Google Analytics | Google Tag Manager
Company
- Founded
- 2002
- Headquarters
- New York City
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 31 issues on starfishco.com, including 15 speed issues, 1 SEO issue and 5 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.