swaleheating.com website review

About 542 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.3 s faster on a phone.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.4 s.

Your mobile performance score is 43. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

8 third-party services load with your homepage (Google Tag Manager, 8x8.com and cookiepro.com and others), adding 1.2 MB and 1.8 s of main-thread time.

Google Tag Manager costs a phone 826 ms of main-thread work and 536 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.

38 files are served with short cache lifetimes, so returning visitors download them again (410 KiB).

8x8.com costs a phone 655 ms of main-thread work and 359 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.

7 images could be 172 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 300 ms faster on a phone.

A phone's processor spends 3.9 s on main-thread work while loading, 2.2 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

About 78 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.

16 long tasks block the main thread while loading, the longest for 371 ms. During a long task the page ignores taps.

53 KiB could be saved by minifying JavaScript.

Polyfills for old browsers add 15 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.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Your largest element takes 12.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the element shown below.

The page becomes fully interactive after 13.0 s. Good is under 3.8 s.

Visually, the page fills in at 7.9 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 1.0 s in total while the page loads. Good is under 200 ms.

The first text or image appears after 2.1 s on a phone. Good is under 1.8 s.

10 images have no width and height attributes, so the layout jumps as each one loads.

Your homepage downloads 3.0 MB in 143 requests on a phone: images 1.5 MB (47), scripts 1.2 MB (36) and fonts 121 KiB (4). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 0.85 g of CO₂e: 102.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

3 tap targets are too small or too close together to hit reliably with a finger.

9 images have no alt text, which hurts accessibility and image search.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

Headings skip levels (h3 → h5 and h3 → h5), which makes the page harder to scan with a screen reader.

There are 3 <h1> headlines (“Rely on us to keep you warm”, “Rely on us to keep you warm” and “Rely on us to keep you warm”). One clear main headline is easier for people and search engines.

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 60 pages on swaleheating.com and 19 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 https://www.swaleheating.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.

Your homepage links to 1 page by a URL that isn't its canonical one, for example https://www.swaleheating.com/about-us/news/do-i-need-new-boiler, whose canonical is https://www.swaleheating.com/about-us/blog/do-i-need-a-new-boiler. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

We fetched 15 pages linked from your homepage (of 37 found) and read each the way a search engine does.

1 image failed to load on a phone, for example https://bat.bing.com/action/0?ti=187202638&tm=gtm002&Ver=2&mid=b5a69863-1e72-4a66-a580-30c4657e5888&bo=1&sid=feedc580d79711f1a2187f1abaa4d398&vid=feedf5b0d79711f18091077f1aa5ff9b&vids=1&msclkid=N&pi=9.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

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.

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

Your phone number appears as text but isn't a tel: link, so phone visitors can't tap to call.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

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 654 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Microsoft Ads and Microsoft Clarity (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 5 cookies (measured from a US location before any click).

Loading the homepage contacts 17 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.