themercantile.com website review

12 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.0 s.

About 265 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.4 s faster on a phone.

Your mobile performance score is 59. Pages that score under 90 lose visitors before the first paint.

8 third-party services load with your homepage (Google Tag Manager, Hotjar and Google CDN and others), adding 831 KiB and 566 ms of main-thread time.

Google Tag Manager costs a phone 294 ms of main-thread work and 301 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.

Adobe TypeKit costs a phone 9 ms of main-thread work and 345 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.

36 KiB could be saved by minifying JavaScript.

4 images could be 67 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.

5 long tasks block the main thread while loading, the longest for 209 ms. During a long task the page ignores taps.

About 24 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 100 ms).

16 files are served with short cache lifetimes, so returning visitors download them again (33 KiB).

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 11.0 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 11.0 s. Good is under 3.8 s.

Visually, the page fills in at 5.6 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 379 ms 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.

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

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 70 ms to 69 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 1.0 s to 1.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 2.2 MB in 136 requests on a phone: scripts 681 KiB (39), other files 663 KiB (66) and fonts 436 KiB (12). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 0.61 g of CO₂e: 73.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

<html> element must have a lang attribute: 1 element on the page fails this check, rated serious by axe-core.

1 image has no alt text, which hurts accessibility and image search.

The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

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

The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.

Alternative text of images should not be repeated as text: 2 elements on the page fail this check, rated minor by axe-core.

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

Your title is only 28 characters: “The Pioneer Woman Mercantile”. Between 30 and 65 characters leaves room to say what you do and for whom.

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

There are 4 <h1> headlines (“Reservations”, “Lodge Tour Dates” and “STAY IN PAWHUSKA!”). One clear main headline is easier for people and search engines.

The homepage links to 59 pages on themercantile.com and 8 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.themercantile.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 https://www.themercantile.com/pages/nearby-attractions, which answers with an error. Visitors hit a dead end and search engines drop it.

Your homepage links to 1 page by a URL that isn't its canonical one, for example https://www.themercantile.com/pages/get-help, whose canonical is https://www.themercantile.com/pages/need-help. 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 19 found) and read each the way a search engine does.

16 of 30 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

1 error was logged to the browser console while the page loaded, for example “(intermediate value)(intermediate value)(...) is not a function”.

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 testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

The homepage has only about 160 words of visible text; thin pages give Google and first-time buyers little to go on.

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, Google Tag Manager and Hotjar (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 10 cookies, 1 of them by other companies (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 15 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.