trade.gov.uk website review

Your mobile performance score is 78. Pages that score under 90 lose visitors before the first paint.

2 files block the first paint until they finish downloading. Deferring or inlining them could save about 600 ms.

About 27 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.

About 21 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.

1 long task block the main thread while loading, the longest for 70 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Polyfills for old browsers add 10 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.

The layout shifts by 0.567 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 110 ms to 111 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 0.7 s to 0.8 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

By the Sustainable Web Design model, a visit to your homepage emits about 0.05 g of CO₂e: 6.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

All page content should be contained by landmarks: 2 elements on the page fail this check, rated moderate by axe-core.

Your meta description is 180 characters; Google truncates after about 160, so the end of your pitch is cut.

The homepage links to 82 pages on trade.gov.uk and 3 external pages.

Your Organization JSON-LD is missing url, sameAs (social profiles) and contact details. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

There is no https://www.gov.uk/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.

https://www.gov.uk/help/cookies and https://www.gov.uk/browse have no meta description, so Google writes the search snippet from whatever text it finds.

We fetched 15 pages linked from your homepage (of 43 found) and read each the way a search engine does.

12 of 25 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

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.

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.

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 465 words of visible text.

Opening the homepage sets 1 cookie (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.