ushmm.org website review

About 365 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.1 s faster on a phone.

4 images could be 733 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.4 s faster on a phone.

10 files are served with short cache lifetimes, so returning visitors download them again (283 KiB).

Your mobile performance score is 47. 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, Facebook and fundraiseup.com and others), adding 909 KiB and 1.0 s of main-thread time.

Google Tag Manager costs a phone 515 ms of main-thread work and 381 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.

3 files block the first paint until they finish downloading. Deferring or inlining them could save about 400 ms.

13 long tasks block the main thread while loading, the longest for 369 ms. During a long task the page ignores taps.

A phone's processor spends 2.4 s on main-thread work while loading, 1.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Polyfills for old browsers add 13 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

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.

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.

For real visitors the layout shifts by 0.34 (75th percentile). Good is under 0.1.

Real visitors wait 2.6 s for your server to start answering (75th percentile). Good is under 800 ms.

Your largest element takes 18.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The page becomes fully interactive after 18.7 s. Good is under 3.8 s.

Visually, the page fills in at 7.3 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 879 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 3.3 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Real visitors see the first content after 2.9 s (75th percentile). Good is under 1.8 s.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 315 ms to 291 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 3.1 s to 3.7 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.2 MB in 112 requests on a phone: images 1.6 MB (15), scripts 1.1 MB (48) and fonts 304 KiB (6). Under 2 MB keeps phones on slow connections fast.

2 images (359 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.

1 image further down the page (36 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 0.91 g of CO₂e: 108.9 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

3 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

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

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

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

Your meta description is 184 characters; Google truncates after about 160, so the end of your pitch is cut.

No XML sitemap at https://www.ushmm.org/sitemap.xml, so Google discovers your pages only by following links.

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

The homepage links to 138 pages on ushmm.org and 24 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.ushmm.org/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.ushmm.org/pt-br declares the homepage as its canonical URL, which tells Google it is a copy of the homepage and keeps it out of search results. A site-wide template setting usually causes this.

https://www.ushmm.org/ar, https://www.ushmm.org/el, https://www.ushmm.org/es, https://www.ushmm.org/fa, https://www.ushmm.org/fr and https://www.ushmm.org/id and 9 others use the same meta description. A description written for each page earns more clicks.

https://www.ushmm.org/es and https://www.ushmm.org/fa took over 3 s to send their HTML from our server.

We fetched 15 pages linked from your homepage (of 100 found) and read each the way a search engine does.

2 images failed to load on a phone, for example https://ad.ipredictive.com/d/track/event?upid=113147&url=https%3A%2F%2Fwww.ushmm.org%2F&val=undefined&tn=undefined&p1=gtm.js&p2=undefined&cache_buster=[timestamp]&ps=2.

2 errors were logged to the browser console while the page loaded, for example “Access to fetch at 'https://engage.ushmm.org/getCookie?_mchId=165-KYO-616&_mchTd=ushmm.org' from origin 'https://www.us…”.

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.

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.

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 334 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Hotjar and Meta Pixel and 2 mores (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 17 cookies (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 24 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.