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varsity.com website review
Visit site (opens in a new tab)Reviewed 4 November 202637 issues · 90 checks
This review found 37 issues worth fixing on varsity.com, 20 of them high impact, across 90 checks. The most urgent: improve image delivery. 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
65D- #88,402 of 95,139 reviewed websitesbeats 6%
- #49,391 of 51,228 online storesbeats 3%
- #45,018 of 46,343 Shopify storesbeats 2%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 1.6 s |
| May 23, 2026 | 1.5 s |
| May 30, 2026 | 1.6 s |
| Jun 6, 2026 | 1.7 s |
| Jun 13, 2026 | 1.7 s |
| Jun 20, 2026 | 1.8 s |
| Jun 27, 2026 | 1.9 s |
| Jul 4, 2026 | 1.9 s |
| Jul 11, 2026 | 1.9 s |
| Jul 18, 2026 | 1.8 s |
| Jul 25, 2026 | 1.8 s |
| Aug 1, 2026 | 1.8 s |
| Aug 8, 2026 | 1.8 s |
| Aug 15, 2026 | 1.7 s |
| Aug 22, 2026 | 1.7 s |
| Aug 29, 2026 | 1.7 s |
| Sep 5, 2026 | 1.7 s |
| Sep 12, 2026 | 1.6 s |
| Sep 19, 2026 | 1.6 s |
| Sep 26, 2026 | 1.6 s |
| Oct 3, 2026 | 1.6 s |
| Oct 10, 2026 | 1.7 s |
| Oct 17, 2026 | 1.7 s |
| Oct 24, 2026 | 1.7 s |
| Oct 31, 2026 | 1.6 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 638 ms |
| May 23, 2026 | 580 ms |
| May 30, 2026 | 665 ms |
| Jun 6, 2026 | 753 ms |
| Jun 13, 2026 | 756 ms |
| Jun 20, 2026 | 783 ms |
| Jun 27, 2026 | 788 ms |
| Jul 4, 2026 | 766 ms |
| Jul 11, 2026 | 730 ms |
| Jul 18, 2026 | 621 ms |
| Jul 25, 2026 | 492 ms |
| Aug 1, 2026 | 462 ms |
| Aug 8, 2026 | 474 ms |
| Aug 15, 2026 | 464 ms |
| Aug 22, 2026 | 505 ms |
| Aug 29, 2026 | 531 ms |
| Sep 5, 2026 | 536 ms |
| Sep 12, 2026 | 540 ms |
| Sep 19, 2026 | 521 ms |
| Sep 26, 2026 | 532 ms |
| Oct 3, 2026 | 536 ms |
| Oct 10, 2026 | 556 ms |
| Oct 17, 2026 | 570 ms |
| Oct 24, 2026 | 555 ms |
| Oct 31, 2026 | 551 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
0.9 s
1.8 s
2.7 s
3.6 s
4.5 s
5.4 s
6.3 s
7.2 s
Speed
Improve image delivery
1.4 s · 7.6 MB30 images could be 7.6 MB 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.
Use efficient cache lifetimes
1.1 s · 1.8 MB47 files are served with short cache lifetimes, so returning visitors download them again (1.8 MB).
Reduce unused JavaScript
1.6 s · 730 KiBAbout 730 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.6 s faster on a phone.
Render-blocking requests
1.3 s17 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.3 s.
Mobile performance score: 37
37/100Your mobile performance score is 37. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.
Main-thread work: 5.7 s
A phone's processor spends 5.7 s on main-thread work while loading, 2.3 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
3,181 HTML elements
The page has 3,181 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
8 third-party services on the page
8 third-party services load with your homepage (Google Tag Manager, Facebook and yellowmessenger.com and others), adding 1.7 MB and 1.5 s of main-thread time.
Reduce unused CSS
520 ms · 184 KiBAbout 184 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 520 ms faster on a phone.
Google Tag Manager adds 339 ms
339 msGoogle Tag Manager costs a phone 339 ms of main-thread work and 341 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.
18 long tasks on the main thread
18 long tasks block the main thread while loading, the longest for 330 ms. During a long task the page ignores taps.
yellowmessenger.com adds 267 ms
267 msyellowmessenger.com costs a phone 267 ms of main-thread work and 397 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.
Facebook adds 269 ms
269 msFacebook costs a phone 269 ms of main-thread work and 280 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.
Minify CSS
70 ms · 25 KiB25 KiB could be saved by minifying CSS.
Minify JavaScript
70 ms · 12 KiB12 KiB could be saved by minifying JavaScript.
Legacy JavaScript
58 KiBPolyfills for old browsers add 58 KiB JavaScript that modern phones do not need.
Font display
50 msWeb fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).
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: 8 ms
8 msYour server sent the HTML in 8 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Fails Core Web Vitals for real visitors
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.
Real-user INP: 890 ms
890 msReal visitors wait 890 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user CLS: 0.53
0.53For real visitors the layout shifts by 0.53 (75th percentile). Good is under 0.1.
Largest Contentful Paint: 13.8 s
13.8 sYour largest element takes 13.8 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “Watch Your Team Shine exclusively on Varsity TV The Best Ch…”.
Time to Interactive: 19.3 s
19.3 sThe page becomes fully interactive after 19.3 s. Good is under 3.8 s.
Speed Index: 10.4 s
10.4 sVisually, the page fills in at 10.4 s (Speed Index). Good is under 3.4 s.
Total Blocking Time: 1.1 s
1.1 sScripts block taps and scrolling for 1.1 s in total while the page loads. Good is under 200 ms.
First Contentful Paint: 3.4 s
3.4 sThe first text or image appears after 3.4 s on a phone. Good is under 1.8 s.
Real-user LCP: 2.8 s
2.8 sReal visitors wait 2.8 s for the largest content to appear (75th percentile). Good is under 2.5 s.
22 images without width and height
22 images have no width and height attributes, so the layout jumps as each one loads.
Tap response (INP) held steady for real visitors
-9%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 638 ms to 551 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) held steady for real visitors
+5%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.6 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
3 checks passed
Real-user FCP: 1.8 s
1.8 sReal visitors see the first content after 1.8 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 771 ms
771 msReal visitors wait 771 ms for your server to start answering (75th percentile). Good is under 800 ms.
Cumulative Layout Shift: 0
0The layout barely moves while loading (CLS 0, good is under 0.1).
Images and page weight
Page weight: 11.6 MB in 204 requests
11.6 MBYour homepage downloads 11.6 MB in 204 requests on a phone: images 9.2 MB (82), scripts 1.9 MB (74) and fonts 255 KiB (8). Under 2 MB keeps phones on slow connections fast.
1 image over 500 KB
Untitled-design-64.png weighs 493 KiB. On a phone connection a single image that size takes seconds.
3 images below the first screen load straight away
3 images further down the page (270 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.
1 image in older formats
1 image (112 KiB) is 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 3.3 g of CO₂ per visit
3.28 gBy the Sustainable Web Design model, a visit to your homepage emits about 3.28 g of CO₂e: 394.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
1 checks passed
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
2 text elements with low contrast
2 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.
Positive tabindex
2 elements have a tabindex above 0, which scrambles the keyboard order.
All page content should be contained by landmarks (1 element)
All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.
3 links without text
3 visible links have no text or label, so screen readers cannot say where they go.
Headings skip levels
Headings skip levels (h1 → h4 and h2 → h4), which makes the page harder to scan with a screen reader.
2 checks passed
Every image has alt text
All 45 images in the HTML carry an alt attribute.
48 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 53 WCAG 2.2 A/AA and best-practice rules on the phone render: 48 passed and 5 failed. 3 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
6 H1 headlines
There are 6 <h1> headlines (“Watch Your Team Shine exclusively on Varsity TV”, “Pro Cheer League Tickets Are NOW ON SALE!” and “Competition Registration is NOW OPEN!”). One clear main headline is easier for people and search engines.
2 links with vague text
2 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.
261 internal links, 174 external
The homepage links to 261 pages on varsity.com and 174 external pages.
7 checks passed
Meta description: 139 characters
Your meta description is 139 characters: “Varsity.com is the global authority for competitive cheerleading and dance.... Cheer and dance competitions, cheer unif…”.
Title: 63 characters
Your title is a healthy 63 characters: “Home - The Official Site for Cheerleading & Dance - Varsity.com”.
Canonical URL set
The canonical URL is https://www.varsity.com/.
Structured data in place
Structured data found: BreadcrumbList, ImageObject, 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.varsity.com/sitemap/sitemap_mainsite_1.xml.
AI search readiness
No Organization structured data
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.
No llms.txt
There is no https://www.varsity.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.
2 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.
Text is in the HTML
Your server sends the page's text in the HTML (1,668 words), so crawlers that don't run JavaScript still read it.
Other pages
1 page without a meta description
https://www.varsity.com/preferences has no meta description, so Google writes the search snippet from whatever text it finds.
1 page without an H1
https://www.varsity.com/school/camps has no <h1> headline, so visitors and search engines get no clear main topic.
1 page slow to respond
https://www.varsity.com/school/spirit-fashion took over 3 s to send its HTML from our server.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 111 found) and read each the way a search engine does.
5 checks passed
Linked pages load
All 15 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.
Every page has a title
All 15 pages that loaded have a <title>.
Best practices
2 broken images
2 images failed to load on a phone, for example https://www.varsity.com/.
2 JavaScript errors while loading
2 errors were logged to the browser console while the page loaded, for example “Preview button not found.”.
2 checks passed
Tap targets are thumb-sized
131 of 147 tappable elements near the top are at least 24 px.
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
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 opening hours
The homepage shows no opening hours. If customers visit or call, show when.
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 1,425 words of copy
The homepage carries about 1,425 words of visible text.
7 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “Buy a Yearbook or Ad” and “Sign Up Now”.
45 calls to action
The homepage has 45 calls to action, for example “Register for Camp”, “Request Catalog” and “Design Book”.
1 short form
A short form (1 field at most) is right on the homepage.
Social proof on the page
Social proof on the homepage: 1 customer or partner logo and 8 trust badges.
Analytics in place
Analytics detected: Google Tag Manager.
Direct contact links
Visitors can reach you directly: 2 phone links and 0 email links.
Phone number on the homepage
Your phone number is on the homepage as a tap-to-call link.
Privacy and tracking
7 trackers load before any consent
7Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Hotjar and Klaviyo and 2 mores (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.
15 cookies set on arrival
15Opening the homepage sets 15 cookies (measured from a US location before any click).
28 other companies contacted
Loading the homepage contacts 28 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: OneTrust
A consent management tool (OneTrust) 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 varsity.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
- E-commerce
- Shopify Plus
- Analytics
- Google Tag Manager
- Hosting
- WP Engine
Hiring
- Hiring
- 8 open roles
- Job board
- careers page
Company
- Founded
- 1974
- Headquarters
- Memphis
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 37 issues on varsity.com, including 23 speed issues, 2 SEO issues and 1 conversion gap. 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.