walkersshortbread.com website review

31 files are served with short cache lifetimes, so returning visitors download them again (3.1 MB).

16 images could be 2.6 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 5.0 s faster on a phone.

About 941 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 3.0 s faster on a phone.

Your mobile performance score is 25. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 7.9 s on main-thread work while loading, 4.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Google Tag Manager, searchserverapi1.com and Bigcommerce and others), adding 3.7 MB and 3.2 s of main-thread time.

Google Tag Manager costs a phone 933 ms of main-thread work and 362 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.

Bigcommerce costs a phone 531 ms of main-thread work and 2.3 MB 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.

About 117 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 620 ms faster on a phone.

20 long tasks block the main thread while loading, the longest for 688 ms. During a long task the page ignores taps.

searchserverapi1.com costs a phone 572 ms of main-thread work and 3 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.

Klaviyo costs a phone 451 ms of main-thread work and 310 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.

Google CDN costs a phone 264 ms of main-thread work and 327 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.

The page has 2,356 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Polyfills for old browsers add 28 KiB JavaScript that modern phones do not need. 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 50 ms).

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 50 ms.

21 KiB could be saved by minifying CSS.

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.

5 KiB could be saved by minifying JavaScript.

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.

Your largest element takes 24.8 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 25.2 s. Good is under 3.8 s.

Scripts block taps and scrolling for 2.6 s in total while the page loads. Good is under 200 ms.

Visually, the page fills in at 11.1 s (Speed Index). Good is under 3.4 s.

For real visitors the layout shifts by 0.25 (75th percentile). Good is under 0.1.

The first text or image appears after 2.7 s on a phone. Good is under 1.8 s.

The layout shifts by 0.182 while loading, so content jumps under the reader's thumb. Good is under 0.1.

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

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 135 ms to 146 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 2.0 s to 1.8 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 7.0 MB in 142 requests on a phone: images 4.3 MB (34), scripts 2.1 MB (63) and fonts 400 KiB (5). Under 2 MB keeps phones on slow connections fast.

traditions-heritage.jpg weighs 643 KiB. On a phone connection a single image that size takes seconds.

7 images further down the page (1.4 MB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

4 images (1.0 MB) 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.

5 images are downloaded at several times the size a phone draws them, for example traditions-heritage.jpg at 1,366 px wide, shown at 390 px. Resized copies would save about 376 KiB.

By the Sustainable Web Design model, a visit to your homepage emits about 1.99 g of CO₂e: 238.2 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

1 element hidden from screen readers can still receive keyboard focus.

1 tap target is too small or too close together to hit reliably with a finger.

All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.

13 visible links have no text or label, so screen readers cannot say where they go.

1 frame has no title, so screen-reader users cannot tell what it contains.

Headings should not be empty: 1 element on the page fails this check, rated minor by axe-core.

Headings skip levels (h1 → h5, h2 → h4 and h2 → h4), which makes the page harder to scan with a screen reader.

Elements with visible text labels do not have matching accessible names. (2 elements).

No meta description, so Google writes its own snippet from whatever text it finds.

Your title is only 19 characters: “Walker's Shortbread”. 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.

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

Your <h1> is empty.

Open Graph is missing og:title and og:description, so shared links fall back to guesses.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 160 pages on walkersshortbread.com and 18 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.walkersshortbread.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.

https://www.walkersshortbread.com/compare 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.

/ and https://www.walkersshortbread.com/compare all use the title “Walker's Shortbread”. Search engines can't tell which page to show for a search, so each competes with the others.

https://www.walkersshortbread.com/compare has no meta description, so Google writes the search snippet from whatever text it finds.

We fetched 15 pages linked from your homepage (of 62 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=187247150&tm=gtm002&Ver=2&mid=0f694617-9810-4353-8fab-31f95bfdd83f&bo=1&sid=37a0e7e0d60f11f1b4197bb8e752f80b&vid=37a0f770d60f11f1a3125b9823a40b56&vids=1&msclkid=N&pi=9.

The page uses 1 deprecated browser API that will stop working in future browsers (“Synchronous `XMLHttpRequest` on the main thread is deprecated because of its detrimental effects to…”).

3 errors were logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 404 ()”.

Large scripts ship without source maps.

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.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

Social proof on the homepage: 2 trust badges. Pairing it with named testimonials or customer logos makes it far more convincing.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

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

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 757 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Microsoft Ads (measured from a US location before any click). A consent tool (Cookiebot) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 22 cookies (measured from a US location before any click).

Loading the homepage contacts 36 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.