Website review, no card needed
waxcenter.com website review
Visit site (opens in a new tab)Reviewed 4 November 202625 issues · 79 checks
This review found 25 issues worth fixing on waxcenter.com, 7 of them high impact, across 79 checks. The most urgent: render-blocking requests. 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
83B- #22,308 of 96,226 reviewed websitesbeats 72%
- #14,118 of 52,081 online storesbeats 66%
- #13,670 of 47,171 Shopify storesbeats 64%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 2.9 s |
| May 23, 2026 | 2.9 s |
| May 30, 2026 | 2.9 s |
| Jun 6, 2026 | 3.0 s |
| Jun 13, 2026 | 3.1 s |
| Jun 20, 2026 | 3.1 s |
| Jun 27, 2026 | 3.1 s |
| Jul 4, 2026 | 3.0 s |
| Jul 11, 2026 | 3.0 s |
| Jul 18, 2026 | 2.9 s |
| Jul 25, 2026 | 2.9 s |
| Aug 1, 2026 | 2.9 s |
| Aug 8, 2026 | 2.8 s |
| Aug 15, 2026 | 2.9 s |
| Aug 22, 2026 | 2.8 s |
| Aug 29, 2026 | 2.8 s |
| Sep 5, 2026 | 2.7 s |
| Sep 12, 2026 | 2.6 s |
| Sep 19, 2026 | 2.4 s |
| Sep 26, 2026 | 2.2 s |
| Oct 3, 2026 | 2.1 s |
| Oct 10, 2026 | 2.0 s |
| Oct 17, 2026 | 2.0 s |
| Oct 24, 2026 | 1.8 s |
| Oct 31, 2026 | 1.7 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 189 ms |
| May 23, 2026 | 188 ms |
| May 30, 2026 | 192 ms |
| Jun 6, 2026 | 201 ms |
| Jun 13, 2026 | 210 ms |
| Jun 20, 2026 | 212 ms |
| Jun 27, 2026 | 206 ms |
| Jul 4, 2026 | 203 ms |
| Jul 11, 2026 | 198 ms |
| Jul 18, 2026 | 195 ms |
| Jul 25, 2026 | 192 ms |
| Aug 1, 2026 | 189 ms |
| Aug 8, 2026 | 196 ms |
| Aug 15, 2026 | 203 ms |
| Aug 22, 2026 | 205 ms |
| Aug 29, 2026 | 208 ms |
| Sep 5, 2026 | 204 ms |
| Sep 12, 2026 | 200 ms |
| Sep 19, 2026 | 196 ms |
| Sep 26, 2026 | 191 ms |
| Oct 3, 2026 | 188 ms |
| Oct 10, 2026 | 188 ms |
| Oct 17, 2026 | 188 ms |
| Oct 24, 2026 | 188 ms |
| Oct 31, 2026 | 189 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
Speed
Render-blocking requests
1.6 s8 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.6 s.
Main-thread work: 4.7 s
A phone's processor spends 4.7 s on main-thread work while loading, 1.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
Mobile performance score: 57
57/100Your mobile performance score is 57. Pages that score under 90 lose visitors before the first paint.
8 third-party services on the page
8 third-party services load with your homepage (Osano CMP, Hubspot and Klaviyo and others), adding 948 KiB and 882 ms of main-thread time.
Use efficient cache lifetimes
650 ms · 193 KiB17 files are served with short cache lifetimes, so returning visitors download them again (193 KiB).
Improve image delivery
500 ms · 182 KiB8 images could be 182 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 500 ms faster on a phone.
Osano CMP adds 303 ms
303 msOsano CMP costs a phone 303 ms of main-thread work and 88 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.
Shopify adds 84 ms
84 msShopify costs a phone 84 ms of main-thread work and 346 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.
Reduce unused JavaScript
290 ms · 127 KiBAbout 127 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 290 ms faster on a phone.
Legacy JavaScript
200 ms · 40 KiBPolyfills for old browsers add 40 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 200 ms faster on a phone.
10 long tasks on the main thread
10 long tasks block the main thread while loading, the longest for 137 ms. During a long task the page ignores taps.
Reduce unused CSS
23 KiBAbout 23 KiB of CSS is downloaded but never applied on this page.
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: 9 ms
9 msYour server sent the HTML in 9 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.
Largest Contentful Paint: 11.8 s
11.8 sYour largest element takes 11.8 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Group of women sitting on a red velvet couch, with smooth l…”.
Time to Interactive: 12.4 s
12.4 sThe page becomes fully interactive after 12.4 s. Good is under 3.8 s.
Speed Index: 7.2 s
7.2 sVisually, the page fills in at 7.2 s (Speed Index). Good is under 3.4 s.
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 INP: 204 ms
204 msReal visitors wait 204 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Total Blocking Time: 250 ms
250 msScripts block taps and scrolling for 250 ms in total while the page loads. Good is under 200 ms.
2 images without width and height
2 images have no width and height attributes, so the layout jumps as each one loads.
Tap response (INP) held steady for real visitors
0%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 189 ms to 189 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
6 checks passed
Real-user LCP: 1.6 s
1.6 sReal visitors wait 1.6 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user CLS: 0.04
0.04For real visitors the layout shifts by 0.04 (75th percentile). Good is under 0.1.
Real-user FCP: 1.3 s
1.3 sReal visitors see the first content after 1.3 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 622 ms
622 msReal visitors wait 622 ms for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) got 38% faster for real visitors
-38%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 2.9 s to 1.7 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Cumulative Layout Shift: 0.011
0.011The layout barely moves while loading (CLS 0.011, good is under 0.1).
Images and page weight
Page weight: 2.5 MB in 299 requests
2.5 MBYour homepage downloads 2.5 MB in 299 requests on a phone: scripts 992 KiB (137), other files 731 KiB (89) and images 355 KiB (25). Under 2 MB keeps phones on slow connections fast.
An image on the first screen is lazy-loaded
HOMEPAGE_AuburnCollection_mobile.webp is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).
6 images in older formats
6 images (337 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.
About 0.7 g of CO₂ per visit
0.70 gBy the Sustainable Web Design model, a visit to your homepage emits about 0.70 g of CO₂e: 83.7 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
All page content should be contained by landmarks (7 elements)
All page content should be contained by landmarks: 7 elements on the page fail this check, rated moderate by axe-core.
4 links without text
4 visible links have no text or label, so screen readers cannot say where they go.
Hidden but focusable
3 elements hidden from screen readers can still receive keyboard focus.
Alternative text of images should not be repeated as text (4 elements)
Alternative text of images should not be repeated as text: 4 elements on the page fail this check, rated minor by axe-core.
2 checks passed
Every image has alt text
All 28 images in the HTML carry an alt attribute.
49 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 52 WCAG 2.2 A/AA and best-practice rules on the phone render: 49 passed and 3 failed. 2 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
1 link crawlers can't follow
1 link has no real href, so search engines can't follow it.
100 internal links, 13 external
The homepage links to 100 pages on waxcenter.com and 13 external pages.
8 checks passed
Meta description: 159 characters
Your meta description is 159 characters: “Reveal your most beautiful skin with bikini waxing, Brazilian waxing, eyebrow waxing, facial waxing, body waxing and sk…”.
One H1 headline
Your main headline reads: “Smooth, Done Right”.
Title: 56 characters
Your title is a healthy 56 characters: “Reveal and Maintain Beautiful Skin | European Wax Center”.
Canonical URL set
The canonical URL is https://waxcenter.com/.
Structured data in place
Structured data found: Organization 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://waxcenter.com/sitemap.xml.
AI search readiness
No llms.txt
There is no https://waxcenter.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.
3 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.
Organization data: 4 of 6 facts
Your Organization JSON-LD gives name, url, logo and sameAs (social profiles); description and contact details would complete it.
Text is in the HTML
Your server sends the page's text in the HTML (585 words), so crawlers that don't run JavaScript still read it.
Other pages
15 internal pages checked
We fetched 15 pages linked from your homepage (of 65 found) and read each the way a search engine does.
7 checks passed
Linked pages load
1 page of 15 loaded without an error (the rest turned automated requests away).
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Every page has a meta description
All 1 page that loaded have a meta description.
Titles are unique
Every page we checked has its own title.
Every page has an H1
Each page we checked has a main headline.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 1 page that loaded have a <title>.
Best practices
6 small tap targets
6 of 20 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
2 checks passed
No console errors
No JavaScript errors were logged while the page loaded on a phone.
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
No direct contact details
No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.
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 329 words of copy
The homepage carries about 329 words of visible text.
Urgency cues
The page uses urgency cues (a countdown or limited-time wording).
5 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “BOOK NOW”.
10 calls to action
The homepage has 10 calls to action, for example “Contact Us”, “BOOK NOW” and “SHOP NOW”.
5 short forms
5 short forms (1 field at most) are right on the homepage.
Social proof on the page
Social proof on the homepage: 4 testimonial or review blocks and a star rating.
Analytics in place
Analytics detected: Google Tag Manager and Google Analytics.
Privacy and tracking
6 cookies set on arrival
6Opening the homepage sets 6 cookies (measured from a US location before any click).
7 other companies contacted
Loading the homepage contacts 7 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
2 checks passed
Consent tool: Osano
A consent management tool (Osano) loads with the page.
No known trackers before consent
No known advertising or analytics trackers load before a visitor clicks anything (measured from a US location before any click).
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 waxcenter.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Apps on your store
Your storefront loads 5 apps. Each one is code from another company running for your shoppers.
Apps your storefront loads
Okendo · Klaviyo Email Marketing Sms · rechargecdn.com · amazonaws.com · hubapi.com
Apps found in the homepage's code. Apps that only run in checkout or the admin aren't seen, and a headless storefront shows none. App data from programmable.info
Upkeep, stack and company
Stack
- Framework
- jQuery
- E-commerce
- Shopify
- Analytics
- Google Analytics | Google Tag Manager
- Hosting
- Shopify
Hiring
- Hiring
- 39 open roles
- Job board
- adp
Company
- Headquarters
- Plano
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 25 issues on waxcenter.com, including 16 speed issues, 1 SEO issue 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.