willies.co.uk website review

11 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.0 s.

A phone's processor spends 6.8 s on main-thread work while loading, 2.8 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 5,631 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

8 third-party services load with your homepage (Google Tag Manager, Shopify and Reviews.io and others), adding 1.9 MB and 1.5 s of main-thread time.

Your mobile performance score is 62. Pages that score under 90 lose visitors before the first paint.

About 690 KiB of JavaScript is downloaded but never used on this page.

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

Shopify costs a phone 331 ms of main-thread work and 428 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 Tag Manager costs a phone 336 ms of main-thread work and 314 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.

Reviews.io costs a phone 318 ms of main-thread work and 340 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 186 ms of main-thread work and 382 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.

LoyaltyLion costs a phone 116 ms of main-thread work and 358 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 block the main thread while loading, the longest for 233 ms. During a long task the page ignores taps.

About 72 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.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 150 ms).

4 images could be 43 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 50 ms faster on a phone.

Polyfills for old browsers add 25 KiB JavaScript that modern phones do not need.

13 KiB could be saved by minifying JavaScript.

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.

The page becomes fully interactive after 21.7 s. Good is under 3.8 s.

Scripts block taps and scrolling for 824 ms in total while the page loads. Good is under 200 ms.

Your largest element takes 4.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

Visually, the page fills in at 5.1 s (Speed Index). Good is under 3.4 s.

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 159 ms to 162 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 1.1 s to 1.1 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.7 MB in 365 requests on a phone: scripts 1.9 MB (145), other files 850 KiB (111) and images 662 KiB (54). Under 2 MB keeps phones on slow connections fast.

WI0030_Carousel_Homepage_Banners_Jackson_boots_2.jpg 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).

By the Sustainable Web Design model, a visit to your homepage emits about 1.05 g of CO₂e: 126.4 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

2 tap targets are too small or too close together to hit reliably with a finger.

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

8 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 10 elements on the page fail this check, rated moderate by axe-core.

2 form fields have no label, so screen readers announce an empty box and autofill guesses.

Alternative text of images should not be repeated as text: 8 elements on the page fail this check, rated minor by axe-core.

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

Elements with visible text labels do not have matching accessible names. (22 elements).

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

4 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

The homepage links to 568 pages on willies.co.uk and 14 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.

https://www.willies.co.uk/customer_authentication/redirect has no <title>, so Google invents the link text in results.

https://www.willies.co.uk/collections/ice-hockey-accessories 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.willies.co.uk/customer_authentication/redirect is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

/ and https://www.willies.co.uk/collections/ice-hockey-accessories all use the title “Ice Hockey, Inline & Figure Skating Shop UK | Willies”. Search engines can't tell which page to show for a search, so each competes with the others.

https://www.willies.co.uk/collections/all, https://www.willies.co.uk/customer_authentication/redirect and https://www.willies.co.uk/policies/shipping-policy have no meta description, so Google writes the search snippet from whatever text it finds.

https://www.willies.co.uk/collections/all, https://www.willies.co.uk/customer_authentication/redirect, https://www.willies.co.uk/policies/shipping-policy, https://www.willies.co.uk/collections/ice-hockey-equipment, https://www.willies.co.uk/collections/all-best-selling-players and https://www.willies.co.uk/collections/ice-hockey-skates and 9 others have no <h1> headline, so visitors and search engines get no clear main topic.

https://www.willies.co.uk/collections/ice-hockey-sticks has under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 15 pages linked from your homepage (of 197 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=211015730&tm=gtm002&Ver=2&mid=9ec7071e-2790-4899-a571-14143c4abc91&bo=1&sid=9179fc00dd2a11f1b4750131360c7213&vid=917a4040dd2a11f1b79765c9c97a2ef9&vids=1&msclkid=N&pi=9.

4 errors were logged to the browser console while the page loaded, for example “Cannot read properties of null (reading 'parentNode')”.

1 image is displayed at the wrong aspect ratio, so it looks stretched or squashed.

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 carries about 1,424 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Meta Pixel and 3 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 26 cookies, 3 of them by other companies (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 41 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.