wwf.org.uk website review

8 third-party services load with your homepage (YouTube, Google Tag Manager and omny.fm and others), adding 3.3 MB and 1.6 s of main-thread time.

About 1.3 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.

YouTube costs a phone 947 ms of main-thread work and 2.0 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.

Your mobile performance score is 55. Pages that score under 90 lose visitors before the first paint.

14 files block the first paint until they finish downloading. Deferring or inlining them could save about 850 ms.

76 files are served with short cache lifetimes, so returning visitors download them again (337 KiB).

A phone's processor spends 3.8 s on main-thread work while loading, 1.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

4 images could be 331 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

omny.fm costs a phone 208 ms of main-thread work and 458 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.

Cloudflare CDN costs a phone 11 ms of main-thread work and 394 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.

About 118 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.

14 long tasks block the main thread while loading, the longest for 215 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

21 KiB could be saved by minifying JavaScript.

Polyfills for old browsers add 9 KiB JavaScript that modern phones do not need.

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.

The page becomes fully interactive after 24.1 s. Good is under 3.8 s.

Your largest element takes 5.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “WWF's landmark report shows that nature is in decline, but …”.

Visually, the page fills in at 7.7 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 650 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 2.1 s to 2.9 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Real visitors wait 822 ms for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 2.0 s on a phone. Good is under 1.8 s.

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

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 115 ms to 118 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.1 MB in 166 requests on a phone: scripts 2.7 MB (94), fonts 553 KiB (11) and images 452 KiB (15). Under 2 MB keeps phones on slow connections fast.

2 images (110 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.

By the Sustainable Web Design model, a visit to your homepage emits about 1.18 g of CO₂e: 141.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

Some lists contain elements other than list items, which screen readers announce wrongly.

Main landmark should not be contained in another landmark: 3 elements on the page fail this check, rated moderate by axe-core.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 2 elements on the page fail this check, rated moderate by axe-core.

Document should not have more than one main landmark: 1 element on the page fails this check, rated moderate by axe-core.

Headings skip levels (h2 → h4 and h3 → h5), which makes the page harder to scan with a screen reader.

Structured data found (Article) but with 1 problem, for example “Article: missing author”.

2 links have no real href, so search engines can't follow them.

The homepage links to 79 pages on wwf.org.uk and 30 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.wwf.org.uk/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.wwf.org.uk/articles has no meta description, so Google writes the search snippet from whatever text it finds.

We fetched 15 pages linked from your homepage (of 49 found) and read each the way a search engine does.

5 third-party cookies are set on load; browsers are restricting these, so whatever relies on them breaks.

1 error was logged to the browser console while the page loaded, for example “Omny Embed: URL parameter "t" is invalid: "" is not a valid timestamp”.

Chrome logged issues while loading the page (“Cookie”).

Social proof on the homepage: 1 trust badge. 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 carries about 629 words of visible text.

Before a visitor clicks anything, the page loads Google Ads and Google Tag Manager (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.

Opening the homepage sets 2 cookies, 1 of them by other companies (measured from a US location before any click).

Loading the homepage contacts 20 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.