We counted almost 3,000 Varese businesses and checked their websites between October and November 2026. Of these, almost 2,300 list a website, but almost one business in two has no working website.
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Here the numbers are told the way people using these sites experience them: a customer looking for a restaurant on their phone, a tourist checking a shop's opening hours, someone asking an AI assistant for a dentist nearby. The detailed technical data is further down.
How many businesses there are, in which sectors, and how many have a website that actually opens.
The 2,904 businesses we counted, by sector. The three largest: restaurants (10.9%), fashion and beauty (9.8%), and beauty and wellness (9.1%).
The count comes from Overture Maps, an open dataset of places: these are the businesses a customer finds on a map, not the entries of the official business register.
Of 2,904 businesses, 2,255 (77.7%) list a website and 1,589 (54.7%) have one that works.
The other 666 that list a website send customers to an address that does not answer, or to a social profile, a booking site or a delivery platform instead of a website. Someone tapping the link on a map gets an error, or a page that is not the business's own.
The share of businesses with a working website is in line with the average of the cities in Italy we have scanned so far.
Of the 666 businesses that list a website we could not open, 315 (47.3%) point to a domain or server that does not answer, 116 (17.4%) open an error page, 100 (15%) have a site whose bot protection stopped our tool, 81 (12.2%) list a social profile or a platform page instead of a website, 45 (6.8%) fail to connect, on a network error or a timeout, and 9 (1.4%) have a site that answered "too many requests" (429) to our tool.
A domain that does not answer has usually expired or lost its hosting; an error page is often the address of a site that was rebuilt or closed, left behind on the map. Among the profiles and platforms listed instead of a website, the most common is Instagram (39). The 100 businesses with a protected site are a separate case: the server answers with a bot check page (status 403 or 202), so the site most likely opens for someone visiting it in a browser, but we could not audit it. That is a limit of the tool, not a broken site: counting them, the businesses with a working website would rise to at most 1,689, 58.2%.
The share of links to a domain that does not answer is in line with the average of the cities in Italy we have scanned so far.
The share of businesses with a working website, sector by sector (sectors with at least 30 businesses). Best covered: creative and media, 76.5%. Least covered: bars and pubs, 22.9%.
A sector at the bottom of the list does not mean worse businesses: in some sectors customers book or order through a platform, and the business lists that instead of a website.
Against the average of the cities in Italy we have scanned so far, 9 of 24 sectors are higher, 5 lower and 10 in line.
| Creative and media | 68 | 76.5% | 17.6% | 5.9% | 73.7% |
|---|---|---|---|---|---|
| Travel | 54 | 75.9% | 14.8% | 9.3% | 69.4% |
| Industry | 95 | 72.6% | 8.5% | 18.9% | 72.2% |
| Real estate | 100 | 68% | 18% | 14% | 66.5% |
| Construction | 113 | 67.3% | 26.5% | 6.2% | 64.1% |
| Dentists | 58 | 67.2% | 17.3% | 15.5% | 57.8% |
| Professional services | 169 | 64.5% | 20.7% | 14.8% | 70.7% |
| Pets | 39 | 64.1% | 20.5% | 15.4% | 52.9% |
| Home and tech | 145 | 63.4% | 22.1% | 14.5% | 65.7% |
| Other shops | 125 | 61.6% | 22.4% | 16% | 52.1% |
| Finance | 72 | 61.1% | 22.2% | 16.7% | 64.3% |
| Sport and fitness | 109 | 59.6% | 16.5% | 23.9% | 53.6% |
| Automotive | 155 | 59.4% | 21.9% | 18.7% | 57.2% |
| Health | 212 | 59% | 20.2% | 20.8% | 59.5% |
| Education | 64 | 57.8% | 31.3% | 10.9% | 66.9% |
| Events and leisure | 47 | 57.4% | 23.5% | 19.1% | 54.9% |
| Fashion and beauty | 284 | 56.7% | 28.9% | 14.4% | 53.9% |
| Lodging | 57 | 52.6% | 29.9% | 17.5% | 56.8% |
| Legal | 50 | 50% | 28% | 22% | 64.4% |
| Restaurants | 316 | 46.8% | 27.9% | 25.3% | 40.9% |
| Food shops | 87 | 41.4% | 34.5% | 24.1% | 39.7% |
| Beauty and wellness | 263 | 37.6% | 21.3% | 41.1% | 31% |
| Cafés | 59 | 30.5% | 33.9% | 35.6% | 24.1% |
| Bars and pubs | 105 | 22.9% | 23.8% | 53.3% | 25.7% |
How long someone opening the site on a phone waits, and whether they can use it with a screen reader too.
of people on a phone leave a page that takes longer than 3 seconds to load.
more visitors leave straight away with a delay of just 2 seconds.
fewer enquiries and sales for every extra 100 milliseconds of waiting.
Sources: Google, Akamai. Research on user behavior, not measurements from this scan.
On the main page of 1,423 sites, the median scores are 64 out of 100 for performance (mean 62.3), 88 for accessibility (mean 86.3), 92 for best practices (mean 85.1), and 92 for SEO (mean 92.3).
Performance sits in the middle band (50 to 89): the page works, but on a phone with a slow mobile connection the wait is noticeable. Half the sites take more than 7.2 seconds to show their main content, the largest photo or block of text: above 4 seconds, the point where Google calls it poor. Accessibility needs work: many sites still have low contrast text, buttons without a name, or form fields a screen reader cannot read.
The median performance score is in line with the average of the cities in Italy we have scanned so far.
The basics that help Google find every page, show the right one, and read the business's details.
Of 1,503 working sites, 21.8% have no valid sitemap, 50.8% show no Search Console verification we can see, 32.8% have no meta description on the home page, and 26.7% do not state a canonical URL for the home page.
A sitemap is the list of pages a site hands to Google. Search Console is the free tool where the owner sees which searches the site appears for and whether Google finds errors. The meta description is the text under the title in search results: without one, Google picks its own. A canonical URL tells Google which version of a page to show when several copies exist.
The share of sites without a sitemap is in line with the average of the cities in Italy we have scanned so far.
90 of 1,589 businesses with a working website (5.7%) have complete basic structured data: a LocalBusiness block and a WebSite block, both complete.
Structured data is a block hidden in the page that tells Google the business's name, address, phone and opening hours without leaving it to guess. For the business's own details one block matters most, LocalBusiness: it tells Google the name, address, phone and opening hours without leaving it to guess. Of the 1,589 businesses with a working website, 18.3% have one and only 8.9% have it complete; those that have one most often leave out opening hours (41.9%).
The share of businesses with complete data is higher than the average of the cities in Italy we have scanned so far.
| Yes, complete | 5.7% | 3.7% |
|---|---|---|
| No, incomplete or missing | 94.3% | 96.3% |
| Opening hours | LocalBusiness | 41.9% | 122 of 291 |
|---|---|---|---|
| Telephone | LocalBusiness | 17.2% | 50 of 291 |
| Address | LocalBusiness | 12.7% | 37 of 291 |
| URL | LocalBusiness | 4.1% | 12 of 291 |
| Name | WebSite | 3.7% | 29 of 788 |
| Name | LocalBusiness | 0.3% | 1 of 291 |
| URL | WebSite | 0.1% | 1 of 788 |
More and more people ask an AI assistant instead of searching Google. For general questions, such as a good restaurant downtown or a hairdresser open on Monday, assistants rely mostly on the ratings and the number of reviews a business has on Google and on review sites.
The website becomes decisive for specific questions (the menu, prices, a particular service, holiday opening hours) and to confirm the business exists and is the right one: that is why the assistant has to be able to read it. 94.5% of sites show their text without needing to run JavaScript, and 83.3% let AI assistants' crawlers in.
Across 1,503 working sites the AI Crawlability Score median is 79.3 out of 100 (mean 70.3): half the sites score at least 79.3, and the middle half sits between 59.8 and 85.
The score says how well an assistant such as ChatGPT, Claude or Gemini can read the site and tell what the business is: whether the text shows without running code, whether the site lets their crawlers in, whether there is structured data. The check with the lowest result is "ARD manifest for AI agents": only 0% of sites pass it.
The median score is in line with the average of the cities in Italy we have scanned so far.
The four ways a visitor most often has to reach the business, as a share of the working sites measured. Each figure carries its own base, because the contact, form and channel checks do not cover exactly the same sites.
Trust plays out on two fronts. The first is visible: 10.8% of sites do not use HTTPS, and the browser writes "Not secure" next to the address, right where a customer is about to leave their name and phone number in a form.
The second is invisible, and it is about email. A server flagged for spam does the website no harm, which opens and shows up in search results as before; but email sent from that server can land in customers' spam folders and never be read.
We checked the server of every working site against three spam blocklists (Spamhaus, Barracuda and SpamCop). Of 1,477 sites with an answer, 3 (0.2%) sit on a blocklisted server: 3 servers out of 994.
A spam blocklist lists the addresses spam was sent from. It does the website no harm: the site opens and shows up on Google as before. The risk is email: if the business sends it from that server, confirmations, quotes and replies to customers can land in the spam folder and never be read. The server is often shared with many other sites, and the flag comes from one of them.
The share of sites on a blocklisted server is lower than the average of the cities in Italy we have scanned so far.
The free audit runs the same checks as this report on your site: it reads the pages, measures the home page with Lighthouse, computes the AI Crawlability Score and tells you how it compares with the sites of your city. No sign up, up to 4 sites an hour.
Source: NFW Web Studio scan of 2,904 businesses, data updated on November 1, 2026.
For developers: how the 1,503 working sites divide, not just their average. Here are the Core Web Vitals against Google's thresholds, JavaScript, image and font weight, file formats, technologies, what the structured data is made of, and the AI Crawlability Score's individual checks.
Performance, across 1,422 sites: half score below 64, one in four below 49, one in ten above 87. Median accessibility 88, SEO 92, AI Crawlability Score 79.3.
Each bar runs from the 10th to the 90th percentile; the thick part is the middle half of the sites, from the 25th to the 75th, and the mark is the median. A long bar means sites that differ a lot; a short one, sites that are alike.
The median performance score is in line with the average of the cities in Italy we have scanned so far.
| Performance | Varese | 37 | 49 | 64 | 74 | 87 | 62 |
|---|---|---|---|---|---|---|---|
| Performance | Average of the cities in Italy | 41 | 54 | 66 | 76 | 89 | 65 |
| Accessibility | Varese | 72 | 82 | 88 | 93 | 97 | 86 |
| Accessibility | Average of the cities in Italy | 73 | 81 | 88 | 93 | 96 | 86 |
| Best practices | Varese | 67 | 73 | 92 | 100 | 100 | 85 |
| Best practices | Average of the cities in Italy | 69 | 77 | 96 | 100 | 100 | 87 |
| SEO | Varese | 83 | 91 | 92 | 100 | 100 | 92 |
| SEO | Average of the cities in Italy | 83 | 91 | 92 | 100 | 100 | 92 |
| AI Crawlability Score | Varese | 39.1 | 59.8 | 79.3 | 85 | 94.6 | 70.3 |
| AI Crawlability Score | Average of the cities in Italy | 38.7 | 59.3 | 77.5 | 85 | 94.6 | 69.5 |
Medians across 1,422 sites: first content (FCP) 2.7 s, main content (LCP) 7.2 s, page on screen (Speed Index) 4.9 s, blocking time (TBT) 229 ms, and server response (TTFB) 76 ms.
Against Google's thresholds, the median is good for TTFB, in need of improvement for FCP, Speed Index, and TBT, and poor for LCP. These are lab measurements: Lighthouse simulates a mid-range phone on a slow mobile connection, so the times are longer than on an office computer. Interactivity (INP) cannot be measured in the lab.
The median main content time (LCP) is in line with the average of the cities in Italy we have scanned so far.
| First content on screen (FCP) | Varese | 1.4 s | 2.0 s | 2.7 s | 3.5 s | 4.7 s | 3.1 s |
|---|---|---|---|---|---|---|---|
| First content on screen (FCP) | Average of the cities in Italy | 1.4 s | 2.0 s | 2.6 s | 3.4 s | 4.7 s | 3.0 s |
| Main content on screen (LCP) | Varese | 2.9 s | 4.6 s | 7.2 s | 12.9 s | 20.8 s | 10.6 s |
| Main content on screen (LCP) | Average of the cities in Italy | 2.9 s | 4.5 s | 7.3 s | 12.8 s | 20.7 s | 10.6 s |
| Page on screen (Speed Index) | Varese | 2.2 s | 3.2 s | 4.9 s | 8.0 s | 11.3 s | 6.1 s |
| Page on screen (Speed Index) | Average of the cities in Italy | 2.2 s | 3.2 s | 4.8 s | 7.4 s | 10.8 s | 6.0 s |
| Blocking time (TBT) | Varese | 0 ms | 49 ms | 229 ms | 561 ms | 1.2 s | 570 ms |
| Blocking time (TBT) | Average of the cities in Italy | 0 ms | 26 ms | 131 ms | 365 ms | 822 ms | 384 ms |
| Server response (TTFB) | Varese | 14 ms | 26 ms | 76 ms | 447 ms | 1.1 s | 400 ms |
| Server response (TTFB) | Average of the cities in Italy | 14 ms | 29 ms | 96 ms | 492 ms | 1.2 s | 438 ms |
JavaScript downloaded by the home page: median 765 kB, one site in ten above 2.1 MB. Layout shift (CLS): 75th percentile 0.02, 90th percentile 0.14.
JavaScript has to be downloaded and run by the phone before the page responds to taps: the heavier it is, the harder the phone works. Three sites in four stay within 0.10, Google's good threshold: content does not jump around while the page loads, but one site in ten goes above 0.14.
The median JavaScript weight is higher than the average of the cities in Italy we have scanned so far.
| JavaScript downloaded | Varese | 124 kB | 344 kB | 765 kB | 1.4 MB | 2.1 MB | 974 kB |
|---|---|---|---|---|---|---|---|
| JavaScript downloaded | Average of the cities in Italy | 110 kB | 317 kB | 678 kB | 1.2 MB | 1.9 MB | 871 kB |
| Layout shift (CLS) | Varese | 0 | 0 | 0 | 0.02 | 0.14 | 0.05 |
|---|---|---|---|---|---|---|---|
| Layout shift (CLS) | Average of the cities in Italy | 0 | 0 | 0 | 0.02 | 0.16 | 0.05 |
Median weight per file: images 23 kB, fonts 32 kB, preview image (og:image) 119 kB. One image in ten is above 292 kB.
A photo of a few hundred kB makes sense full screen, not as a thumbnail: the heaviest files are what slow a page down on a phone. The scale is logarithmic: each tick is ten times the one before.
The median image weight is in line with the average of the cities in Italy we have scanned so far.
| Images | Varese | 522 B | 3 kB | 23 kB | 99 kB | 292 kB | 143 kB |
|---|---|---|---|---|---|---|---|
| Images | Average of the cities in Italy | 553 B | 3 kB | 24 kB | 102 kB | 297 kB | 135 kB |
| Fonts | Varese | 8 kB | 16 kB | 32 kB | 49 kB | 92 kB | 47 kB |
| Fonts | Average of the cities in Italy | 9 kB | 17 kB | 32 kB | 49 kB | 85 kB | 48 kB |
| Favicons | Varese | 862 B | 1 kB | 4 kB | 11 kB | 24 kB | 19 kB |
| Favicons | Average of the cities in Italy | 830 B | 1 kB | 4 kB | 11 kB | 23 kB | 14 kB |
| Preview image (og:image) | Varese | 16 kB | 46 kB | 119 kB | 303 kB | 686 kB | 337 kB |
| Preview image (og:image) | Average of the cities in Italy | 16 kB | 45 kB | 114 kB | 283 kB | 678 kB | 318 kB |
| Videos | Varese | 84 kB | 1.3 MB | 3.6 MB | 8.7 MB | 19.7 MB | 7.4 MB |
| Videos | Average of the cities in Italy | 40 kB | 1.1 MB | 5.0 MB | 15.3 MB | 38.0 MB | 14.7 MB |
| Audio | Varese | 27 kB | 50 kB | 88 kB | 1.3 MB | 2.0 MB | 847 kB |
| Audio | Average of the cities in Italy | 4 kB | 7 kB | 20 kB | 139 kB | 1.7 MB | 839 kB |
Of the 56,785 images found, 22.8% use a modern format (WebP or AVIF), 38.1% JPG and 21.7% PNG. Of the fonts, 83.2% are WOFF2.
At the same quality, WebP and AVIF are usually much lighter than JPG and PNG: the same photo reaches the phone sooner and uses less data.
The share of images in a modern format is higher than the average of the cities in Italy we have scanned so far.
| JPG | 38.1% | 39.5% |
|---|---|---|
| PNG | 21.7% | 22.3% |
| WEBP | 19.1% | 16.7% |
| SVG | 11.3% | 11.9% |
| Other | 9.8% | 9.5% |
| WOFF2 | 83.2% | 84% |
|---|---|---|
| WOFF | 9.7% | 9.3% |
| TTF | 5.8% | 5.7% |
| OTF | 0.9% | 0.7% |
| Other | 0.4% | 0.4% |
| PNG | 65.1% | 65% |
|---|---|---|
| ICO | 17.2% | 15.4% |
| JPG | 11.4% | 12.8% |
| WEBP | 3.1% | 3.6% |
| Other | 3.2% | 3.3% |
| JPG | 63.4% | 64.9% |
|---|---|---|
| PNG | 23.5% | 22.6% |
| WEBP | 11.4% | 11% |
| SVG | 0.7% | 0.7% |
| Other | 0.9% | 0.9% |
| MP4 | 94.4% | 88.2% |
|---|---|---|
| M4V | 2.8% | 0.5% |
| MOV | 2.8% | 3.1% |
| Other | 0% | 8.2% |
| WAV | 66.7% | 6.9% |
|---|---|---|
| Other | 33.3% | 93.1% |
Across 1,465 working sites we recognized 868 different technologies. The most common: jQuery (66%), PHP (50.3%), and Google Tag Manager (50%). The most used CMS is WordPress, on 38.2% of sites.
Technologies are recognized with Wappalyzer on the main page only, after its JavaScript has run: a technology used only on inner pages can be missed. The filter above shows one category at a time.
The share of sites on WordPress is lower than the average of the cities in Italy we have scanned so far.
| jQuery | 66% | 64.1% |
|---|---|---|
| Open Graph | 58.1% | 58% |
| PHP | 50.3% | 51.2% |
| Google Tag Manager | 50% | 43.9% |
| Google Analytics | 46.8% | 41.5% |
| Google Font API | 45.2% | 45.5% |
| HTTP/3 | 41.5% | 40.6% |
| MySQL | 40.1% | 42.7% |
| Priority Hints | 39.3% | 36.9% |
| jQuery Migrate | 38.3% | 39.1% |
| WordPress | 38.2% | 41.4% |
| Font Awesome | 36.3% | 38% |
| RSS | 34.7% | 36.1% |
| core-js | 32.5% | 33.1% |
| Bootstrap | 28.7% | 21.9% |
| Cloudflare | 24.4% | 19.7% |
| jQuery UI | 22.3% | 23.4% |
| Nginx | 20.5% | 24.1% |
| Yoast SEO | 19.9% | 20.3% |
| Swiper | 19.6% | 19.2% |
| Twitter Emoji (Twemoji) | 19.4% | 20.2% |
| iubenda | 18.8% | 15.6% |
| Contact Form 7 | 16.2% | 16.9% |
| reCAPTCHA | 14.6% | 13.5% |
| Google Maps | 14.2% | 10.5% |
| Cart Functionality | 14% | 11.9% |
| Apache HTTP Server | 13.8% | 17% |
| GSAP | 13.4% | 14.6% |
| Aruba.it | 12.2% | 12.5% |
| Elementor | 12.2% | 13.6% |
| React | 11.8% | 10.2% |
| Masonry | 11.2% | 13.5% |
| Facebook Pixel | 10.8% | 10.8% |
| Lodash | 10% | 9.7% |
| Cookiebot | 9.8% | 6.6% |
| Modernizr | 9.8% | 9.7% |
| Slider Revolution | 9.5% | 9.1% |
| Isotope | 8.8% | 10.6% |
| lit-element | 8.8% | 8% |
| lit-html | 8.8% | 8.1% |
| Cookie Control | 8.3% | 6.2% |
| Cloudflare Bot Management | 7.9% | 2.7% |
| OWL Carousel | 7.6% | 6.8% |
| cdnjs | 7.6% | 5.8% |
| Amazon Web Services | 7.1% | 5.7% |
| Cybot | 7.1% | 5.2% |
| wpBakery | 7.1% | 6.3% |
| PWA | 7.1% | 7.5% |
| jsDelivr | 7% | 4.8% |
| LazySizes | 6.9% | 6.2% |
| WooCommerce | 6% | 6.1% |
| Site Kit | 5.9% | 6.7% |
| Tailwind CSS | 5.9% | 4.6% |
| Slick | 5.7% | 4.1% |
| LiteSpeed | 5.7% | 4.8% |
| Animate.css | 5.6% | 5.3% |
| Underscore.js | 5.5% | 3.3% |
| Sentry | 5.3% | 5% |
| PayPal | 5.2% | 3.8% |
| Plesk | 5.2% | 7.3% |
| Microsoft ASP.NET | 5.1% | 5% |
| OneTrust | 4.8% | n/a |
| WhatsApp Business Chat | 4.8% | 4.3% |
| CookieYes | 4.6% | 4.8% |
| Moment.js | 4.5% | 3.2% |
| Vue.js | 4.4% | 3.5% |
| FancyBox | 4.3% | 5.4% |
| Skrollr | 4.3% | 3.3% |
| Divi | 4.3% | 3% |
| IIS | 4.1% | 4.3% |
| Windows Server | 4.1% | 4.3% |
| Hello Elementor | 4.1% | 4.5% |
| Italiaonline | 4% | n/a |
| Onsen UI | 4% | n/a |
| Popper | 4% | 4% |
| YouTube | 4% | 3.8% |
| PhotoSwipe | 3.9% | 3.3% |
| Apple Pay | 3.9% | 2.6% |
| MediaElement.js | 3.9% | 4.3% |
| Store Vantage | 3.7% | n/a |
| Wix | 3.7% | 3.4% |
| Google Hosted Libraries | 3.7% | 3.1% |
| Select2 | 3.6% | 3.5% |
| Shopify | 3.6% | 3.4% |
| jQuery CDN | 3.6% | n/a |
| Caddy | 3.5% | 2.3% |
| Duda | 3.5% | n/a |
| Google Ads | 3.3% | 2.6% |
| MobX | 3.3% | n/a |
| Unpkg | 3.3% | 2.4% |
| Cloudflare Browser Insights | 3.2% | n/a |
| Google Ads Conversion Tracking | 3.2% | 2.3% |
| prettyPhoto | 3.1% | 3.8% |
| Preact | 3.1% | 2.2% |
| RankMath SEO | 3.1% | 3.7% |
| RequireJS | 3.1% | 2.2% |
| Complianz | 3% | 2.7% |
| Joomla | 3% | n/a |
| Vimeo | 2.9% | 2.6% |
| Microsoft Clarity | 2.7% | 2.9% |
Of the 1,589 businesses with a working website, 62.6% have at least one JSON-LD block, but only 5.7% have complete basic data. The most common types on the sites are WebSite (49%), BreadcrumbList (35.7%), and Organization (33.8%).
WebSite, WebPage and BreadcrumbList describe the site and its pages, and an SEO plugin often adds them on its own. To tell Google and AI assistants who the business is, where it is and when it is open, it takes a complete LocalBusiness block.
The share of businesses with complete basic data is higher than the average of the cities in Italy we have scanned so far.
A business has complete basic structured data when the pages of its site carry both of these JSON-LD blocks:
LocalBusiness or one of its subtypes (Restaurant, Dentist, Store, LegalService...), with name, a structured address (PostalAddress, not free text), telephone, URL and opening hours.WebSite with the site's name and URL.Each block can appear on any of the analyzed pages. A block missing even one of these counts as incomplete. Shares are of the businesses with a working website.
LocalBusinessComplete 8.9%WebSiteComplete 47.7%Across 1,503 working sites, the check with the highest result is "Content visible without JavaScript" (94.5), the one with the lowest "ARD manifest for AI agents" (0). The robots.txt lets AI crawlers in on 83.3% of sites.
Each check has a weight, written under its name: a site's score is the weighted average of the checks that could be verified. A check the scan could not verify does not count as failed, and the site is judged on the others.
The share of sites open to AI crawlers is in line with the average of the cities in Italy we have scanned so far.
Cuts of the 1,503 working sites beyond the headline figures. A site counts once, only home pages are measured, and a group needs at least 10 sites to appear.
Mean Lighthouse performance and AI Crawlability Score of the working sites of each sector with at least 10 sites. A site counts once, in the sector most of its businesses are in.
| Fashion and beauty | 156 | 54.3 | 78.4 |
|---|---|---|---|
| Restaurants | 136 | 64.3 | 67.8 |
| Health | 117 | 61.3 | 73.9 |
| Professional services | 106 | 65.1 | 68.9 |
| Beauty and wellness | 94 | 60.7 | 70.4 |
| Home and tech | 84 | 58.5 | 72.5 |
| Automotive | 82 | 61.9 | 70.3 |
| Construction | 75 | 68.1 | 67.6 |
Technologies detected on the home page of 1,465 of 1,503 working sites, with the mean scores of the sites that use each.
| jQuery | 992 | 66% | 60.8 | 73.9 |
|---|---|---|---|---|
| Open Graph | 873 | 58.1% | 60.3 | 79.4 |
| PHP | 756 | 50.3% | 60.9 | 74.4 |
| Google Tag Manager | 751 | 50% | 55.5 | 77.5 |
| Google Analytics | 703 | 46.8% | 56.3 | 77.6 |
| Google Font API | 679 | 45.2% | 59.8 | 71.8 |
| HTTP/3 | 623 | 41.5% | 63.1 | 73.2 |
| MySQL | 602 | 40.1% | 60.5 | 77.9 |
| None detected | 1,002 | 66.7% | 63.3 | 67.6 |
|---|---|---|---|---|
| cloudflare | 216 | 14.4% | 61.1 | 77.3 |
| aws | 124 | 8.3% | 68.2 | 78.8 |
| 74 | 4.9% | 63.1 | 75.7 | |
| cloudfront | 41 | 2.7% | 51.9 | 68.3 |
| azure | 16 | 1.1% | 44.9 | 66.9 |
| fastly | 14 | 0.9% | 38.2 | 72.4 |
| incapsula | 12 | 0.8% | 35.5 | 72.1 |
47.4% of the sites show a cookie consent platform, and 64% run an analytics tool. Of those that run analytics, 35.9% show no consent platform we could detect.
Most common: Iubenda (21.6%), Cookiebot (10.6%), OneTrust (5.3%).
Detected from what the home page loads: a site may use a tool we do not see, so read these as a floor.
66.7% of the sites have at least one page that repeats a word above the density our crawler flags as keyword stuffing.
On the home page, 23.2% of titles are longer than 60 characters and 32.9% of the sites have no meta description. 15.2% repeat the same title on more than one page.
89.2% of the sites answer on HTTPS, and 92.6% of those redirect plain HTTP to it.
Of 1,334 certificates checked, 100% are valid and 19.3% expire within 30 days.
Security headers on the home page: 33.2% send Strict-Transport-Security and 14.8% a Content-Security-Policy. We check that a header is present, not how strong it is.
What a visitor can use to reach the business: phone, email, forms and the messaging, social and review channels. Each part states its base once, and every figure is written next to its bar.
"Shown" means on screen or inside a collapsed menu, not that it exists somewhere in the code. The counts cover every page we audited on a site, up to 5, not only the home page.
The desktop and mobile shares are small and comparable only within one scan. We never publish or keep a phone number, an email address or a profile name from this data.
Of 1,433 sites measured. "Desktop only" means shown on desktop and missing on mobile, "mobile only" the reverse, of the sites that have that contact.
Shares of the sites that show a phone number. The types overlap: a site can show a mobile and a landline.
Shares of the sites that show an email address.
Of the sites whose listing (Overture Maps) has that contact, the share that also shows it on the site.
Of 1,433 sites measured. We look at the forms and never submit them: the destination of each gets one plain request, nothing is sent.
Shares of the sites with a contact form.
Shares of the sites with a contact form.
Of 1,432 sites checked.
"Desktop only" and "mobile only" are shares of the sites measured on both renders.
A site shows 2.3 channels on average.
The businesses and the website they list come from Overture Maps, an open dataset of places. We use no other source to find websites: every site analyzed is the one listed on the business's Overture entry.
Places have no single licence for the whole theme: each provider has its own, all permissive. CDLA Permissive 2.0 for Meta, Microsoft, PinMeTo, Krick, RenderSEO, DAC and BrightQuery, Apache 2.0 for Foursquare (whose data was transformed to Overture's schema) and CC0 1.0 for AllThePlaces.
Administrative boundaries (the divisions theme) are licensed ODbL and come from OpenStreetMap, geoBoundaries, Esri Community Maps and LINZ. That is why our reports carry the line Overture gives for data that includes OpenStreetMap.
Overture's page states no sharing or derived data obligations beyond that line: we add no conditions that are not there, and refer to each source's own licence for the details.
Attribution
© OpenStreetMap contributors, Overture Maps Foundation
A report says precise things, and only those. These are the limits to keep in mind when quoting one of its figures.
We are NFW Web Studio, a web studio based in Verona, working with businesses and professionals in Varese and across Italy and Europe. If your site is one of the slow ones on a phone, has no sitemap, or does not describe the business in a way Google can read, that can be fixed: a landing page starts from €650 and a full website from €1,450, VAT included.
Web design services for businessesWe rebuild your site from what you already have, and fix what this report measures: speed on a phone, sitemap, business details for Google and AI assistants. From €400 for a landing page.
Learn moreSearch Console, sitemap, canonical URLs and a LocalBusiness block: the items in this report that decide whether Google finds you. From €400 one time, or €550 a month for ongoing SEO.
Learn moreIt started as a landing page and grew into a full website with a page for every town: from 6 to 40 Google clicks in 42 days, and the first call from the Business Profile in month three.
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