HTML is served without text compression (no gzip/brotli)

Text compression shrinks HTML, CSS and JavaScript files before they are sent to the browser, typically by 60-80%, and the browser unpacks them automatically on arrival. This check looks for a Content-Encoding header showing that compression is switched on. This site's page response has no such header, meaning text is being sent uncompressed. This is the single most universal recommendation across Lighthouse, GTmetrix and PageSpeed, and it is one of the first things any competitor tool or agency will flag when they check the site, since it is such a large, easy win for loading speed. Your developer should enable gzip or, better, Brotli compression at the web server or CDN level. On most modern hosts, such as Cloudflare or Vercel, this is a single toggle in settings; on a server like Nginx it is a short configuration change. Budget about thirty minutes.