Original research
The 2026 Routeless Local Website Benchmark: Wilmington.
We ran 36 Wilmington business websites
through the same audit (31 healthcare, 5 legal): homepage checks plus Google's mobile performance
test. We collected the data August 24, 2026 and left
out national chains. Wilmington is one of
336
US cities in the benchmark.
-
100.0%
took over 2.5s to show their main content on mobile
Largest Contentful Paint above Google's 'good' threshold, 36 sites tested
-
64.0/100
median mobile performance score
Google PageSpeed Insights lab score across 36 sites
-
7.0s
median time to largest content on mobile
Google recommends 2.5 seconds or less
-
16.7%
have no structured data at all
machine-readable markup that describes the business and page
-
27.8%
run no analytics or conversion tracking we could detect
no Google Analytics, Tag Manager, or ad pixel on the homepage
-
61.1%
have no contact form on their homepage
a visitor's only next step is a phone call or leaving
-
8.3%
run on a DIY site builder
Wix, Squarespace, GoDaddy builder, Weebly, or Duda
-
2.0MB
median homepage weight
total mobile download across 36 tested sites
0–9
10–19
20–29
4
30–39
7
40–49
5
50–59
8
60–69
8
70–79
3
80–89
1
90+
Google mobile performance scores of the Wilmington
sites we tested. Under 50 is poor ·
90+ is good ·
we aim for the green band at launch.
The fastest homepage in the Wilmington sample showed its
main content in 2.6 seconds,
the slowest took 26.0, and the middle
half took between 5.0 and
11.5. The lightest homepage weighs
590 KB; the heaviest sends
31.9 MB to a phone.
Everything we measured in Wilmington, from worst to
best. The 50th column is the typical site. Beat the 90th
column and you're ahead of nine in ten sites we tested:
| Percentile |
10th | 20th | 30th | 40th | 50th | 60th | 70th | 80th | 90th |
| Mobile score |
35 | 42 | 46 | 57 | 64 | 67 | 70 | 74 | 82 |
| Main content shown (s) |
3.6 | 4.7 | 5.1 | 6.2 | 7.1 | 9.3 | 10.9 | 11.9 | 14.6 |
| Page weight (KB) |
789 | 928 | 1569 | 1645 | 2018 | 2125 | 2916 | 3550 | 6040 |
Methodology: Routeless audited 36 business websites in Wilmington, NC (2026Q3 benchmark). Homepage signals (CMS, structured data, contact paths, analytics) were collected from each site's live homepage; performance figures are Google PageSpeed Insights mobile lab metrics for the 36 sites that completed a run. Businesses were sampled across industries from public listings and licensing registries; national chains were excluded.
Read
Google's PageSpeed Insights methodology
and
download the anonymized Wilmington benchmark summary.
We dropped 4
Wilmington sites we couldn't reach, and
36 of the 36
finished a full PageSpeed run.
Sampled businesses include
Atlantic Dental Group, Block Crouch Keeter Behm & Sayed, LLP, Berth Behavior Consultation, Bridge Builders Counseling, Burns Family Dentistry, Cape Fear Smiles, Coastal Smiles Family Dentistry.
Collected August 24, 2026. Results describe the
36 sampled businesses, not every business
in Wilmington. We re-run the benchmark, so treat
these numbers as a snapshot from that date.
