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Top 100 Most Popular British Websites (.uk) in February 2021

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Updated March 29, 2021 Wiredelta

As another month goes by, we are rolling out another update for the top 100 most popular British websites!


Here we will inform you about the most recent changes and updates on businesses from different sectors within the UK market. As you might know, we run our analysis every month in order to make sure we stay up to date and deliver the right, most authentic information to you.


With the help of our website analysis tool, we will inspect the digital performance of the best companies on the British market and discover what keeps them on track. We will look at various factors, one of them being the loading speed of the website, which is the measurement of how fast the content on your page loads.


One important thing though is to remember that page speed should not be confused with “site speed”, which is the page speed just for a sample of page views on a site.


In other words, this article will provide you with the insights you need in order to understand how British companies keep an outstanding digital performance within their target group and industry. Also, you will take a look at the most important highlights regarding the key metrics that are connected with the online performance and the user experience on your website.


Does this sound like something you could be interested in? If yes, come along and dive into the greatest analysis that will provide you with everything you need to know about the best-performing websites in the UK. Could there be a better competitive advantage than knowing your competition right away?


Key take-aways in February

Top 3 UK websites

The top three highest-ranking websites among the 100 most popular British in January were Santander UK, National Health Services, and GOV.UK. However, only two of the three have maintained their positions within the top three.



Top 3 Best UK performers


Santander UK, for one, which is a multinational financial service company and is the 16th largest banking institution in the world, is still in the first place. Last month, Santander recorded an overall score of 94 and a loading speed of 0,41. This month, however, they recorded a slight drop in both, as they only registered a score of 91 and a loading speed of 0.53s


The official website for UK’s governmental information and services was given 2nd place again this month. Moreover, they saw a beneficial shift in their score, as it shifted from 83 last month to 85 this month. On the other hand, the average loading speed saw a significant negative drop from an impressive 0.09s last month to 0.44s this month.


The third place was secured this month by The Register website with a score of 83, with a loading speed of 0.29s.


Top 3 sectors

In an impressive turn of events, all of the winning sectors from last month have maintained their positions. Not only that, but they also kept their average scores, which is incrediblre!


So, the winning sector this month is once more, Finance, undefeated since December! Even moreso, Finance recorded the same score of 77.63 as last month and an average speed of 1s, which is slightly slowe than the 0.97s recorded in January.


Finance is followed by Motor Vehicles and Parts, still with an average score of 77 and the average load speed being 0,82.


UK Average Score By Sector


And, as with last month, our third winner is Retailing an average score of 74, but the loading speed in this month has increased a bit from 0,50s last month to 0.63s in February.


However, even if the dominating sector this month was Finance for the third month in a row, the best loading speed result still does not belong to this sector. This is clear proof of how each algorithm and each key factor works together towards an overall score.


In fact, the fastest speed belongs to the Hotels, Restaurants & Leisure industry. So, what we can learn from them is to try and improve every aspect of our digital platforms, and not focus just on speed or SEO.


Top 3 insights

Now that we know what the absolut treshhold is, it’s time to look into the market’s standards when it comes to scores, loading times and SSL cerificates.


The reason we focus on these three metrics specifically is because they tap not only into what Google sees as important criteria, but also what your users look for – authoroty, speed, and, of course, security.


In other words, companies should focus their efforts on catching the user’s attention and retain their visitors on the website for as long and possible. This means that your users should feel that they can trust you, and feel like their data is safe with you.


But, also, they should not have to wait for an eternity for your content to load and become interactable. So, what are the standards of the UK market?


 1. The average score for the British websites in February 2021 is 70.66 – slighly lower than in January

Last month we recorded an average overall score of 70.97 for our selected British websites. This score is slighlty lower this month, only 70.66.


This showsthat even the best of the best websites still have a lot of improvement to do but this also means that the current average score is an achievable goal. So you can easily upgrade your business’ digital performance and be among the top players by performing the right optimization actions.


There are of course other factors that determine a website’s success in ranking:

  • Strong performance
  • Mobile optimization
  • Search Engine Optimization (SEO)
  • SSL security enabled


As we mentioned the importance of user experience, there are two key metrics that play a great role in this matter. These are the Security and loading speed which we will get back to later on in this article.


 2. The average loading time of the most popular British websites dropped from 0.91s in January to 0.96s in February

The page speed insights for this month revealed that the overall loading time for the top 100 most popular British websites is 0,96s, slighly slower than last month’s speeds. However, compared to other markets we tapped into, the British market seems to be among the fastest markets this month only being surpassed by the global market with 0.92s average speed.


UK Average Loading Time By Sector


As the score for this month is a very good one, we should remember the number of various factors that affect it. As loading speed directly affects the business “bottom line”, let’s keep in mind what can be done in order to maintain outstanding results forwards.

  • Optimize and compress images as much as possible
  • Minify your JavaScript code
  • In the case of long pages, defer loading some of the content until users begin scrolling
  • Make sure everything loads as quickly as possible by reducing or removing any non-asynchronous requests.


For the sake of maintaining a good load speed, you should be updated on how your website is performing within the following categories and whether it is possible for you to supplementary improve and optimize it.

 3. How secure are the top 100 UK websites when it comes to basic SSL certificates? The answer is only 97.9% of the total 100 – which is good but could be better


SSL certificates are a crucial part of every website, as it protects user data and secures user communication with your servers. For these reasons, Google downranks websites that do not comply stopping them from achieving a perfect (or good) rank.


In a nutshell, Google’s efforts should push more and more websites into adopting at least a basic – and affordable – SSL certificate and start protecting their users’ data. So, the question here is, how many of the top 100 most popular UK websites actually comply with this standard?


UK websites that Have an SSL Certificate


The good news is that 97.9% of the most popular UK websites do comply with Google’s rules and have implemented an SSL certificate on their websites. However, there is still over 2% that have not yet done so.


Is this a score affected by a simple mistake, where a website owner simply forgot to renew their certificate, or is it simple denial, where they think an SSL is not needed? And if so, will these websites change their ways in the coming months?


We will have to wait, check again next month, and update you on that.


Until then. these three detailed insights along with a lot more useful information we discovered can be found in our Top 100 UK websites review. Consider the information above as an introduction to the key to successfully ranking your website as the top British players do.


We invite you to get familiar with our full report and get access to a goldmine of information that is just one click away!


Current Score
1Santander 91
2UK Governmentgov.uk85
3The 83
4HSBC 83 83
7National Health Servicenhs.uk83
8Nationwide Building
Current Score
1Santander 91
2UK Governmentgov.uk85
3The 83
4HSBC 83 83
7National Health Servicenhs.uk83
8Nationwide Building


More reports

Top 100 Most Popular Websites (.com, .org, .net) in February 2021

Top 100 Most Popular Fortune 500 Websites in February 2021

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