Performance Optimization

A slow site costs money in two directions at once. Visitors leave before the page finishes, and Google ranks it lower because page experience is a ranking input. Both problems have the same set of causes, and most of them are introduced by decisions made when the site was built.

What is usually wrong

Images shipped at full resolution and served to phones. A hero image the browser is told is not urgent, so it starts downloading late. JavaScript bundles that block the main thread for hundreds of milliseconds before anything is interactive. Web fonts that swap in after the text has already rendered and shove the layout down. Analytics and chat widgets loaded before the content.

Most of these are invisible on a fast laptop and obvious on a four year old Android on mobile data, which is why so many sites feel fine to the person who commissioned them and slow to everybody else.

How the work is done

The starting point is a measurement, not an opinion: Lighthouse and Core Web Vitals on both mobile and desktop, with the specific failing metrics identified. Then the causes are fixed in order of what the numbers say, which usually means the largest contentful paint element first, then main thread blocking, then layout shift.

Typical changes: preloading and prioritising the image that actually is the largest contentful paint, sizing images to how they are displayed rather than how they were uploaded, splitting heavy libraries so they load only on the routes that use them, removing polyfills modern browsers do not need, and eliminating the layout reads that force the browser to recalculate geometry mid animation.

What you get

A before and after measurement you can reproduce, a written list of what changed and why, and the code. Not a dashboard subscription.

An honest limit

There is a point past which further gains cost more than they return, and it arrives sooner than most agencies admit. If your site already loads quickly and passes Core Web Vitals, more optimisation is not where your next customer comes from, and we will say so rather than sell you a package.