Web performance that customers actually notice

Slow sites lose customers quietly. The good news is that most of the gain comes from a few well-understood fixes.

Fix your images first

Oversized PNGs are the most common problem. Serving correctly sized WebP or AVIF images, with width and height set, often cuts page weight by more than half.

Ship less JavaScript

Every script must be downloaded, parsed and run. Remove what you do not need and load the rest only when required.

Compress and cache correctly

Enable gzip or Brotli, and give static files long cache lifetimes, using versioned file names so updates still reach visitors.

Test on a real phone

A fast laptop on office wifi hides the truth. Test on a mid-range phone with a throttled connection.

Set a budget

Agree a maximum page weight and load time, and check it on every release so performance does not slowly erode.

Fast pages also help search visibility and conversion, so the effort tends to pay for itself.