Across every redesign we've shipped, one pattern holds: sites that load fast keep visitors long enough to convert. Visual trends shift every year, but the tolerance for a slow first paint has only gotten shorter.
The one metric that hasn't changed
Where speed actually gets lost
Most performance loss doesn't come from a single big mistake — it comes from unoptimized images, render-blocking scripts, and third-party tags stacking up over time without anyone auditing them.
What we prioritize first
We start with image optimization and font loading strategy, since those two areas typically account for the largest gains relative to effort. Only after that do we look at code splitting and caching layers.
Measuring what matters
Core Web Vitals give a useful baseline, but we pair them with real user monitoring, since lab data alone can miss what actual visitors experience on real networks and devices.
