Optimize website performance: faster pages & higher conversion
Improve load time, Core Web Vitals, and conversion. Practical steps, often without a full redesign.
Core Web Vitals
Google measures three metrics: LCP (Largest Contentful Paint) for load time, INP (Interaction to Next Paint) for responsiveness, CLS (Cumulative Layout Shift) for visual stability1web.dev: Web Vitals.
Targets: LCP under 2.5s, INP under 200ms, CLS under 0.1. Measure with PageSpeed Insights or Chrome DevTools — field data (real users) matters more than lab tests2PageSpeed Insights.
Images & assets
Images are often the biggest performance killer. Concrete steps:
- WebP or AVIF instead of JPEG/PNG
- Correct dimensions — not 4000px wide for a 400px container
- Lazy loading for below-the-fold images
- CDN for static assets
- Fonts: load only needed weights, font-display: swap
Image optimization alone can improve LCP by 1–2 seconds — often without a redesign.
Rendering
How content loads determines perceived speed. Server-side rendering or static generation delivers HTML immediately — client-side rendering waits for JavaScript.
Third-party scripts (analytics, chat widgets, ad trackers) often block the main thread. Review each external script: Do I need it? Can it load async/deferred? Even 100ms less INP can noticeably lift conversion3Think with Google.
Related articles
If you want to go deeper, here are related guides from our blog.