Speed isn't a developer vanity metric. Here's how load time maps directly to revenue — and the fixes that matter most.
Daniel Brooks6 min readVisitors decide whether to stay in the first few seconds. If your page is still loading, the decision is made for them. Faster sites keep more visitors, rank better and convert more of the traffic you already pay for.
Where the time actually goes
In most audits we run, 70% of load time comes from three culprits: unoptimised images, render-blocking third-party scripts and heavy JavaScript bundles shipped to every visitor whether they need them or not.
- Serve images in AVIF/WebP at the size they're displayed
- Defer chat widgets, heatmaps and tag managers until after first paint
- Split JavaScript by route and ship less of it
- Use a CDN and edge caching for every static asset
The fastest request is the one you never make.
Measure what Google measures
Core Web Vitals — LCP, INP and CLS — are the benchmark. Aim for LCP under 2.5s, INP under 200ms and CLS under 0.1 on real mobile devices, not just your office Wi-Fi.
Want a free speed audit? Send us your URL and we'll return a prioritised list of fixes within 48 hours.
