A tenth of a second is worth more than your logo.
In a Google-commissioned Deloitte study of 37 brands, a 0.1-second mobile speed improvement lifted retail conversion rates by 8.4 percent. Most redesigns do not move the needle that much.
Optimized build
Typical build
Visitors do not wait for the slow one. They go back to the results.
Page speed optimization is improving how fast a web page loads, becomes interactive and stays visually stable. Google measures this with Core Web Vitals: Largest Contentful Paint should be 2.5 seconds or less, Interaction to Next Paint 200 milliseconds or less, and Cumulative Layout Shift 0.1 or less.
Your site probably feels fast to you. You are on office Wi-Fi, on a new laptop, with everything cached from the last hundred visits.
Your customer is on a three-year-old phone, in a parking lot, with two bars. That is the site Google measures, because Core Web Vitals are based on real visitors' experiences, not your desk.
What is speed worth to you?
Plug in your numbers. We apply the published retail benchmark so you can see the size of the prize.
The three numbers Google watches
LCP: 2.5 seconds or less
Largest Contentful Paint measures when the main content appears. Usually fixed with image optimization, server speed and removing render-blocking code.
INP: 200 ms or less
Interaction to Next Paint measures how quickly the page responds to taps and clicks. Heavy JavaScript is the usual culprit.
CLS: 0.1 or less
Cumulative Layout Shift measures jumping content. Reserve space for images, ads and embeds so nothing shoves the page around.
How we make sites fast
- Right-size images. Modern formats like WebP and AVIF, correct dimensions, lazy loading below the fold. On this site, image weight dropped from 52 MB to under 3 MB in the rebuild.
- Ship less JavaScript. Most sites load scripts nobody uses. We remove, defer or replace them.
- Kill render-blocking resources. Critical CSS first, fonts loaded without blocking, third-party tags delayed until they are needed.
- Serve static where possible. Pre-built HTML from a CDN is about as fast as the web gets.
- Fix layout shift. Explicit dimensions on media and space reserved for anything that loads late.
- Measure in the field. Lab tools are a guide. Real-user data in Search Console is the report card.
Speed and conversion go together. Once the site is fast, Search Converts helps turn the extra visitors into customers with work on website conversion rate.
Where this connects
Questions, answered straight
What are good Core Web Vitals scores?
Google considers a page good when Largest Contentful Paint is 2.5 seconds or less, Interaction to Next Paint is 200 milliseconds or less, and Cumulative Layout Shift is 0.1 or less, measured at the 75th percentile of real page loads.
Does page speed affect Google rankings?
Yes, page experience including Core Web Vitals is part of Google's ranking systems, though relevance and content quality matter more. Speed has a larger effect on conversions and user behavior than on rankings alone.
How much can faster pages increase conversions?
In the Milliseconds Make Millions study by Deloitte for Google, a 0.1-second mobile improvement increased retail conversion rates by 8.4% and travel by 10.1% across 37 brands. Results vary by site and industry.
Why is my site slow on mobile but fine on desktop?
Phones have slower processors and networks, so heavy JavaScript, large images and third-party scripts hurt much more on mobile. Google measures mobile experience, so that is the number that matters.
Can you speed up WordPress?
Yes, usually through image optimization, caching, removing heavy plugins and page builders, and deferring scripts. For sites that need maximum speed, rebuilding key pages as static HTML is often the biggest win.
Let's make your site the one they choose.
Fifteen minutes on the phone usually tells us whether we can help, and how much.