Performance · Core Web Vitals
Fast sites rank higher and sell more.
Slow sites lose rankings and sales. I audit and fix performance at the source (images, fonts, scripts, and render-blocking assets) to push Core Web Vitals into the green and Lighthouse into the 90s. Measured before and after.
Why performance
Every second of load costs you rankings and revenue.
Page speed is a ranking factor and a conversion lever, and slow pages bounce. I diagnose what's actually slowing you down with real data, then fix it at the source rather than masking it with a plugin. You see the numbers move.
The target
Into the green.
Lighthouse scores after optimisation, counted up live as you scroll.
Before & after
Real Core Web Vitals.
Typical movement on the three metrics Google ranks, measured and not promised.
What I fix
Where the seconds hide.
The usual suspects behind a slow site.
- 01
Image optimisation
Right formats, sizes, lazy-loading, and a sensible CDN strategy, usually the biggest single win.
- 02
Font loading
Subsetting, preloading, and font-display tuned to kill render-blocking and layout shift.
- 03
Render-blocking fixes
Deferred and split JavaScript and CSS so the page paints fast and stays interactive.
- 04
Layout stability
Reserved space and stable embeds to drive CLS toward zero, so no more jumping content.
- 05
Third-party scripts
Audited, deferred, or removed: analytics, chat, and pixels are common silent killers.
- 06
Measured results
Lab and field data captured before and after, so the improvement is proven, not promised.
The levers
The levers I actually pull.
Performance is not one fix, it is a set of levers. Here is what I actually tune to move a site into the green and keep it there.
Loading (LCP)
- Hero images in modern formats (WebP or AVIF), sized right and preloaded.
- Render-blocking CSS and JavaScript removed from the critical path.
- Fast hosting and a CDN so the first byte arrives quickly.
Responsiveness (INP)
- Less JavaScript overall, with non-critical scripts deferred.
- Long main-thread tasks broken up so input stays snappy.
- Heavy third-party scripts loaded after interaction, not on first paint.
Visual stability (CLS)
- Explicit width and height on every image, video, and embed.
- Space reserved for banners and widgets so nothing jumps.
- Fonts loaded with swap and matched fallbacks to avoid reflow.
Delivery and caching
- Compression, cache headers, and long-lived static assets.
- Below-the-fold content lazy-loaded so it never blocks first paint.
- Fewer, smaller requests on the critical path.
Every change is measured against real Core Web Vitals, not just a lab score, so the wins show up for actual visitors and in search.
Process
How it works.
Measure, fix at the source, re-measure.
Measure
I baseline your Core Web Vitals with lab and field data to find what's actually slow, not guesses.
Diagnose
Each bottleneck is traced to a cause: images, fonts, scripts, third parties, or render path.
Fix at the source
Optimisations implemented in the code or Webflow project, with no band-aid plugins.
Re-measure
Vitals and Lighthouse re-run to confirm the gains and catch any regressions.
Report
A clear before/after report so you can see exactly what changed and the impact.
Ready when you are
Is your site slow?
FAQ
Common questions.
- Core Web Vitals are Google's user-experience metrics: LCP (how fast the main content loads), CLS (how stable the layout is), and INP (how responsive it is to input). They're a ranking factor and a strong proxy for real-world speed.
- Yes. Page speed is a confirmed ranking factor, and faster pages measurably reduce bounce and lift conversions. Performance work is one of the highest-ROI technical investments you can make.
- Both, plus Astro and Shopify. The principles are the same (images, fonts, scripts, render path) but I adapt the fixes to each platform's tooling and constraints.
- I fix the real cause. Plugins often mask problems or add their own overhead. I optimise images, fonts, scripts, and the render path at the source so the gains are durable.
- I capture lab and field data before and after and share a clear report. You see the Core Web Vitals and Lighthouse scores move, so the result is measured, not claimed.
Explore
Related services.
Where to go next.
