Why fast sites convert better
Most businesses try to fix a conversion problem by buying more traffic. Very often the cheaper fix is already sitting in the build: a homepage that takes eight seconds to become usable on a mid-range phone.
Speed is not a vanity metric. Every second of delay costs you a share of the visitors you already paid to acquire — and it compounds, because slow pages also rank lower, which means you pay for even more of your traffic.
Where the seconds actually go
In the sites we're asked to rescue, the causes are consistent: page builders stacking layers of markup, unoptimised hero images, a dozen third-party scripts loading before anything renders, and fonts that block the first paint.
“Most slow sites aren't a hosting problem. They're a build problem.”
That's why we build custom rather than stacking plugins: fewer moving parts, cleaner markup, and a performance budget agreed before development starts, so speed is a requirement rather than a cleanup task.
What to measure
Track Core Web Vitals on real devices, not just a lab score, and pair them with the number that matters: completed actions. Enquiries, bookings, orders. If the speed work doesn't move those, it wasn't the bottleneck — and we'll say so.
