Site speed is part of the first impression.
A buyer should reach your offer before waiting for heavy images and scripts. Speed also matters after the page appears: a menu, a project choice or a form should respond when someone uses it.
Check the moments that matter.
Test the first screen, navigation, product or project choices and the full enquiry journey on a phone. Loading quickly does not mean every interaction is responsive. Look for delays after a tap, changes that move a button, or a form that appears stuck while waiting for a service.
Start with the page and device where visitors experience the problem. A desktop score alone can miss a slower mobile experience.
Use real data and repeatable tests.
Google’s Core Web Vitals targets are LCP at 2.5 seconds or less, INP at 200 milliseconds or less, and CLS at 0.1 or less. They describe loading, responsiveness and visual stability. The assessment uses the 75th percentile of visits, evaluated separately for mobile and desktop.
Check field data in Search Console or PageSpeed Insights when available. A new or low-traffic site may have too little data. Use a repeatable lab test to investigate, recording the URL, date, viewport, device and network conditions. Keep lab results separate from field results.
Session recordings can show where someone hesitated. They help identify a moment to investigate; they do not prove the cause of a performance delay.
A decision from our own enquiry page.
On the YMS enquiry journey, a visitor first describes the project, then adds contact details and reviews the brief. On 12 October 2026 we moved the security check to the final form stage, instead of starting it while the opening question was on screen.
The first step does not need that check yet. Starting it near submission avoids doing that work for someone who is still exploring, while retaining server verification before the brief is accepted. If the check expires or fails, the visitor can retry without losing the answers.
This is a specific change to timing and recovery. It is not a claimed improvement in a measured INP score. We check the journey locally, then review fresh visitor measurements after release.
Fix the largest avoidable work first.
- Lighter mediaUse images sized for their display area. Load below-the-fold media when needed and reserve its space.
- Useful scriptsReview plugins and third-party tools. Load optional tools after the visitor chooses them; start form-specific work when the form needs it.
- Responsive interactionsAvoid repeating expensive layout work for every scroll event. Check menus, selectors and form buttons while the page is loading.
Retest the same page and interaction after each relevant change. Check that images, navigation, security and enquiry storage still work.
Can a slow site be improved without rebuilding?
Often. Images, scripts, font loading and hosting can be reviewed before deciding on a rebuild. The work should follow the measured bottleneck and the buyer journey. A faster site removes delays; the offer, proof and contact route still need to give visitors a reason to enquire.
Is the site slow when it matters?
Send the URL and tell us what visitors need to do. We can identify the first fixes worth making.