Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Web Design Services
Page Speed & Performance
Fast Sites Win. Slow Sites Lose.
Core Web Vitals work that gives you fast, smooth pages that search engines reward. We make your site fast on real devices and real connections in the UAE, not just in lab tests.
Get a Free Speed Audit arrow_forward↑ 35%
Avg Conversion Lift from Speed
↓ 28%
Avg Bounce Rate Reduction
1.8s
Target Mobile LCP
90+
Avg CWV Score Achieved
Speed Is a Feature, Not a Nice-to-Have
The Hidden Cost of Slow Pages
- Google uses Core Web Vitals as a ranking factor
- Slow pages burn paid media budget on visitors who leave before converting
- Users see slow sites as less trustworthy
- Mobile users on cellular networks are especially sensitive to delay
- Every extra second of load time adds to lost revenue
Our Philosophy
Performance boosts both conversion and SEO. We optimise for real-world conditions, such as mid-range phones, busy mobile networks and real user metrics, rather than lab scores alone. Fast sites do not just rank better. They convert better and cost less to bring traffic to. That matters in Dubai, where visitors compare several providers in minutes and will not wait for a slow page.
How We Make Sites Fast in the Real World
Diagnosis
- Real User Metrics (RUM): We look at actual CrUX and site-specific data, not just synthetic tests.
- Waterfall & Resource Analysis: Find render-blocking assets, oversized images, heavy third-party scripts and font loading issues.
- Device & Connection Testing: We test on typical hardware and throttled connections that match your UAE audience.
Optimization Levers
- Images & Media: Modern formats, responsive sizing, lazy loading and priority hints.
- Rendering Path: Critical CSS, font optimisation, script loading strategies and faster server response times.
- Caching & Delivery: CDN strategy, cache headers and edge optimisation, with servers close to the Gulf where it makes sense.
Our Page Speed & Performance Process
01
Baseline & Opportunity Audit
Measure current Core Web Vitals (field and lab), find the top offenders, and size up the business impact of the speed problems.
02
Prioritized Fix Plan
Rank opportunities by their likely impact on Core Web Vitals and conversions, and by the effort needed.
03
Quick Wins Implementation
High-impact, lower-effort fixes first, such as image optimisation, render-blocking resources and basic caching.
04
Deeper Technical Work
Architecture, third-party script strategy, font loading, critical path CSS and server-level improvements.
05
Validation & Monitoring
Re-measure field metrics, confirm the lifts, and set up ongoing performance monitoring.
06
Ongoing Performance Guardrails
Budgets, automated checks and processes so performance does not slip back as the site grows.
FAQ
Common questions
What to know before you get started.
What are Core Web Vitals and why do they matter?
LCP (loading), INP (interactivity) and CLS (visual stability). Google uses them as ranking signals, and they link closely to user experience and conversion. Good scores help with both SEO and on-site conversion rates.
How fast is fast enough?
For most sites we aim for LCP under 2.5 seconds on real mobile connections (ideally better), INP under 200 milliseconds, and CLS under 0.1. These are Google's good thresholds. We also look at real user data for your own audience in the UAE rather than generic benchmarks.
Can we just use a CDN or caching plugin and be fast?
Those help, but they are rarely enough on their own. The biggest wins usually come from image optimisation, render-blocking CSS and JS, font loading strategy, and cutting the impact of third-party scripts. We run a full audit rather than applying generic fixes.
How much does speed actually affect conversions?
It varies, but faster sites generally convert better. Even a one-second improvement can make a clear difference to conversion rate on many sites. The effect is often bigger on mobile and for paid traffic, which describes much of the traffic from UAE searches and social ads.
Do you work with our existing hosting or do we need to change?
We work with what you have first. Many sites can perform very well on their current host with proper optimisation. If the host is a real bottleneck, we will say so and suggest alternatives with clear reasons, including hosting with a UAE or Gulf-region presence if your audience is mostly local.
How do you measure real-world performance vs lab tests?
We use CrUX (Chrome User Experience Report) data, real user monitoring tools and site-specific analytics. Lab tests (Lighthouse, WebPageTest) are useful for diagnosis and for catching regressions, but field data shows what real users experience.
What about third-party scripts (analytics, pixels, chat, etc.)?
They are often the biggest performance killers. We audit every third party, recommend defer, async and other loading strategies, check whether each one is truly needed, and sometimes suggest lighter options. Not every script needs to load on every page.
Can performance work hurt design or functionality?
Done right, it improves the experience. We avoid changes that visibly degrade the site. Modern techniques, such as proper image handling, critical CSS and smart loading, usually make sites feel faster and more polished, not stripped down.
How long does a performance optimisation project take?
Quick wins, such as image optimisation, basic caching and render-blocking fixes, can show results in days or a couple of weeks. Deeper work on architecture, third parties and the critical path can take several weeks depending on how complex the site is. We deliver value in phases.
Will speed improvements help our paid media costs?
Yes. Faster landing pages improve Quality Score and relevance, which can lower cost per click. They also cut wasted spend on visitors who leave before the page finishes loading. Speed is one of the most effective improvements for paid return, whether you pay in AED for Google Ads or Meta Ads.
How do we maintain performance as we add new features and content?
We help set up performance budgets, automated checks in your release process, and ongoing monitoring. Performance is easier to protect than to recover once it has slipped a long way.
Do you optimise images, or do we need to do that?
We handle the strategy and often the work itself (formats, sizing, compression, responsive images). We can also set up processes and tools so your team can keep image performance good from now on.
What about fonts and icon libraries?
Heavy custom fonts and icon fonts are common performance problems, and bilingual sites with both Latin and Arabic fonts can carry extra weight. We optimise font loading (preload, subsetting, swap strategies), check whether icon fonts are needed or SVG will do, and cut payload where we can.
Can you help with performance on a site that uses a page builder?
Yes. Page builders often produce bloated markup and assets. We find the highest-impact clean-ups within the limits of the builder, and sometimes suggest selective custom development for the critical pages.
How do we get started with better site speed?
Book a free performance audit. We will measure your current state (field and lab), find the biggest opportunities, size up the likely business impact, and give you a prioritised plan.
Ready for a site that loads as fast as your competitors wish theirs did?
Get a free performance audit. We will show you what is slowing your site down and what fixing it is worth.
Get My Free Speed Audit arrow_forwardOur team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓