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 in the UK.
Web Design Services
Page Speed & Performance
Fast Sites Win. Slow Sites Lose.for the UK
Built for UK owner-led businesses competing in British search. We make your site load fast and feel smooth, which helps visitors stay and can help your search rankings. We test on real phones and real connections, not just in lab tests. Core Web Vitals are Google's scores for speed and stability.
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 in the UK
- Users perceive slow sites as less trustworthy
- Mobile users on cellular are especially sensitive to delay in the UK
- Every extra second of loading time costs you more visitors in the UK
Our Philosophy
A fast site helps both your lead numbers and your search rankings. We tune for real conditions, such as mid-range phones and patchy mobile data, not just lab scores. Fast sites tend to rank better, turn more visitors into leads, and cost less to bring traffic to in the UK.
How We Make Sites Fast in the Real World
Diagnosis
- Real visitor data: We use data from real visitors (Google's CrUX report and your own site data), not just lab tests in the UK.
- Finding what slows the page: We find files that hold up the page, oversized images, heavy add-on scripts from other companies, and slow fonts in the UK.
- Device & Connection Testing: We test on representative hardware and throttled connections that match your audience in the UK.
Optimization Levers
- Images & Media: Modern image formats, the right size for each screen, and loading images only when needed in the UK.
- How the page draws: The code for the top of the page loads first, fonts and scripts load in a sensible order, and the server responds faster in the UK.
- Caching & Delivery: A content delivery network (CDN) that serves your pages from locations near visitors, plus settings that let browsers reuse files in the UK.
Our Page Speed & Performance Process
01
Baseline & Opportunity Audit
We measure your current Core Web Vitals using real-visitor and lab data, find the biggest problems, and estimate what slow speed costs you in the UK.
02
Prioritized Fix Plan
Rank opportunities by estimated impact on CWV, conversions, and effort required in the UK.
03
Quick Wins Implementation
Easy fixes with big effects come first, such as image compression, files that block the page, and basic caching in the UK.
04
Deeper Technical Work
Deeper work on how the site is built, add-on scripts from other companies, fonts, how the top of the page loads, and the server in the UK.
05
Validation & Monitoring
Re-measure field metrics, confirm lifts, and set up ongoing performance monitoring in the UK.
06
Ongoing Performance Guardrails
Speed limits, automatic checks, and routines so the site does not slow down again as it changes in the UK.
FAQ
Common questions
Answers for businesses in the UK.
What are Core Web Vitals and why do they matter?
They measure three things: how fast the main content loads (LCP), how quickly the page reacts when you tap or click (INP), and whether things jump around while loading (CLS). Google uses them as ranking signals, and they track closely with how pleasant a site feels to use. Good scores help both search and lead numbers in the UK.
How fast is "fast enough"?
For most sites we target LCP under 2.5s on real mobile connections (ideally closer to 1.8s or better), INP under 200ms, and CLS under 0.1. These are Google's "good" thresholds. We also look at real user data for your specific audience rather than generic benchmarks in the UK.
Can we just use a CDN or caching plugin and be fast?
Those help, but they are rarely sufficient by themselves. The biggest wins usually come from image optimisation, render-blocking CSS/JS, font loading strategy, and reducing third-party script impact. We do a full audit rather than applying generic fixes in the UK.
How much does speed actually affect conversions?
It varies, but studies and our client data consistently show that faster sites convert better. A 1-second improvement can translate to double-digit percentage lifts in conversion rate for many sites. The effect is often larger on mobile and for paid traffic in the UK.
Do you work with our existing hosting or do we need to change?
We work with what you have first. Many sites can achieve excellent performance on their current host with proper optimisation. If the host is a fundamental bottleneck, we'll say so and recommend alternatives with clear reasoning in the UK.
How do you measure real-world performance vs lab tests?
We use CrUX (Chrome User Experience Report) data, RUM tools, and site-specific analytics. Lab tests (Lighthouse, WebPageTest) are useful for diagnosis and regression detection, but field data tells us what actual users experience in the UK.
What about third-party scripts (analytics, pixels, chat, etc.)?
They are often the biggest performance killers. We audit every third party, recommend defer/async/loading strategies, evaluate whether each is truly necessary, and sometimes suggest lighter alternatives. Not every script needs to load on every page in the UK.
Can performance work hurt design or functionality?
Done right, it improves the experience. We avoid changes that visibly degrade the site. Modern optimisation techniques (proper image handling, critical CSS, smart loading) usually make sites feel faster and more polished, not stripped down in the UK.
How long does a performance optimization project take?
Quick wins (image optimisation, basic caching, render-blocking fixes) can show results in days or a couple of weeks. Deeper work on architecture, third parties, and critical path can take 4-8 weeks depending on site complexity. We deliver value in phases in the UK.
Will speed improvements help our paid media costs?
Yes. Faster landing pages improve Quality Score and relevance, which can lower CPC. They also reduce wasted spend on visitors who bounce before the page even finishes loading. Speed is one of the highest-leverage optimisations for paid ROI in the UK.
How do we maintain performance as we add new features and content?
We help implement performance budgets, automated checks in your deployment process, and ongoing monitoring. Performance is easier to protect than to recover once it has regressed significantly in the UK.
Do you optimize images, or do we need to do that?
We handle the strategy and often the implementation (formats, sizing, compression, responsive images). We can also set up processes and tools so your team can maintain good image performance going forward in the UK.
What about fonts and icon libraries?
Heavy custom fonts and icon fonts are common performance problems. We optimise font loading (preload, subset, swap strategies), evaluate whether icon fonts are necessary vs SVG, and reduce payload where possible in the UK.
Can you help with performance on a site that uses a page builder?
Yes. Page builders often generate bloated markup and assets. We identify the highest-impact cleanups within the constraints of the builder and sometimes recommend selective custom development for critical pages in the UK.
How do we get started with better site speed?
Book a free performance audit. We'll measure your current state (field + lab), identify the biggest opportunities, quantify the likely business impact, and deliver a prioritised plan in the UK.
Ready for a site that loads as fast as your competitors wish theirs did in the UK?
Get a free performance audit. We'll show you exactly what's slowing you down and what fixing it is worth in the UK.
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 in the UK.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action in the UK.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest in the UK.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads in the UK.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data in the UK.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in the UK.
Certified and experienced
Certified where it matters. Accountable for the outcome in the UK.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in the UK.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓