Website speed optimisation: where to start?

A page may display its heading quickly but respond slowly when someone opens the menu or completes a form. A button may move when an image appears. Record these situations on service pages, product pages and forms. A good homepage average can hide a difficult checkout journey. Prioritise the task customers need to complete, alongside the report score.

Core Web Vitals cover loading the main content, responding to interactions and visual stability. Good experience thresholds are LCP at most 2.5 seconds, INP at most 200 ms and CLS at most 0.1, measured at the 75th percentile of visits. These indicators help diagnose problems; they do not describe the quality of your offer or content on their own.

Sources

• Google — Web Vitals

PageSpeed Insights can show both a simulation and real user data when enough data is available. Simulation helps identify costly resources; actual experience depends on the device, connection and behaviour. Missing real user data does not mean performance is good. Compare the same page under similar conditions and save the initial results before making changes.

• Homepage and the main service page
• Category and product pages for a store
• Mobile menu, filters and forms
• Language versions with different images and text

Size images for the space they occupy and avoid using large files as thumbnails. Reserve space for images and elements that load later. Examine fonts, marketing scripts, widgets and server response time. Delayed loading suits secondary resources; applying it to the main content can make the experience worse. Choose each change based on the identified cause.

Ask for a list of analysed pages, observed problems, proposed changes and acceptance criteria. Optimising a few images differs from changing how the entire application loads. Handover should cover the menu, forms and translations after a refresh. Faster loading does not justify losing essential functionality. Agree on which pages and interactions will be compared before and after the work.

Improving the technical experience does not guarantee a particular search position. After the work, monitor important pages, submitted enquiries and errors users encounter. At Midavco, analysis can define targeted fixes or a rebuild depending on the existing limits. Portfolio examples can clarify the functions involved; they do not prove that every project will achieve the same score.

Sources

• Google — Core Web Vitals and search