Same site. Half the load time on a phone.

The bottleneck

On a phone, the page took long enough to load that people left. Google PageSpeed scored it 37 on mobile. The design wasn't the problem. The weight was.

What was built

Every image was resized and converted to a modern format. Scripts that loaded on every page but were only used on one were moved or removed. Images got fixed sizes so the page stopped jumping while it loaded. Fonts and third-party code were loaded after the content instead of before.

What changed

Mobile score went from 37 to 92. The page shows its headline almost immediately instead of after a blank wait. Nothing about the design changed.

Why it matters

Speed is a ranking factor and a patience factor. Every second a page takes to load, a share of visitors leaves. Fixing it is usually cheaper than a redesign.

Client details are left out on purpose. Every example here is real work; names are not shared without permission.

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