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Site speed is no longer just a technical metric. It directly affects rankings, user experience and revenue.
Google prioritises performance through Core Web Vitals, rewarding websites that load quickly, respond smoothly and remain visually stable. For founders, marketing managers and ecommerce teams, this means site speed is not just a task. It is a growth lever.
If your website is slow, users leave. If users leave, conversions drop. And if engagement drops, rankings will follow.
-Core Web Vitals are Google’s key performance metrics that measure real-world user experience. They are assessed at the 75th percentile of real users, meaning your site needs to perform well for most visitors, not just in ideal test conditions.
The three metrics that matter are:
LCP measures how long it takes for the main content on a page to load.
If your hero image, banner or key headline loads slowly, users feel the delay immediately.
INP measures responsiveness. It shows how quickly your page reacts when a user clicks, taps or types.
Slow interaction usually points to heavy JavaScript or third-party scripts blocking the browser.
CLS measures visual stability. It tracks how much elements move unexpectedly while the page loads.
If buttons or text jump around while loading, users lose trust and may click the wrong element.
When reviewing website speed, it is important to understand the difference between lab and field data.
Lab data comes from simulated tests such as Pagespeed Insights. It is useful for diagnosing issues.
Field data comes from real users and is reported in Google Search Console. This is what Google uses to assess Core Web Vitals performance at scale.
If your lab score looks good but Search Console shows poor performance, the real world experience still needs attention.
Across audits, we repeatedly see similar issues.
Heavy images and poor image optimisation for the web
Large uncompressed images significantly delay LCP. Switching to next-generation formats, compressing files and implementing responsive sizing can reduce load time immediately.
Too many third-party scripts
Chat widgets, tracking tools and embedded feeds add weight and block interaction. Reducing or deferring non-essential scripts often improves INP quickly.
Unused CSS and JavaScript
Bloated themes and plugins add unnecessary code. Removing unused files and minimising assets reduces browser workload.
Slow server response time
If hosting is underpowered, performance suffers before the page even begins loading. Upgrading hosting or improving caching configuration often has a noticeable impact.
Poor caching setup
Effective browser caching and server-level caching reduce repeat load times dramatically, especially for returning visitors.
If you want practical next steps, start here:
Focus on changes that impact LCP and INP first, as these typically drive the biggest performance gains.
Google treats Core Web Vitals as part of its page experience signals. Faster sites are easier to crawl and provide a better user journey.
From a commercial perspective, faster website speed improves:
Performance improvements often deliver measurable uplift without increasing ad spend or traffic.
What is INP?
INP measures how quickly your website responds to user interactions such as clicks or taps. A good score is 200 milliseconds or less.
What is a good CLS score?
A good CLS score is 0.1 or lower. This means your page remains visually stable while loading.
Does site speed affect SEO?
Yes. Site speed and Core Web Vitals are ranking factors and strongly influence user behaviour signals that impact performance.
How often should I check Pagespeed?
Review performance monthly and after any major website updates.
If your website feels slow, underperforms in search or struggles to convert traffic, performance optimisation could unlock measurable growth.
Get in touch with Altitude to book a technical performance or SEO audit and discover how site speed optimisation can increase both rankings and revenue.
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This is how we bring your brand and vision to life. Developing creative solutions across all media channels.
Ready to communicate with your audience. Using the right channels to deliver the right message.
Its all about performance, collecting data and ensuring a return on your investment and achieving your goals.
We love to communicate openly and frequently because we truly care about delivering the best results to help you.
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