Visitors decide in seconds whether to stay. A slow site doesn’t just frustrate people — it quietly lowers your rankings, your ad quality scores and your conversion rate.
What “fast” really means
Google’s Core Web Vitals measure how quickly the main content appears (LCP), how responsive the page is to input (INP) and how stable the layout is while loading (CLS). Aim for green on all three.
Quick wins
Serve images in modern formats (WebP/AVIF) at the right size. Lazy-load anything below the fold. Remove plugins and scripts you don’t use. Use a CDN and enable caching. Preload your main font.
Bigger wins
Choose lightweight themes and page builders configured for performance, move heavy logic server-side, and consider a modern framework like Next.js for complex sites.
Measure, then improve
Test with PageSpeed Insights and real-user data from Search Console. Fix the biggest bottleneck first, re-test, and repeat. Speed is a habit, not a one-off project.