Performance
Core Web Vitals are a revenue problem
Slow sites do not just rank worse. We broke down what each second of load time costs across four client accounts.
Performance work gets deprioritised because it is framed as an engineering concern. Framed as a revenue concern, it moves to the top of the roadmap immediately.
The pattern we keep seeing
Across four accounts, pages that loaded their largest element in under 2.5 seconds converted meaningfully better than pages in the 4-second range — same traffic source, same offer, same copy.
Where the time actually goes
Rarely the framework. Usually: unoptimised hero images, render-blocking third-party tags, and web fonts loading without a fallback. Three fixes, most of a day's work, and the majority of the gain.
Measure on real devices
Lab scores on a developer laptop are optimistic fiction. Field data from real visitors on real phones is the only number that matches the revenue chart.
