// Service · Performance & Core Web Vitals
Performance &
Core Web Vitals
A site that takes 4 seconds to load loses 25% of visitors. Every second is money.
That's not a guess — it's Google's data. Another one: 53% of visitors abandon a site that takes longer than three seconds to load. Another: every 100ms improvement in speed increases conversions by 1%.
Performance isn't a "nice to have." It's Google, it's customers, it's money. We build fast sites. Green PageSpeed scores, metrics that meet every Google requirement, and load times under one second. No magic — a method.
// 01 · Why it matters
Why it matters
Performance moves four things you actually measure: rankings, conversions, mobile experience, and competitive position.
- 01
SEO
Core Web Vitals have been an official Google ranking factor since 2021. A slow site gets buried. A fast site rises.
- 02
Conversions
Amazon found every 100ms of slowness drops sales by 1%. Walmart — 2% conversion lift for every second saved.
- 03
Mobile
60% of traffic today is mobile. On cellular networks, slowness hits several times harder.
- 04
Competition
If your competitor loads in one second and you load in five — they got the customer. Yours.
// 02 · The metrics
What are Core Web Vitals?
The three metrics Google actually measures. There are more (TTFB, FCP, TTI) — but these are the three that decide rankings.
- 01
LCP
Largest Contentful Paint
< 2.5 seconds·Ours: typically under 1sHow long it takes for the largest element on screen to appear. Usually the hero image or main headline.
- 02
INP
Interaction to Next Paint
< 200ms·Replaced FID in March 2024How fast the site responds to a click, a keystroke, or any input. The most brutal of the three.
- 03
CLS
Cumulative Layout Shift
< 0.1·How much things jump aroundDo things "jump" on the screen while loading? A button that moves the moment you try to click it? That's high CLS.
// 03 · What we do
What we do
Optimization at every layer — from the browser to the database. Performance breaks everywhere, and we fix it everywhere.
- 01
Performance audit
We audit everything that matters: load times, bundle size, rendering, JavaScript, database queries. We pinpoint exactly where the problem lives.
- 02
Image optimization
Compression, modern formats (WebP, AVIF), lazy loading, responsive sizes. Images are the #1 reason sites are slow.
- 03
JavaScript optimization
Code splitting, lazy loading, removing unused libraries, tree shaking. Most sites ship 70% more JavaScript than they need.
- 04
CSS optimization
Minimal code, eliminating unused CSS, loading critical styles first.
- 05
Hosting & CDN upgrade
If your hosting is in the US and your customers are in Israel, every request adds 100ms. We move to the edge.
- 06
Database optimization
N+1 queries, missing indexes, slow queries. We fix the bottleneck.
- 07
Advanced caching
At every layer: browser, CDN, server, database. Every millisecond we can save — we save.
- 08
SSR & Edge Functions
Pages served pre-rendered, no waiting. Faster — and better for SEO.
// 04 · Tools
Our toolkit
A full stack of measurement, monitoring, optimization, and edge tooling — Lighthouse for testing, Real User Monitoring for ground-truth data, edge compute for the fastest delivery.
- Performance Testing
- Lighthouse
- PageSpeed Insights
- WebPageTest
- Calibre
- Real User Monitoring
- Vercel Analytics
- Cloudflare
- New Relic
- Datadog
- Profiling
- Chrome DevTools
- React Profiler
- Flame Graphs
- CDN & Edge
- Cloudflare
- Vercel Edge
- AWS CloudFront
- Fastly
- Image Optimization
- Next.js Image
- Cloudinary
- ImageKit
- AVIF / WebP
- Database & Cache
- PostgreSQL tuning
- Redis
- Memcached
- Edge KV
// 05 · How we work
How we work
- 01STEP 1
Performance audit
We pull real data: PageSpeed, Lighthouse, and field data from Real User Monitoring. No guessing.
- 02STEP 2
Prioritize by impact
Not every issue is equal. We start with the 20% of fixes that deliver 80% of the result.
- 03STEP 3
Fix in code
Not a "plugin that fixes everything." Real fixes — code, images, queries, caching strategy.
- 04STEP 4
Measure after every change
We don't estimate — we measure. Before and after, in a real user environment.
- 05STEP 5
Continuous monitoring
Sites change. A new feature can slow everything down. We track performance over time and alert if something regresses.
// 06 · Who it's for
Who this is for
- 01
E-commerce sites
Where every second is money. Faster site = higher conversions. Direct.
- 02
Content & media sites
That need high SEO rankings. Core Web Vitals is a ranking factor.
- 03
SaaS products
Where users work all day. Bad performance = users churning.
- 04
High-traffic applications
Every optimization affects thousands of users at once.
- 05
Anyone with a red PageSpeed score
And realized it's time to fix it. We move fast, with real measurements behind every change.
// 07 · Why us
Why us
- 01
No "it's not that bad"
A red score is a red score. We don't explain it away — we fix it.
- 02
Measure, don't guess
Real User Monitoring on actual field data. Not just Lighthouse in a lab.
- 03
We understand the whole stack
Frontend, backend, database, network. Performance lives across all of them — and so does the fix.
- 04
Clear, measurable targets
We start from a baseline and commit to a target. If we don't hit it — we're having a conversation.
// 08 · FAQ
Frequently asked questions
01.How do I know if my site is slow?
Go to PageSpeed Insights and enter your URL. If the mobile score is below 90 — there's work to do. Below 50 — there's a lot of work to do.
02.What's a "good" score on Core Web Vitals?
LCP under 2.5 seconds. INP under 200ms. CLS under 0.1. All three green = you're fine. One red = you take a ranking penalty.
03.How much does performance optimization cost?
Depends on scope. Targeted optimization for a brochure site — ~$1.4K-$4K. Comprehensive optimization for a system or store — $5.5K-$17K. Full architectural overhaul — more.
04.How long does performance improvement take?
Quick wins (images, basic caching) — one week. Comprehensive optimization — 2 to 4 weeks. Architectural upgrade (SSR, edge) — 4 to 8 weeks.
05.We're on WordPress — can it be improved?
Yes. WordPress can be fast with the right setup, but it has a ceiling. For maximum performance, custom development or Headless WordPress will give a better result.
06.What about Shopify stores?
Shopify is reasonably fast out of the box, but there's significant room to improve — mainly in the theme, third-party apps, and image optimization.
07.Will performance improvements help my SEO?
Yes. Core Web Vitals are an official ranking factor. They're not the only factor — content and links still matter more — but bad performance can bury a good site.
08.We ship a lot of changes — how do we hold performance over time?
Continuous monitoring + CI/CD checks that test performance on every deployment. We implement this in your pipeline.
09.What about mobile app performance?
It's a separate but related domain. The same idea applies (App Start Time, Frame Rate, Memory Usage), and we handle it too.
10.What is edge computing and why does it matter?
Instead of a US server answering a request from a user in Israel (200ms+ of latency), the server runs at the edge — physically close to the user. Saves 100-300ms per request.
11.We pull all our CSS and JS from third-party libraries. Is that a problem?
Often yes. Unused libraries, plugins that load the whole system, chat widgets and analytics tools all running together — that's one of the main reasons sites are slow.
// 09 · Let's talk
Is your site slow?
An initial performance audit, no strings attached. We'll tell you exactly where you stand, how much you can gain, and how long it'll take.
Straight. To the point. On time.