Google now ranks pages partly on how fast and stable they feel to real people. These signals are called Core Web Vitals — and improving them lifts both your search ranking and your revenue at the same time. It's one of the rare wins that helps you on both fronts.
The three metrics that matter
- LCP — how quickly your main content appears (aim for under 2.5s)
- INP — how snappy the page feels when someone taps or clicks (under 200ms)
- CLS — how much the layout jumps around as it loads (under 0.1)
That last one, CLS, is the one everyone underestimates. You've felt it: you go to tap a button, an ad loads, everything shifts, and you tap the wrong thing. That tiny moment of friction quietly erodes trust on a massive scale.
Quick wins that move the needle
- Compress and lazy-load your images
- Serve modern formats like WebP and AVIF
- Strip out JavaScript the page never actually uses
- Move to fast, edge-based hosting like Vercel
On one store, taking load time from three seconds to under one lifted mobile conversions by 47%. Speed quite literally pays for itself, often within weeks.
Fast doesn't just feel better. It ranks better and sells more.
Not sure where your site stands today? I'll run you a free performance audit and hand back a prioritized list of fixes — no commitment required.