Solution · Websites
Website speed optimisation
A slow website loses visitors before they see anything, and it loses them unevenly: people on mobile data and older phones leave first. Speed optimisation finds what actually makes a site slow for real users and fixes that, rather than chasing a perfect score in a testing tool.
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In short
In short
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We measure speed on real visitors' devices where data is available, not only in a lab test on a fast computer.
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The usual causes are heavy images, too many scripts (often third-party), render-blocking fonts and slow server responses.
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Third-party tags — chat widgets, trackers, embedded videos — are frequently the largest cost and the easiest to overlook.
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Core Web Vitals measure loading, responsiveness and visual stability; they are part of how Google evaluates page experience.
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Some problems can be fixed within the current site; others are built into the platform and need deeper changes.
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Scope
How we measure
Lab tests are useful for diagnosing problems, but they run on one simulated device and connection. Field data — collected from real Chrome users and shown in Search Console and PageSpeed Insights when a site has enough traffic — shows what visitors actually experience. We look at both, by page type: the home page, a product or service page, a category page and checkout often behave very differently.
In Azerbaijan, around half of web traffic comes from phones (StatCounter reported 51.5% mobile in August 2026), so mobile performance is not a secondary concern even for B2B sites.
What we usually fix
Images
Uncompressed photos are the most common cause of slow pages. We convert images to modern formats such as WebP or AVIF, serve sizes that match the screen, lazy-load images below the first screen and reserve space for them so the layout does not jump. Details in image optimisation for websites.
Scripts
We audit every script on the page: what it does, who needs it and what it costs in loading time. Unused libraries are removed, the rest are split so each page loads only what it uses. Third-party tags are loaded after the main content or on interaction.
Fonts
Custom fonts block text rendering if loaded carelessly. We limit the number of weights, preload the ones used on the first screen and make sure text is visible while fonts load. For Azerbaijani, we check that the font includes all needed characters so the browser does not load a fallback.
Server and caching
A slow server response delays everything else. We look at hosting, database queries, server-side caching and whether static files are served through a CDN with long cache lifetimes.
Layout stability
Elements that shift as the page loads — banners, images without dimensions, late-loading fonts — cause mis-clicks and frustration. They are measured by one of the Core Web Vitals and are usually simple to fix.
Core Web Vitals
The three metrics are Largest Contentful Paint (how quickly the main content appears), Interaction to Next Paint (how quickly the page responds to input) and Cumulative Layout Shift (how much the layout jumps). Google publishes thresholds for "good" values for each. We explain them without jargon in Core Web Vitals for business owners.
When the platform is the problem
Some website builders and heavy themes load large amounts of code on every page, and there is only so much that can be removed. In those cases we explain the limit honestly: you can accept it, or move the most important pages — or the whole site — to a lighter setup.
What we need from you
- Access to the site's code or admin panel and hosting.
- Access to Search Console and analytics.
- The list of third-party tools installed and who uses each of them.
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FAQ
Frequently asked questions
Is a perfect PageSpeed score necessary?
No. The score is a lab estimate on a simulated device. What matters is how real visitors experience the site — field data and your own conversion numbers.
Will speed optimisation improve rankings?
Page experience is one of many signals, and relevance matters far more. The clearer effect is on visitors: faster pages keep more people on the site and lose fewer of them before an enquiry or purchase.
Can we keep all our tracking tools?
Usually yes, if they are loaded carefully. We often find tools that nobody has looked at for a year; removing those is the easiest speed gain there is.