Performance is often treated as a finishing touch, something to optimize after the features are shipped. That is backwards.
The business case for speed
Every extra second of load time costs conversions. Users abandon pages that feel slow, search engines rank them lower, and ad spend becomes less efficient. Performance is a growth lever, not a polish layer.
What to measure
Start with Core Web Vitals: Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. These three numbers capture how real users experience your site.
Where to start
- Compress and modernize images.
- Defer non-critical JavaScript.
- Use a CDN for static assets.
- Measure before and after every change.
Small improvements compound. A faster site earns more trust, more traffic, and more revenue.
