People are impatient on phones. When pages stall, they tap Back — and Google’s own research has long tied slow experiences to higher bounce rates. Speed is also a ranking factor (especially on mobile), so a sluggish site can cost you both conversions and visibility.
What to measure
Focus on user-centric metrics: Largest Contentful Paint (main content visible), Interaction to Next Paint (responsiveness), and Cumulative Layout Shift (visual stability). Lab tools like Lighthouse give you a snapshot; field data in Search Console tells you what real Chrome users experience.
Biggest wins for brochure sites
Compress and resize images, lazy-load below-the-fold media, limit third-party scripts (chat widgets, trackers, embedded social feeds), and use modern formats like WebP or AVIF. Choose hosting that serves your region quickly and enable HTTP caching for static assets.
When “hand-coded” helps
Page builders and bloated themes ship generic JavaScript and CSS you never use. A lean HTML/CSS/JS front end avoids that tax — which is how we routinely hit strong Lighthouse scores without tricks.
Want a performance pass on your current site? Start with a free consultation and we will show you what is slowing things down.