Pages load slowly enough that visitors leave before the content arrives.
A slow page loses the visitor before the message ever lands. You already paid to get them there, and load time decides whether that spend was wasted.
Jobs: "Design is how it works." A slow page is a design failure, however good it looks.
• Hero images shipped at full resolution
• Third-party scripts loading before content
• Mobile experience noticeably slower than desktop
Owned — Largest contentful paint above 2.5 seconds on mobile.
Earned — Press-driven traffic bounces before the page renders.
Paid — Landing pages lose a third of clicks before load completes.
Analytics — High bounce rate with near-zero time on page.
AI — Crawlers time out and index nothing.
• Compress or lazy-load the largest asset on the page first
• Defer render-blocking third-party scripts below the fold
• Re-test on mobile after each change, not all at once
• Target under 2.5 seconds for largest contentful paint
