Page speed & Core Web Vitals
Faster pages for the people actually using your site.®
Field data first
We start from real-user Core Web Vitals in Search Console, then use lab tests to find the cause.
Fixes that stick
Image, font, script and caching fixes made at the source, so they're less likely to be undone as content and apps are added.
Speed you can measure.®
Our page speed optimisation work targets the pages that bring in enquiries and sales, judged on LCP, INP and CLS, not a single score.
Real users, not just scores.®
Fixes that suit your platform.®
The detail
How website speed optimisation works
Who website speed optimisation is for
Website speed optimisation is worth doing when Search Console flags pages as poor or needing improvement, when mobile visitors leave before a page settles, or when a site has collected years of plugins, apps and tracking tags. It suits lead generation sites and online stores alike. Problems usually sit in a handful of templates, such as the home page, a service or product page and the blog, so we fix templates rather than single URLs.
Want the background first? Our guide to Core Web Vitals for business owners explains the three metrics in plain English.
Field data versus lab scores
Google judges Core Web Vitals at the 75th percentile of real page loads, split by mobile and desktop. That field data comes from the Chrome User Experience Report and covers a rolling 28 days, and it is what Search Console's Core Web Vitals report shows.
Lighthouse is a lab test on one device, network and location, so it is repeatable but not what your visitors experience. It can't measure INP, so we use Total Blocking Time as a clue and confirm fixes in the field.
How we improve Core Web Vitals: LCP, INP and CLS
For LCP we find the largest element, such as a hero image or heading, make sure it isn't lazy-loaded, give it high fetch priority and serve it at the right size in a modern format. Caching and a CDN cut the wait for the first byte.
INP suffers when the browser is busy running scripts, so we remove what isn't needed and break up or defer the rest. For CLS we set dimensions on images and embeds, reserve space for banners, and match fallback fonts so text doesn't jump when web fonts arrive.
WordPress, Shopify and Framer
On WordPress, the number and quality of plugins has a big effect, so we remove what's unused, set up page caching and check the hosting can cope. Shopify says too many apps loading assets can slow a store, and uninstalling an app doesn't automatically remove its code, so we clean up what's left in the theme.
Framer can convert images to WebP and resize them automatically, so the gains there usually come from embeds, custom scripts, autoplay video and font choices. Where the platform allows, we load third-party scripts only on the pages that need them, and defer them where we can.
How speed connects with SEO and conversions
Speed is one part of how search engines and visitors judge a site. Crawling, indexing and site structure sit with our technical SEO service, and once pages are fast, conversion rate optimisation tests what gets more visitors to act.
Sites slow down again as content, apps and tags are added, so website maintenance can include regular speed checks.
How we report, and what to have ready
You get before and after figures for LCP, INP and CLS on your key templates, from lab tests and field data, plus a plain list of what we changed and why. We keep tracking until the 28-day field window reflects the fixes, and if something depends on a third-party tool we can't change, we say so.
Bring Search Console and analytics access, admin access to your CMS or store, hosting details and a list of the apps, plugins and tracking tags you rely on.
01 — Discover
We start with a free short audit, pulling field data from Search Console and PageSpeed Insights to find the templates failing LCP, INP or CLS on mobile.
02 — Define
We trace each failure to its cause, such as a heavy hero image or a slow plugin, and agree a fixed scope.
03 — Deliver
We fix images, fonts, scripts and caching, retesting each template as we go.
04 — Develop
We follow field data as the 28-day window updates and report before and after figures.
“The team at The Think helped us clearly position our eCommerce offering and delivered a website that feels modern, credible and easy to use.”
Citipost eCommerce, part of the UK’s largest independent logistics provider
Pricing & FAQ
Website speed optimisation pricing.®
We start with a free short speed audit, then quote a fixed project fee based on your platform, page templates and what needs fixing. Most projects take 1 to 4 weeks.
How much does website speed optimisation cost?
It depends on the platform, the number of templates and how much needs fixing. We run a free short speed audit of your key pages first, then quote a fixed fee.
How long does it take to improve website speed?
Most projects take one to four weeks. Google's field data covers the previous 28 days, so Core Web Vitals reports catch up over the following weeks.
What are Core Web Vitals, and what counts as good?
LCP measures loading, INP responsiveness and CLS visual stability. Google's thresholds for good are LCP within 2.5 seconds, INP of 200 milliseconds or less and CLS of 0.1 or less, at the 75th percentile of page loads.
Why is my PageSpeed score different from Search Console?
The score comes from Lighthouse, a lab test on one simulated device. Search Console shows field data from real Chrome users, which we prioritise because it reflects your visitors.
Will a faster website improve my Google rankings?
Google says Core Web Vitals are used by its ranking systems, but relevant content comes first. The clearer gain is a site that is quicker to use, enquire on or buy from.
Do you optimise WordPress, Shopify and Framer sites?
Yes. On WordPress we look at plugins, caching and hosting; on Shopify, apps and leftover app code; on Framer, embeds, scripts and video. Where a platform sets limits, we say so.
Can you guarantee a perfect score or passing Core Web Vitals?
No. Field results depend on your visitors' devices and connections, and some third-party tools can't be changed.
How is this different from technical SEO?
Website speed optimisation is about how fast pages load and respond. Technical SEO covers whether Google can crawl, index and understand them. They overlap, and we often run both.
Ready when you are.®
Tell us what you need and we’ll come back with a clear plan and a fixed quote.