Site speed is easy to measure and heavy in consequence. When your page opens a second late, part of your visitors leave without seeing it. Google tracks this with three measures.
Three measures, plainly
- LCP — how long the largest content takes to appear. Target: under 2.5 seconds
- INP — how quickly the page responds when you click. Target: under 200 milliseconds
- CLS — how much the layout shifts. Target: under 0.1
The three most common causes of slowness
First, uncompressed images: a 4 MB photo uploaded through the panel finishes the page on its own. Second, third-party scripts: chat, heatmaps, ads and analytics all load at the same time. Third, fonts: late-loading fonts make text jump around.
The lasting fix
- Convert images to WebP/AVIF automatically on upload and generate size variants
- Load scripts late; remove the ones that are not truly needed
- Serve fonts from your own server and reserve space for them
- Measure speed on every deployment; stop the release if it falls below the threshold
Speed is not a job you fix once and leave; if the measurement isn’t automatic, it slides back within three months.
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