Website Optimization

The site isn’t broken. It’s underperforming — and that is measurable.

Speed, mobile usability, accessibility, conversion and analytics on a site you already own. Diagnosed against defined thresholds, fixed, then measured again.

The gap ledger

Optimization starts with a threshold, not an opinion.

Every dimension below has a defined target. “Slow,” “clunky” and “doesn’t convert’ are not findings — a measured distance from a threshold is.

Largest Contentful PaintTarget: under 2.5s

The main content has to render fast enough that the visitor does not decide to leave before seeing it. Usually image weight, render-blocking assets, or an over-plugged page builder.

Mobile usabilityTarget: no reported issues

Tap targets, viewport handling, horizontal scroll and text scaling on the devices most of your traffic actually uses.

Conversion pathTarget: one action per page

Every page should be responsible for one next step. Pages carrying four competing calls to action reliably underperform pages carrying one.

AccessibilityTarget: WCAG 2.1 AA

Contrast ratios, keyboard operability, form labelling and focus states. Legally relevant, and it improves the experience for everyone.

Analytics integrityTarget: events match reality

If the numbers are wrong, every decision made from them is wrong. We verify events fire and arrive, not that the code merely exists.

Technical remediationTarget: no blocking defects

Console errors, broken redirects, mixed content, oversized assets and the accumulated breakage nobody has owned in a while.

Thresholds shown are the published targets we measure against — Core Web Vitals, WCAG 2.1 AA, and analytics integrity. Your actual figures come from the audit, not from this page.

The question people get wrong

Does it need a redesign, or does it need to perform?

These are different problems with different budgets. Rebuilding a site that was structurally fine is expensive; restyling a site whose real problem is speed changes nothing.

It converts, but slowly and painfully.
Optimization. The path works; the experience around it is costing you completions. Speed, mobile behaviour and form friction come first.
Visitors arrive and immediately leave.
Usually optimization, sometimes message. Check load time and mobile rendering before concluding anything about the design.
The structure itself confuses people.
That is a design problem. Optimization cannot fix an information architecture that was wrong from the start.
Nobody arrives at all.
Neither. That is discoverability — a different practice with different work.

What optimization covers

Scope.

  • Core Web VitalsLCP, CLS and INP measured on real page loads, then the specific causes fixed — not a plugin toggled on and declared done.
  • Speed & performanceAsset weight, caching, image handling, render-blocking scripts, and the page-builder overhead most WordPress sites carry unnecessarily.
  • Conversion optimizationForm friction, call-to-action clarity, page responsibility, and the specific points where intent is being lost.
  • Mobile usabilityReal device behaviour — tap targets, viewport, scaling and the reading situation your mobile traffic is actually in.
  • AccessibilityWCAG 2.1 AA contrast, keyboard operability, focus states and form labelling, verified rather than assumed.
  • Analytics-informed improvementConfirming events fire and arrive at the destination, so the improvements that follow are based on real numbers.

Related

If this isn’t the problem you have:

Request an audit See the wider practice