How to improve website page speed

Page speed improvements typically fall into three categories: server-side optimization, code optimization, and asset delivery. Start by running your client's site through Google PageSpeed Insights and WebPageTest to identify the specific bottlenecks rather than guessing what's slow. This data matters because every site has different issues—a WordPress site might be choking on plugins while a custom build might have render-blocking JavaScript.

On the server side, ensure your client is on adequate hosting that can handle their traffic without CPU throttling. Shared hosting often becomes a speed ceiling that no amount of optimization can overcome. If they're using WordPress, enable a caching plugin like WP Super Cache or W3 Total Cache to reduce database queries on repeat visits. For all sites, enable GZIP compression and minify CSS, JavaScript, and HTML—these are low-hanging fruit that most sites neglect. Content Delivery Networks (CDNs) like Cloudflare or Bunny distribute static assets geographically so users download from servers closer to them, which makes a real difference for traffic outside your client's primary location.

Asset optimization is where many agencies and freelancers leave performance on the table. Images are usually the culprit—use modern formats like WebP with fallbacks, and compress aggressively without quality loss using tools like ImageOptim or TinyPNG. Lazy-load images below the fold so they only load when users scroll near them. For code, remove unused CSS and JavaScript entirely rather than just minifying it. This often means auditing dependencies and third-party scripts that might not be earning their weight. Fonts are another common bottleneck; limit custom fonts to two or three variants and use system fonts for body text when possible.

Finally, measure the metrics that actually matter to Google: Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and First Input Delay (FID). Page speed matters primarily because it affects Core Web Vitals ranking factors. A site that feels snappy but has high CLS from ads jumping around won't rank well, while a technically slower site with stable layout shift might perform better. This is why PageSpeed Insights matters less than actual field data from Chrome User Experience Report—that's what Google sees when ranking your client's pages.