PageSpeed agency

Fast websites
are more successful.

53% of users leave a website if it takes longer than 3 seconds to load.

Analysis and advice on Google PageSpeed, loading times and Core Web Vitals.

Benefits of a particularly short loading time

High online sales

A well-known study has determined that a website that is just one second slower corresponds to a drop in the conversion rate of a whopping 7%. A fast website is therefore essential for successful lead generation and online sales.

Top Google Rankings

Google officially confirmed back in 2010 that the PageSpeed Score is an important ranking factor. The top ranking pages often have a particularly short server response time. Since June 2021, Core Web Vitals have also been evaluated in the Google ranking.

Low bounce rate

A fast loading time results in a low bounce rate and satisfied users who return and make repeat purchases. A comprehensive and effective performance optimization can significantly reduce the bounce rate.

Best user experience

A short loading time is an important prerequisite for a good user experience (UX). UX signals are considered an important ranking factor by Google. Due to the steadily increasing use of smartphones in mobile networks, as little data as possible should be transmitted to ensure good performance.

Common causes of poor website performance

External services

Tracking, live chats, integration of external ratings, Google Maps maps, CRM forms and many other third-party services often ensure that websites become slower and slower during operation. In most cases, new services are continuously integrated without paying attention to the loading time, the UX and the Google PageSpeed Score of the individual websites.

Uncompressed media

In particular, images in old and uncompressed image formats, which have also not been adapted for different screen resolutions, are a frequent cause of performance problems. Modern image formats such as WebP or AVIF combine very high compression rates with very good image quality.

Non-optimized script resources

JavaScript and CSS files are often not compressed and summarized. A lot of websites have a variety of such resources. By combining and compressing such files, the requests can often be reduced enormously, which in turn leads to a significantly lower overall loading time and a better user experience.

Old PHP and HTTP version

Especially websites that have been online for many years often use an outdated PHP version (< PHP 8) or an old HTTP protocol (HTTP/1.1). By updating this technical server infrastructure, a significant improvement in performance can be achieved for site visitors.

Missing or poorly configured website caching

If all pages of a website are always generated dynamically when the user calls up the page, then the loading time is considerably longer than if all pages are already preloaded as a static HTML version on the server. A well-configured cache ensures a short server response time (TTFB / Time To First Byte).

Missing text compression

Text-based resources (e.g. web documents) should be provided in compressed form in order to minimize the total number of bytes. This is often not the case for all resources. Brotli is the most efficient. GZIP should be used as a fallback for Brotli. GZIP is supported by all common browsers. Text compression is activated in the configuration of the web server.

PageSpeed optimization: Optimal process for a fast website

01

Analysis

Comprehensive measurement of website loading times, derivation and prioritization of optimization measures.

02

Specification

Specification of the measures and entry of tickets in the ticket system for the implementing developers.

03

Optimization

Implementation of the necessary optimizations by the developers and acceptance of the implementation.

04

Monitoring

Continuous monitoring and reporting of the loading time and, if necessary, re-optimization of the website.

Load time optimization: Professional page speed consulting

What is achieved through short loading times

Contact PageSpeed agency

Ansprechpartner der PageSpeed-Agentur: PageSpeed Consultant Christian Schreiber
Christian Schreiber, Page Speed Consultant
Articles on the topic of website load time
Frequently asked performance questions explained clearly

A good
mobile
score is achieved from a value of 90/100.

How complex it is to optimize loading times to achieve such a good score depends on many factors, for example: Server hardware, number and media format of the page elements (texts, images, videos), number of externally integrated scripts and much more. The Core Web Vital user data from the Google CrUX dataset is much more important than optimizing the score.

The Google PageSpeed Score is often mistakenly equated with the loading time. However, this is measured in seconds and must also be taken into account when optimizing performance. A high Google PageSpeed Score does not necessarily always correlate with a short loading time.

There are many optimization measures for improving website performance, Google PageSpeed Score and Core Web Vitals, all of which contribute to both short loading times and a better user experience with the respective website.

The following list is only an excerpt of potential improvements:

  • High-performance hosting
  • Compression, summarization and outsourcing of JavaScript and CSS code
  • Removal of unused scripts
  • Provision of resources (CSS, JS) for different types of applications. Page types/templates
  • Provide Critical Path CSS for the immediately visible area of the page
  • Eliminate render blocking JS and CSS
  • Activate HTML compression and remove HTML comments
  • Optimize HTML DOM, avoid deep nesting of elements
  • Asynchronous loading of JavaScript code (async / defer)
  • Use of the HTTP/2 protocol to be able to load more resources in parallel
  • Activate website caching
  • Use browser caching
  • Use GZIP compression
  • Compress images
  • Image dimensioning (provision of images without scaling)
  • Set image sizes for all images
  • Provide WebP format for images and fallback on the server
  • Lazy loading for images, videos and iframes
  • Provide video formats for animated content
  • Text visibility during the loading process
  • Use passive listeners
  • Reduce external scripts
  • Use of fast server hardware
  • Use of a CDN (Content Delivery Network) for fast international availability
The status quo must always be determined before optimization. An audit should be created for this purpose, from which the corresponding todos are then derived. A comprehensive consultation with a specialized PageSpeed agency always brings to light many potentials that are recommended for a fast website.

Web pages should be fully loaded in less than 3 seconds to be considered a good loading time. If a page takes more than 5 seconds to load, this inevitably leads to an increased bounce rate and a poor user experience. This then results in a slump in sales and poor lead rates.

The Google PageSpeed Score is not a ranking factor, but the Core Web Vitals (LCP, FID, CLS) are. Google measures the Core Web Vitals (CWV) by users of the Chrome browser. This
field data determined by Google
are important for the SEO ranking. The CWV of the last 28 days are included in the page experience as a ranking factor in the Google ranking. In addition to the CWV, mobile-friendliness, security and the correct handling of dialog fields are also important.

In addition, a short loading time increases user satisfaction, ensures more sales and fewer bounces. The optimization of Google PageSpeed, Web Vitals and loading times is therefore a very important topic both for a good user experience (UX) and for search engine optimization (SEO).

A consultation on load time optimization always begins with an initial, non-binding initial discussion. This allows, for example, the project goals, the timeline for improving speed and the roles in the project to be clarified.

The next step is a comprehensive audit for each page template/page type in order to identify all potential for speeding up the pages. The findings from the audit are then usually presented to the technical manager and the development team. Through the joint exchange, initial questions about the feasibility of the measures can be clarified straight away.

Some potential improvements require detailed specification. This is usually either incorporated into an (SEO) concept or the specification is made directly within tickets for agile implementation by the web developers. 

The ticket system (often Atlassian Jira, Redmine, etc.) can then be used by the developers to ask questions before or during implementation. The web performance specialist can also confirm the successful implementation of the individual tickets via the system.

To ensure that performance does not deteriorate again after the initial optimization, it is always advisable to use a web performance monitoring system.

Page performance should be monitored using a Real User Monitoring (RUM) tool, as this allows individual user sessions to be recorded in real time. These are then stored anonymously in sessions so that data protection regulations are complied with and users cannot be traced. Personal data is not collected with this type of tracking.

Google collects real user data via the Chrome browser to evaluate the loading speed. The metrics LCP (Largest Contentful Paint), FID (First Input Delay) and CLS (Cumulative Layout Shift) are recorded. However, this data is stored in aggregated form, which is why the individual user experience can no longer be evaluated (e.g. a single access from a distant country and a mobile data network).

The data is publicly accessible to everyone, but is delivered with a delay of 28 days. The user experience can be viewed, for example, in the Google PageSpeed Insights field data report, can be accessed via a Google API and can also be viewed in the Google Search Console. In order to retrieve this information for your own website, you need a certain number of hits. Otherwise, either no data or only data for the domain origin (usually the start page) is available.

So if you only rely on the Chrome User Experience Report (CrUX) in your own monitoring, you can only react very late to a poor user experience. Nevertheless, CrUX data is important because it has an impact on ranking success.

Individual queries and evaluation of the laboratory data (synthetic measurements) from Google PageSpeed Insights do not represent meaningful monitoring of the loading time. These are user simulations, which is why this type of measurement is useful for staging instances and during the optimization of loading times, but not during operation.

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