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Achieve an Optimized Website

It's not myth! An optimized website is attainable for your business. Learn everything you need to know about website performance and how to optimize it including how to test, analyze, and improve the most important KPIs.

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5 seconds
most critical for conversions

Make the Most of the Time You Have

4.42 %
drop in conversions

For Every Additional Second, You Lose Money

70 %
of consumers admit speed matters

Page Speed Impacts Willingness to Buy

Your Users Care About Your Site Speed.

So you should too.

3D sports car

Don't Let Your Site Speed Slow Your Business

Poor website performance and slow page loading can ruin a website’s user experience and hurt your business.

Studies show that you have approximately 5 seconds from the time a user lands on your website to make your case for conversion. These first few moments are the most critical to overall success, and yet some websites spend the majority of that time just trying to load the page. 

 

Measure & Monitor Website Performance Metrics

GTMetrix

Get your website performance test and KPIs with this free online tool.

How-To Blog

Take a deep dive into the tools and KPIs for optimizing web performance.

Optimize Your HubSpot Site with Our Step-by-Step Checklist

Includes a detailed look at theme files and code snippets

 

KPIs to Care About

In 2020, Google introduced a standardized set of web performance and user experience metrics called Web Vitals. Web Vitals consist of a variety of metrics, but the ones that GTmetrix takes into account are Largest Contentful Paint (LCP), Total Blocking Time (TBT), and Cumulative Layout Shift (CLS).

Largest Contentful Paint (LCP) is the amount of time it takes for the largest part of your page to load. From the user’s perspective, this is the time it takes for something — whether it’s text or large images — to appear on their screen. This metric is closely correlated with bounce rate because the longer it takes for the user to see content, the more likely they are to press the back button and try something else. User attention spans are very short, so you have to take advantage of the time you have by presenting your content as quickly as possible. 

Total Blocking Time (TBT) is the amount of time a page is blocked before a user can interact with it. Any code that is placed in the header of your website is considered a render-blocking resource because the content that is going to be displayed or rendered on the page must be processed afterwards in the body tag. Your goal should be to load as few resources here as possible in order to minimize the TBT.

Cumulative Layout Shift (CLS) refers to the shifting of elements while a page is loading. This is a pretty complex topic, so if you want to learn more, we suggest checking out our deep dive on diagnosing and fixing CLS issues. To quickly summarize, CLS is increasingly important to Google’s algorithm, especially as it pertains to the mobile experience. You should aim to decrease this number to zero. 

Most Common Issues

At HIVE Digital Strategy, we optimize websites frequently as part of our Growth Driven Design program, and in the process, we’ve encountered many of the same issues on site after site. We break down these website performance problems and their solutions in our blog.

Optimize Website Images

Images are a huge part of your website, so optimizing them is critical. Image optimization is arguably more important than optimizing scripts and fonts because images are a larger percentage of the page load. Luckily, images are much easier to optimize than scripts and fonts, especially for non-developers. As a general rule, you should optimize your images before placing them in your content, but even if you are optimizing an existing set of images (such as the list that GTmetrix suggests for you in your results), the steps are the same.

Minify Code & Follow Best Practices

When creating HTML, CSS and JavaScript (JS) files, developers tend to use spacing, comments and variables to make code and markup readable for themselves and others who might later work on the assets. While this is a plus in the development phase, it becomes a negative when it comes to serving your pages. Web servers and browsers can parse file content without comments and well-structured code, both of which create additional network traffic without providing any functional benefit.

Optimize Website Fonts

To provide a more consistent user experience and reduce server load times, limit font use to no more than four unique families and include them in a single call when possible. When using Google Fonts, add pre-fetching and display swapping (get the exact code snippets from our checklist). Always include a fallback family in the font-family CSS properties across the entire site. This will prevent font flickering or invisibility while the custom families load. 

Optimize Your HubSpot CMS Website with Our Step-by-Step Checklist

Includes a detailed look at theme files and code snippets to get your website buzzing!

 

Resources

from the HIVE team of experts

Most Common Website Performance Issues & How to Solve Them

Website Optimization Tools and How to Use Them

How to Diagnose and Fix CLS to Optimize Website Performance

Innovative Marketing Ideas You'll Love: Simple Animations to Boost UX

Inbound Marketing Strategy: What are Pillar Pages and Topic Clusters?

Effective Education Marketing Strategies

Optimize Your HubSpot Site with Our Step-by-Step Checklist

Includes a detailed look at theme files and code snippets