Every second your site takes to load, you lose visitors. Google knows this — which is why Core Web Vitals are now part of how it ranks pages. But beyond rankings, speed is one of the most direct levers you have on conversion. A faster site simply makes more money.
The three metrics that matter
Core Web Vitals boil down to three measurements, each capturing a different part of the user's experience as a page loads and becomes interactive.
- Largest Contentful Paint (LCP) — how fast the main content appears. Aim for under 2.5 seconds.
- Interaction to Next Paint (INP) — how quickly the page responds to clicks and taps. Aim for under 200 milliseconds.
- Cumulative Layout Shift (CLS) — how much the layout jumps around as it loads. Aim for under 0.1.
Performance is a feature. Users don't see your code — they feel its speed.
How we win them
Most performance problems come down to shipping too much, too late. We attack LCP by serving optimized images and prioritizing the hero content, INP by trimming heavy JavaScript and deferring what isn't needed on first paint, and CLS by reserving space for images and fonts so nothing shifts underfoot.
The result is a site that feels instant — and a measurable lift in both rankings and conversions. If your numbers are in the red, that's not a cosmetic problem. It's money left on the table.