How to improve Site Speed and Core Web Vitals.

As we head further into 2025, one thing is clear: a high-performing website is no longer optional. Whether you’re focused on SEO, running paid ads, or delivering a smooth user experience, your site speed, structure, and technical health are critical to achieving results.

The good news? There are plenty of ways to improve your current site’s performance—and sometimes, that means smart optimisations, while in other cases, a modern rebuild is the most efficient long-term strategy.

Here’s why performance should be your top priority this year—and how to know what action your site needs to thrive.

1. Why Website Speed Matters More Than Ever in 2025

In 2025, a slow website isn’t just an inconvenience—it’s a business killer.

• Faster websites rank higher on Google (thanks to Core Web Vitals).
• A one-second delay can cut conversions by 7%—that’s money left on the table.
• Mobile users expect near-instant loading—if they wait, they leave.

Optimising your current site for speed can increase traffic, engagement, and sales— Not sure how your site stacks up? Check Your Website Performance via Google PageSpeed Insights here.

2. Stop Wasting Ad Dollars on a Poorly Performing Site

Running ads? Your website speed directly impacts your ROI.

If you’re investing in Google Ads, Facebook Ads, or LinkedIn Ads, but your site is slow:

• Visitors will leave before your page even loads.
• Your ad spend gets wasted on users who bounce.
• Google may charge you more per click due to poor landing page experience.

Solution: Before running paid campaigns, optimise your website’s speed to ensure you’re maximising every marketing dollar.

3. SEO Without Website Health = A Waste of Time

SEO is a long-term investment—but if your site performs poorly, Google won’t prioritise it, no matter how much effort you put in.

Google’s AI-powered search prioritises fast, efficient websites.
Sites that fail Core Web Vitals will struggle to rank—no matter how great the content.

Before pouring time into content, keywords, and backlinks, ensure your website is built for performance. Read more about how AI powered search is changing the game.

4. What Are Core Web Vitals & Why Do They Matter?

Google measures website health using Core Web Vitals—a set of metrics that determine your site speed, stability, and responsiveness.

• Largest Contentful Paint (LCP) – Measures how fast your main content loads. (Goal: Under 2.5 seconds)
• Interaction to Next Paint (INP) – Replaces First Input Delay (FID), measuring responsiveness when users click or interact. (Goal: Under 200ms)
• Cumulative Layout Shift (CLS) – Checks for unexpected layout shifts that frustrate users. (Goal: Less than 0.1)

Check Your Core Web Vitals via Google PageSpeed Insights here.

How to Optimise Your Current Website (Without a Rebuild)

Not every site needs a full redesign, but most sites need performance improvements. Here are some common issues that can be fixed:

• Reduce plugins & scripts – Too many slow your site down
• Upgrade hosting – Slow hosting = slow site, no matter what you do.
• Enable caching & use a CDN – Speeds up global access.
• Compress images & videos – Large media files cause lag.
• Fix bloated code – Poorly built themes or old code slow things down.
• Reduce “above-the-fold” load – Too many features at the top delay full loading.

If your website is struggling with all these issues, it may be time for a rebuild. But if your site just needs optimisation, fixing these elements can extend its life and performance into 2025 and beyond.

A Note for Shopify Users

The tips above are primarily geared towards WordPress and custom-built websites. If your store is on Shopify, performance optimisation works a little differently.

What we can help with on Shopify:

• Image optimisation and compression
• Body content improvements to support SEO, accessibility, and best practices

What we can’t fully control on Shopify:

• Hosting and caching (these are managed by Shopify’s infrastructure)
• Core theme structure—accessibility and SEO are often limited by the theme itself. While we can tweak and improve theme code, those fixes can be overwritten every time the theme updates.

So, what does that mean for you?
Choosing a lightweight, well-coded, and performance-optimised theme from the start is critical to long-term success on Shopify. If you're unsure whether your current theme is holding your site back—or you're considering a theme change—talk to us first. We can audit your current setup and recommend a strategy that ensures your Shopify store performs at its best in 2025 and beyond.

Website Health Isn’t a One-Time Fix

Improving your website’s speed and performance isn’t something you do once and forget. It’s an ongoing process.

Every time you:

• Add new features or plugins
• Update your design or content
• Launch campaigns or landing pages
• Change your hosting or tech stack

…you can unintentionally affect your website’s load times, Core Web Vitals, and overall performance.

And it’s not just you—Google is constantly updating its algorithms and performance standards. What passed last year may no longer be good enough.

That’s why regular audits, updates, and performance reviews are essential for keeping your website running at its best.

A high-performing website isn’t set-and-forget. It’s maintained, monitored, and improved—continuously.

Final Thoughts: Get the Most Out of Your Website in 2025

A high-performing website doesn’t always require a full rebuild. By prioritising speed, fixing technical issues, and optimising Core Web Vitals, you can get better SEO, higher conversions, and more value from your existing website.

Not sure where to start?

Check your performance via Google PageSpeed Insights here and book a Website Performance Review with us today! Let’s save you money, increase your site’s performance, and make 2025 your best year yet.