Website Performance Growth
Holistic web performance program tied to business KPIs.
Client
A mid-market logistics and supply chain provider operating across Western Europe.
The Challenge
The client faced a significant decline in qualified lead generation due to an aging legacy website with average page load times exceeding 5.5 seconds. High bounce rates on high-intent service pages were cannibalizing their paid search spend.
Technically, the site suffered from bloated JavaScript, unoptimized asset delivery, and poor mobile responsiveness. This resulted in a diminishing search engine presence and a disconnect between their premium service offering and their digital user experience.
Our Approach
- Conducted a comprehensive technical audit focusing on Core Web Vitals (LCP, FID, CLS)
- Implemented a headless CMS architecture to decouple content from the presentation layer
- Optimized global delivery via a Tier-1 Content Delivery Network (CDN) with edge caching
- Compressed and converted all legacy imagery to Next-Gen formats (WebP/AVIF)
- Refactored front-end CSS and JS to eliminate render-blocking resources
- Established a server-side tracking setup to improve data accuracy and attribution
- Redesigned the mobile navigation flow to reduce friction in the conversion funnel
Execution
The project was delivered over two primary phases, starting with a 30-day structural optimization period followed by a 60-day iterative performance tuning cycle. Our team utilized Lighthouse and PageSpeed Insights for continuous benchmarking against the original baseline.
Communication was managed through bi-weekly technical sprints and stakeholder dashboards that mapped site speed improvements directly to conversion fluctuations. This ensured that every technical deployment was validated against actual business KPIs rather than just technical scores.
Results
The performance program successfully transformed the website from a cost center into a high-efficiency lead generation engine. By prioritizing page speed and mobile usability, the client reclaimed organic search visibility and significantly improved the ROI of their existing marketing spend.
Duration: 90 days
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