We often get calls from companies we don’t work with asking us to assess website performance.
Sometimes it’s a marketing manager feeling stuck, or a business owner trying to make sense of a sudden dip in leads. The conversation usually starts with, “Can you take a quick look at our website? Something just feels off.”
After more than 20 years in web design and development, we’ve seen this pattern repeat across many different industries. We’ve worked with manufacturing companies, healthcare providers, ecommerce brands, tech firms, and more. And while every business has its own set of goals and quirks, one thing comes up again and again:
“Our website just isn’t performing the way we hoped it would.”
We’ve pulled together some of the most common issues we come across, focusing on issues that can slow down your site, hurt your search visibility, or frustrate your visitors. Whether you're a client or just someone doing some research, these are some of the red flags worth checking.
A Common Optimization Challenge
A few months ago, a small (but fast-growing) e-commerce brand came to us frustrated. They had just launched a beautiful new website six months earlier, but despite the redesign, they weren’t seeing the expected improvements in website traffic, search engine rankings, or sales.
We offered to take a look at the site, and after a full audit, found several key issues:
- The site took more than 6 seconds to load on mobile (well above the 2–3 second threshold users expect)
- Image files were uncompressed and massive (We converted them to WebP format)
- They had no structured data (schema) in place for SEO
Navigation was clunky on mobile - Call-to-actions (CTAs) were inconsistent or buried deep in pages
We helped the client address these issues and they quickly saw a dramatic turnaround. Within three months:
- Page load speed dropped to under 2.5 seconds
- Bounce rate decreased by 40 percent
- Organic traffic increased by 55 percent
- Their top product pages started ranking on the first page of Google
So, how did we help them get there?
1. Improve Load Speed (Especially on Mobile)
Why it matters: Slow websites are one of the top reasons visitors leave without taking action. Google also factors load time into search rankings.
What we did:
- Reduced image file sizes by converting them to modern, efficient formats like WebP
- Implemented lazy loading for offscreen content
- Minified CSS, JavaScript, and HTML
- Set up proper caching and used a CDN (Content Delivery Network)
Pro tip: Run your site through Google PageSpeed Insights and Google Lighthouse for a snapshot of issues.
2. Streamline Navigation and User Experience (UX)
Why it matters: Visitors should never struggle to find what they’re looking for. A logical, friction-free experience keeps users engaged and drives conversions.
What we did:
- Reorganized the menu structure to prioritize top products and categories
- Ensured all CTAs were consistent in wording, placement, and styling
- Added breadcrumbs and simplified the checkout process
Pro tip: Watch real users interact with your site using tools like Hotjar or Microsoft Clarity to spot friction points.
3. Optimize for SEO and Core Web Vitals
Why it matters: Good performance = better rankings. But SEO also depends on how clearly your site communicates with search engines.
What we did:
- Added structured data (schema markup) for products, reviews, and FAQs
- Fixed title tags, meta descriptions, and header hierarchy
Created an XML sitemap and submitted it to Google Search Console - Improved internal linking and cleaned up broken links
Pro tip: Optimize for search intent, not just keywords. Instead of just targeting high-volume terms, focus on what the user is actually trying to accomplish (informational, navigational or transactional).
4. Make It Mobile-First, Not Mobile-Also
Why it matters: Over More than 60 percent of web traffic comes from mobile devices. Google also indexes mobile versions of sites first.
What we did:
- Redesigned key pages for a thumb-friendly experience
Improved button sizes and spacing - Ensured all functionality was mobile-accessible (including forms and menus)
Pro tip: Always test mobile performance separately. Desktop previews don’t tell the full story.
5. Audit and Maintain Regularly
Why it matters: Optimization isn’t a “set it and forget it” task. Over time, plugins, content, and even browser updates can slow down your site.
What we recommend:
- Schedule quarterly performance audits
- Keep your CMS and plugins updated
- Monitor uptime and page speed regularly
Pro tip: Use tools like Google Analytics to establish performance benchmarks you can revisit over time.
Final Thoughts
Whether you're running an ecommerce store, a service-based business, or a content-heavy blog, performance optimization is foundational - not just a “nice to have.”
Our work with the client we mentioned shows what’s possible when technical performance, user experience, and SEO all come together. And the best part? These aren’t just enterprise-level tactics. They’re accessible, practical improvements that any business owner or project manager can prioritize starting today.
If you’re wondering where your website stands or how to take the next step, we’re always here to help. Drop us a line, and we’ll give your site the kind of deep dive that unlocks real results.