How to Improve Your Website Speed and Core Web Vitals

We ran a speed audit for a client in BKC Mumbai last year — a financial services firm with a reasonably modern-looking website. Their mobile PageSpeed score was 23 out of 100. Their largest contentful paint was over 7 seconds. We did a full performance overhaul: compressed images, implemented caching, switched hosts, cleaned up JavaScript. Score went to 81. Organic traffic increased by 34% over the next three months.

Speed isn't just a technical metric. It's a business metric. Here's everything you need to know.

What Are Core Web Vitals?

Core Web Vitals are Google's official page experience metrics — real user experience signals that feed directly into search rankings. There are three:

• Largest Contentful Paint (LCP): How long until the main content of the page is visible? Target: under 2.5 seconds
• Cumulative Layout Shift (CLS): How much does the page jump around while loading? Target: under 0.1 (lower is better)
• Interaction to Next Paint (INP): How quickly does the page respond when you tap a button or click a link? Target: under 200ms

Check your scores at pagespeed.web.dev or in Google Search Console under "Core Web Vitals."

Fix Your Images First

Images are the single biggest cause of slow websites. Every image on your site should be:

• In WebP format — 30–50% smaller than JPEG or PNG with similar visual quality
• Compressed — use ShortPixel, Squoosh, or TinyPNG
• Properly sized — don't load a 2400px image into a 400px container
• Lazy-loaded — images below the fold should only load when the user scrolls to them
• Given explicit width and height attributes — this prevents layout shift (fixes CLS)

We've seen a single pass of image optimisation cut a site's load time in half.

Your Hosting Matters More Than You Think

Cheap shared hosting on a crowded server is the silent killer of website performance. Your server response time (technically called Time to First Byte, or TTFB) should be under 200ms. On bad shared hosting, it can be over 1 second before the browser even starts loading your page — and there's nothing else you can do that will overcome that.

For business websites, invest in quality hosting from providers like SiteGround, Kinsta, or WP Engine. Our web development services include hosting recommendations and proper server configuration as standard.

Set Up Browser Caching

When someone visits your site for the first time, their browser downloads all your CSS, JavaScript, fonts, and images. Browser caching tells the browser to store those files locally, so on their next visit, the page loads much faster. Configure this in your .htaccess file or use a caching plugin — WP Rocket or LiteSpeed Cache work well for WordPress.

Deal With JavaScript and CSS Bloat

Unoptimised JavaScript and CSS can block the browser from rendering your page — users see a blank screen while the browser works through large files. Minify these files (strip whitespace and comments). Defer or async-load JavaScript that doesn't need to run before the page is visible. Combine multiple CSS files into one where possible. Your PageSpeed report will flag specific files that are causing issues.

Use a CDN

A Content Delivery Network stores copies of your static files (images, CSS, JS, fonts) on servers around the world. A visitor in Chennai loading a site hosted in Delhi will get those files from the nearest CDN server instead — significantly faster. Cloudflare's free tier is excellent and easy to set up. This is a quick win that improves load times for everyone, everywhere.

Kill Render-Blocking Resources

Resources loaded in your HTML's head section block everything else from rendering. Move non-critical CSS and JavaScript to load asynchronously or after the main content. Your PageSpeed Insights report will identify exactly which resources are blocking your render — address those specifically.

WordPress-Specific Wins

If your website runs on WordPress:

• Use a lightweight theme — Astra or GeneratePress, not a heavy multipurpose theme
• Limit plugin count — every plugin adds overhead
• Implement a page caching plugin
• Enable database optimisation (WP Rocket includes this)
• Avoid page builders that load heavy JavaScript even on pages where you don't use them

Fix Layout Shift (CLS)

CLS happens when elements move around as the page loads — usually because images don't have dimensions specified, fonts cause text to reflow, or dynamic content loads without reserved space. Always add width and height attributes to images. Preload your critical fonts. Reserve space for any dynamically loaded content (ads, embeds, chat widgets).

This Isn't a One-Time Fix

Performance degrades over time as you add plugins, images, and new features. Set up monthly performance checks. Monitor Core Web Vitals in Search Console. Test performance after every significant change to the site. The businesses that treat speed as an ongoing priority consistently outperform those that do a one-off fix and forget about it.

Failing Core Web Vitals? Get a performance audit from Chulbul Design — we'll diagnose exactly what's slowing you down and fix it properly.

Frequently Asked Questions

What are Core Web Vitals and why are they important?

Core Web Vitals are a set of metrics developed by Google to measure the performance and user experience of a website. They include factors such as page loading speed, interactivity, and visual stability, which are all crucial for providing a smooth and engaging user experience. By optimizing your website for Core Web Vitals, you can improve your search engine rankings and increase user satisfaction.

How can I measure my website's current speed and Core Web Vitals?

You can use online tools such as Google PageSpeed Insights, GTmetrix, or WebPageTest to measure your website's speed and Core Web Vitals. These tools provide detailed reports on your website's performance, highlighting areas for improvement and offering recommendations for optimization. By regularly monitoring your website's performance, you can identify and fix issues before they impact your users.

What are some simple ways to improve my website's page loading speed?

Some simple ways to improve your website's page loading speed include optimizing images, minifying CSS and JavaScript files, and enabling browser caching. You can also leverage content delivery networks (CDNs) to reduce the distance between your website's servers and users, resulting in faster page loads. Additionally, consider using a fast and reliable web hosting service to ensure your website is always available and responsive.

Will improving my website's speed and Core Web Vitals guarantee better Google rankings?

While improving your website's speed and Core Web Vitals can certainly improve your Google rankings, it's not a guarantee of better rankings. Google's algorithm takes into account many factors, including relevance, content quality, and user experience, so it's essential to focus on providing high-quality content and a great user experience in addition to optimizing your website's performance. However, a fast and responsive website is an important factor in Google's rankings, so it's definitely worth optimizing.

How often should I monitor and update my website to maintain optimal speed and Core Web Vitals?

You should regularly monitor your website's performance and update it as needed to maintain optimal speed and Core Web Vitals. This can include monthly checks on your website's performance, updates to plugins and software, and regular backups to ensure your website remains secure and stable. By staying on top of maintenance and updates, you can ensure your website continues to provide a great user experience and remains competitive in search engine rankings.