Unprecedented Website Performance for B2C Niche Company

The problem

The client’s website failed Google’s Core Web Vitals Assessment, indicating a subpar user experience. Failing in these metrics can result in a decline in search engine rankings, visibility and usability of the site, potentially deterring potential customers from engaging with the website.

The solution

Core Web Vitals:

Our site audit identified the major culprits for lagging page speed, and ultimately poor user experience: fonts and image loading. We worked with the Client to make sure fonts and images loaded locally to reduce the need for rendering. We then structured the pages with image holders, signaling to Google the rough specs of the image, without slowing down the page with inefficient image loading.

Further Optimization:

These changes led to immediate growth, but then rankings dipped again. To further optimize the site we made sure Google could properly index and recognize content by updating HTML coding, removing irrelevant images and expired links.

Another way we helped Google better understand the nature of the website’s product pages was by implementing a dynamic sitemap and incorporating product schema markup. These changes along with updated website content made the website easier for Google to understand and potential customers to use.

Why it matters

Core Web Vitals are an indicator of user experience. While improving a website’s score can lead to increased rankings in the SERPs, greater organic visibility, and more conversions, the improved metrics translate directly into how potential customers experience a site. A well-functioning site is essential in modern business. Potential customers are likely to move on if they’re plagued with slow image loading, lagging pages, and poor on-site experience. From a website health perspective, a positive CWV score is great, but from a customer experience, it’s even better.