Performance Standards

How we keep it fast

• Static pages served from a global CDN — no server rendering on each request
• Zero JavaScript frameworks; a small amount of hand-written script, loaded deferred so content paints first
• Web fonts loaded without blocking the first paint
• Compression and long-lived caching on static assets
• Marketing and analytics tags (via Google Tag Manager) loaded asynchronously, so they never block the page from rendering

The results we measure

We build to top marks on the checks that matter. In our testing this site scores 100 for Best Practices, 100 for SEO, and 100 for Accessibility, with performance in the 90s in production-representative conditions. Core Web Vitals sit in Google's "good" range — layout stays stable as the page loads (low CLS) and interaction is responsive (near-zero blocking time).

Honest about the trade-offs

We optimise for the visitor's first load — the moment that decides whether they stay. We don't chase a flawless lab score at the expense of the experience: a live, content-rich page will always weigh a little more than an empty one, and we make that trade deliberately rather than stripping the site to win a number. When we can make it genuinely faster for real visitors, we do; when a "win" only helps a synthetic test, we don't pretend it matters.

Every site we build starts from this baseline — fast because of how it's made, not because of a last-minute optimisation pass.

The rest of our standards