By now, we’ve all come across that study on the significance of site speed. You know the one I mean. It claimed that a 1-second decrease in site speed could lead to a loss of $2.5 million in revenue. While I support its core message, that study was conducted in the early 2000s. That’s practically the Stone Age in internet terms.

Fun fact: Many of us first read about this on Neil Patel’s blog. I attempted to find the original study, but it seems to have vanished.

Moving on…

In 2021, Google unveiled the Core Web Vitals – a fresh batch of metrics to evaluate site speed. Imagine surfing your go-to website. Naturally, you’d expect it to load in a snap, react instantly to your interactions, and remain stable as you scroll. That’s essentially the gist of Core Web Vitals, with a slight twist.

The 3 Metrics in Core Web Vitals

Loading Speed: How rapidly the content on a page appears.
Interactivity: The duration a site requires to become active after a user interaction.
Visual Stability: Making sure elements on the page stay stationary and don’t shift around unexpectedly, which can be really irritating.

Google gave us a heads-up in 2021 and began factoring in core web vitals for mobile search later that year. By the middle of 2022, they also started influencing desktop search rankings.

Though this is fantastic news for users, it’s been a challenge for Wordpress administrators. Given the plethora of scripts, visuals, videos, and animations, many WordPress sites struggle to achieve favorable marks on core web vitals.

Since our main business at Nestify revolves around hosting WordPress, we couldn’t simply turn a blind eye, hoping Google would abandon this initiative like they did with AMP.

Over the past couple of years, we’ve developed a range of tools and curated content that assists in acing core web vitals with WordPress. However, we need to shift the discussion slightly.

How much should you really invest in mastering core web vitals?

In the business realm, every move comes with an associated cost, whether direct or indirect. Video call with a client? That’s a charge. Chatting with your credit card provider? That’s precious time you could have used elsewhere. Battling server issues? At best, it’s time wasted. At worst, you risk data loss.

When it boils down to WordPress Optimization, the same principle applies. After numerous conversations with individuals, freelancers, and agency heads, I’ve designed three pagespeed blueprints tailored to three distinct personas, addressing both the technicalities and real-world business challenges.

Which one of the following describes you?

• I’m new to WordPress optimization/learning it to improve my skills.
• I manage websites for my own business.
• I manage client websites as part of an agency / freelance shop.

I’m new to WordPress optimization/learning it to improve my skills.

If you’re venturing into WordPress and pagespeed optimization, kudos! You’re investing in a highly sought-after skill. With one in three websites powered by WordPress, the digital realm needs adept professionals like you. Here’s a suggested roadmap to bolster your proficiency:

1. Read everything posted on https://web.dev/fast/ and https://web.dev/tags/performance/
   If you search for performance optimization tips on the internet, you’ll find a ton of articles. Most of them regurgitate the same old tips, and some are outright incorrect. The easiest way to navigate this sea of outdated or invalid information is to turn to the original source. Web.dev is Google’s own blog, filled with expertly written content about web performance. Once you master the basics from this reliable source, advancing your skills becomes more straightforward.
   
2. Apply your learning to a WordPress site
   The best way to test your skills is by practicing them. And what better platform to hone them on than WordPress? When you’re just starting, it might be challenging to access various sites. But don’t fret; you can use plugins like wp-dummy-content-generator or fakerpress to emulate complex WordPress sites. To replicate 3rd party scripts, visit your favorite site and click on the “view-source” option. This method will enable you to obtain tools like the Facebook pixel, Google Analytics, and many other 3rd party scripts. However, exercise caution; you don’t want to overextend. And if a site owner requests the removal of certain elements, comply immediately.
   
3. Practice auditing other sites
   You’re not restricted to optimizing only the sites you own. You can visit PageSpeed Insights and test renowned sites within your industry. Once the test results appear, review the identified issues and optimization opportunities. Over time, you’ll start to recognize recurrent patterns and usual culprits for low scores. If you discuss these findings on your blog or social media, you might attract consulting inquiries.
   
4. Stay updated with the Nestify blog
   Here at Nestify, our actions align with our words. Due to our business’s nature, our team consistently stays abreast of the latest and greatest in performance optimization strategies. We regularly post our insights on our blog. By keeping in sync with our updates, you can swiftly elevate your skills.

I manage websites for my own business.

When managing websites for your own business, the challenges differ. Depending on the scale of your business, site speed can be a crucial contributor to your revenue. Even if your customers don’t originate from SEO, a speedy site remains vital for strong conversions. However, if you’re not in the technology business, it’s more productive to focus on your core competencies rather than keeping up with the latest developments in page speed optimization. Here’s a roadmap we recommend for businesses that maintain several of their own websites:

1. Pick a good hosting partner
   Choosing the right host for your websites is critical to ensuring optimal performance. Given that your websites serve as the digital face of your business, it’s advisable to avoid budget hosting providers that bind you to multi-year contracts. Instead, opt for a managed hosting solution. With Nestify as your hosting partner, you can return to growing your business while we take care of the intricacies of WordPress maintenance and page speed optimization.
   
2. Invest in a WordPress optimization solution
   If you aren’t in the technology business and aren’t hosted with Nestify, simplify your life by investing in a WordPress optimization tool, like Nitropack. Other options include plugins such as Perfmatter or WP-Rocket. Utilizing these tools allows you to jump straight to the benefits and achieve a high-performing website. Given the monthly/annual costs associated with these tools, we don’t recommend them for novices or agencies. However, for businesses with a few websites, they represent a worthy investment.
   
3. Subscribe to Nestify’s page speed newsletter
   Every two weeks, we discuss the latest advancements in page speed in our newsletter. Recognizing the demands on a business owner’s time, we’ve designed our newsletter to be both actionable and concise. More importantly, you can skim through it in just 2 minutes on your phone. Whenever Google updates its page speed criteria or introduces fresh metrics—like the upcoming INP metric scheduled for launch in March 2024—you’ll hear about it first in our newsletter.

I manage client websites as part of an agency / freelance shop.

If you run an agency, a development shop, or are a solopreneur, it’s impossible to get through a client meeting without site speed being mentioned at least once. Especially if you assist your clients with SEO or PPC, optimizing WordPress sites can significantly occupy your time. Acquiring advanced site optimization skills not only aids you in your day-to-day tasks but can also bolster client retention, open up new revenue streams, and allow you to specialize in otherwise saturated markets. To enhance your performance optimization skills, we recommend a hybrid roadmap that incorporates elements from both of the previous roadmaps.

1. Read everything posted on https://web.dev/fast/ and https://web.dev/tags/performance/
   Being a tech professional, it’s imperative to stay informed. We suggest briefly reviewing what Google discusses regarding web performance on their blog. This ensures you remain updated and helps you sidestep any outdated information you might have adopted in the past.
   
2. Pick a good hosting partner
   As a technology consultant, you hold influence with your clients. It’s your role to enlighten them about the significance of a reliable hosting partner. When your clients’ websites operate on a robust foundation provided by a quality host, your tasks become more manageable. No longer will you need to extinguish server issues or spend time on rudimentary optimizations. By partnering with Nestify as an agency, you can also resell hosting under your brand, leading to substantial recurring revenue. Behind the scenes, we handle WordPress maintenance and page speed optimization on your behalf.
   
3. Invest in a WordPress optimization solution
   If your clients aren’t in a position to switch hosting in the near future, it’s more pragmatic to use a dedicated plugin for page speed optimization. Investing in an agency plan of Perfmatters or WP Rocket can be beneficial in the long term, reducing the repetitive tasks you perform for each client.
   
4. Subscribe to Nestify’s page speed newsletter
   Time is limited when you’re a business owner. By subscribing to our page speed optimization newsletter, you remain abreast of the latest performance advancements. We’ve designed our bi-weekly newsletter to be easily digestible, enabling you to glance through it in mere minutes on your phone, allowing you to promptly return to growing your business.

Alright! Let’s dial it back a bit.

Diving deep into website management and optimization can sometimes feel like you’re trying to untangle a giant ball of yarn. But guess what? The roadmap we’ve chatted about today is like that trusty Swiss Army knife you wish you always had. Picking a rock-solid hosting partner? That’s step one. Equipping yourself with kickass optimization tools? Step two. Keeping your knowledge fresh with top-notch sources like web.dev? Now you’re cooking with gas! And, of course, don’t forget about our ongoing content around pagepseed — it’s like having a techy best friend who whispers all the latest gossip in your ear. Following this roadmap? Well, it’s like giving yourself a cheat code for the digital world. Dive in, have fun, and show the internet what you’ve got!