How We Build Sub-Second Websites That Convert

A slow website is a leak in every campaign you run. You can buy the click, win the search, craft the perfect message — and lose the customer to a spinner. Here's how we ship experiences that feel instant.

Render on the server, hydrate only what moves

Most of a page never needs JavaScript. With React Server Components, we render content on the server and ship interactivity only where it's actually used — a navbar toggle, a carousel, a form. The result is dramatically less JavaScript on the wire.

// Static by default — zero client JS for this section.
export function Pricing({ plans }: { plans: Plan[] }) {
  return (
    <ul className="grid gap-6 md:grid-cols-3">
      {plans.map((plan) => (
        <li key={plan.id} className="border border-border p-8">
          <h3 className="text-xl font-bold">{plan.name}</h3>
          <p className="mt-2 text-muted">{plan.price}</p>
        </li>
      ))}
    </ul>
  );
}

Optimise the critical path

The first second decides everything. We obsess over the Largest Contentful Paint element: preloading the hero, inlining critical CSS, and serving images in modern formats at exactly the size each device needs.

• Self-host fonts with font-display: swap to kill invisible text
• Preload only the hero image — never the whole page
• Lazy-load everything below the fold, automatically

Treat performance as a budget

Speed regresses one well-intentioned dependency at a time. So we set a performance budget and enforce it in CI. If a change pushes JavaScript or LCP past the line, the build fails. Performance stops being a heroic sprint and becomes a constraint the whole team designs within.

A 100ms improvement in load time is worth more than most redesigns.

Measure real users, not lab scores

A perfect Lighthouse score on your laptop means little. We instrument field data — real devices, real networks — and optimise for the experience your actual customers have. That's the only score that shows up in revenue.

Fast isn't a nice-to-have. It's the foundation everything else is built on.