Performance Is a Feature

Website performance directly affects user experience, conversion rates, and search engine rankings. Google uses Core Web Vitals (CWV) as ranking signals, and users abandon pages that take more than 3 seconds to load. At Nexis Limited, performance optimization is built into our development process — our company website achieves excellent Core Web Vitals scores through deliberate optimization.

Core Web Vitals Explained

Largest Contentful Paint (LCP)

LCP measures when the largest content element becomes visible — typically a hero image, header text, or video thumbnail. Target: under 2.5 seconds. This is the primary measure of perceived load speed.

Interaction to Next Paint (INP)

INP measures the responsiveness of the page to user interactions — clicks, taps, and keyboard inputs. It captures the full latency from interaction to visual update. Target: under 200 milliseconds.

Cumulative Layout Shift (CLS)

CLS measures visual stability — how much the page layout shifts during loading. Elements that move after rendering (ads loading, images without dimensions, dynamic content) cause poor CLS. Target: under 0.1.

Image Optimization

  • Use modern formats: WebP for photographs, AVIF for even better compression, SVG for icons and illustrations.
  • Implement responsive images with srcset and sizes attributes.
  • Lazy load below-the-fold images with loading="lazy".
  • Always specify width and height attributes to prevent layout shifts.
  • Use Next.js Image component for automatic optimization, WebP conversion, and responsive sizing.

Font Optimization

  • Use font-display: swap to show fallback text immediately while web fonts load.
  • Preload critical fonts with <link rel="preload">.
  • Subset fonts to include only the characters you use.
  • Use variable fonts to reduce the number of font files.
  • Consider system font stacks for non-branded text — they load instantly.

JavaScript Optimization

  • Code split by route — each page loads only the JavaScript it needs.
  • Tree-shake unused code with modern bundlers (webpack, Rollup, esbuild).
  • Defer non-critical JavaScript with async or defer attributes.
  • Move heavy computation to web workers to prevent main thread blocking.
  • Minimize third-party script impact — analytics, chat widgets, and ads are common performance culprits.

CSS Optimization

  • Inline critical CSS (above-the-fold styles) in the HTML head.
  • Load non-critical CSS asynchronously.
  • Use Tailwind CSS's purge feature to remove unused styles in production.
  • Avoid expensive CSS properties: box-shadow, filter, and transform on frequently changing elements.

Server-Side Rendering (SSR) and Static Generation

SSR and static generation provide fast initial page loads by delivering complete HTML from the server. Next.js makes this straightforward:

  • Use static generation for content pages (blogs, products, about) — HTML is generated at build time and served from CDN.
  • Use SSR for dynamic, personalized pages where pre-rendering is not possible.
  • Use Incremental Static Regeneration (ISR) for pages that change periodically.

CDN and Edge Caching

Deploy static assets and pre-rendered pages to a CDN for global distribution. Vercel, Cloudflare Pages, and AWS CloudFront cache content at edge locations worldwide, reducing latency for users regardless of their geographic location.

Conclusion

Website performance optimization is a continuous practice. Measure with real user data (Chrome User Experience Report), set budgets for page weight and load time, and optimize the critical rendering path. The investment pays off in better user experience, higher conversions, and improved search rankings.

Need performance optimization? Our web development team specializes in high-performance web applications.