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Maybe you’ve just learned about Core Web Vitals and this is your first time running the test on your site, or maybe you are familiar with CWV but this is the first time testing a new site. No matter the context, having your site fail with low scores in big red numbers can be disheartening. It may encourage you to know that you aren’t alone. According to an initial study, 96.6% of sites tested failed their CWV test. Optimizing for this new standard is a battle everyone is facing. The good news is that failing scores are a terrific tool for improving your website. Let’s discuss why.
Like so many pursuits in life, failing can be one of the best indicators of where we have opportunities to improve. Fortunately for us, most CWV tests aren’t just a black box that spits out an arbitrary number. Failed metrics and opportunities for improved scores are laid out in clear, detailed lists which give us a roadmap to tackle corrections. Depending on the complexity and performance of our sites, this list can be lengthy and intimidating. Here are a few points we suggest keeping in mind when approaching CWV optimization:
There are other important factors to consider as well. Measuring metrics on your whole site instead of just the homepage ensures that you have a full picture of potential problem areas. This can be especially tricky when your desktop scores are strong, however your mobile scores are poor. Tracking benchmarks before each change and comparing results afterwards informs you how well your improvements may be affecting your SEO score. Any new designs or features should be approached with CWV in mind, not as an afterthought.
All the factors we have described above are important and integral to our process. What we would like to share now is a peek behind the curtain into three of the most common issues we find with our client’s websites and briefly how we tackle them.
First is Image Optimization. Often one of the quickest and most impactful changes that can be made is the compression and optimization of high quality images. Imagery is integral to good website design, however serving those images in full HD is often overkill, especially when many visitors may be viewing the site on a handheld device. For many of our clients, we typically recommend one of several responsive image modules/plugins. These not only allow for effective image compression with limited loss of clarity, but also dynamic resizing of images for different screen resolutions. This can also be applied to background images, which ofter take up significant screen real estate.
Second are Third Party Scripts, such as marketing technology, video hosting, and other digital services. Often these powerful site additions can have a significant performance cost. We tackle these issues by first helping our clients to strike a balance. Does the benefit of a particular service or feature outweigh the performance cost it will have on the website? Is there another service or means to achieve the desired effect that will be more performant? These kinds of considerations can help achieve the initial goal that a third party script would accomplish without dragging down site performance? We leverage best practices to optimize those third party scripts which are required for critical business metrics or customer experience. Features like lazy or deferred loading of scripts and facades can help lower the impact third party content has, especially on a CWV audit and by extension that page's search ranking.
Thirdly is our approach to CSS or the code used to style a webpage. Deviation from best practice when developing styles for a website can lead to inefficiencies that can lead to significant page load delays from loading unused styles. We utilize technology such as Critical CSS as well as scoping styles to load only on the page they are needed on instead of cluttering every page on the site. This helps to reduce the load this code has on site performance and your CWV test.
While these three factors can go a long way in affecting any site’s CWV score, the real key to our approach is that we don't give up. Understanding that improving your CWV score is something we can work at as long as the site needs it is how we continue getting outstanding results for our clients. So if you failed your Core Web Vitals test, it's far from the end, it's actually a perfect beginning. Reach out and contact us, we would love to take a look at your CWV results and walk you through how we can help you improve and start optimizing your site for the future!
Fixed Bid Projects: Mythic Fantasy or Achievable Reality?
The phrase ‘fixed bid’ has a way of unsettling developers and marketers. To some, it conjures visions of endless change requests, disappointed client expectations, and limited margins. Like the proverbial dragon, many agencies would prefer to think that fixed bid projects don’t exist or if they do, are best left alone to avoid danger. Confronting such a beast might seem ‘unrealistic’ or ‘impossible’ and such agencies make efforts to dissuade or disqualify a prospective client’s request for fear of failure. Enter the ‘heroic’ agencies which see not only the challenge, but also the opportunity to provide predictable pricing, achievable expectations, and overall value. These latter agencies overcome such fear of failure to the benefit of themselves and their customers.
B2B vs B2C Website Design
Every business’s website begins with the same simple, fundamental question: who is the customer? In this article, we explore the differences between websites which sell to businesses (business-to-business or B2B) and those which sell to consumers (business-to-consumer or B2C). When most people think of e-commerce, they think of flashy consumer websites like Tesla, Nike or Apple or marketplaces like Amazon or Walmart. In fact, according to Statista, B2B ecommerce volume eclipsed $6.7 trillion in 2019, and is expected to grow at a rate of 20% per year through 2030. Therefore, the distinction between B2B and B2C website designs is very important.
The Best Content Management System for Your Business: Choosing the Right CMS for You
When it comes to content management, one size does not fit all. Different CMS's address the needs of different customers. Some organizations are looking for a quick and simple site that is up and running today and intended to last only a short while, some are looking for a solid site which will help them rank in SEO for the next 2 - 3 years, others are looking for the last web CMS they'll ever need. After building web sites for the past 20 years using almost every technology and CMS in the industry for companies as small as the tiniest startup and as large as (literally) the largest enterprise, I would like to share my favorite content management systems and where each makes the most sense. Whether you are looking for the best content management system for enterprise, the best open source content management system or the best content management system for ecommerce, we hope you will find what you are looking for here.
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