A few months ago we built a brochure site for Tzlil, who runs music workshops and musical ceremonies. The site was hosted with one of the most reputable hosting providers in Israel, behind a Cloudflare proxy, and built on WordPress with Elementor Pro.
Here is how her site performed according to pagespeed.web.dev - for those unfamiliar, it’s Google’s official tool for analyzing page loading performance on mobile and desktop, with professional recommendations for improving user experience and SEO. As you can see, these are fairly good scores - but not perfect.
And here is the exact same site, same content - we even added a few effects - after rewriting the entire site in code and significantly cutting everything not directly related to the site, including scripts that simply don’t load unless they’re needed right now:
Why Does This Matter?
For search engines like Google - or AI engines - to recommend your website, it needs to offer a good browsing experience. That means a few things:
- Interesting, high-quality content that actually helps your visitors
- Other sites recommending your content - what’s known as external links
- A site that works fast
That’s why strong performance matters so much, especially in mobile tests - since most visitors today arrive from a mobile device.
On top of that, search engines and AI engines allocate a crawl “budget” to every site they scan. If the site is fast, there’s a good chance more pages - or even all of them - get crawled in the current pass. If not, the bots will likely crawl only part of the site and leave the rest for the next pass, whenever that may be. Which obviously doesn’t work in the site owner’s favor.
So it’s clearly in every site owner’s interest to make their site as fast as possible - especially a brochure site, which can be migrated within a few business days, sending its performance and rankings soaring.
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