If your website feels sluggish, you’re not just annoying visitors. You’re actively losing customers and search rankings. Google’s Core Web Vitals have become the unofficial speed limit of the internet, and honestly, most UK businesses are driving with the handbrake on.

I see this constantly here in Cardiff. A local mortgage adviser came to us last month because their enquiries had dropped 30% after switching to a “trendy” new theme. The culprit? Their Core Web Vitals scores had gone from decent to abysmal, tanking both their user experience and Google rankings.

What Are Core Web Vitals (And Why Should You Care)?

Core Web Vitals are Google’s way of measuring real user experience on your website. Think of them as your site’s health check, focusing on three critical areas:

• Largest Contentful Paint (LCP): How quickly your main content loads
• First Input Delay (FID): How responsive your site is to user interactions
• Cumulative Layout Shift (CLS): How much your page jumps around while loading

In 2025, these metrics directly influence your search rankings. More importantly, they affect whether visitors stick around or bounce straight back to Google to find your competitors.

The Real Impact on UK Businesses

Let me be blunt: poor Core Web Vitals cost you money. Studies show that a one-second delay in page load time can reduce conversions by 7%. For a business turning over £100,000 annually through their website, that’s £7,000 lost to slow loading times.

This is why I get frustrated when businesses try to save money with DIY Wix or Squarespace sites. Sure, they look okay at first glance, but they’re often bloated with unnecessary code and hosted on shared servers that can’t handle traffic spikes.

Even worse are those flashy React sites some agencies are pushing. They might win design awards, but they’re often terrible for Core Web Vitals because they load everything through JavaScript.

How to Measure Your Core Web Vitals

Before you can fix anything, you need to know where you stand. Google provides several free tools to measure your performance:

PageSpeed Insights

This is your starting point. Simply enter your URL and Google will analyse both mobile and desktop performance. It provides specific suggestions for improvement, though some recommendations require technical knowledge to implement.

Search Console

If your site’s already indexed by Google, the Core Web Vitals report in Search Console shows real-world performance data from actual users. This “field data” is more reliable than synthetic tests.

Chrome DevTools

For the technically minded, Chrome’s built-in developer tools provide detailed performance analysis. However, most business owners shouldn’t need to dive this deep.

Practical Ways to Improve Your Core Web Vitals

Optimise Your Images

Unoptimised images are the biggest culprit I see. A high-resolution photo from your phone might be 5MB, which is massive for web use. We always compress images to under 200KB without noticeable quality loss.

Use modern formats like WebP where possible, and implement lazy loading so images only load when they’re needed.

Choose the Right Hosting

Your hosting provider makes a huge difference. This is why we use Krystal for all our Cardiff business websites. They’re UK-based, which means faster loading times for British visitors, and their servers are properly optimised for WordPress.

Avoid GoDaddy like the plague. They’ll lock you into their subpar hosting, and their shared servers are notoriously slow during peak hours.

This performance issue is particularly critical for hospitality businesses, where slow loading times can mean the difference between a booking and a bounce, which is why understanding restaurant website design essentials becomes crucial for maintaining both speed and functionality.

Minimise JavaScript and CSS

Every plugin and fancy widget adds code that needs to be downloaded and processed. I regularly audit sites and find businesses running 20+ plugins when they only need five.

This is one advantage of our approach using WordPress with Bricks builder. We can create beautiful, functional sites without bloating them with unnecessary code.

Use a Content Delivery Network (CDN)

A CDN stores copies of your site on servers worldwide. When someone in Edinburgh visits your Cardiff-based business website, they’re served content from a server in Scotland, not South Wales.

Common Mistakes That Hurt Core Web Vitals

The WordPress Advantage for Core Web Vitals

This is why I stick with WordPress for all our client websites. With the right setup, WordPress can achieve excellent Core Web Vitals scores while still allowing clients to update their own content.

Compare this to those £200 Fiverr sites. Sure, they might load quickly initially, but try updating the content or adding new pages. You’ll be back to the freelancer, cap in hand, for every minor change.

Frequently Asked Questions

How often should I check my Core Web Vitals?

Monthly monitoring is sufficient for most businesses. However, check immediately after any major site changes, plugin updates, or if you notice a drop in traffic or conversions.

Do Core Web Vitals affect mobile and desktop differently?

Yes, and mobile is more important. Google uses mobile-first indexing, so your mobile Core Web Vitals scores carry more weight. This is another reason why those non-responsive DIY sites are so problematic.

Can I improve Core Web Vitals without technical knowledge?

Some improvements, like image compression, are straightforward. However, significant improvements usually require technical expertise. This is where our all-in-one service approach helps. We handle the technical optimisation while you focus on running your business.

Will fixing Core Web Vitals immediately improve my rankings?

Improvements take time to reflect in search results, typically 4-6 weeks. However, you’ll often see immediate improvements in user engagement and conversion rates.

Get Your Core Web Vitals Sorted

Don’t let poor site performance cost you customers in 2025. While everyone’s getting distracted by AI and fancy new technologies, the fundamentals still matter most.

If you’re frustrated with a slow website that’s not converting visitors into customers, let’s have a chat. We’ll audit your current Core Web Vitals, explain what’s holding you back, and show you how we can fix it without the technical headaches.

Ready to speed up your success? Find out what a properly optimised website costs and discover why more Cardiff businesses trust us with their online presence.