Performant Websites Don’t Have to Look Bad

The performance of your website is critical. It needs to balance speed, aesthetics and effectiveness. But what exactly is a performant website, and why does it matter?

This article explores the importance of performant websites, the challenges of balancing speed and design, and how we tackled them in developing Wiser IT’s website.

What is a Performant Website, and Why Does It Matter?

A performant website is one that delivers content quickly, responds to user interactions without delay, and provides a smooth browsing experience across all devices. Performance is measured by metrics such as page load time, time to first byte (TTFB), and largest contentful paint (LCP). But performance isn’t just about technical benchmarks—it’s also about how well the website achieves its goals, whether that’s driving conversions, educating users, or building brand trust.

The importance of performance cannot be overstated. Slow websites frustrate users, and studies show that 53% of visitors will abandon a site if it takes longer than three seconds to load. A fast, responsive website keeps users engaged and reduces bounce rates. Beyond user experience, performance also impacts SEO rankings. Search engines like Google prioritise fast-loading websites, meaning a performant site is more likely to rank higher and attract organic traffic. Additionally, speed directly influences conversion rates. For instance, Walmart discovered that for every one-second improvement in page load time, conversions increased by 2%. Finally, a slow or poorly designed website can harm your brand’s reputation, while a performant website reflects professionalism and reliability.

However, performance isn’t just about speed—it’s also about how effectively the website communicates its message and how visually appealing it is. A website that loads quickly but fails to engage users or looks outdated won’t achieve its goals.

Wiser IT: A Website That Practises What It Preaches

When Wiser IT, an SEO-focused consultancy, approached us, the challenge was clear: create a modern, SEO-optimised, and lightning-fast website that not only looked great but also reflected their expertise. The website needed to be a testament to their commitment to performance and SEO best practices.

To meet these challenges, we adopted a holistic approach that combined technical optimisation, user-centred design, and adherence to SEO best practices. We began by leveraging the UK Government’s Design System, a resource that provides evidence-based guidelines for creating user-friendly, accessible, and performant websites. By following these principles, we ensured that the Wiser IT website was not only fast but also easy to navigate and accessible to all users. Clean typography and a clear separation of content were used to create a visually appealing and easy-to-read design. This approach not only improved aesthetics but also enhanced usability and performance.

Images are often the biggest contributors to slow page load times, so we optimised all images by compressing them without sacrificing quality. Additionally, we used vector-based SVG graphics wherever possible. SVGs are lightweight, scalable, and load faster than traditional image formats, making them ideal for performant websites.

Since Wiser IT had already optimised their content for SEO, we made sure our design and development efforts complemented their work. This included using semantic HTML, ensuring fast load times, and maintaining a logical content hierarchy. ensuring fast load times, and maintaining a logical content hierarchy.

The new Wiser IT website is a testament to the fact that performant websites don’t have to look bad. By combining technical optimisation with thoughtful design, we created a website that loads in under two seconds, even on mobile devices, with a 100% Google PageSpeed Score. It ranks highly on search engines, driving organic traffic, and engages users with a modern, professional design. Most importantly, it reflects Wiser IT’s expertise in SEO and digital performance.

The idea that performant websites have to look bad is a myth. With the right approach, it’s possible to create websites that are fast, functional, and visually stunning. The Wiser IT project demonstrates how performance and design can work together to create a website that not only looks great but also delivers results. By prioritising speed, usability, and aesthetics, businesses can create websites that stand out, engage users, and drive success. Whether you’re a business owner, a marketer, or a web developer, remember – performant websites don’t have to look bad. They can—and should—be fast, functional, and beautiful.

Article by Karen