The Challenge
Project Overview
Doric Legal needed landing page optimization on their WordPress site to improve conversion rates and user experience for visitors arriving from advertising campaigns.
Their key landing pages were loading slowly, causing high bounce rates on paid traffic. The pages needed to be fast enough to keep visitors engaged and convert them into leads.
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The Goals
Goals & Objectives
The primary goal of this project was to improve Google's Core Web Vitals, site speed, and overall user experience and usability.
Our primary goals were to:
- Improve Lighthouse performance scores
- Reduce LCP and Speed Index on mobile
- Eliminate Total Blocking Time
The Solution
Our Approach
A systematic, step-by-step process tailored to Doric Legal's needs.
- 1
Landing Page Audit
Focused performance audit on key landing pages.
- 2
Above-the-Fold Optimization
Prioritized loading of critical above-fold content.
- 3
Script Deferral
Deferred non-essential scripts to improve perceived load time.
- 4
Image Optimization
Optimized hero and content images for fast loading.
- 5
Conversion Testing
Ensured optimization didn't impact conversion elements.
The Results
Outcomes
Core metrics that improved over the duration of the project.
- 37% Mobile LCP Reduction. Mobile Largest Contentful Paint dropped from 9.1s to 5.7s, a 37% improvement.
- 0ms Total Blocking Time. TBT reduced to 0ms on both mobile and desktop, eliminating all main-thread blocking.
- 65% Mobile SI Reduction. Mobile Speed Index improved from 5.2s to 1.8s, a 65% improvement in perceived load.
Lessons
Key Takeaways
- Landing page speed directly impacts advertising ROI.
- Above-the-fold optimization creates the strongest perceived speed improvement.
- Fast landing pages reduce bounce rates and improve cost-per-lead.
