WordPress Optimisation

In today’s fast-paced digital landscape, a website’s speed, performance, and user experience are paramount to its success. If your WordPress website is lagging behind, you could be missing out on valuable traffic, conversions, and revenue. As a skilled web designer and developer, I am here to offer you comprehensive WordPress optimization services that will supercharge your site’s performance, enhance user satisfaction, and elevate your online presence.

In my Perspective

  • Search engines like Google (and others) prioritize delivering top-notch content to their users (who are essentially their customers).
  • They also aim to steer clear of directing their users to sluggish and technically deficient websites.
  • When it comes to ranking, Google doesn’t place significant emphasis on your website’s visual design. So, don’t assume that a stunning design alone will boost your rankings.
  • What Google truly values is website accessibility, speed, and a lack of technical errors.
  • Additionally, Google favors websites that use HTTPS, so investing in an SSL certificate is crucial if you’re serious about improving your site’s performance.
  • Lastly, Google appreciates websites with efficient and well-structured code.

There are numerous factors that can affect your website’s performance, but one crucial aspect to highlight is the importance of technical proficiency. If your website lacks technical finesse, it can seriously impact your search engine rankings.

This is precisely why prioritizing technical optimization is the first step in enhancing your online presence.

Consider this analogy: If you have a tree to cut down and three hours to do it, you should dedicate the first two hours to sharpening your axe. In the digital landscape, technical optimization is akin to sharpening that axe, setting the stage for better results in the long run.

How I Enhance WordPress Websites for My Clients

While the optimization process may vary for each WordPress site I work on, the following outlines the general scope of work and time commitment involved.

Phase One: Understanding Your Goals

To kick off the optimization process, I need a clear understanding of your objectives. This step is fundamental in tailoring the optimization strategy to your specific needs. It might seem obvious, but knowing your goals is key; for instance, optimizing your site for a 200% boost in sales is a different conversation altogether.

Setting Realistic Expectations

Optimizing a WordPress site should ideally be integrated right from the start of its development. Many of my clients approach me after their websites have gone live and realize that their sites lack optimization. Although retrofitting optimization to a live WordPress site is feasible, there are limitations to what can be achieved post-launch.

If your website’s core issue revolves around its theme, you may need to consider adopting a new theme. This can be a significant concern for businesses that have already invested in a theme that proves challenging to optimize.

It’s important to understand that I’m not a magician; I can only work with the materials at hand. A poorly constructed website cannot be entirely resolved through the optimization process. If there’s unfavorable news to convey, I believe in full transparency and will communicate it upfront before taking any payments or initiating the project. It might sound candid, but my policy is to provide clarity on such matters.

Our Ideal Objective

In most cases, our aim is to achieve scores of over 90% in various performance tests, preferably in the green zone rather than the red or amber zones. By attaining these scores, you’ll have the assurance that no technical obstacles will hinder your future SEO and content endeavors on the site.

Please feel free to use this revised content on your WordPress site, ensuring it reflects your unique perspective and approach.

Stage Two: Site Inspection

The next step in our optimization process is a comprehensive examination of your website to identify any issues. To ensure a thorough analysis, I utilize a combination of both free and premium tools, including:

  1. SEMrush
  2. GTmetrix
  3. Google’s Page Speed Insights
  4. Pingdom
  5. Search Console (if access is granted)
  6. Chrome’s Lighthouse tool
  7. My own visual inspection, providing a human perspective.

You might wonder why I employ such a variety of tools. Well, each tool provides slightly different insights and results, so by leveraging multiple optimization tests, we gain a more comprehensive understanding of your site’s performance.

Time Frame

Typically, this inspection process takes approximately 1-2 hours to complete, including the generation of reports. If you desire a more loosely detailed explanation of the findings, please allocate an additional 1-2 hours. For a comprehensive report and a detailed breakdown of the results, it entails at least 8 hours of work.

Stage Three: In-Depth Assessment

Moving on to the third stage of the optimization process, this phase involves a meticulous examination of your WordPress setup, theme, and plugins. Here’s an overview of what I’ll be focusing on:

  • WordPress Version: We’ll identify the specific version of WordPress you’re currently using.
  • Plugins Evaluation: I’ll take a close look at the plugins you have installed, paying attention to their quantity, and assessing whether they are up-to-date.
  • Theme Analysis: We’ll delve into your theme setup, determining whether it’s a bespoke design, free or premium, and if it employs a child theme or not.
  • Site Health Inspection: I’ll review the site health section of your WordPress installation, which can provide valuable insights into the overall performance and health of your site.

Time Frame

I allocate a minimum of 1 hour for this comprehensive assessment. It’s important to note that during this stage, I won’t make any alterations or updates to your website; instead, I’ll conduct a thorough inspection to understand its current state.

Privacy and Non-disclosure Agreement

If accessing your site’s admin area necessitates a non-disclosure agreement, I have one readily available that can be sent over for your consideration.

Please feel free to reach out if you have any questions or if you’d like to proceed with this essential phase of the optimization process.

Stage Four: Initiating Fundamental Improvements

The fourth stage of the optimization process is where we begin to implement fundamental improvements based on what we’ve uncovered thus far. The specific actions taken at this stage can vary significantly depending on your website’s unique needs and challenges. Here’s an overview of the typical steps I consider:

  • Caching Plugins: We evaluate whether you have a caching plugin in place for performance optimization. If not, I recommend options like WP Rocket (premium) or Autoptimize (free).
  • Image Compression: Assessing whether your images are appropriately compressed to ensure efficient loading times. I typically recommend Smush Pro for this purpose (premium).
  • Font Usage: We review your font usage to determine if there are opportunities to reduce the number of fonts loaded on your site.
  • Plugin Audit: An examination of the number and functionality of your plugins. We explore options to reduce or consolidate plugins, as excessive plugins can impact performance.
  • Server Performance: Investigating your server’s capabilities to ensure it can handle the demands of your website. Slow server response times can be a primary contributor to poor site performance.
  • Third-Party Scripts: Assessing whether your site loads third-party scripts and identifying opportunities to optimize their impact on your site’s speed and functionality.
  • Integration Assessment: For sites using HubSpot, Salesforce, or similar platforms, we review the integration to ensure it’s streamlined and efficient.

It’s important to note that when I work on sites for clients, I provide my own versions of premium plugins like WP Rocket at no additional cost, as I invest in these tools as part of my optimization process. However, any custom development work required to address specific issues (e.g., a necessary but resource-intensive plugin) may incur additional charges, and we will discuss those on a case-by-case basis.

These “easy-win” optimizations are aimed at improving your site’s performance without the need for extensive theme modifications or complex processes. They are designed to deliver noticeable results swiftly.

Feel free to reach out if you have any questions or would like to proceed with this stage of the optimization process.

How long does this take?

I typically allow 3-4 hours for this stage. During this stage, I will improve what I can and report back on other optimisation options that may require more work, or are more significant in execution (removing custom fonts or plugins etc)

Stage Five: In-Depth WordPress Optimization

At this stage of the optimization process, we delve into more extensive changes aimed at further enhancing your website’s performance. While we’ve made significant improvements so far, we might still not be achieving scores above 90% in various performance tests.

In this phase, we need to make informed decisions about how to proceed for the best result

  • Theme Evaluation: If your current theme is incapable of meeting the performance requirements, we may consider rebuilding the site with a more suitable theme.
  • Plugin Reassessment: For essential plugins that are slowing down the site, we need to reevaluate the plugin selection and the associated processes. Decisions may involve reconfiguring or potentially replacing plugins to improve performance.

As for the duration of this stage, it’s challenging to provide a precise estimate until we arrive at this point. The key takeaway is that, up to this stage, I strive to keep your investment as cost-effective as possible. If you’re willing to invest more to further enhance your site’s performance, it’s entirely at your discretion.

This stage represents a significant opportunity to achieve substantial improvements in your website’s optimization, ensuring it operates at its best potential.

If you have any questions or would like to explore further optimization options, please feel free to reach out.