Speed gets talked about as polish, something to sort out after launch. It is not. It is a ranking factor, and more importantly it is a conversion factor, because the person who bounced never saw your prices, your reviews or your booking button.
1 · What we actually ship
The landing pages we build are a single request. The stylesheet is inlined rather than fetched, the icons are inline SVG rather than an icon font, and there is no JavaScript framework. A typical page is about twelve kilobytes over the wire and renders immediately.
2 · Why no icon font
An icon font is usually a hundred kilobytes or more to draw a handful of small shapes, and it blocks text from painting while it loads. Inline SVG costs a few hundred bytes per icon and cannot block anything.
3 · Images are where sites actually die
A beautiful gallery served at full camera resolution is the most common reason a good-looking site fails Core Web Vitals. Modern formats, the right size for the device rather than the largest size that exists, lazy loading below the fold, and explicit width and height so nothing jumps around while it loads.
4 · Layout shift is a trust problem
A page where the button moves just as a thumb arrives is not only a scoring penalty, it is the reason someone taps the wrong thing and leaves. Reserving space for every image and embed costs nothing and removes the whole category of problem.
5 · Measure the thing your customer feels
Lab scores are useful for finding faults. What matters is the field data for real visitors on real phones, which is what Google reports and what actually reflects the person standing outside your shop deciding whether to come in.