National services brand: CWV & lead quality
Slow LCP on location pages hurt rankings and form completion; image and form fixes reversed both.
Problem
Location templates shipped large hero assets without dimensions; forms asked for too much on first touch.
Solution
Responsive image pipeline, lazy loading below the fold, critical CSS trimming, and progressive form fields.
Results
LCP P75 under 2.5s; qualified leads +21% with steady organic traffic.
“Speed work finally stuck—product trusts marketing pages again.”
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