Core Web Vitals are three measurements Google uses to judge how a page feels to the people using it. They are collected from real visitors on real devices, which makes them a useful, honest picture of your site's experience rather than a lab score you can game.
LCP: how fast the main content appears
Largest Contentful Paint measures how long it takes for the biggest visible element, usually a hero image or headline, to show up. Google treats 2.5 seconds or less as good. Slow LCP usually comes from heavy images or videos, render-blocking scripts, or a slow server.
INP: how quickly the page responds
Interaction to Next Paint measures the delay between a visitor tapping or clicking and the page visibly reacting. A good score is 200 milliseconds or less. Poor INP almost always means too much JavaScript running on the main thread, often from bloated libraries or third-party scripts.
CLS: how stable the layout is
Cumulative Layout Shift measures how much content jumps around while the page loads, like a button moving just as you go to tap it. A good score is 0.1 or less. The usual fixes are giving images and embeds fixed dimensions and not injecting banners above content after it has loaded.
Why it matters for your business
Page experience is one of the signals Google uses in search, but the bigger reason is conversion. Visitors on phones and average connections are impatient; a page that loads slowly or jumps around loses attention before your message lands. Fast, stable pages simply give your offer a fairer chance.
How we approach it
We treat performance as part of the design, not a clean-up task at the end. That means compressing and correctly sizing every image, lazy-loading anything below the fold, keeping third-party scripts to a minimum, and testing on a real mid-range phone, not just a fast laptop.
