Google uses a set of performance metrics called Core Web Vitals as a direct ranking factor in search results. These measure how fast your site loads, how quickly it becomes interactive, and how stable the layout is as it loads. A site that scores poorly on these metrics will rank lower than a comparable site that scores well — regardless of how good the content is.
Ask any prospective designer:
- How do you optimize for page speed on both desktop and mobile?
- Do you run Lighthouse or PageSpeed Insights tests before launch?
- How do you handle image optimization? (Large, uncompressed images are the most common cause of slow load times.)
- Do you use caching, a content delivery network (CDN), or other performance tools?
- How do you balance a rich, visually engaging design with lean, fast performance — especially on mobile?
A designer who can’t answer these questions clearly has likely never prioritized them. Today, page speed is not a nice-to-have. It’s a business requirement.
