Image optimisation that actually moves the needle.

If your WordPress site is slow, images are almost certainly the biggest reason. The average WordPress page ships between 2MB and 6MB of imagery — most of it oversized JPGs uploaded straight from a phone or stock library, served at the same dimensions to every device. A phone on 4G then has to download a 3000-pixel-wide hero image to display it at 400px. That's wasted bandwidth, wasted battery, and a slow LCP.

The modern approach is layered. Convert every image to AVIF (with WebP fallback for older browsers and JPG for ancient ones). Generate a full srcset so the browser fetches the smallest size that fits the viewport. Lazy-load below-the-fold images but never the LCP image. Set explicit width and height attributes so the browser reserves space and CLS stays at zero. Serve from a CDN with edge image processing so resizing happens once and is cached forever.

None of this is theory. On a recent ecommerce project we took a category page from 4.8MB to 720KB without touching the design or losing perceptible quality. LCP fell from 4.1s to 1.8s on mobile. Bandwidth bills fell by 70%. The team kept uploading huge images from their phones; the pipeline handled the rest automatically.

That last point matters. A one-off pass is worthless if the next upload undoes it. We install an automatic conversion and compression pipeline — usually Bunny Optimizer or ShortPixel — that processes every new image on upload, generates AVIF and WebP variants, strips EXIF data, and pushes the results to the CDN. The client experience is identical; the visitor experience is dramatically better.