Critical Render Path Surgery
Inline critical CSS, defer the rest. Strip render-blocking JS, ship modern ES modules, rewrite Liquid that scales O(n²) on collection pages. Every byte above the fold earns its place.
LCP · TBT · FCP
Slow first screens hurt conversions, paid traffic efficiency, and organic visibility. I rebuild the critical render path, reduce script weight, and ship a verified PageSpeed report your team can understand.
Senior web performance engineering · ecommerce, WordPress, Webflow, and custom sites · almost 15 years
Google ranks faster sites higher. Meta lowers CPMs for stores that load fast. Customers buy from pages that don't make them wait. This isn't an opinion — it's math.
Where your store probably is
Where I get you
Speed isn't a plugin. It's the disciplined removal of everything that doesn't earn its bytes — across the critical path, the media pipeline, and the third-party tax.
Inline critical CSS, defer the rest. Strip render-blocking JS, ship modern ES modules, rewrite Liquid that scales O(n²) on collection pages. Every byte above the fold earns its place.
LCP · TBT · FCP
Responsive srcsets, AVIF/WebP with JPEG fallbacks, lazy loading below the fold, a CDN that actually serves the right size to the right device. Heroes load in 800ms — not 4 seconds.
AVIF · WebP · responsive · CDN
A forensic audit of every app, pixel, and tag. Klaviyo, Judge.me, chat widgets — kept, deferred, or replaced. Most stores recover 1.5–2 seconds the moment we stop running scripts they don't need.
apps · pixels · tag manager
A UK home goods brand on Shopify, serious revenue, watching their Meta ROAS slide from 3.2 to 1.8 across Q4. Root cause wasn't the ads — it was a 4.4-second mobile LCP eating half their click-throughs. Seven days later, mobile Lighthouse hit 96 and CWV flipped to "Good."
"Adnan delivered good work on this project. His communication was excellent. The speed work paid for itself in two weeks of recovered ROAS. We'll absolutely hire him again."
ECVerified Client · FounderUK Home Goods · ✓ Verified Upwork Review
Mobile Lighthouse
Audit to live deploy
Mobile LCP (was 4.4s)
Conversion lift, 30 days
No vague best-effort handoff. You get a prioritized fix plan, measured implementation, and a before/after report that explains what changed.
Submit your URL. Within 24 hours you get a personalized Loom — a real audit of your render path, your worst-performing pages, and the exact bottlenecks scoping you conversions. Yours to keep, no strings.
Fixed scope, one week, daily progress updates. We work on a staging clone so your live store never breaks. Final delivery is a side-by-side PageSpeed report — before vs. after, on the record.
30-day monitoring with automated PageSpeed checks. If your score drops below the agreed threshold within that window, I fix it for free. No fine print, no "performance erosion" excuses.
Drop your URL. I'll personally record a 10–12 minute walkthrough of your render path, your worst-performing pages, and the three highest-ROI fixes — ranked. Yours to keep whether you hire me or not.