Every hundred milliseconds you shave off load time is a small gift to every visitor you will ever have.
We treat performance as a first-class design decision, not a clean-up task at the end. The fastest sites feel calm, and calm converts.
Why it gets ignored
Speed has no obvious owner. Designers hand off, engineers inherit, and by launch everyone is too tired to fight for another two hundred milliseconds.
How to keep it
Set a performance budget before you build, measure every page against it, and treat a blown budget like a bug — because to your visitors, it is one.
Fast isn't a finishing touch. It is the experience.