Engineering18 December 2025 · 7 min read

Fast sites are a marketing channel

A 0.6s LCP gain converted 11% better in our last A/B test. Speed is the only design rule that compounds — and the easiest to break.

Theo Okafor

Halftone Studio

Performance budgets are not an engineering concern, they are a marketing one. The 0.6s LCP improvement we shipped for Lumen.ai converted 11% better than the previous build, on the same copy, the same creative, the same ad.

We treat Web Vitals the way performance teams treat CPM — as a budget, monitored continuously, defended ruthlessly. Most marketing sites we audit are missing a performance owner. We make it the lead engineer’s job, with weekly Lighthouse runs in CI.

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