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Less is more…

Finding the balance between content, performance and user experience is a challenge. To achieve the industry standards and exceed expectations we focus on one thing that encompasses them all, optimization.


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I’m Nicholas

I am passionate about front-end web development and I’m convinced that together we’ll achieve amazing things.​




Nicholas' avatar

Where does this idea of optimization derive from?

Nicholas has always been the analytical type. From disassembling VHS players, vehicles, video consoles and mobile phones to finding anything he had an excuse to repair. He wanted to explore how everything came together. His curiosity started to expand further than the objects at hand. He not only wanted to grasp how a chair was assembled but how the screws were made, what type of wood was used, how the wood got its form and so on. He would question if there was any way to improve or optimize the workflow and end product. That same thinking was applied to his passion for web development.


Producing content that is optimized requires less time for your server to fulfill the request made and consumes less data per visit.


It is very common for developers to create sites that don’t follow industry standards. For many those standards are non existent and not by choice but a lack of knowledge and/or experience.

Can you spot the differences?

Common Mistakes


Best Practices


Although to the naked eye they seem nearly identical in design they are created very differently. One focuses on optimization and best practices while the other does not.


Best Practices

  • chaining critical requests: 3
  • request count: 6
  • size: 104KiB
  • composed of 29 lines of HTML

Common Mistakes

  • chaining critical requests: 15
  • request count: 19
  • size: 231KiB
  • composed of 77 lines of HTML

Using the same tools to create the design (WordPress + Elementor) you get the following differences; 500%, 316%, 222%, and 265% on a very basic design.

PageSpeed Insights (PSI) reports on the performance of a page on both mobile and desktop devices, and provides suggestions on how that page may be improved. Using this tool provided by Google helps visualize what the industry standars are and how to attain them.

By using Performance Best Practices you can rank higher within search results organically and thus have an advantage over the competition.

How we rank!

Measuring page quality

About GTmetrix:

Whether you’re on desktop or mobile, low or high-end hardware, or half-way around the world – your experience with the web should be fast.

That’s why we’ve dedicated ourselves to helping users of all skill-levels to deliver fast and seamless web experiences.