Digital Audit: How We Enhanced proGrow's Performance
The technical challenges found on the proGrow website represented a significant opportunity to improve overall performance and user experience. The initial analysis revealed crucial areas that needed immediate intervention.
Initial Analysis and Diagnosis
The first phase of the project involved a detailed analysis of 13 key pages of the website, with the help of GTmetrix and Screaming Frog SEO Spider. The initial numbers were revealing: an average Performance Score of 83.85%, with load times greater than 7 seconds and pages with an average size of 4.73 MB. The average number of requests per page was significantly higher than recommended.
Structural Challenges
The main challenge identified was in the structure of the website. The title hierarchy had significant inconsistencies, with poorly optimized HTML elements and several visually hidden components but present in the code, unnecessarily consuming resources. The absence of optimization and essential attributes in images not only hampered performance but also compromised accessibility.
At the SEO level, we found missing or inappropriate meta descriptions throughout the site. The lack of OpenGraph images limited presentation on social networks, while unoptimized URLs and poorly readable content hampered search engine positioning.
Our Approach
We developed a two-pronged strategy: first, solving critical problems that directly affected performance, followed by optimizations focused on the user experience.
In the first phase, we focused on the complete restructuring of the title hierarchy and the optimization of visual resources. We implemented dimension attributes in images and eliminated redundant code that hampered performance.
The second phase involved more profound improvements: we reduced the total page size, optimized the order of resource loading, and implemented more efficient caching policies. In parallel, we created optimized meta descriptions and implemented a more robust semantic structure.
Transformative Results
The results were significant on all fronts. The average Performance Score increased to 95%, while the Structure Score reached 92%. The most dramatic improvements were seen on the team's page, which went from a Performance Score of 52% to an impressive 97%.
The homepage saw a 16% increase in its Performance Score, reaching 86%, while the success stories page reached 96%, an increase of 20%. Most importantly, these improvements translated into a significantly better experience for users.
The Way Forward
Web optimization is an ongoing process, not a destination. The next step involved the creation of reusable components and the advanced optimization of multimedia elements. We also planned a strategic migration to CMS and the implementation of continuous monitoring systems.
This intervention demonstrated how a systematic approach to web optimization can radically transform the performance of a website. The results obtained not only improved technical metrics but also established a solid foundation for future growth.
