Web vitals

Why Largest Contentful Paint (LCP) matters for your business

Erik Witt
August 4, 2023
5 min read
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In today's digital landscape, having a well-optimized website is crucial for the success of any business. One of the key factors that can significantly impact the user experience and the overall performance of your website is the Largest Contentful Paint (LCP). LCP is a Core Web Vital that measures the loading speed of the largest element on a web page. In this article, we will explore why LCP matters for your business and how you can optimize it to enhance user satisfaction and achieve better business outcomes.

Understanding LCP

LCP is a user-centric metric that measures the time it takes for the main content of a web page to load and become visible to the user. It focuses on the largest element, such as an image or a block of text, that appears within the viewport. LCP provides valuable insights into how quickly users can perceive the relevant content on a page.

The business impact of the LCP

Fast-loading web pages are essential for providing a positive user experience. Users tend to abandon websites that take too long to load. LCP directly affects how users perceive the speed and responsiveness of your website. Also, Google considers page speed as one of the ranking factors. Since LCP is a fundamental element of page speed, it indirectly affects your website's search engine optimization (SEO) rankings. Websites with a fast LCP are more likely to rank higher in search results, resulting in increased organic traffic and visibility.

For example, studies created in the cooperation of Google, Speed Kit, and the University of Hamburg have shown that an increase of only 100 ms LCP can already lead to up to 10% improvement in SEO rankings and a 6% increase in conversion rates. So the LCP is a critical factor influencing the business performance of your website.

Factors affecting LCP

Several factors can impact the LCP of your web pages. Some of the key factors include:

  • Server response times
  • Network connectivity and latency
  • Render-blocking resources such as JavaScript and CSS
  • Large file sizes, such as images or videos
  • Slow JavaScript execution
  • Client side rendering

Understanding these factors and identifying the areas that need improvement is crucial for enhancing your website's LCP.

LCP optimization best practices

Here are some best practices to optimize LCP effectively:

  • Implement caching mechanisms: Utilize caching techniques like browser caching and content delivery network (CDN) caching to reduce server load and improve response times.
  • Optimize images: Compress and resize images to an appropriate size without compromising quality. Use responsive image techniques to serve different sizes based on the device. Also, use up-to-date image formats like WebP and AVIF where supported. Additionally, the main image should be included in the HTML response and not rendered in the client, so the browser can discover the image as early as possible. For the same reason, the main image shouldn't be Lazy Loaded.
  • Eliminate render-blocking resources: Load critical CSS inline and defer non-critical CSS and JavaScript files to avoid blocking page rendering. Consider inlining critical CSS or loading files faster using early hints. Often it's suggested to defer non-critical CSS and JavaScript files, but this is a controversial suggestion among developers.
  • Minimize critical rendering path (CRP): Load the JavaScript asynchronously and consider inlining critical CSS (Deep Dive).
  • Measuring performance: Of course, it's always crucial to keep track of web performance and conduct significant tests, so it becomes clear what change had which effect. It sounds elementary, but so often it's just forgotten in the process of setting up websites.

Common mistakes to avoid

When optimizing LCP, avoiding common mistakes that can hinder your efforts is essential. Here are some pitfalls to watch out for:

  • Ignoring mobile optimization: Neglecting mobile optimization can lead to slow LCP on mobile devices, significantly impacting the user experience and search rankings. Ensure your website is responsive and optimized for mobile users.
  • Overloading with heavy media: Using huge images, videos, or other media files can slow down your LCP. Optimize media files by compressing them and using appropriate formats to reduce file sizes.
  • Wrong loading technique for the main image: Uploading the main image via JavaScript or, as mentioned before, Lazy Loading the main image is fatal for the LCP.
  • Neglecting server performance: If your server is slow to respond, it can significantly impact your LCP. Invest in reliable hosting solutions with sufficient resources to ensure fast server response times.
  • Failing to prioritize above-the-fold content: Loading non-essential resources before critical above-the-fold content can delay LCP. Prioritize the loading of essential elements to provide a faster and more engaging user experience.
  • Not monitoring and testing: Optimization is an ongoing process. Regularly monitor and test your website's LCP using tools like Google PageSpeed, Lighthouse, or the Speed Kit Page Analyser to identify areas for improvement and ensure consistent performance. For developers, WebPageTest is also recommended. These tools provide insights into your website's LCP performance, identify areas for improvement, and help you track progress over time.

By avoiding these mistakes and implementing best practices, you can enhance your website's LCP and provide a seamless user experience.

LCP success stories with Speed Kit

With Speed Kit you get an all-in-one solution for optimizing your website that is implemented within one week and provides you between 1,5x to 3x LCP uplift. Speed Kit automates normally complex automation in record time by using a novel caching mechanism.

Here you can find some examples of the value Speed Kit provides for its customers by improving the LCP of their website:

  1. Decathlon: By implementing Speed Kit we decreased Decathlon's LCP by 1.3x and increased their revenue by 2%. Read the full case study.
  2. Zwilling: By implementing Speed Kit we decreased Zwilling's LCP by 1.3x and increased their revenue by 5%. Read the full case study.

Do you want to know how Speed Kit accomplishes this magic? You can find out in this article.


Largest Contentful Paint (LCP) is a vital metric that directly impacts user experience, SEO rankings, and overall business success. By understanding the significance of LCP and implementing optimization strategies, you can enhance website performance, increase user satisfaction, and drive better business outcomes. Make LCP optimization a priority, monitor its performance, and continually strive to provide faster-loading web pages for your audience.


  1. What is the LCP? Largest Contentful Paint (LCP) is a web performance metric that measures the loading speed of the largest element on a web page, providing insights into how quickly users can perceive relevant content.
  2. Why is LCP important for my business? LCP directly affects user experience, engagement, and conversions. A fast LCP improves user satisfaction, reduces bounce rates, and enhances your website's chances of ranking higher in search results.
  3. How can I improve my LCP? Strategies to improve LCP include optimizing server response times, minimizing render-blocking resources, compressing and optimizing images, and upgrading hosting and CDN.
  4. Does LCP affect SEO rankings? Yes, LCP indirectly affects SEO rankings, as search engines consider page speed as a ranking factor. Websites with a fast LCP are more likely to rank higher in search results.

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