How to optimise images on your website for better performance
Are your images using more bandwidth than necessary?
When it comes to optimising a website, images are often overlooked. Many companies – especially in the technical B2B sector – focus on functionality, security and fast navigation. These are important considerations, but large, heavy images can slow down even the fastest server. No matter how well your CMS and server infrastructure are set up, you may lose visitors – and potential customers – if your image files are not optimised. And it's not just the user experience that suffers. A slow page hurts your SEO results.
Why does image optimisation matter?
Imagine you are sitting with a customer who is considering whether to choose you over a competitor. They click on your case description – but the page takes seven seconds to load. Not good. Google will also give you a lower ranking in search results because of poor performance. Here's what optimised images can contribute:
- Faster loading times
- Improved SEO and higher rankings
- Better mobile experience
- Reduced server load
- Lower bounce rate
It is clear that professional, technical B2B companies cannot afford to ignore image optimisation.
Optimisation starts with the right format
Choosing an image format is the first step. JPEG, PNG, and GIF have been the standard formats for years, but today, modern formats such as WebP and AVIF have come to the fore. They offer better compression without any visible loss of quality. Here is a quick overview:
- JPEG: Good for images with lots of colours and details (e.g. photographs)
- PNG: Typically used for graphics with transparency – but be mindful of file size
- WebP: Modern format that often reduces file size by up to 30% compared to JPEG and PNG, without visible loss of quality
- AVIF: Even better compression than WebP – but not yet supported in all browsers
Have you checked what format your images are in on your website?
Compression: The key to faster load speeds
Even if you have chosen the optimal format, the file size may still be too large. This is where image compression comes into the picture (literally). You have two options:
- Lossless compression: Reduces file size without losing image quality. Used when it is important to retain every detail.
- Lossy compression: A slight reduction in quality is acceptable in exchange for a significantly reduced file size. Ideal for most web purposes.
Our recommendation? Use lossy compression wisely. With the right tools, you can reduce file sizes to a fraction of their original size without any noticeable loss of quality. For example, you can use:
- TinyPNG
- Squoosh
- ImageOptim (Mac)
- ShortPixel (for WordPress)
Automation: Save time and ensure consistency
Optimising each image manually is time-consuming. This is especially true if you regularly publish news, case studies and technical updates on your website. That's why automation is the way forward. Here's how you can streamline your processes:
- Use a WordPress plugin such as ShortPixel, Imagify, or Smush
- Set up rules so that images are automatically converted to WebP upon upload
- Use CDNs such as Cloudflare or ImageKit to deliver optimised versions of your images globally
All this saves time and ensures that your images don't become bottlenecks for your speed – or for your SEO.
Lazy Loading: Show only what is necessary
Why load the entire page with all images at once if the user starts at the top anyway? Lazy loading is a technique where images are only downloaded when they are about to appear on the user's screen. This can significantly improve performance, especially if your page contains many case studies, product images or diagrams. In WordPress, you can enable lazy loading with just a few clicks, or use plugins such as a3 Lazy Load.
Scaling and image sizes: One image does not fit all screens
An often overlooked area of image optimisation is physical dimensions. Have you ever seen an image that takes up the entire screen on your mobile phone but barely fills the screen on your desktop? This often happens because the image has not been scaled correctly for the device. Solutions?
- Use responsive images with attributes such as
srcset and sizes - Upload multiple image sizes and let the browser choose the right size
- Test your images on mobile, tablet and desktop
It's not just about delivering quickly – it's also about delivering smartly.
Alt text and SEO: Images can “speak” to Google
Optimisation isn't just about file sizes. To get the full SEO effect, your images need descriptive alt tags. This helps both search engines and screen readers – and contributes to your page's relevance for keywords. Example: Poor alt text:
”image1.jpg” Good alt text:
”3D CAD visualisation of machine design for industrial customer”Ask yourself this question: If Google can't see the image, what do you want it to understand?
Are your images future-proof?
Technology changes rapidly. What is industry standard today may be obsolete tomorrow. That is why it makes sense to review your image workflows regularly:
- Do you have a strategy for image formats?
- Are your images compatible with modern browsers and screen types?
- Do you use CDN with automatic image optimisation?
- Do your employees know the best way to upload images?
Remember: Small, ongoing improvements to images can yield significant gains in loading time and SEO over time. This is especially true if your website has many technical product pages, images from assemblies, or details from complex solutions.
Is it time to optimise your images?
If your website is a bit slow or your SEO is declining, image optimisation could be one of the low-hanging fruits you should grab. It doesn't have to be complicated – but it does require a process, some tools and a bit of awareness in your daily work.Pull the plug and ask yourself: Do we really have a handle on how our images affect our website performance? If the answer is no – or maybe – the answer is actually quite simple: It's time to take full control of your images.Would you like help getting started or just a concrete review of your current setup? Then get in touch with us. We can help with that.
