Performance optimisation for B2B sites: caching, responsive design, CTAs and PHP tuning in WordPress

The answer lies (among other things) in five disciplines: caching, responsive design, CTAs, visual communication and PHP optimisation. And no, it is not only about green scores in Google PageSpeed. It is about the experience in the user’s browser. That is where the magic (or frustration) happens.

Start with what matters most—and yes, it can be measured

When discussing speed optimisation, we always recommend starting with a holistic understanding. Use tools such as Pingdom or Google PageSpeed Insights, but use them as a guideline—not as judge and executioner.

Ultimately, it is perceived speed that matters. How quickly the page is experienced. You can read more about that in this post.

You can capture that sense of what users experience, among other things, with tools such as:

• WebPageTest.org—especially their visual load analyses and “filmstrip view”
• CrUX Vis – Provides a historical overview of your performance, making it easier to “pinpoint” which changes have made an impact.
• Chrome DevTools > Performance—here you can inspect everything from first byte to interactive elements.
• Hotjar/Session replay—where do people click? And when do they give up?

Once you have the overview, focus your efforts where it truly makes a difference.

If you would like us to carry out the analysis for you, it costs DKK 7,500, and you will receive a complete plan of the optimisations to be implemented.

Below are some of the measures we often cover.

1. Caching—do not fetch everything every time

Caching is like planning the route before anyone asks for directions. The less the server has to think, the faster it responds.

This section is not for ordinary users. It requires a developer background to implement correctly.

What you can do:

• Do not forget a CDN (Content Delivery Network)—especially if you have international users.
• Use Object Cache—e.g., Redis or Memcached—to reduce the number of database calls.
• Set up Full Page Caching via, for example, WP Rocket or LiteSpeed Cache (if the server supports it).
• Remember Browser Caching—especially for static files such as images, fonts and JavaScript.

2. Responsive design—more than just “mobile-friendly”

Responsive design is not just about things being able to display on mobile—it is about them looking good.

What you should check:

• Prioritise Core Web Vitals—especially Cumulative Layout Shift and Largest Contentful Paint—they say a lot about the mobile experience.
• Use modern image formats such as WebP and ensure images adapt to screen size via srcset.
• Cut down on unnecessary scripts. Many desktop features are redundant on mobile.
• Use horizontal scrolling so that not all content is simply stacked.
• Some elements should look completely different on mobile than on desktop.

3. Calls to action—test, test and test some more

You can have the fastest site in the world—but if the user does not know what the next step is, they will still click away.

Therefore: Test your CTA. Not just the button colour, but the wording, the context and the value.

Here are some examples that perform well in the B2B world:

• “Book a demo”—direct and specific
• “Get a free review”—delivers value immediately
• “Download our whitepaper”—perfect for lead gen
• “Compare solutions”—appeals to the research phase
• “Sign up for our webinar”—ideal for positioning you as experts
• “View the case”—especially strong if trust is already established and they are in decision mode

4. Visual communication—more impact, more engagement

Speed and performance are not only about technology. They are also about capturing and holding attention.

Use formats that engage:

• Infographics that explain complex topics briefly and clearly
• Animations that guide the user’s eye and create rhythm on the page
• Videos that explain your product or solution in a few minutes
• Interactive elements, e.g., ROI calculators or checklists
• Slideshows, hotspots and clickable demos—inviting action

When users engage with your content, they stay longer—and that sends strong signals to Google.

And as an added bonus: all that interaction can be tracked. Use data from Hotjar, GA4 or your CRM, and run retargeting campaigns on LinkedIn and Meta. You already know who has shown interest—now you can help them move forward.

5. PHP tuning—get the engine purring

WordPress is built in PHP. And the better you tune the engine, the faster you get from A to B.

Here are some concrete measures:

Consider a headless setup if you have a heavy frontend layer—it can deliver significantly better performance and flexibility.

• Update to the latest stable PHP version—currently PHP 8.2 or 8.3. It is often much faster than older versions.
• Use OPcache so PHP does not have to compile everything every time.
• Streamline your plugin setup. Every plugin is a potential bottleneck.
• Use CloudFlare Apo – automatic performance optimisation for WordPress sites

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Lars Rasmussen

Backendudvikler

[email protected]