When someone visits your website, they expect it to load quickly. It does not matter whether they are accessing it from a mobile phone, a tablet, or a computer: if the site takes more than a few seconds to open, there is a high probability that they will close the tab and go elsewhere.
The majority of that loading time is consumed by images, which is why optimising images is not a technical indulgence, but a genuine necessity for any digital business.
In this article we will explain why it is worth dedicating time to this process, how it affects SEO and user experience, and what tools you can use. We will also explain how at Doowebs we address this aspect so that our clients’ websites are faster, lighter, and more reliable.
What does optimising images actually mean?
Before going into further detail, it is worth clarifying what optimising images means. Many people believe it consists solely of reducing file size, but it is something more complex. It involves adjusting weight, format, dimensions, compression, and metadata so that the image loads quickly without any appreciable loss of visual quality.
This practice allows your website to perform better, consume fewer resources, and deliver a smoother experience.
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Why images have such a significant impact on speed
Images typically account for between 40% and 60% of the total weight of a web page (according to HTTP Archive data from 2024). If left unmanaged, a single 3 MB photograph can slow down the entire site; and when a user waits too long, they leave. Google is aware of this and takes it very much into account when ranking pages.
Optimising images for the web is not merely an aesthetic concern: it is a technical factor that directly influences metrics such as LCP (Largest Contentful Paint), which is vital for SEO.
How optimisation influences SEO
Google rewards pages that load quickly. It has been stating this since 2010, but since the Core Web Vitals became part of the algorithm, speed has become more important than ever.
A website with optimised images ranks better
When you reduce file weight and adjust formats, you improve:
- Loading speed.
- User retention.
- Your PageSpeed Insights score.
- The way in which Google crawls and interprets your content.
All of this helps to make your website more visible and easier to index.
Lower bounce rate
Every additional second of loading time can cause people to close your website and, consequently, reduce conversions. With optimised images, you retain your visitors for longer and increase your chances of reaching your target audience.
Optimising images: advantages for your website and your business
Optimising images for the web is not merely a technical improvement. It has concrete benefits:
- Server space savings: Less weight = less storage = lower costs.
- Better user experience: A lightweight website conveys professionalism. Visitors do not feel that something “is not working”.
- Better ranking on Google: Your content will be easier to find.
- Reduced data consumption on mobile devices: Something your users will appreciate, even if they do not say so.
Tools and methods for optimising images
Below we outline the most useful options so that you can choose according to your needs.
Optimising images online: a quick and straightforward option
For those seeking immediate solutions, there are online image optimisers that allow you to upload a photograph and download it already compressed.
Almost all of them use intelligent compression and maintain a quality very similar to the original. They tend to be useful for one-off projects or for those who do not use content management systems.
How to optimise images in WordPress
The majority of websites today run on WordPress, so this merits a dedicated section. WordPress offers multiple tools that make it straightforward to automate compression, conversion to WebP, and lazy loading.
When a client asks us which is the best plugin for optimising images in WordPress, we do not give a single universal answer: it depends on the type of website.
Recommended plugins:
- Smush: Automatic compression, lazy load, and metadata removal. Very easy to use.
- Imagify: Ideal for online shops and websites with a large number of photographs.
- ShortPixel: One of the most powerful options for those who want full control: compression, WebP, AVIF…
As for recommended formats, wherever possible, it is advisable to use:
- WebP: lighter than JPG or PNG.
- AVIF: excellent quality with minimal file sizes (although not all browsers currently support it).
Optimising images without losing quality
This is where some people become confused: “if I reduce the file weight, I will lose quality”.
It depends on the type of compression:
Lossy compression reduces file weight more aggressively and is recommended for photographs. Lossless compression preserves the original quality. This is ideal for logos, icons, or designs containing text.
Today there are tools so advanced that they allow you to optimise images without any perceptible loss of quality, even on large screens.
Optimising images with AI
Artificial intelligence is also transforming this field. It is now possible to use systems that detect important areas of an image, adjust compression according to content, and automatically generate optimised versions.
Many companies are incorporating this technology in order to:
- Improve sharpness.
- Reduce file weight without losing quality.
- Create lighter variations adapted to each device.
At Doowebs we use AI tools so that each website delivers the most efficient images according to the actual requirements of each page.
Optimising images to improve WordPress speed
For those using WordPress, the ideal approach is to combine:
- Automatic compression.
- Conversion to WebP or AVIF.
- True lazy loading.
- Serving images via a CDN.
When all of these elements are addressed together, the difference is immediately noticeable: the page opens faster, the speed score improves, and conversions increase.
Best practices when optimising image sizes
An important consideration is to avoid uploading excessively large images. Some basic recommendations:
- Do not upload photographs of 4,000 px if they will only be displayed at 1,200 px on your website.
- Do not use PNG for photographs (reserve this format for icons and transparent backgrounds).
- Check file weight: ideally, no image should exceed 200 KB except in exceptional cases.
Optimised images continue to look perfect — they are simply lighter.
How we approach image optimisation at Doowebs
At Doowebs we review each site on a personalised basis:
- We audit the current file weight.
- We recommend optimal formats.
- We configure automatic compression.
- We set up plugins and CDN.
- We replace legacy images with versions specifically optimised for the web.
The objective is for the client to have nothing to worry about and for their website to load with the precision of a well-tuned system.
If you have a website and want it to perform well, rank higher, and prevent visitors from leaving due to slow loading times, the answer is clear: optimising images is essential.
It is a straightforward, fast process with an enormous impact on both performance and SEO.
If you want a faster, more efficient website ready to compete, at Doowebs, as experts in web design, we can help you improve your site and keep it in optimal condition.
Would you like us to review your website? Contact Doowebs and we will carry out a professional audit to improve your speed, SEO, and performance.