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From Slow to Swift: Making a
Brand New Healthcare Cost-Reduction
Website Lightning Fast.

Pearl Logic Hero Image


Pearl Logic is an independent, cost-reduction consultancy based in Tampa, Florida. Established in 2003, their focus is on helping US employers regain margins on their employee healthcare expenses – an area of serious complexity and debate in national business affairs. Pearl Logic’s consultancy is designed to show employers where they are overspending, driving them towards the highest quality employee care, at the lowest cost.


Pearl Logic was introduced to Invanity through the sales services team at InsideOut.

They had recently worked with a national marketing agency to build a selection of website landing pages promoting an upcoming series of webinars and were looking to optimise conversion rate and messaging.


However, they had one major roadblock to getting conversions: website speed.


President Barry Rowley had noticed that the speed of the pages was seriously off the pace – and was growing concerned about the impact this would have on visiting traffic. After being impressed by Invanity’s technical work on his main webinar lead capture landing page, he approached our team once again to take this burden off his shoulders. That left us with two priority client goals:

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IMPROVE SITE technical health and optimize the speed to ensure consistent website quality and user experience.

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ENSURE messaging, content and site structure was left intact and unimpacted by our optimisation work.


GTMetrix Grade


Google Lighthouse Performance Score


largest contentful paint


Google Lighthouse Best Practice Score


Total Blocking Time


Cumulative Layout Shift


Within 48 hours of taking our first look at the landing pages in question, we had achieved 99% site performance with a 649ms contentful paint. But How?

We started this site optimisation project like we would any other: by assessing the fundamentals. We were immediately met with a challenge: the website was too slow for our analysis tools. The server timed out repeatedly, prompting Barry and his team to upgrade their hosting package overnight based on our recommendations.


Despite the upgrade, which boosted server resources by 400%, the site remained constrained by its limited speed. Nevertheless, we persevered, delving into web vitals, plugins, media files, themes, and frontend responsiveness.


Our first step was to eliminate all server-hosted video content, shedding over 300MB of weight. This was the root cause of the site regularly crashing. By reuploading the videos to Vimeo and embedding them onto the page, we witnessed an immediate uptick in site performance. This was a quick win, but we weren’t satisfied with just slight improvements.


Next, we embarked on a ruthless cleaning spree, meticulously scouring both the backend and frontend to safeguard all essential assets. We optimised all media files and font packages to their leanest state, eliminating any unnecessary elements like introductory theme pages, unused categories/tags, and redundant forms.


To further enhance image optimisation, we implemented the ShortPixel plugin, converting all images to WebP format, resizing and saving them in the optimal configuration.


With the site in a more streamlined state, we ventured into the backend, removing all extraneous data, pingbacks, trackbacks, and expired transients – purging any elements that weren’t essential to maintaining a tidy database.


Caching was enabled / CSS was minified / CSS was optimised / JavaScript was minified / JavaScript was
delayed where possible / JavaScript was deferred where possible / Lazyload was activated for images / Image dimensions were automated / Preloading was activate.

Finally, we looked to disable unnecessary scripts and assets that could cause slight slowdown, including emojis, embed, dashicons and blog comments.

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