Simplicity is a secret recipe for good performance.

I want to share with you my simple two-step secret to improving the performance of any website. 1) Make sure that the most important elements of the page download and render first. 2) Stop there. You don't need all that other crap. Have courage in your minimalism.

Complication is worthy of contempt.

You think your 13 megabyte parallax-ative home page is going to get you some fucking Awwward banner you can glue to the top corner of your site. You think your 40-pound jQuery file and 83 polyfills give IE7 a boner because it finally has box-shadow. Wrong, motherfucker. Let me describe your perfect-ass website: Shit's lightweight and loads fast. Fits on all your shitty screens. Looks the same in all your shitty browsers. The motherfucker's accessible to every asshole that visits your site. Shit's legible and gets your fucking point across (if you had one instead of just 5mb pics of hipsters drinking coffee)

Google’s AMP project, while a bad idea, proved one thing well.

[Google] AMP's biggest advantage isn't the library—you can beat that on your own. It isn't the AMP cache—you can get many of those optimizations through a good build script, and all of them through a decent CDN provider ... AMP's biggest advantage is the restrictions it draws on how much stuff you can cram into a single page.

Make your users wait less.

When forced to wait, life seems unnecessarily complex. Savings in time feel like simplicity. And we are thankfully loyal when it happens, which is rare ... When time is saved—or appears to have been—the complex feels simpler.

Next chapter →

← Previous chapter

Back to the table of contents