Case study · Auto locksmith
Affordable Car Key — a site 91% lighter and its best month of clicks on record
Affordable Car Key is a mobile auto locksmith in Croydon covering South London and Surrey. The site ranked, but on a phone it was close to unusable: the mobile homepage weighed 9.08MB and its main content took 39.6 seconds to appear. Most of that weight came from an icon font loaded in full to draw 49 icons, and hero photographs saved as PNGs. The site had also grown to 167 pages, many of them near-identical town and brand pages competing with each other.
Approach
What we did
- Subset the icon font to the icons actually used and re-encoded the hero photography, taking mobile page weight from 9.08MB to 0.82MB and layout shift to zero.
- Consolidated 167 pages into 88 by merging thin town and car-brand pages into stronger ones, and added a content check that every page must pass before it ships: at least 300 unique words and no more than 35% shared boilerplate.
- Put a quote form, WhatsApp button and live map in the first screen, so a stranded driver can get help without scrolling.
Results
The outcome
9.08MB → 0.82MB
mobile page weight
75 → 158
monthly Google clicks, June vs September 2026
39.6s → ~5s
time for the main content to load on mobile
Services used
How we got there
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