With the way people use browsers these days, load time has become even more important. As I tell my clients and bosses: "It's never a choice between two second

With the way people use browsers these days, load time has become even more important. As I tell my clients and bosses: "It's never a choice between two seconds and five seconds. It's a choice between two seconds and whenever the hell they come back to this tab, possibly never." Many people go about web performance the wrong way, though. It usually isn't about algorithms, or hard work of any kind. It's mostly about rigorous preparation (a build process to combine and minify your assets) and outright lying (async loading, etc.).