Images, fonts, animation and third-party scripts can all affect loading and interaction, so improvement starts by identifying the real bottleneck.
Measure representative live pages
Review the homepage, service and news templates rather than an empty page. Trace the sources of largest-content loading, layout movement and interaction delay.
Remove obvious waste first
Compress above-the-fold images, avoid duplicate fonts, defer non-essential scripts and reserve element dimensions. Retest after every change to protect visual quality and function.