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Trufijo is a multinational company operating in the B2B space, providing virtual assistance services to mid- and high-tier businesses across different nations. They were facing a major issue that was directly affecting their conversion ratio.
Trufijo’s sales process relied on website visitors booking a discovery call, which would then lead to a personal 1-on-1 call with a sales closer. However, many potential customers were unable to fully open or use the website, which significantly hurt their closing ratio.
When we started working with Trufijo, we immediately noticed several problems on their website that needed urgent attention. As part of our Theory of Constraints (TOC) audit framework, we identified that the main constraint in their system was website speed.
When we asked the business owner, “What’s the one thing that, if we fix it, will make the biggest impact even if we do nothing else?”, they responded that they simply needed more people to book 1-on-1 calls. Naturally, this made website accessibility and speed our top priority.
During the initial audit, we discovered that the site was extremely slow. Based on our internal research across 500+ business websites and surveys from sources like Blue Aspen and TechnWeb, we know that loading speed directly impacts conversion rate.
According to Blue Aspen and TechnWeb, every 1-second delay in website loading time can lower conversions by about 7%, resulting in fewer inquiries or sales. As highlighted by Michael Zang, a slow website also increases Customer Acquisition Cost (CAC) because you must bring in more traffic to achieve the same number of leads. This impact is especially critical for B2B businesses that rely on their website to convert visitors into clients.
Furthermore, about 47% of users expect a website to load within 2 seconds or less, and if it doesn’t, nearly half may leave before interacting with the offer — hurting both B2B and B2C closing rates.
After analyzing the site using Google PageSpeed Insights, we found that the website’s performance score was 19, indicating serious technical issues.
Key metrics before optimization:
You can find more detailed explanations of these metrics and their impact on website efficiency on our social links.
Beneath these metrics, we also reviewed the detailed Insights report, which highlighted the exact issues causing the performance lag.
We identified that the images used across the website were excessively large, which caused slow loading times. There were two possible solutions:
We used a hybrid approach — manually optimizing large images and using a lightweight plugin to handle the rest.
The second major issue was render-blocking requests, which delayed content from appearing quickly. Even after optimizing the images, website performance showed little improvement.
Updated performance metrics after partial fixes:
While these numbers improved, the main constraint still persisted — performance was not yet at a satisfactory level.
Upon deeper analysis, we found the root cause: a third-party plugin was sending render-blocking JavaScript requests across every page, even before visible content loaded. Using the PageSpeed heatmap, we traced it to a form integration that was delaying the document request latency.
Trufijo used GoHighLevel (GHL) to connect their forms and leads through a plugin called Lead Connector. Unfortunately, this plugin was loading its scripts on every page of the website instead of only where needed.
No amount of minification, lazy loading, or preloading could fix this because the script was structurally blocking content before rendering.
The issue was caused by a GHL form embedded inside a pop-up that displayed their Virtual Assistant portfolio. That pop-up form was set to load across the entire website rather than only when triggered.
Once we identified this, we reconfigured the form to load only on the specific pop-up page, not site-wide. This single fix instantly boosted the site’s performance.
After resolving the plugin issue, website performance increased significantly.
Final performance results:
It’s incredible how a single technical issue can cause such a drastic drop in performance — and in turn, business results. After fixing the speed problems for Trufijo, we implemented several additional systems to help them recover and scale further.
We increased the website’s performance score from 19 to 70, making it significantly faster and more efficient. The Speed Index dropped from 33.7 seconds to 6.7 seconds, making the site nearly five times faster and drastically improving user experience. Alongside technical improvements, we implemented lead nurture automation through email, helping recover and convert more leads automatically. We also introduced a Client Analysis Document to support the sales team in closing deals faster and with better insights. Finally, we optimized the entire funnel, ensuring no leads were lost in the process and every interaction moved prospects closer to conversion.