About Iron/Out

What we do

A faster website creates happy users. Happy users convert better, buy more and return more frequently. Even better: fast-loading, responsive and visually stable websites are rewarded by Google Search, so it makes sense to improve the performance of your website. This is what we do: we help you to get the best out of your website.

How do we do that?

We work with a predesigned iterative process where we analyse the current performance of your website and come up with actionable recommendations. We gain better insights with our tooling and visualise it for you on our dashboards. We report on a monthly basis and tell your developers what to improve, or even do this for you. It’s our goal to create a culture where performance is embedded in your development process.

When can you call us?

If you have a website you can call us anytime. However, we helped clients in various trajectories like:

  • Improving user happiness.
  • Search Engine Optimization projects.
  • Conversion Rate Optimization.
  • Website migrations (server, content management system, versions).
  • Testing website robustness.
  • Creating a ‘performance culture’.

We’re here for:

  • Everyone with a website.
  • Product owners.
  • E-commerce managers.
  • CMO’s and marketing managers.
  • Developments teams.
  • SEO specialists.

Why would you call us?

There are countless automated tools that provide your score on certain performance metrics. These tools are helpful, but only report on what they measure. You need the interpretation from a seasoned developer in order to understand and prioritize which actions to take. We tell you how you should improve. By relating website performance to your business KPIs, you also understand why you should take action. Our audit will roughly help you to improve based on four different areas.

Support your developers
They look like superman and they can build everything, but sometimes they need a little help from a web performance engineer in order to speed up.

Competitor benchmark
Know how you perform compared to 5 of your biggest competitors.

Improve your Core Web Vitals
Since August ‘21 your Core Web Vitals count in your organic performance in Google Search.

Improve business metrics
Improve important business related KPIs like sales, signups and other conversion rates, ad spend vs bounce rate, avg session duration or pages per session.

Who are we?

Iron/Out is founded in 2021 by Web Performance Specialist Sander van Surksum. We’re a part of the Makerstreet network, a collective of highly specialised digital agencies.

Sander started Iron/Out because he noticed that many companies have slow websites which leads to bad user experience: the number one irritation factor for website visitors. But it will also have a negative impact on the commercial results of the companies since they will experience lower advertising effectiveness, high bounce rates and lower conversion. Next to that, a website is often the first touchpoint with a company. If it performs badly, visitors will go away to competitors, ruining your reputation. At last, since 2021 Google also actively measures website performance with their Core Web Vitals. If you pass the assessment you probably see a positive effect on your Organic Search.

Typically, people working commercial roles will face the negative consequences of a bad performing website while developers are the ones who have to solve the issues. However what we experience in general is that developers are too busy with building new features, having no time to solve performance issues. This is where we can assist: we’re the bridge between commercial teams and developers but we’re also able to solve the issues ourselves.

How did you start with web performance?

Sander works as a developer for more than 20 years, so he basically saw the internet and all the technology evolving quickly. During his career he worked often closely with conversion rate optimization specialists who were mainly focused on improving on-page experience, however it’s more and more important to also improve the speed of websites. Because it’s a fact: the quicker a webpage loads, the more likely a user is to perform the targeted action on that webpage. User experience was always important for Sander, but in the recent 6, 7 years he specialised more and more on web performance, mainly because he noticed the significant impact of little adjustments. And… the good part is that the impact of every change can be measured.