About the Brand
Kreative Freedom is a modern creative agency offering flexible freelance graphic design services to businesses of all sizes. The agency specialises in branding, website design and creating consistent marketing materials that help brands stand out.
Operating as a scalable network of freelance creatives, Kreative Freedom can adapt to the needs of each project, whether that’s supporting start-ups on a limited budget or delivering large-scale creative campaigns for established international businesses.
The Challenge
Kreative Freedom approached us looking to improve the performance and sustainability of their website after noticing slow loading speeds and unnecessarily large page sizes.
Our initial audit revealed that some pages were as large as 6.1MB, driven primarily by excessive JavaScript and unoptimised loading behaviour. A major contributor was the Google reCAPTCHA script, which was being loaded sitewide because the main contact form had been embedded at the bottom of every page.
In addition, several pages also included a separate “Free 30 Minute Consultation” call-to-action that triggered another form, causing reCAPTCHA scripts to load multiple times on the same page. Combined with image optimisation settings that weren’t fully configured, the site was carrying significantly more weight than necessary.
What We Did
The primary focus was reducing unnecessary JavaScript and eliminating duplicated third-party script loading across the site. To achieve this, we streamlined the site’s conversion journey by replacing embedded forms with clear call-to-action buttons that directed users to a dedicated contact page instead.
This meant that reCAPTCHA only needed to load on a single page, dramatically reducing page weight across the rest of the website. We also applied the same approach to the “Free 30 Minute Consultation” form to prevent duplicate script loading.
Alongside these structural improvements, we reviewed the website’s existing image optimisation plugin and refined its configuration to ensure images were being compressed and delivered more efficiently moving forward.
All improvements were implemented, tested and deployed within 24 hours.
The Results
The impact was immediate across performance, sustainability and overall website efficiency:
- 62% reduction in average carbon emissions per page
Reduced from 0.76g to 0.28g CO₂ - 62% reduction in average page size
Reduced from 2.62MB to 0.98MB - 30% improvement in average Google PageSpeed performance scores
Increased from 53 to 69 - Historic and ongoing emissions offset through tree planting
5 trees planted to offset the website’s carbon footprint
The result was a significantly leaner, faster and more sustainable website, achieved in less than a day without compromising the site’s functionality or user experience.
Want to be our next success story? We help organisations of all sizes improve their digital performance through accessibility audits, website optimisation and carbon reduction strategies, creating faster, greener and more inclusive online experiences. Get in touch with us today to get started…