A website loads in your head first

Some websites load in a second and feel slow, and some take three and feel instant. The difference isn't the server: it's what shows up first, and whether what shows up already answers the question you arrived with.

The order is the message

When we build, we decide the order of appearance before the palette. Headline, proof, action. If those land in the first paint, the rest can take its time. If they arrive after a background video and three fonts, real speed stops mattering: the visitor has already decided the page is heavy.

Nobody times a website. Everybody notices when they're made to wait for no reason.

— Sors

This has concrete technical consequences: fonts ship subsetted with a calibrated fallback, images reserve their space before they arrive, and everything that moves waits until the essentials are on screen. It isn't last-minute optimisation. It's the project's structure from the first sketch.