The verdict in three sentences
When 62 % of a B2B site's URLs show poor INP in Search Console, hosting is rarely the cause; the culprit is almost always JavaScript running on the main thread, with third-party scripts at the top of the list. In New York, a performance audit at 2,000 to 5,000 USD followed by 40 to 160 hours of fixes at 120 to 180 USD an hour usually brings pages back under the 200 ms threshold. The 8 to 15 % lift in demo requests that teams report pays the project back within a few months.
Why INP collapses on SaaS marketing sites
Since March 2024, Interaction to Next Paint has replaced FID in Core Web Vitals. It measures the latency of every interaction during a visit (opening a menu, switching a pricing tab, typing into a form) and keeps a value close to the worst one. Google rates a page good at 200 ms or less at the 75th percentile, needs improvement between 200 and 500 ms, and poor above 500 ms.
A typical SaaS marketing site stacks everything that hurts INP: a tag manager firing eight to fifteen tags, a chat widget, an A/B testing tool, a heatmap, LinkedIn and Meta pixels, a consent banner and embedded video. Every team adds a tool and nobody removes one. In audits run in 2025 and 2026, third-party scripts account for roughly 40 % of main-thread blocking time.
| Blocking source | Typical share of blocking time | Fix | Estimated effort |
|---|---|---|---|
| Third-party scripts (chat, A/B test, heatmap, pixels) | 40 % | Click-to-load facade, deferred loading, remove duplicates | 16 to 40 hours |
| Framework hydration (React, Vue) | 20 to 25 % | Code splitting, server components, partial hydration | 32 to 80 hours |
| Heavy event handlers (menus, filters) | 10 to 15 % | Yield to the main thread, debounce, move work off-thread | 16 to 32 hours |
| Consent management platform | 8 to 12 % | Lighter CMP, async script | 8 to 16 hours |
| Very long pages (pricing, comparisons) | 5 % | Smaller DOM, content-visibility | 8 to 24 hours |
| Fonts and above-the-fold images | Mostly affects LCP | Preload, AVIF, font-display | 8 to 16 hours |
These shares are 2026 ballpark figures from B2B sites with 50 to 400 pages. They guide the audit; they do not replace it.
What the project costs in New York in 2026
New York teams buy performance work in two steps: an audit that measures and prioritizes, then developer time. Rates below are typical for specialist consultancies and senior front-end contractors.
| Item | 2026 range | Deliverable |
|---|---|---|
| Performance audit (CrUX, RUM, Chrome traces) | 2,000 to 5,000 USD | Report prioritized by template and by script |
| Fixes, 40 hours at 120 to 180 USD | 4,800 to 7,200 USD | Third-party scripts and consent |
| Fixes, 80 hours | 9,600 to 14,400 USD | Plus bundle splitting |
| Fixes, 160 hours | 19,200 to 28,800 USD | Plus rewriting critical components |
| RUM monitoring tool | 0 to 400 USD a month | Real-user INP per page |
| Custom rebuild by Kolonell | 2,500,000 to 15,000,000+ FCFA (3,810 to 22,870+ EUR) | Depending on complexity: simple, medium or complex |
Kolonell's custom grid has three steps: simple from 2,500,000 to 4,000,000 FCFA (3,810 to 6,100 EUR), medium from 4,000,000 to 7,000,000 FCFA (6,100 to 10,670 EUR), complex from 7,000,000 to 15,000,000+ FCFA (10,670 to 22,870+ EUR). An audit or a one-off takeover of existing code is quoted separately.
Fix or rebuild: a simple decision rule
Fix the site if it runs on a recent framework, if fewer than 30 % of templates hold the poor URLs and if marketing agrees to drop two or three tools. Rebuild if the theme is old and heavy, if every page ships more than 600 KB of compressed JavaScript, or if the same debt also slows down publishing. Either way, set a measurable target before signing, such as 90 % of mobile URLs rated good for INP six weeks after release.
Mini case study
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Megan, VP Marketing at a 90-person HR software company in New York, gets 25,000 visits a month and converts 1.2 % of them into demo requests, or 300 demos. Sales closes 15 % of demos at an average annual contract value of 14,000 USD.
Targeting a 10 % conversion lift, the middle of the observed range, she gains 30 extra demos a month, so 4.5 extra customers and about 63,000 USD in new annual recurring revenue. The project costs 3,500 USD for the audit plus 80 hours at 150 USD, or 15,500 USD. With about 5,250 USD of added monthly recurring revenue, payback comes in roughly 3 months.
FAQ
What INP value does Google consider good?
A page is good when 75 % of visits record an INP of 200 ms or less. Between 200 and 500 ms it needs improvement; above 500 ms it is poor.
How long until Search Console reflects the fixes?
CrUX data covers a rolling 28-day window. Expect 4 to 6 weeks after release before the share of good URLs climbs clearly.
Do we have to remove the chat or the A/B testing tool?
Not necessarily. A facade that loads chat on first click removes most of its cost, and server-side A/B testing avoids 100 to 300 ms of blocking per page.
Will switching hosts solve it?
Rarely. Hosting affects server response time and LCP, while INP is decided in the browser by the JavaScript that runs after load.
Can Kolonell take over an existing Next.js or WordPress site?
Yes. Takeovers and audits are quoted case by case, a custom rebuild follows the 2,500,000 to 15,000,000+ FCFA grid, and monthly maintenance costs 35,000, 75,000 or 120,000 FCFA (53, 114 or 183 EUR). See our custom web applications page.
Let's scope your project. Send us your site URL and a Search Console export, and we will scope the audit, the priority fixes and the release timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
