You're a fan of images—who isn't? But those adorable puppy photos, memes, and GIFs don't come without a price. Often, these images range anywhere from a few hundred kB to several megabytes in size. And while that's practically nothing in terms of storage space, it's quite a significant cost in terms of network data usage, especially on mobile.

Which... may mean that you'll have to part ways with some of your beloved GIFs.

It's the reality of the web: The more data that your server needs to return, the longer it will take for your user's browser to receive a response and render the content. If you're not too bothered by this, think again: Page load speed is one of many factors influencing your search engine ranking.

But let's say you've decided to firmly stand your ground and defend your right to stuff every page with cat photos and GIFs. Or perhaps you're building an image-intensive user interface like GIPHY's. What are your options then?

Two of the best ways to optimize images for the web are by using the WebP image format and lazy loading images with JavaScript. Combine the two, and you'll make Lighthouse happy on even the most image-heavy pages on your website:

Lighthouse audit for

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Table of Contents

The WebP Image Format

Certain image formats require less storage space than others, trading some image quality in return for significant performance gains. The most notable and widely supported of these is the WebP image format. It was developed by Google and is described as follows:

WebP is a modern image format that provides superior lossless and lossy compression for images on the web.

You can learn more about how WebP works if you're curious, but suffice it to say that it provides nearly the same quality of images as PNG and JPEG while requiring 25–34% less space.

Optimizing images for the web using the WebP format:

  • Reduces your server's response time because less bandwidth is required to transfer those images.
  • Improves your first contentful paint (FCP) and largest contentful paint (LCP) Lighthouse metrics.
  • Respects your user's bandwidth, rather than carelessly consuming several MB of network data.

That last point is especially important since Google uses mobile-first indexing to rank your site, and many mobile plans are throttled at 3G speeds. Translation? Improving your page load speed can give your users a better mobile experience and potentially improve your ranking on Google.

Most browsers support WebP, so there's really no reason not to use it:

The caniuse report for the WebP image format.

How to Create WebP Images

Okay, so let's say you're hooked on the idea. Now how do you actually create WebP images? For that, Google provides a library of command-line utilities known as libwebp that can be used to compress images to WebP. Most images, like PNGs and JPEGs, can be compressed with the cwebp executable. You can also use the gif2webp utility to convert animated GIFs to animated WebP images.

If you're in the Node ecosystem, you're in luck—there are plenty of packages that'll convert images to WebP for you. Currently, the most popular package is imagemin-webp. If you're building a site with Gatsby, you can alternatively use gatsby-image. All of these are just wrappers around Google's WebP utilities.

Outside the Node ecosystem, there are still libraries that'll do the job for you, like the jekyll-picture-tag gem for Jekyll. But it does get pretty limited from there. My site runs on Jekyll, but I prefer to generate all of my WebP images by hand so I have more granular control over the process.

Rendering WebP Images

Now, assuming you've generated your WebP images, the typical way to render them is with the <picture>, <source>, and <img> categories:

        alt="Your image's alt">

Browsers that support the WebP image format will request and render only the <source> image, while browsers that don't yet support it will fall back to the <img> element.

It's important that you set the type attribute of the source element to image/webp like we did here so that browsers know what media type you're requesting. You can also view the full list of supported MIME types for images and other files in the MDN docs.

Other Optimized Image Formats

While WebP isn't the only performant image format on the market, it's the only one that's widely supported by modern browsers. A new image format that's on the web's horizons is AVIF, which is based on the AV1 video coding format developed by the Alliance for Open Media. It was recently adopted by Netflix for its image-intensive user interfaces and apparently offers even more compression than WebP. However, as of this writing, the only browser supporting it is Chrome 85.

Lazy Loading Images with JavaScript

You've started using the WebP image format—awesome! But is that enough?

Suppose you have a page with around 15–20 images. No matter how much you optimize these images with WebP, you will reach a point of diminishing returns, where the sheer number and size of your images will outweigh the performance gains from having used WebP compression.

So what can you do? One strategy that's popular on blogging platforms like Medium—and that I use on my own website—is known as lazy loading, where images that are not yet visible in the user's viewport aren't loaded until the user scrolls to them. That way, when the page initially loads, the bandwidth used is capped to just a few kB.

There are two ways you can lazily load images in modern browsers:

  1. Using the loading="lazy" attribute.
  2. Using the IntersectionObserver API.

It's important to note that these are NOT mutually exclusive—you can use both.

1. Native Lazy Loading

The loading="lazy" attribute offers native lazy loading for images in Chromium browsers and in Firefox. It tells a browser when to start loading images, allowing you to defer network requests until a later point in time. Mathias Bynens created a good demo of native lazy loading in action if you want to see how it works.

Basically, images with the loading="lazy" attribute won't trigger an HTTP request until they're a certain distance from the viewport. In Chrome, that distance is 1250px on a stable connection and 2500px on a slow 3G connection.

Unfortunately, as of this writing, browser support for loading="lazy" is lacking.

2. The IntersectionObserver API

The second option is to use the IntersectionObserver API, which is supported in all modern web browsers. Basically, it allows you to detect when an element is intersecting with the browser's viewport and to run some code in response.

First, we'll modify our markup to store the paths to our WebP image and the original image in data- attributes. That way, we can look up these paths with JavaScript for any given image:

<picture class="lazily-loaded-picture">
        alt="Your image's alt"

I'm naming these attributes data-srcset and data-src, respectively, but you can name them anything you want since they're just custom data attributes.

While we're at it, here's some CSS you may find useful:

.lazy-img {
    max-width: 100%;
    width: 100%;

Next, we'll create an IntersectionObserver instance and use it to detect when our images intersect with the browser viewport:

const imgObserver = new IntersectionObserver((entries, self) => {
  entries.forEach(entry => {
    if (entry.isIntersecting) {

document.querySelectorAll('.lazy-img').forEach(img => {

And here's how you might implement the lazyLoad function:

function lazyLoad(img) {
  const picture = img.parentElement;
  const source = picture.querySelector('.lazy-source');

  source.srcset = source.getAttribute('data-srcset');
  img.src = img.getAttribute('data-src');

Super simple! You don't need any libraries to lazily load images in JavaScript.

As you scroll down the page, the viewport will intersect with images, and the src and srcset attributes will get replaced with the data attributes that we defined. This initiates a new HTTP request to load the images from your server.

Note that most lazy-loading tutorials will set the src and srcset attributes to be empty strings. So they'll show you something like this for the markup:

<picture class="lazily-loaded-picture">
        alt="Your image's alt"

Don't do this. If you render <img> tags without a src attribute or <source> tags without a srcset attribute, you'll run into two problems:

  • A layout shift. When the final image is loaded in, it'll shift the text and any content after it down because an image without a src attribute has a collapsed box model that doesn't take up space. This could hurt your cumulative layout shift (CLS) score and isn't a great user experience.
  • HTML validation errors. Every <img> tag must have a valid src path!

The solution is to use a fuzzy placeholder—the original image but scaled down to some lower resolution, like 32x32px:

Blog posts whose thumbnails are fuzzy placeholder images

Since there are fewer pixels to work with, the image ends up being blurry, with chunks of color that vaguely resemble the original image's shape. Then, when the viewport intersects with the <img> element, you load in the real image with JavaScript. This is precisely what we did in the code above, with the assumption that you have four variations for each image:

  • The original (uncompressed) image (e.g., img.png).
  • The compressed WebP image (e.g., img.webp).
  • A low-resolution (e.g., 32x32) placeholder for the original image (e.g., img-placeholder.png).
  • A low-resolution (e.g., 32x32) placeholder for the WebP variant (e.g., img-placeholder.webp).

So basically, you'll want to first generate placeholders for all of your images and then compress all of those images (including the placeholders) using WebP.

There are plenty of tools you can use to scale your original image down to 32x32 or any other low resolution. What I ended up doing is writing another Python script that'll generate nxn scaled copies of all images in a given directory.

Optimizing Images Is All About the Initial Load

Does the approach covered here end up using more data than if you had just loaded in the original image to begin with? Yes (though the placeholders are only a few kB here and there). But that's the wrong mindset when optimizing images for the web.

Instead, think about how wasteful it is to load in several megabytes' worth of data at once, as soon as the page loads—whether or not those images are currently visible—and to waste a mobile user's precious bandwidth. It's even worse if they only spend a few seconds on your site and navigate away—they gain absolutely nothing from visiting your page and actually lose a few MB of data.

Final Thoughts

If you think optimizing images for the web requires some fancy tooling and expertise, think again. All you really need to do is compress your images using the WebP image format (or some other well-supported alternative) and lazily load your images using just a few lines of JavaScript.

I hope you found this tutorial helpful!


The photo used in this post's social media preview was taken by Sarandy Westfall (Unsplash).


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