Surprising fact: a typical WordPress site can lose up to 7% of its traffic for every extra second of load time, and some hosts slowed test sites by more than three seconds in GTmetrix checks.
You don’t have time for slow pages or flaky uptime. We ran real WordPress installs, GTmetrix speed tests, and UptimeRobot monitoring over several weeks to see which provider actually keeps a site online and fast.
This guide focuses on clear, practical results. We checked security stacks such as SSL, WAF, DDoS protection, malware scans, and backups. We also measured NVMe/SSD storage, LiteSpeed and Google Cloud options, and managed WordPress plans so you know what matters for speed and reliability.
Expect straight answers on performance, uptime, support response, and price tricks like low promos that jump at renewal. You’ll walk away with a short list of providers and the right plan type for your website growth.
Key Takeaways
- Real WordPress tests reveal which hosts deliver fast page loads in GTmetrix.
- UptimeRobot data shows who keeps sites accessible week after week.
- Security layers—SSL, WAF, backups—are nonnegotiable for safe sites.
- Look for NVMe/SSD, CDN access, and server caching for better performance.
- Watch promo vs renewal price and compare included freebies like free SSL and migrations.
Why your small business hosting choice matters more than you think
Your hosting choice decides whether customers find your site—and stay long enough to buy. A slow or overloaded provider turns traffic into lost sales fast. Even a one‑second delay can cut conversions and lower ad quality scores.
Reliable providers focus on fast storage (NVMe/SSD), server caching, and CDN options so your website loads quickly during promotions and busy hours. That kind of performance keeps pages responsive and customers happy.
Security and uptime matter. SSL, WAF, malware scans, DDoS protection, and regular backups reduce risk and protect customer data. Targets like 99.9% uptime mean fewer lost inquiries and abandoned carts.
- Scalability: pick a platform that can move from shared plans to cloud or VPS without emergency migrations.
- Support: 24/7 live chat or phone shortens downtime and fixes problems faster.
- Total cost: consider renewals, not just the first month, when comparing features and service.
Choose a control panel and docs that let you move quickly. That way you spend time on sales and service—not server tweaks.
How we tested UK hosting providers for small businesses
We tested each provider by building identical WordPress sites and measuring real-world behavior.
First, we ran GTmetrix on a fresh install to capture page load metrics. We repeated tests with and without any included CDN to show the real impact on performance. These runs give you a clear view of speed differences between plans.
Uptime was tracked continuously with UptimeRobot for several weeks. That long window exposed intermittent outages that a one-day check would miss, so uptime numbers reflect real reliability.
Security, scalability, and support checks
Our security checklist verified free SSL, an active WAF, malware scans, automatic backups, and DDoS protection. Each host got a pass/fail for core security features.
Scalability tests simulated traffic spikes and reviewed how easily you can move from shared to VPS or cloud. We noted resource limits like CPU and RAM and whether upgrades are seamless.
Support trials used live chat, phone, and tickets to time first responses and resolution. We scored whether answers were actionable and fast.
Test area | Method | Why it matters |
---|---|---|
Speed | GTmetrix runs, CDN toggles | Shows real page load and caching impact |
Uptime | UptimeRobot monitoring (weeks) | Validates reliability beyond marketing claims |
Security | SSL, WAF, scans, backups, DDoS | Protects your site and customer data |
Support & value | Chat/phone/ticket timing; price vs renewal; guarantees | Helps you avoid surprise costs and downtime |
Finally, we compared intro pricing against renewal and noted guarantees like 30 days (and DreamHost’s 97 days for shared plans) so you can try a provider with less risk.
best web hosting uk small business: our top picks at a glance
Scan this compact list to compare speed, uptime, security, and value at a glance.
Seven providers stand out: Hostinger (NVMe, LiteSpeed, free domain on select plans), Bluehost (WordPress tools, WAF, staging), SiteGround (Google Cloud, built-in caching, in‑house CDN), DreamHost (simple panel, long refund window), Hosting.com/A2 (Turbo, NVMe, 24/7 support), HostGator (cPanel, unmetered bandwidth, CDN), GreenGeeks (eco‑friendly, SSD speed).
Use this quick snapshot to see which hosting providers include freebies like free SSL, a domain, one‑click CDN, or migration. Look for NVMe or Google Cloud if you need fast performance for UK visitors.
Provider | Key features | Good for |
---|---|---|
Hostinger | NVMe, LiteSpeed, AI builder | Low prices, multiple sites |
SiteGround | Google Cloud, caching, backups | Performance-first sites |
DreamHost | Unlimited bandwidth, long refund | Simple control panel |
- Spot which plans include fast caching and security stacks.
- Check support hours and how renewals change your month‑to‑month prices.
- Filter by goals: ecommerce, managed WordPress, or eco‑friendly options.
Hostinger: budget-friendly speed with NVMe, LiteSpeed, and free migration
If you want solid speed without breaking the bank, Hostinger is worth a close look.
Hostinger offers NVMe storage and LiteSpeed servers across shared, WordPress, cloud, and VPS plans. You can run multiple websites on one account and move up to cloud when traffic grows.
Key perks include a free domain on select plans, unlimited SSL, and built-in migration that gets your site online faster. The AI website builder and hPanel simplify setup if you’re new to managing a website.
Best for: multiple websites on shared or cloud with low per month pricing
- Fast NVMe storage and LiteSpeed for strong page load performance.
- CDN options and global data centers to help UK and US visitors alike.
- 24/7 live chat support and clear upgrade paths from shared to cloud or VPS.
Feature | Included | Notes |
---|---|---|
Free domain | Yes (select plans) | One-year on eligible plans |
SSL | Unlimited | Auto install |
Migration | Free | Expert assisted |
Starter price | ~$2.99 per month | 30-day money-back guarantee |
Bluehost: WordPress-friendly plans with strong security and 24/7 support
Bluehost aims to simplify WordPress setup so you can launch a site without a steep learning curve. This host is officially WordPress‑recommended and bundles useful tools for new site owners.
What you get: shared plans include Cloudflare CDN, a WAF, DDoS protection, and free SSL so your site stays fast and secure with minimal setup.
Staging lets you test updates before they hit your live website, which is handy for ecommerce starters. The WonderSuite AI builder speeds design so you move from idea to launch quickly.
- Support: 24/7 chat is available and phone help shows up on higher plans.
- Migrations: plugin-based moves are free; paid concierge migration is offered for hands-off transfers.
- Scalability: upgrade paths include shared, cloud, VPS, and dedicated plans as traffic grows.
Tier | Good for | Notes |
---|---|---|
Shared | Starter sites | Intro pricing near $2.95 per month, higher on renewal |
Cloud | Growing traffic | Better resources per month |
VPS | High concurrency | Phone support on higher plans |
SiteGround: performance-first UK hosting powered by Google Cloud
SiteGround pairs Google Cloud infrastructure with server-level tweaks so your site stays fast under real traffic.
Why it’s fast: built-in caching, one‑click CDN, custom MySQL
Built-in caching and an in-house CDN reduce round trips and speed content delivery for visitors in the US and UK.
SiteGround also applies custom MySQL optimizations to lower database load. That helps complex pages render quicker under concurrent users.
Security stack: AI bot protection, WAF, and multi-location backups
Security features include a custom WAF, AI anti-bot blocking, and free SSL to protect customer data and maintain trust.
Multi-location backups keep your data safe if one region has an outage, and automatic restores simplify recovery.
- Choose from shared, WordPress/WooCommerce, or cloud plans based on traffic and complexity.
- 24/7 expert support via chat, phone, and tickets; cloud customers get priority help.
- Intro pricing often starts near $2.99–$3.99 per month, but watch renewal prices as you upgrade.
Feature | Why it matters | Good for |
---|---|---|
Google Cloud + CDN | Faster responses for UK and US visitors | Content-heavy sites |
Caching & MySQL tweaks | Lower server load, faster page renders | WooCommerce and high-traffic blogs |
AI bot protection & backups | Improves uptime and resilience | Any site handling transactions |
DreamHost: simple control panel, unlimited bandwidth, and long refund window
DreamHost keeps things intentionally simple so you spend less time on server tasks and more on your website. The custom control panel is clean and easy to use whether you’re new to site management or just want fewer menus to learn.
Shared plans include unlimited bandwidth and free SSL, which helps during traffic spikes without instant upgrades. Automatic WordPress updates and daily backups cut your maintenance load and reduce risk from faulty plugins.
“The 97-day money-back guarantee gives you a real window to test performance, support, and migration without rushing decisions.”
DreamPress runs on a cloud environment for better resilience and faster responses than basic shared storage. Migration options range from self-service tools to paid assisted moves if you want expert help.
- 24/7 ticket support and live chat, with callbacks on select plans.
- Simple pricing on shared plans; managed WordPress and VPS add more power as you grow.
- Daily backups and free SSL improve security and recovery options.
Feature | Included | Notes |
---|---|---|
Bandwidth | Unlimited | Good for traffic bumps |
Money-back | 97-day guarantee | Long trial window |
Support | 24/7 | Chat, tickets, callbacks |
Hosting.com (formerly A2 Hosting): turbo performance and Guru Crew support
Hosting.com leans hard on speed tech to keep busy stores responsive under peak load. You get LiteSpeed servers, NVMe storage, and global data centers that cut page times for visitors across regions.
Cloudflare integration is included to accelerate your site and add another layer of protection. That helps with both speed and security during traffic spikes.
When to choose it: high-traffic WordPress or WooCommerce on NVMe/LiteSpeed
If your store needs consistent performance during sales, pick a Turbo plan. These plans raise available CPU and RAM so your catalog stays snappy under load.
- Turbo with NVMe + LiteSpeed: tuned for heavy, concurrent traffic.
- WordPress tools: caching, compression, and update helpers speed optimization for your website.
- Guru Crew support: 24/7 chat and ticket help that solves deep performance issues fast.
The anytime money-back policy gives you a full month and beyond to test higher tiers. Watch resource limits—bandwidth, CPU, and RAM—so you pick the right plan as traffic grows.
Feature | Why it matters | Good for |
---|---|---|
NVMe + LiteSpeed | Faster I/O and server-level caching | WooCommerce, high-traffic sites |
Cloudflare | Global acceleration and added security | International audiences |
Guru Crew | Expert technical support | Troubleshooting and tuning |
HostGator: beginner-friendly cPanel, unmetered bandwidth, and easy restores
HostGator keeps setup simple with a familiar cPanel so you manage your site without steep learning curves. The control panel speeds routine tasks like installs, email, and DNS edits.
Unmetered bandwidth helps when traffic grows early, so you don’t micro-manage quotas every month. Shared and WordPress plans include a bundled Cloudflare CDN with Argo routing to cut latency and speed page delivery.
Security add-ons matter. SiteLock scans for malware and flags issues. CodeGuard provides daily backups and one-click restores, which can save you after a bad plugin update.
- Easy recovery: CodeGuard backups and one-click restores.
- Speed & security: free SSL, Cloudflare CDN, and Argo routing.
- Support: 24/7 phone, chat, email, and social channels.
Promos can start near $1.99 per month and include a 30-day money-back guarantee. Track renewal pricing and use the documentation and tutorials to handle common tasks without extra help. HostGator is a solid service for your first website and for straightforward upgrade paths as you grow.
GreenGeeks: eco-friendly hosting with SSD speed and no pushy upsells
GreenGeeks pairs green energy with real performance — they offset three times their power use and plant a tree for every account via One Tree Planted. That makes your site greener without extra admin on your part.
Plans include SSD storage and tuned platforms so your website stays responsive for visitors. Security hardening and proactive monitoring help stop threats before they cause downtime.
GreenGeeks keeps checkout simple with clear plans and fewer upsells. You often get free SSL and a domain depending on the term, which reduces first-year costs and setup friction.
- Sustainability: 3x energy offset and tree planting per account.
- Performance: SSD storage and platform tuning for faster page loads.
- Support: 24/7 help if you need fast answers during launches.
Prices sit a bit above bare-bones providers, but you pay for added value and ethical operations. If sustainability matters to your brand, this provider balances conscience with solid site features.
Shared vs VPS vs Cloud vs Managed: which hosting type fits your business
Not all plans are equal—some save money up front, others save you time and headaches. Pick the type that matches your traffic, technical comfort, and budget per month.
Shared hosting: lowest cost per month and where it makes sense
Shared hosting keeps startup costs low and works for basic sites with modest visits. You get a friendly price per month and simple control panels.
Expect occasional slowdowns if neighbors spike traffic. That is normal on shared servers. Use it for brochure sites, portfolios, or early-stage stores.
Cloud and VPS: scalable resources, isolated performance, and control
Choose a VPS when you need isolated resources and more control over software and tuning. A VPS gives predictable CPU and RAM so performance is steadier.
Cloud hosting spreads load across servers. It scales smoothly during spikes and usually improves uptime. Cloud is great if you expect growth or seasonal surges.
Managed WordPress: hands-off updates, security, and backups
Managed WordPress plans handle updates, monitoring, backups, and many security tasks for you. If you are non-technical, this saves time and reduces risk from plugin conflicts.
Compare monthly costs against the time you save. If you’d rather focus on content and sales, a managed service often pays off.
- Shared hosting: cheap and simple, but can slow under load.
- VPS: isolated resources and control for better performance.
- Cloud: best for scaling and uptime during spikes.
- Managed WordPress: hands-off maintenance, backups, and security.
Type | Good for | Monthly trade-off |
---|---|---|
Shared hosting | Starter websites | Low cost, less control |
VPS | Growing sites needing control | More predictable performance |
Cloud | Traffic spikes, scale | Flexible billing, high uptime |
Plan your upgrade path now so you don’t scramble when traffic grows. Match expected traffic to the resources and management level you want from your provider.
Key buying factors: performance, uptime, security, support, and cost
Don’t buy marketing—buy the tech: storage, cache, and real support that answers fast. Focus on the elements that make your website feel instant and stay online when traffic spikes.

Performance and uptime
Prioritize NVMe/SSD, server caching, and a CDN so pages load quickly for visitors. Aim for plans that promise 99.9%+ uptime to cut lost sales from outages.
Security essentials
Free SSL, a WAF, DDoS protection, malware scans, and backups should come standard. These features protect customers and reduce recovery time after an incident.
Support that saves time
Pick providers with 24/7 phone and live chat support so you get real help fast. Fast, knowledgeable support reduces downtime and troubleshooting stress.
Total cost of ownership
Compare promo vs renewal prices over 12–36 months and factor in bandwidth, storage, and included tools like staging or migration. Look for solid money-back guarantees—DreamHost’s 97-day trial is one example—so you can test performance without risk.
Pricing and renewals explained: avoid surprises after the first term
Intro pricing can look irresistible, but the renewal math often tells a different story. Many providers advertise low rates like $2.59–$3.99 per month for the first term. That rate often rises sharply at renewal, so don’t judge a plan by year one alone.
Check term length—12 to 36 months affects the per month price. Longer commitments lower the sticker but lock you in.
Confirm whether a free domain or SSL applies only for the initial term. Also verify if migrations are free, tool-based, or a paid concierge service.
- Compare features across tiers so you don’t pay for extras you won’t use.
- Align resources in your chosen plan with expected growth to avoid premature upgrades.
- Factor VAT and currency conversion if prices show in USD but you bill in GBP.
Look for guarantees—30 days is common; DreamHost gives 97 days on shared plans. Set renewal reminders so you can renegotiate or switch before new prices kick in.
For a clear breakdown of recurring cost expectations, read this guide on demystifying hosting costs: demystifying hosting costs.
Freebies that matter: free domain, free SSL, backups, migration, and CDN
Free extras can shave hours off setup and cut your first-month costs when you pick the right provider. Look for clear statements about a free domain for the first year, free ssl certificates, and included CDN access.
A free domain reduces upfront expense and makes DNS setup simpler if this is your first website. Confirm whether the free domain covers one site or multiple sites on the plan.
Free SSL is non-negotiable for trust and search visibility. Avoid providers that charge extra for ssl; most reputable hosts include it automatically.
Automatic backups—daily or weekly—protect your content and let you restore quickly after a bad update. Check retention periods and whether you can trigger restores yourself.
Migration options vary. Some hosts offer expert, complimentary migration; others give plugins or charge a fee. If you want a hands-off move, pick a provider that includes free migration.
- A bundled CDN speeds delivery to visitors and improves page metrics.
- Verify which freebies apply only to the initial term so you can budget for renewal.
- Consider included tools like staging or an AI builder along with core freebies when you compare value.
Website builders and tools: AI builders, WordPress, and ecommerce options
Deciding between quick builders and a self-hosted site shapes your workload and costs. AI builders speed design and content creation, so you can launch a website fast without coding skills. Many providers bundle these builders and staging tools in the same account to cut setup time.
WordPress remains the flexible standard if you want growth and custom features. With thousands of themes and plugins, you can add functionality as you scale. Choose a managed WordPress plan if you want your host to handle updates, security, and performance tuning.
All-in-one vs self-hosted: when to consider platforms like Shopify or HubSpot
All-in-one platforms bundle hosting, CMS, builder, CDN, and security into one service. Shopify (plans from $29/month; Starter at $5) and HubSpot simplify ecommerce and marketing work inside a single dashboard.
- AI builders: jumpstart design and content so you launch faster.
- Managed WordPress: offloads maintenance and tuning to your provider.
- All-in-one platforms: reduce technical overhead for ecommerce and marketing.
- Consider: monthly platform fees versus self-hosted costs over 12–24 months.
Pick based on control vs convenience: if you want full customization and lower recurring platform fees, a self-hosted WordPress setup fits. If you prefer minimal maintenance and integrated checkout or CRM, an all-in-one service saves time and reduces risk.
Migration made easy: how to switch hosts without downtime
Switching hosts can feel risky, but a clear checklist makes the change nearly invisible to visitors.
Start with a full backup so you have a safe rollback point. Export files and the database, and keep copies in at least two places.
Ask your new hosting provider whether they offer free expert migration, a guided plugin, or a paid concierge service. That support can remove most manual steps.
- Shorten TTL and schedule the DNS switch during low-traffic hours to speed cutover.
- Use a CDN to reduce perceived downtime and keep cached pages serving while DNS propagates.
- Validate SSL, email routing, and CDN settings at the new account before you flip DNS.
- Test critical pages, checkout, and contact forms immediately after migration.
- Keep the old account active for a month so you can revert if anything is missed.
Tip: lean on 24/7 chat or phone support to coordinate cutovers and confirm uptime after the move. Document each step and purge caches to avoid stale assets.
“A short maintenance notice helps users and reduces support tickets during the switch.”
Performance tuning checklist for UK audiences
Latency losses add up — start by placing resources near your audience. Use a focused checklist to lower load times and protect uptime for your site visitors.
Pick the right data center and enable edge caching
Choose a UK or nearby EU data center to trim round‑trip time for visitors. That small change often yields a clear speed boost.
Enable your host’s CDN so static assets are cached closer to users across the country. This reduces bandwidth use and speeds content delivery.
Leverage server-level caching and fast storage
Turn on server caching like LiteSpeed Cache or equivalent. Server-level cache cuts server work per request and lowers page render times.
Prefer NVMe/SSD storage for faster reads and writes versus spinning disks. Faster I/O helps dynamic pages and checkout flows.
- Optimize images to WebP or AVIF and compress CSS/JS to shrink payloads.
- Use a performance plugin to lazy-load media and defer non-critical scripts.
- Minimize third-party embeds that bloat pages and add latency.
- Keep themes and plugins updated to avoid performance and security pitfalls.
- Ask support to review server settings if metrics plateau—they can often help tune PHP, caching TTLs, or throttles.
Action | Why it helps | Quick tip |
---|---|---|
Choose nearby data center | Lower latency for local visitors | Pick UK or EU location when signing up |
Enable CDN | Reduces bandwidth and speeds static assets | Use provider CDN plus Cloudflare for added edge coverage |
Turn on server cache | Faster page delivery with less CPU load | Use LiteSpeed or similar and test purge rules |
Optimize assets | Smaller payloads = faster loads | Compress, convert images, and defer scripts |
Monitor uptime and page speed regularly. Small tweaks each month compound into measurable performance gains for your website and customers.
Conclusion
Use our test data to choose a plan that keeps your site fast and secure as you grow.
You saw how Hostinger, Bluehost, SiteGround, DreamHost, Hosting.com, HostGator, and GreenGeeks differ on speed, uptime, and value. Match your plan type—shared, VPS, cloud, or managed—to traffic and how much maintenance you want.
Prioritize NVMe/SSD, CDN, and server caching for better performance. Confirm security basics like SSL, WAF, malware scans, and backups. Pick a host with responsive 24/7 support and a clear guarantee so surprises won’t stall launches.
Budget beyond the first month, use included freebies to save time, and follow the migration checklist when moving. Revisit performance quarterly and choose the provider that fits your next 12 months of growth.
FAQ
How do I choose the right hosting plan for your site and budget?
Start by listing what your site needs: expected monthly visitors, storage for files, whether you’ll run WordPress or an ecommerce store, and if you need email accounts. For low traffic and tight budgets, shared plans keep monthly costs down. If you expect growth, pick cloud or VPS for scalable CPU/RAM and predictable performance. Check included features like free domain, free SSL, backups, and migration — they cut setup time and extra costs. Finally, compare renewal prices and support options so you won’t be surprised after the first term.
Does a free domain or free SSL really matter when comparing providers?
Yes. A free domain saves you roughly –20 for the first year and shortens setup. Free SSL is essential — it encrypts data and helps with SEO and conversions. If a provider bundles these you avoid add-on fees. Also look for automated renewals and easy certificate installs so you don’t face expired SSL or manual tasks.
How reliable are uptime guarantees and how should you test them?
Look for guarantees of 99.9% or higher and read the SLA to see compensation rules. To verify, use uptime monitors like UptimeRobot or Pingdom over several weeks. Real-world tests should track downtime, response times, and scheduled maintenance. Remember that geographic data center choice affects latency for your audience.
Should you pick a host based on speed claims like NVMe or LiteSpeed?
Yes—storage type and server stack matter. NVMe drives and LiteSpeed or Nginx servers often deliver faster I/O and page loads than older HDD or basic Apache setups. Also factor in CDN availability and server-level caching. For WordPress sites, hosts that include caching plugins or integrated CDN will speed up your pages with minimal configuration.
How important is support, and which channels should you expect?
Support is crucial when things break. Prioritize providers that offer 24/7 live chat and phone support plus ticketing for complex issues. Test response times before committing — try a pre-sales question or a migration request. Look for documented migration help, one-click restores, and staff familiar with WordPress, SSL, and email DNS to save you time.
What security features should be non-negotiable?
Insist on free SSL, daily or at least weekly backups, a web application firewall (WAF), malware scanning, and DDoS protections. Automated patching and account isolation between customers reduce risk. If you handle payments, ensure PCI compliance and consider two-factor login for control panels.
How do renewal prices typically compare to promotional rates?
Promo prices often drop the initial term by 30–70%. Renewals usually jump to standard rates, sometimes doubling the monthly cost. Check renewal tables and any multi‑year discounts. Factor in money-back guarantees and the real total cost of ownership over two to three years when comparing providers.
When is managed WordPress hosting worth the extra cost?
Managed plans make sense if you want hands-off updates, automatic backups, server-level caching, and expert WordPress support. They reduce maintenance time and improve security for plugins/themes. For busy owners running ecommerce or multiple sites, the higher monthly cost often pays for itself in saved time and fewer outages.
Can you switch hosts without downtime, and how difficult is migration?
Yes, you can migrate with zero or minimal downtime. Good providers offer free migration services or plugins and will transfer files, databases, and DNS settings. The key steps are creating a full backup, testing the site on the new host, updating DNS TTL ahead of the switch, and monitoring propagation. Ask support to handle the DNS change if you’re not comfortable.
What’s the difference between shared, VPS, cloud, and managed plans?
Shared plans split resources across many accounts, keeping costs low but limiting performance. VPS isolates resources for more consistent performance and control. Cloud hosting offers scalable resources and redundancy across nodes, good for traffic spikes. Managed plans add vendor handling of updates, backups, and security—ideal if you prefer convenience over hands-on control.
How do backups and restore features vary between providers?
Some hosts include daily automated backups with easy one-click restores; others limit backups to weekly or charge extra. Check retention length, whether backups include databases and email, and how quickly you can restore a full site. Quick restores reduce downtime and data loss risk, so prioritize providers with simple recovery tools.
Which features help ecommerce sites run smoothly?
For online stores, prioritize PCI-compliant infrastructure, SSL, staging environments, fast I/O (NVMe), adequate RAM/CPU, and strong caching. Unmetered bandwidth or high monthly transfer limits prevent fees during sales. Also check for integrated CDN, reliable daily backups, and support for WooCommerce or other ecommerce platforms.
Is green or eco-friendly hosting any different in performance?
Not necessarily. Many eco-focused providers use renewable energy to power their data centers or buy carbon offsets while still offering SSD/NVMe storage and modern server stacks. Check uptime and speed benchmarks rather than assuming greener options sacrifice performance.