diff --git a/CHANGELOG.md b/CHANGELOG.md
index 0eae5e0ded..fbb0ab9db1 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -14,6 +14,10 @@ way to update this template, but currently, we follow a pattern:
 
 ## Upcoming version 2018-09-XX
 
+* [change] Improve performance of public pages. Image assets are optimized and lazy loading is
+  applied to images in SectionLocation and ListingCard. Read
+  [documentation](./docs/improving-performance.md) for implementation details.
+  [#936](https://github.com/sharetribe/flex-template-web/pull/936)
 * [change] Update sharetribe-scripts. **cssnext** (used previously in sharetribe-scripts) has been
   deprecated. Now **postcss-preset-env** is used instead with stage 3 + custom media queries and
   nesting-rules. If this change breaks your styling, you could still use v1.1.2. The next version of
diff --git a/docs/README.md b/docs/README.md
index d67c86517c..d58cbd766d 100644
--- a/docs/README.md
+++ b/docs/README.md
@@ -51,6 +51,7 @@ Documentation for specific topics can be found in the following files:
 * [Original create-react-app documentation](https://github.com/sharetribe/create-react-app/blob/master/packages/react-scripts/template/README.md)
 * [Customization checklist](customization-checklist.md)
 * [Icons](icons.md)
+* [Improving performance](improving-performance.md)
 
 The application was bootstrapped with a forked version of
 [create-react-app](https://github.com/facebookincubator/create-react-app). While most of the
diff --git a/docs/improving-performance.md b/docs/improving-performance.md
new file mode 100644
index 0000000000..1d23aa4078
--- /dev/null
+++ b/docs/improving-performance.md
@@ -0,0 +1,74 @@
+# Improving page rendering performance
+
+When we think about page speed there are actually two different scenarios that we need to address:
+
+* The speed of initial page load and possible reloads after that
+* The speed of changing the page within Single page application (SPA)
+
+The first one is usually a slower process. A browser needs to load all the HTML, CSS, JavaScript,
+and images - and then it needs to understand and execute those files, calculate layout, paint
+components and finally composite the whole view. The initial page load is the slowest since the
+consequent page reloads can take benefit from browser caches.
+
+SPAs can improve from that since they don't necessarily need to download anymore JavaScript, HTML,
+or CSS - already downloaded JavaScript might be enough for rendering consequent pages when a user
+wants to navigate to another page. Most of the time SPAs just fetch data for that page.
+
+These two UX scenarios might also conflict with each other. If all the JavaScript is in one big
+bundle, page changes within a SPA are fast. However, downloading and evaluating a big JavaScript
+file is slowing initial page rendering down. Even though users rarely experience the full initial
+page load speed when they use an SPA like Flex Template for Web, it is good to keep track of that
+speed. Especially since that is what search engine bots are experiencing and therefore it might
+affect your page rank.
+
+Read more about
+[website performance](https://developers.google.com/web/fundamentals/performance/why-performance-matters/).
+
+We haven't yet implemented code splitting to reduce initial page rendering time, but there're other
+improvements that could be done to improve both cases of page rendering.
+
+## Check page performance
+
+The first step is, of course, to start measuring performance.
+[Lighthouse](https://developers.google.com/web/tools/lighthouse/) is a good tool to check rendering
+performance. At least check those pages that are visible to unauthenticated users (e.g. landing
+page, search page, listing page, about page and other static pages).
+
+Lighthouse will give you some tips about how to improve performance and other aspects that website
+developers should think about.
+
+## Optimize image sizes
+
+If your page is showing images, you should check that the image size is not bigger than what is
+needed. So, adjusting image dimensions is the first step, but you should also think about image
+quality, advanced rendering options and possibly serving those images from CDN instead of from
+within your web app.
+
+Quick checklist:
+
+* Check that the actual dimensions of an image match with DOM element's dimensions.
+* Lighthouse suggests that image compression level should be 85% or lower.
+  [Read more](https://developers.google.com/web/tools/lighthouse/audits/optimize-images)
+* Good rule-of-thumb is that use JPEG for images and photos, where PNG is better for graphics, such
+  as logos, graphs and illustrations.
+* If you are using JPEG images, think about saving them as progressive JPEGs.
+  [Read more](https://cloudinary.com/blog/progressive_jpegs_and_green_martians) +
+  [Photoshop guide](https://helpx.adobe.com/photoshop-elements/using/optimizing-images-jpeg-format.html)
+* If you are using PNG images, consider running them through PNG optimizers to reduce file size.
+  Plenty of options available, one example is [TinyPNG.com](https://tinypng.com)
+* Think about serving images and other static assets from some CDN.
+  [Read more.](https://www.smashingmagazine.com/2017/04/content-delivery-network-optimize-images/)
+
+## Lazy load off-screen images and other components
+
+Another way of dealing with images is to lazy load those images that are not visible inside an
+initially rendered part of the screen. Lazy loading these off-screen images can be done with helper
+function: `lazyLoadWithDimensions` (from `util/contextHelpers/`). Check `SectionLocations` component
+for details.
+
+## Use sparse fields
+
+Another way to reduce the amount of data that is fetched from API is sparse fields. This is a
+relatively new feature and Flex template app has not yet leveraged it fully, but it is created to
+reduce unnecessary data and speed up rendering. You can read more from
+[Flex API docs](https://flex-docs.sharetribe.com/#sparse-attributes).
diff --git a/src/assets/background-1440.jpg b/src/assets/background-1440.jpg
index f37bf1724f..8b777b8317 100644
Binary files a/src/assets/background-1440.jpg and b/src/assets/background-1440.jpg differ
diff --git a/src/components/ListingCard/ListingCard.js b/src/components/ListingCard/ListingCard.js
index c80742f6fc..c68a1a7aa7 100644
--- a/src/components/ListingCard/ListingCard.js
+++ b/src/components/ListingCard/ListingCard.js
@@ -1,14 +1,15 @@
-import React from 'react';
+import React, { Component } from 'react';
 import { string, func } from 'prop-types';
 import { FormattedMessage, intlShape, injectIntl } from 'react-intl';
 import classNames from 'classnames';
-import { NamedLink, ResponsiveImage } from '../../components';
+import { lazyLoadWithDimensions } from '../../util/contextHelpers';
 import { propTypes } from '../../util/types';
 import { formatMoney } from '../../util/currency';
 import { ensureListing, ensureUser } from '../../util/data';
 import { richText } from '../../util/richText';
 import { createSlug } from '../../util/urlHelpers';
 import config from '../../config';
+import { NamedLink, ResponsiveImage } from '../../components';
 
 import css from './ListingCard.css';
 
@@ -33,6 +34,13 @@ const priceData = (price, intl) => {
   return {};
 };
 
+class ListingImage extends Component {
+  render() {
+    return <ResponsiveImage {...this.props} />;
+  }
+}
+const LazyImage = lazyLoadWithDimensions(ListingImage, { loadAfterInitialRendering: 3000 });
+
 export const ListingCardComponent = props => {
   const { className, rootClassName, intl, listing, renderSizes, setActiveListing } = props;
   const classes = classNames(rootClassName || css.root, className);
@@ -55,7 +63,7 @@ export const ListingCardComponent = props => {
         onMouseLeave={() => setActiveListing(null)}
       >
         <div className={css.aspectWrapper}>
-          <ResponsiveImage
+          <LazyImage
             rootClassName={css.rootForImage}
             alt={title}
             image={firstImage}
diff --git a/src/components/ListingCard/__snapshots__/ListingCard.test.js.snap b/src/components/ListingCard/__snapshots__/ListingCard.test.js.snap
index bc5d4ac93e..1e9c0098e4 100644
--- a/src/components/ListingCard/__snapshots__/ListingCard.test.js.snap
+++ b/src/components/ListingCard/__snapshots__/ListingCard.test.js.snap
@@ -16,12 +16,9 @@ exports[`ListingCard matches snapshot 1`] = `
     onMouseLeave={[Function]}
   >
     <div>
-      <ResponsiveImage
+      <lazyLoadWithDimensions(ListingImage)
         alt="listing1 title"
-        className={null}
         image={null}
-        noImageMessage={null}
-        rootClassName={null}
         sizes={null}
         variants={
           Array [
diff --git a/src/components/SectionLocations/SectionLocations.js b/src/components/SectionLocations/SectionLocations.js
index 1d13f246a8..c748e29803 100644
--- a/src/components/SectionLocations/SectionLocations.js
+++ b/src/components/SectionLocations/SectionLocations.js
@@ -1,7 +1,8 @@
-import React from 'react';
+import React, { Component } from 'react';
 import PropTypes from 'prop-types';
 import { FormattedMessage } from 'react-intl';
 import classNames from 'classnames';
+import { lazyLoadWithDimensions } from '../../util/contextHelpers';
 
 import { NamedLink } from '../../components';
 
@@ -11,13 +12,21 @@ import helsinkiImage from './images/location_helsinki.jpg';
 import rovaniemiImage from './images/location_rovaniemi.jpg';
 import rukaImage from './images/location_ruka.jpg';
 
+class LocationImage extends Component {
+  render() {
+    const { alt, ...rest } = this.props;
+    return <img alt={alt} {...rest} />;
+  }
+}
+const LazyImage = lazyLoadWithDimensions(LocationImage);
+
 const locationLink = (name, image, searchQuery) => {
   const nameText = <span className={css.locationName}>{name}</span>;
   return (
     <NamedLink name="SearchPage" to={{ search: searchQuery }} className={css.location}>
       <div className={css.imageWrapper}>
         <div className={css.aspectWrapper}>
-          <img src={image} alt={name} className={css.locationImage} />
+          <LazyImage src={image} alt={name} className={css.locationImage} />
         </div>
       </div>
       <div className={css.linkText}>
diff --git a/src/components/SectionLocations/images/location_helsinki.jpg b/src/components/SectionLocations/images/location_helsinki.jpg
index b0e06a058d..24b3a96337 100644
Binary files a/src/components/SectionLocations/images/location_helsinki.jpg and b/src/components/SectionLocations/images/location_helsinki.jpg differ
diff --git a/src/components/SectionLocations/images/location_rovaniemi.jpg b/src/components/SectionLocations/images/location_rovaniemi.jpg
index fad40f61bf..3975c1da83 100644
Binary files a/src/components/SectionLocations/images/location_rovaniemi.jpg and b/src/components/SectionLocations/images/location_rovaniemi.jpg differ
diff --git a/src/components/SectionLocations/images/location_ruka.jpg b/src/components/SectionLocations/images/location_ruka.jpg
index 14ba7918ed..3374bcd886 100644
Binary files a/src/components/SectionLocations/images/location_ruka.jpg and b/src/components/SectionLocations/images/location_ruka.jpg differ
diff --git a/src/containers/AboutPage/AboutPage.js b/src/containers/AboutPage/AboutPage.js
index 04a7111125..1bb49a88fe 100644
--- a/src/containers/AboutPage/AboutPage.js
+++ b/src/containers/AboutPage/AboutPage.js
@@ -12,7 +12,7 @@ import {
 } from '../../components';
 
 import css from './AboutPage.css';
-import image from './about-us-1440.jpg';
+import image from './about-us-1056.jpg';
 
 const AboutPage = () => {
   const { siteTwitterHandle, siteFacebookPage } = config;
diff --git a/src/containers/AboutPage/about-us-1056.jpg b/src/containers/AboutPage/about-us-1056.jpg
new file mode 100644
index 0000000000..3f21607346
Binary files /dev/null and b/src/containers/AboutPage/about-us-1056.jpg differ
diff --git a/src/containers/AboutPage/about-us-1440.jpg b/src/containers/AboutPage/about-us-1440.jpg
deleted file mode 100644
index f37bf1724f..0000000000
Binary files a/src/containers/AboutPage/about-us-1440.jpg and /dev/null differ
diff --git a/src/util/contextHelpers.js b/src/util/contextHelpers.js
index 03d1c2612b..a72b0da6c5 100644
--- a/src/util/contextHelpers.js
+++ b/src/util/contextHelpers.js
@@ -75,11 +75,13 @@ export const withViewport = Component => {
  * the shape `{ width: 600, height: 400}`.
  *
  * @param {React.Component} Component to be wrapped by this HOC
- * @param {Object} options pass in options like maxWidth and maxHeight.
+ * @param {Object} options pass in options like maxWidth and maxHeight. To load component after
+ * initial rendering has passed or after user has interacted with the window (e.g. scrolled),
+ * use`loadAfterInitialRendering: 1500` (value should be milliseconds).
  *
  * @return {Object} HOC component which knows its dimensions
  */
-export const lazyLoadWithDimensions = (Component, options) => {
+export const lazyLoadWithDimensions = (Component, options = {}) => {
   // The resize event is flooded when the browser is resized. We'll
   // use a small timeout to throttle changing the viewport since it
   // will trigger rerendering.
@@ -96,6 +98,7 @@ export const lazyLoadWithDimensions = (Component, options) => {
       super(props);
       this.element = null;
       this.defaultRenderTimeout = null;
+      this.afterRenderTimeout = null;
 
       this.state = { width: 0, height: 0 };
 
@@ -112,6 +115,15 @@ export const lazyLoadWithDimensions = (Component, options) => {
       this.defaultRenderTimeout = window.setTimeout(() => {
         if (this.isElementNearViewport(0)) {
           this.setDimensions();
+        } else {
+          const loadAfterInitialRendering = options.loadAfterInitialRendering;
+          if (typeof loadAfterInitialRendering === 'number') {
+            this.afterRenderTimeout = window.setTimeout(() => {
+              window.requestAnimationFrame(() => {
+                this.setDimensions();
+              });
+            }, loadAfterInitialRendering);
+          }
         }
       }, RENDER_WAIT_MS);
     }
@@ -121,11 +133,18 @@ export const lazyLoadWithDimensions = (Component, options) => {
       window.removeEventListener('resize', this.handleWindowResize);
       window.removeEventListener('orientationchange', this.handleWindowResize);
       window.clearTimeout(this.defaultRenderTimeout);
+
+      if (this.afterRenderTimeout) {
+        window.clearTimeout(this.afterRenderTimeout);
+      }
     }
 
     handleWindowResize() {
-      if (this.isElementNearViewport(NEAR_VIEWPORT_MARGIN)) {
-        this.setDimensions();
+      const shouldLoadToImproveScrolling = typeof options.loadAfterInitialRendering === 'number';
+      if (this.isElementNearViewport(NEAR_VIEWPORT_MARGIN) || shouldLoadToImproveScrolling) {
+        window.requestAnimationFrame(() => {
+          this.setDimensions();
+        });
       }
     }
 
@@ -159,7 +178,10 @@ export const lazyLoadWithDimensions = (Component, options) => {
       const { maxWidth, maxHeight } = options;
       const maxWidthMaybe = maxWidth ? { maxWidth } : {};
       const maxHeightMaybe = maxHeight ? { maxHeight } : {};
-      const style = { width: '100%', height: '100%', ...maxWidthMaybe, ...maxHeightMaybe };
+      const style =
+        maxWidth || maxHeight
+          ? { width: '100%', height: '100%', ...maxWidthMaybe, ...maxHeightMaybe }
+          : { position: 'absolute', top: 0, right: 0, bottom: 0, left: 0 };
 
       return (
         <div