diff --git a/web/scripts/test-page-loading.mjs b/web/scripts/test-page-loading.mjs
new file mode 100644
index 0000000..e4c310c
--- /dev/null
+++ b/web/scripts/test-page-loading.mjs
@@ -0,0 +1,67 @@
+// Public fixtures only. No network or production mutations.
+import assert from 'node:assert/strict';
+import { parseHTML } from 'linkedom';
+import { createServer } from 'vite';
+const { window } = parseHTML('<html><body><div id="root"></div></body></html>');
+Object.assign(globalThis, { window, document: window.document, HTMLElement: window.HTMLElement, IS_REACT_ACT_ENVIRONMENT: true });
+window.location = new URL('https://test.invalid/');
+const { default: React, act } = await import('react');
+const { createRoot } = await import('react-dom/client');
+const { renderToString } = await import('react-dom/server');
+const { MemoryRouter } = await import('react-router-dom');
+const vite = await createServer({ server: { middlewareMode: true, hmr: false }, appType: 'custom' });
+const { useApi } = await vite.ssrLoadModule('/src/lib/useApi.js');
+const { ApiDataProvider } = await vite.ssrLoadModule('/src/context/ApiData.jsx');
+const { SiteDataProvider } = await vite.ssrLoadModule('/src/context/SiteData.jsx');
+const { default: HeroSlider } = await vite.ssrLoadModule('/src/components/HeroSlider.jsx');
+const { api } = await vite.ssrLoadModule('/src/api.js');
+let calls = 0;
+let siteCalls = 0;
+api.branches = api.settings = async () => { siteCalls++; return { data: [] }; };
+const pending = [];
+const load = (signal) => { calls++; return new Promise((resolve) => pending.push({ signal, resolve })); };
+function Probe({ query }) {
+  const result = useApi(load, [query], query);
+  return React.createElement('output', {}, result.data || 'loading');
+}
+const container = document.getElementById('root');
+const root = createRoot(container);
+const snapshot = { first: { data: 'SSR first' }, second: { data: 'SSR second' }, site: { phone: 'test' }, __receivedAt: Date.now() };
+async function mount(query, initial = snapshot, key = 'same') {
+  await act(async () => root.render(React.createElement(React.StrictMode, {},
+    React.createElement(ApiDataProvider, { value: initial }, React.createElement(SiteDataProvider, {},
+      React.createElement(Probe, { key, query }))))));
+}
+const banners = Array.from({ length: 6 }, (_, id) => ({ id, image: `/test-${id}.webp`, title: `Banner ${id}` }));
+const images = () => [...container.querySelectorAll('.hero-slide img[src]')].map((node) => node.getAttribute('src'));
+try {
+  await mount('first');
+  assert.equal(calls, 0, 'Hydration including StrictMode must not repeat catalog request');
+  assert.equal(siteCalls, 0, 'No redundant branch/settings requests');
+  assert.equal(container.querySelector('output').textContent, 'SSR first');
+  await mount('second');
+  assert.equal(calls, 0);
+  assert.equal(container.querySelector('output').textContent, 'SSR second');
+  await mount('uncached');
+  assert.equal(calls, 1, 'Client-only route still loads');
+  await mount('new-query');
+  await act(async () => pending.at(-2).resolve({ data: 'STALE' }));
+  assert.doesNotMatch(container.textContent, /STALE/);
+  await act(async () => pending.at(-1).resolve({ data: 'Fresh query' }));
+  assert.match(container.textContent, /Fresh query/);
+  await mount('first', { ...snapshot, __receivedAt: Date.now() - 31_000 }, 'expired');
+  assert.ok(calls >= 3, 'Old SSR snapshot must revalidate');
+  for (const request of pending) await act(async () => request.resolve({ data: 'Refreshed' }));
+  const ssr = renderToString(React.createElement(MemoryRouter, {}, React.createElement(HeroSlider, { banners })));
+  assert.equal(new Set([...ssr.matchAll(/src="(\/test-[^"]+)"/g)].map((m) => m[1])).size, 3, 'SSR exposes only current/neighbor images');
+  await act(async () => root.render(React.createElement(MemoryRouter, {}, React.createElement(HeroSlider, { banners }))));
+  assert.deepEqual([...new Set(images())].sort(), ['/test-0.webp', '/test-1.webp', '/test-5.webp']);
+  assert.equal(container.querySelector('.hero__item--active picture img').getAttribute('fetchpriority'), 'high');
+  const next = container.querySelector('[aria-label="Следующий слайд"]');
+  for (let i = 0; i < 6; i++) await act(async () => next.dispatchEvent(new window.Event('click', { bubbles: true })));
+  assert.equal(new Set(images()).size, 6, 'All banners load on demand as the visitor browses');
+  console.log('PASS: SSR catalog/site requests 0, uncached/expired queries load, stale replies ignored; initial banner images 6 → 3, all slides reachable');
+} finally {
+  await act(async () => root.unmount());
+  await vite.close();
+}
diff --git a/web/src/components/HeroSlider.jsx b/web/src/components/HeroSlider.jsx
index 1447bac..29adda4 100644
--- a/web/src/components/HeroSlider.jsx
+++ b/web/src/components/HeroSlider.jsx
@@ -45,7 +45,7 @@ function Chips({ chips }) {
 }
 
 // Один слайд. Три вида: готовая картинка, текст на цветном фоне и слайд с фото врача.
-function Slide({ banner, decorative = false }) {
+function Slide({ banner, decorative = false, loadImage = true }) {
   const layout = banner.layout || 'image';
   const theme = THEMES.has(banner.theme) ? banner.theme : 'navy';
   const alt = decorative ? '' : banner.title || 'Предложение клиники DANA';
@@ -54,10 +54,10 @@ function Slide({ banner, decorative = false }) {
     return (
       <div className="hero-slide hero-slide--image">
         {/* размытая копия заполняет края, когда на телефоне баннер показан целиком */}
-        {!banner.mobile_image && <img className="hero-slide__blur" src={banner.image} alt="" aria-hidden="true" />}
+        {loadImage && !banner.mobile_image && <img className="hero-slide__blur" src={banner.image} alt="" aria-hidden="true" decoding="async" />}
         <picture>
-          {banner.mobile_image && <source media="(max-width: 767px)" srcSet={banner.mobile_image} />}
-          <img className={banner.mobile_image ? '' : 'hero-slide__fit'} src={banner.image} alt={alt} />
+          {loadImage && banner.mobile_image && <source media="(max-width: 767px)" srcSet={banner.mobile_image} />}
+          {loadImage && <img className={banner.mobile_image ? '' : 'hero-slide__fit'} src={banner.image} alt={alt} fetchpriority={decorative ? 'auto' : 'high'} decoding="async" />}
         </picture>
       </div>
     );
@@ -69,7 +69,7 @@ function Slide({ banner, decorative = false }) {
         <span className="hero-slide__glow hero-slide__glow--warm" aria-hidden="true" />
         <span className="hero-slide__glow hero-slide__glow--deep" aria-hidden="true" />
         <img className="hero-slide__letters" src={lettersImage} alt="" aria-hidden="true" />
-        {banner.image && <img className="hero-slide__photo" src={banner.image} alt={decorative ? '' : banner.subtitle || ''} />}
+        {loadImage && banner.image && <img className="hero-slide__photo" src={banner.image} alt={decorative ? '' : banner.subtitle || ''} fetchpriority={decorative ? 'auto' : 'high'} decoding="async" />}
         <div className="hero-slide__copy">
           {banner.badge && <p className="hero-slide__badge">{banner.badge}</p>}
           <p className="hero-slide__title">
@@ -113,6 +113,12 @@ export default function HeroSlider({ banners }) {
   const touch = useRef(null);
 
   const current = looped ? (((pos - CLONES) % count) + count) % count : 0;
+  const [visited, setVisited] = useState(() => new Set());
+  useEffect(() => {
+    // Загружаем текущий баннер и двух видимых соседей. Уже загруженные сохраняем.
+    const ids = [current - 1, current, current + 1].map((index) => banners[(index + count) % count]?.id);
+    setVisited((previous) => ids.every((id) => previous.has(id)) ? previous : new Set([...previous, ...ids]));
+  }, [current, banners, count]);
   const items = looped
     ? [...banners.slice(-CLONES), ...banners, ...banners.slice(0, CLONES)].map((b, i) => ({ b, i }))
     : banners.map((b, i) => ({ b, i }));
@@ -200,7 +206,7 @@ export default function HeroSlider({ banners }) {
                   onClickCapture={active ? undefined : (e) => { e.preventDefault(); e.stopPropagation(); go(i < pos ? -1 : 1); }}
                 >
                   <SlideLink href={b.link_url} tabIndex={active ? undefined : -1}>
-                    <Slide banner={b} decorative={!active} />
+                    <Slide banner={b} decorative={!active} loadImage={Math.abs(i - pos) <= 1 || visited.has(b.id)} />
                   </SlideLink>
                 </div>
               );
diff --git a/web/src/context/SiteData.jsx b/web/src/context/SiteData.jsx
index fdc2ad0..f9a92b0 100644
--- a/web/src/context/SiteData.jsx
+++ b/web/src/context/SiteData.jsx
@@ -26,9 +26,11 @@ function normalizeAddress(address) {
 
 export function SiteDataProvider({ children }) {
   const initial = useInitialApiData('site');
+  const receivedAt = useInitialApiData('__receivedAt');
   const [value, setValue] = useState(initial || FALLBACK);
 
   useEffect(() => {
+    if (initial && receivedAt && Date.now() - receivedAt < 30_000) return undefined;
     const ctrl = new AbortController();
     const opts = { signal: ctrl.signal };
 
diff --git a/web/src/lib/useApi.js b/web/src/lib/useApi.js
index 8dba338..26e406f 100644
--- a/web/src/lib/useApi.js
+++ b/web/src/lib/useApi.js
@@ -5,22 +5,31 @@ import { useInitialApiData } from '../context/ApiData.jsx';
 // и не перетирает результат нового.
 export function useApi(load, deps, key) {
   const initial = useInitialApiData(key);
+  const receivedAt = useInitialApiData('__receivedAt');
   const [state, setState] = useState(() => initial
     ? { ...initial, loading: false, error: null }
     : { data: null, meta: {}, loading: true, error: null });
 
   useEffect(() => {
+    // Сервер уже прислал эти публичные данные: при гидратации второй запрос не нужен.
+    // Через 30 секунд при следующем открытии компонента снова идём в API.
+    if (initial && receivedAt && Date.now() - receivedAt < 30_000) {
+      setState({ ...initial, loading: false, error: null });
+      return undefined;
+    }
     const ctrl = new AbortController();
     setState((s) => ({ ...s, loading: true, error: null }));
     load(ctrl.signal)
-      .then(({ data, meta }) => setState({ data, meta, loading: false, error: null }))
+      .then(({ data, meta }) => {
+        if (!ctrl.signal.aborted) setState({ data, meta, loading: false, error: null });
+      })
       .catch((error) => {
-        if (error.name === 'AbortError') return;
+        if (ctrl.signal.aborted || error.name === 'AbortError') return;
         setState({ data: null, meta: {}, loading: false, error });
       });
     return () => ctrl.abort();
     // eslint-disable-next-line react-hooks/exhaustive-deps
-  }, deps);
+  }, [key, ...deps]);
 
   return state;
 }
diff --git a/web/src/main.jsx b/web/src/main.jsx
index b9b93f1..59c48fe 100644
--- a/web/src/main.jsx
+++ b/web/src/main.jsx
@@ -17,6 +17,8 @@ import { ApiDataProvider } from './context/ApiData.jsx';
 
 const root = document.getElementById('root');
 const initialData = JSON.parse(document.getElementById('page-data')?.textContent || '{}');
+// Время получения публичного SSR-снимка. Не кэшируем данные админки и расписание.
+initialData.__receivedAt = Date.now();
 const app = (
   <React.StrictMode>
     <ApiDataProvider value={initialData}>