Importance of site speed

16 August 2019

The importance of site speed can’t be overstated. If your website is slow to load, you’ll lose out on website visitors and potential customers. When a user is searching, they want results quickly, and won’t stay around for your site to load to show them all the wonderful things you can offer.

Website page load time can even impact where your site sits in a search page ranking. Sites that are slow to load won’t score as highly and will get fewer organic hits as a result.

Luckily for you, it’s really easy to test how quickly your site loads. Simply use the PageSpeed Insights tool from Google to analyse your site and measure page load time.

How to speed up your site

Now that you know the importance of site speed, you’ll want to make sure yours loads as quickly as possible. There are lots of little things that you can do to increase your website page load time.

laptop and tablet testing the importance of site speed

Leverage browser caching

Browsers are really clever and can capture – or cache – information about your site. That means, when a user returns to the page, the browser doesn’t have to reload the entire page every time.
If you can leverage browser caching, you can speed up your load time for returning users.

Just make sure you think carefully about your caching expiration time and how often you’re going to update the site. If it’s always growing and changing, you’ll need to decrease your cache expiration time to allow customers to see your new content.

Allow file compression

Compress your files to reduce the site of your JavaScript, CSS and HTML files. If they’re larger than 150 bytes, get them reduced to help speed up your site.

Optimise your images

Compress your images for web and make sure they’re only as big as they need to be to look fantastic on your site. Massive image and video files will slow your site down, so make sure you streamline the visual content you’ve got uploaded on your site.

website coding on a laptop to help increase site speed

Minify your HTLM, CSS and JavaScript

As well as file compression, you can minify your website code to remove any data that’s contributing to a lengthy load time. Check out Google’s recommendations here.

Limit your use of redirects

Redirects can add a lot of extra load time to your site. The user has to wait while the site runs through the request-response cycle to deliver the user to the correct page.

Look into your server response time

Lots of different elements impact your server response time. These include the amount of traffic on site, what software the server is running, your hosting, and the amount of resources each page takes up. Make sure you work with your webmaster to ensure you streamline your server response time.

Watch your plugins

Website plugins are great for adding functionality to your site relatively quickly. However, having too many plugins can slow your site down, especially if they’re not optimised.

Get in touch

If you’re worried about your site speed, please get in touch. We’d love to help you make your site run faster and improve your SEO.

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