Losing Slow: The Importance of Your Website’s Actual Speed

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Speed is everything to a website nowadays. In fact, more than half of online users will abandon a page if it takes more than 3 seconds to load, and sites that take more than 10 seconds to load are nearly 20 times more likely to be abandoned than load times under 2 seconds.

The thing is, getting a site up is just the beginning; the real work is ensuring that the content is quick to load, too. A site’s homepage should load within 2 seconds or less, a standard many business owners need to reach.

When a website is slow, it’s not just the users who suffer. The site itself is also slower, which makes search engines more likely to penalise a site and impact the site’s ranking, which directly affects the site’s traffic.

You might be thinking that these are huge numbers and that you can’t do much to fix this. However, there are plenty of ways to speed up your website, and these are pretty simple. The more time you invest in speeding up your site, the more potential it has to boost your search engine ranking and your traffic.

If you optimise your site’s speed, you’ll get to enjoy these advantages:

1. Optimising Images

Images are often the biggest problem with a site’s load time. While they might look great, they can slow down your site significantly. Before you upload your images, you’ll need to optimise them to a size that’s suitable for the web. You’ll want to save them as PNGs or JPEGs and make sure that they’re of an appropriate size. Also, make sure they’re saved as a progressive image to gradually improve resolutions as your visuals load.

2. Using Consistent Code

This is another problem that can slow down your site. If you’re building a site that’s accessed through a variety of different browsers, you’ll want to make sure that all the HTML, CSS and JavaScript files are consistent. This will ensure that all the files are the same size, making for a speedier experience for your visitor.

3. Utilising Lazy Loading

Another way to speed up your site is to use lazy loading. This involves embedding an image on a page but loading it when a user scrolls to the bottom of the page. When the image is loaded, the user can flip through the rest of the content without delays. The only thing you’ll need to do is add a CSS class to the image when it’s loaded.

As well as using lazy loading, you can also reduce the amount of time that the browser needs to load your site. This is called pre-fetching. By adding a pre-fetch tag to your CSS, you’ll tell the browser to pre-load the page. This reduces the time it takes for the page to load in the user’s browser.

With all of that being said, these are just a few ways you can implement to quicken your site. There are plenty more that you can try out, too. You can do your own research, and in doing so, not only will you speed up your site, but you will also be boosting your search engine ranking in the process.

Overall, speeding up your page is a must, and by following all of our tips above, you’re sure to have a page that may generate more leads and attract more traffic.

If you are looking for reliable web design services in London that will help optimise your site’s speed, you’re in the right place. We provide a comprehensive range of affordable marketing services, fit for small and large businesses. Contact us today, and we will enhance your web design options.


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