Why Website Speed is Critical for SEO and Conversions
How page speed affects your Google rankings and conversion rates — and what to do to make your website faster.
The Numbers Don't Lie
A 1-second delay in page load time can reduce conversions by 7%. Google uses Core Web Vitals — including load speed — as a direct ranking factor. A slow website hurts you in two ways: lower rankings and fewer conversions.
Key Speed Metrics to Know
Google's Core Web Vitals measure three things: LCP (Largest Contentful Paint) — how fast the main content loads; FID/INP — how responsive the page is to user input; and CLS (Cumulative Layout Shift) — how stable the page layout is while loading.
How to Improve Your Site Speed
Compress Images: Use WebP format and compress all images without losing quality. Unoptimised images are the most common cause of slow sites.
Use a CDN: A Content Delivery Network serves your site from servers closest to each visitor, dramatically reducing load times globally.
Enable Caching: Browser and server caching means returning visitors load your site almost instantly.
Minimise Code: Minify CSS, JavaScript, and HTML. Remove unused plugins and scripts.
Upgrade Your Hosting: Cheap shared hosting is often the root cause of slow load times. Invest in quality managed hosting.
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