How Website Speed Impacts Your Business Success
by Greg Johnson, Owner / Developer
Your website’s speed isn't just a “nice to have”—it’s a vital part of your online success. In today’s fast-paced digital world, even a few seconds of delay can cost you customers, sales, and valuable trust.
Here’s why speed matters—and how you can ensure your site keeps up.
Speed Affects First Impressions
When users visit your website, they expect it to load quickly—ideally in under 2–3 seconds. Slow websites frustrate users and create an immediate negative impression.
Studies show that 1 in 4 visitors abandon a website that takes more than 4 seconds to load. If your site is sluggish, you're likely losing valuable leads before they even see what you offer.
Top tip
Test your website’s speed using tools like Google PageSpeed Insights or GTmetrix.
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It’s a Direct Ranking Factor for SEO
Google cares about user experience—and speed is a huge part of that. Since 2018, page speed has been a ranking factor for mobile and desktop search.
A faster website can help improve your search engine rankings, making it easier for new customers to find you online. This is where professional SEO services that include technical optimisation become invaluable.
Top tip
Prioritise mobile optimisation—Google uses mobile-first indexing.
Speed Impacts Conversions
The faster your site loads, the more likely users are to complete the actions you want—whether that's filling out a form, making a purchase, or booking a consultation.
Amazon found that every 100ms delay in load time cost them 1% in sales. Even small delays can have a big financial impact.
Top tip
Optimise images, leverage caching, and minimise third-party scripts to speed things up. These optimisations require expertise in web development to implement correctly.
In Summary: Fast Sites Win
Speed isn’t just about user experience—it’s about real business results. A fast website builds trust, improves SEO, boosts engagement, and drives more conversions.
If you’re serious about growing your business online, making your website faster should be high on your priority list.
At The Web People, we specialise in building lightning-fast, high-performing websites that don't just look good—they deliver results. Our web design and web development approach prioritises speed optimisation from the ground up, ensuring your site performs well for both users and search engines.
Need help speeding up your site? Contact us for a free website performance audit.