When designing your website there are a lot of elements to consider, but there are many reasons why site speed shouldn’t be at the bottom of the priority list. Waiting for a website to load is the same as waiting in line at a fast food restaurant, and if the queue takes too long then most people will join a different line. The exact same thing happens online – if a website takes more than a few seconds to load, users won’t wait. They’ll hit the back button on the browser and click on a different search result.

Slow loading times need to be placed under control – and fast. Over time, servers have got faster which means web users in 2017 expect loading to be almost instant. A slow site is bad for business, it’s as simple as that. Let’s take a look at some of the main reasons why.

image of a speedometer on carSEO

If you take the trouble to build a website then you’ll want to optimise it too. A slow loading time can hinder SEO efforts majorly, because Google knows site speed is important to users. Page speed is a ranking factor for both desktop and mobile SERPs, so you’ll want to get your loading time down to a few seconds. If a website loading time is slow, it will be penalised in search rankings, while fast loading times could help your SEO strategy.


If you want to improve your user experience, the first thing you need to do is look at your loading times. There is nothing more frustrating than waiting for a site to load, or getting half way through a purchase when the site speed slows right down. A good UX is what keeps visitors on your page and encourages them to come back, and site speed is vital to user experience.

Improving Site Speedimage of road with lighting

First of all you need to look at the host of your website – is it reliable and can it handle the growing needs of your business? Other ways to improve site speed is to make sure you don’t have ‘widget overload’ and too many videos or embedded media.  Test your site speed on different devices to see which pages may be causing problems. The bottom line: quicker loading websites perform better. They offer a superior user experience and will rank higher on search engines, which can affect sales. Site speed is vital for your business, so prioritise it today.