Improving Website Speed and Performance

Improving Website Speed and Performance

Whilst there is no denying that on-page content and user experience are integral to the success of a website, the speed at which it works is essential for making a solid first impression. Waiting for pages to load is a thing of the past, with busy consumers having high expectations for how rapidly content is delivered. 

At SWSweb, we work hard to ensure all of our websites boast a fast loading time as this directly influences conversion rates, brand loyalty and SEO. Continue reading to learn more.

Why Is Website Speed Important?

Website speed is a critical factor in the customer journey. In fact, according to Google data, the probability of a bounce can be measured as high as 32% for load times of around 3 seconds. You may think this is a short space of time. Still, for tech-savvy consumers darting around the web at a record pace, even a fraction of a second is enough time to leave a negative impression.

Sites that open slower are perceived as sluggish and not created with modern consumer requirements in mind. Therefore, websites affected by slower load times find it hard to perform against better-optimised competitors. 

Website speed is also about more than just user experience, as it directly impacts Search Engine Optimisation. This is because the overall performance of a website contributes to the domain authority and rankings it receives within search engines. 

As a result, a slow-to-load website will negatively impact a business in multiple ways.

How Is Page Speed Measured?

At SWSweb we recommend using Google Page Speed Insights to measure a website’s performance.

This allows both mobile and desktop loading times to be analysed, providing a clear view of the overall performance, accessibility, and SEO standings of a website. The platform looks at the speed index and loading times to do this.

Before you start improving load times, it is essential to undertake a test like this one to ascertain current performance and create a strategy that will make positive changes.

What Steps Can Be Taken to Improve Website Speed?

If you are struggling with a lethargic website, the below actions can  help make a positive change:

  • Reduce the size of files and category content.
  • Streamline the customer journey and try to minimise the number of overall pages on the website. The more content, the longer it will take to load.
  • Optimise the host platform and server.
  • Lessen the number of redirects.
  • Enable browser caching to benefit returning customers. You should also reduce plug-ins, optimise scripts, and enhance CSS wording.
  • Bring in support of a website management professional who can make the changes quickly before a negative impact is experienced on sales.

What Effects Does Website Speed Have on Performance?

  • Faster speeds often result in higher conversions and longer time spent on pages.
  • Higher search rankings.
  • Improved consumer experience.

If you are ready to tackle your website speed woes, SWSweb can assist. Our website management services include full speed and performance optimisation for high-performing websites.

Contact us today to find out more.