Is Your Website Slow? Why It Matters and What to Do Next

by Haley Avery, Digital Web Designer

Young woman frustrated with slow a slow loading website

A slow website is frustrating for any user. Plus, the faster your website loads, the more likely visitors will stay on your site and convert into successful leads. So, maximizing the speed of your website can make your agency’s digital marketing more effective.

How Website Speed Affects Search Performance

Since slow sites tend to rank lower on search engine results pages (SERP), website speed is key for search engine optimization (SEO) and lead conversion optimization.

Load time can also affect the success of your marketing efforts by influencing the user experience. According to Google, more than 50% of internet users expect a page to load in two seconds or faster. The longer it takes for your website to load, the less likely a user will stay on a specific page or return to your site.

So, what can you do to boost your website speed?

Use Bandwidth-Friendly Images and Videos

Large image and video files take longer to load, so compress them if possible. You can compress large files without losing quality by following the compression settings recommended by your image editor software. Upload videos to YouTube to reduce video files before adding them to your website.

You can also install image and file caching plugins that will run on the back end of your site. Optimize your website’s mobile performance by making it responsive to different screen sizes and coding for appropriate load times.

Update Your Content Management System or Platform

Older versions of content management systems (CMS) and platforms will slow your website’s load time. Check your CMS regularly for software updates to eliminate bugs, improve performance quality and provide additional digital security.

Use Server Caching

Servers store previously generated files and provide them to users when they’re requested again. That allows your server to respond quickly to visitors and prevents your website from having to regenerate content and pages each time someone requests them.

Server caching improves website speed by reducing the amount of content that’s reloaded each time a user visits your website. Using server caching and caching plugins can increase the speed of your website by up to 80%.

An attractive website is only a piece of the puzzle when it comes to an effective digital marketing strategy. A fast website prevents users from getting distracted from your carefully crafted content by slow-loading elements.

Contact TouchStone Digital if you’re struggling to identify or fix website speed issues. We’ll work with you to address your specific needs and goals.

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