How Website Speed Affects Your Revenue

The numbers don’t lie

Every additional second your website takes to load costs you conversions. Research consistently shows that pages loading in 1-2 seconds convert significantly better than pages that take 5+ seconds. Google has confirmed that page speed is a ranking factor for both desktop and mobile search.

For a business getting 1,000 visitors per month, the difference between a 2-second and 5-second load time can mean dozens of lost enquiries every month.

What slows websites down

The most common speed killers we see are oversized images (uploading 4MB photos straight from a camera), cheap shared hosting (your site competing for server resources with hundreds of other sites), bloated page builders (loading megabytes of JavaScript for a simple brochure site), and too many plugins or third-party scripts.

How to test your speed

Google PageSpeed Insights is the gold standard for website speed testing. It runs real-world performance tests and gives you actionable recommendations. Our free website audit uses the PageSpeed API to test your site automatically.

Aim for these scores: Performance above 90 (green), Largest Contentful Paint under 2.5 seconds, and Cumulative Layout Shift below 0.1.

Quick wins

The fastest improvements usually come from image optimisation (convert to WebP/AVIF, resize to actual display dimensions), upgrading hosting (moving from shared to dedicated hosting can cut load times in half), enabling browser caching, and minimising JavaScript.

When speed problems mean a rebuild

Sometimes a website is fundamentally slow because of how it was built. If you’re running a heavy page builder on shared hosting with dozens of plugins, no amount of optimisation will get you to competitive load times. That’s when a clean rebuild on modern technology makes more sense than patching an old site.

The compound effect

Speed improvements compound with SEO. Faster sites rank better, which drives more traffic, which generates more leads. Pair speed optimisation with an SEO strategy and the results multiply.