A slow website quietly costs you visitors. People leave pages that take too long to appear, they get frustrated when buttons do not respond, and they lose trust when content jumps around as it loads. Speed also affects how search engines evaluate your site. The good news is that most speed problems come from a small number of common causes, and many are straightforward to fix.

What "fast" actually means

Speed is not one number. A page can feel slow in three different ways, and Google measures each with a metric called a Core Web Vital:

1. How quickly the main content appears

Largest Contentful Paint (LCP) measures how long it takes for the biggest visible element, usually a hero image or headline, to appear. Google considers 2.5 seconds or less good.

2. How quickly the page responds to interaction

Interaction to Next Paint (INP) measures how long the page takes to respond visibly when someone taps, clicks, or types. Google considers 200 milliseconds or less good.

3. How stable the layout is

Cumulative Layout Shift (CLS) measures how much content jumps around while the page loads, for example when an image appears and pushes text down just as you try to tap a link. Google considers a score of 0.1 or less good.

How to check your site

  • PageSpeed Insights (pagespeed.web.dev): enter a URL to see scores for mobile and desktop, plus suggestions.
  • Google Search Console: the Core Web Vitals report shows which pages need attention, based on real visitors.
  • Your own phone: open your site on mobile data, not office Wi-Fi. That is how many visitors experience it.

Always check mobile first. It is usually slower, and it is where many first visits happen.

The most common causes, and the fixes

Large images

Images are the most frequent cause of slow pages.

  • Resize images to the size they are actually displayed at.
  • Use modern formats such as WebP or AVIF.
  • Load images below the fold only when the visitor scrolls to them (lazy loading).
  • Always specify image dimensions so the layout does not shift when they load.

Too much JavaScript

Heavy scripts slow down both loading and responsiveness.

  • Remove plugins, widgets, and tracking scripts you no longer use.
  • Load non-essential scripts after the main content.
  • Be selective with chat widgets, pop-ups, and third-party embeds; each one adds weight.

Slow hosting or no caching

  • Use a content delivery network (CDN) so pages are served from locations near your visitors.
  • Make sure static files are cached by browsers.
  • For simple marketing sites, consider static hosting: pages are pre-built and served instantly, with nothing to compute on each visit.

Fonts

  • Limit the number of font families and weights.
  • Use font settings that show text immediately, rather than hiding it until the font loads.

Layout shifts from late-loading elements

  • Reserve space for images, videos, and ads.
  • Avoid inserting banners or notices above existing content after the page has loaded.

Speed and conversions

Speed is not only a technical metric. Visitors who wait less are more likely to read, explore, and get in touch. For a business website, a faster site often means more enquiries from the same amount of traffic, without spending more on marketing.

A simple improvement plan

  1. Test your five most important pages on mobile with PageSpeed Insights.
  2. Fix images first; it is usually the biggest and easiest win.
  3. Remove scripts and plugins you do not need.
  4. Check that your hosting uses a CDN and caching.
  5. Re-test, and repeat monthly or after major changes.

If your website feels slow or scores poorly, we are happy to take a look and suggest the improvements that will make the biggest difference.