Every good company needs a website. It’s a great way to build brand identity, promote your business, and communicate with potential customers. You can even sell various products and services online, if it fits into your company’s profile.
However, to do this, you need an effective website. If your website doesn’t appeal to search engines, brings down customer satisfaction, and presents your company in a bad light, it’s worse than useless. It could drive away potential customers who would otherwise consider doing business with you.
That’s why website speed is important. Slow speeds lead to everything you want to avoid for your website.
Let’s see how.
Speed and search engines
First off, speed impacts search rankings. Faster websites get consistently better search results. This means they get more visitors from search engines, which are the biggest driver of internet traffic.
Likewise, slow websites get penalized by Google’s ranking algorithm. This is especially important now, as speed has recently become a ranking factor for both mobile and desktop searches. If your site is slow, your ranking suffers across the board.
Given that a website’s primary purpose is to attract customers, a web page that gets no traffic isn’t particularly useful. That’s why doing everything to improve your search rankings, speed optimization included, is in your best interest.
Speed and customer satisfaction
The other thing slow speeds jeopardize is customer satisfaction. There is a direct correlation between load times and customer satisfaction. Namely, each second of delay reduces customer satisfaction by 16%.
Every business owner should know how important customer satisfaction is. Dissatisfied users spend less time on your site, giving you fewer opportunities to convert them into paying customers. Moreover, they are less likely to engage with your company and be open to your offer.
In plain English, people hate slow websites. A slow website looks unprofessional. If your site is slow, customers instinctively distrust your business and are reluctant to purchase your product or services, regardless of how good your offer is.
One more important way long load times hurt your business has to deal with your reputation. Yes, slow speeds affect that too.
44% of customers share their bad online experiences with their friends. Online reviews are a thing, and they are where most people look for information before engaging in a business transaction.
That means that if your site is slow, or images don’t load fast enough, or your checkout takes too long to complete, everyone will know about it. This kind of thing can easily run your business into the ground so it really pays off to mind your website speed.
What are you to do then?
The first thing you should do is learn how to test and improve your site’s performance.
The second is to get quality website hosting.
Both of these are equally important and one doesn’t work without the other. Combine these two things and you will reduce any performance issues drastically.
And if you’d like to familiarize yourself a bit more with how website speed works and how it affects websites, we have this nice infographic for you:
Infographic source: https://hostingtribunal.com/blog/how-speed-affects-website/