Why fast websites sell more

Loading speed decides bounce rate, rankings and enquiries. What fast means today and how your website gets there.

When people open a website, they decide within seconds whether to stay. If the page takes too long, they leave, usually straight for the competition. Speed is a sales argument.

What fast means today

Google measures user experience with the Core Web Vitals:

• LCP (Largest Contentful Paint): when is the main content visible? The target is under 2.5 seconds.
• INP (Interaction to Next Paint): how quickly does the page respond to a click? The target is under 200 milliseconds.
• CLS (Cumulative Layout Shift): does the content jump while loading? The target is a value below 0.1.

These values feed into rankings and are directly linked to bounce rates and enquiries.

The four most common brakes

1. Images that are too large. A five-megabyte phone photo as a hero image is the classic. Modern formats such as AVIF and WebP often save 80 percent.
2. Heavy themes and page builders. They load code for features you never use.
3. Third-party scripts. Chat widgets, tracking, embedded maps and fonts from external servers cost time and often privacy as well.
4. Cheap hosting. If the server needs a second to respond, no optimisation can help.

How we build fast websites

We deliver pages as ready-made HTML, load fonts from our own server and automatically generate images in suitable sizes and formats. Videos only start once the page is ready. Modern browser features preload the next page while your cursor is still on the link, so moving between pages feels like an app.

Where does your website stand today? We are happy to run a free quick check. Get in touch.