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Why website speed is still your cheapest growth lever
A faster site means better rankings, more conversions and lower ad costs. Here is where to look first.
Tech
Every second of loading time costs you visitors. Speed affects your search rankings, your conversion rate and even how much you pay for ads. And unlike most growth tactics, it is a one-time investment that keeps paying.
The metrics that matter
- LCP (Largest Contentful Paint): how fast the main content appears. Aim for under 2.5 seconds.
- INP (Interaction to Next Paint): how quickly the page reacts when someone taps or clicks.
- CLS (Cumulative Layout Shift): whether things jump around while loading.
Quick wins
- Serve images in modern formats (WebP/AVIF) and at the right size.
- Remove plugins and scripts you no longer use.
- Use caching and a CDN.
- Load fonts efficiently and limit the number of weights.
- Defer non-critical JavaScript.
Measure, then fix
Use real-user data, not just lab tests. A page that scores well on a fast office connection can still be slow for customers on mobile networks.