Slow Websites Kill Conversions. How Can You Improve Yours?
Don’t let a slow website stand in the way of attracting customers. Find out how to assess and improve your website’s speed.

Don’t let a slow website stand in the way of attracting customers. Find out how to assess and improve your website’s speed.
You want your website to be attractive, and it has to include all the details that your audience needs to choose you over your competitors. But in the process, you just might be killing your conversion rate.
Slow websites can be seriously damaging to achieving your marketing and sales goals. They alienate your customers, reduce conversion rates, and damage your performance in search.
In this post we’ll look at why website speed should be a priority. We’ll talk through the factors that might slow down your site, how you can test site speed, and what steps you can take to optimise your site’s performance.
Website speed matters, more than ever. No matter your industry, your audience doesn’t have time to wait around, and search engines don’t want to serve up slow, laggy sites to users. If you don’t pay attention to how fast your website loads, you can fall into a trap that is difficult to get out of.
Many of your website visitors won’t wait around until the page they want actually loads. They just go elsewhere. Those that do wait are more likely to be dissatisfied and are not afraid to share their negative opinions.
They’re certainly less likely to become a lead or customer. Study after study shows the same thing:
Plenty of page load speed case studies have uncovered the same basic findings. But they also have a more positive takeaway: cut down your loading speed, and your page views, conversions, and customers begin to increase at about the same rates.
We know that slow websites are damaging to your entire business. Study after study reinforces that point. But what, exactly, can slow down your website to your point where you’re hurting your leads and conversions?
Start with these 9 factors, which all play a major role in the process.
Each of the above factors requires a different remedy that ultimately results in a site-wide emphasis to improve your website/page loading speeds. To get there, you first have to determine exactly what it is that is slowing your site down.
Let’s start with Google’s own tool, PageSpeed Insights. Enter your website’s URL, and let the search engine giant go to work. After spending a few seconds to analyse your site, it will provide you with a speed score between 0 and 100, for both desktop and mobile.
It also comes with a wide range of recommendations that, if followed, can improve your speed score.
Don’t neglect your load times on mobile, as for some time now Google’s indexing for search has been mobile first.
Another option to test your website’s speed is GTmetrix. It works in a similar fashion to PageSpeed Insights, and offers its own speed scoring, but gets more in-depth on a number of performance indicators.
GTmetrix ranks those indicators on an A through F grading scale and adds priority levels to help you determine which issues you need to tackle first.
Both of these tools are available to anyone, but you can also get more in-depth insights through a partnership with Impact. Our health check provides you with a detailed overview of where your site succeeds, and where it needs improvement. Then we can work with you on the next steps.
This one is simple: follow the recommendations. Check off each of the factors above to reduce potential problems. Use a website speed checker to determine where you stand, then look for solutions to the suggestions offered in those tools.
Of course, that ‘simple’ process can get quite complicated. Many of the necessary steps require in-depth expertise. If your website is slower than average, you need to find a partner that can help you get there.
Let’s work together to make sure that happens. At Impact we’re obsessed with site speed. Whether we help you build a site from scratch, you have one of our WordPress Support & Maintenance plans, or we run a health check for you to determine the improvements your site needs, we can get you to the point you need to be.
Many businesses, like Tollring, Tungsten Publishing and Automation Logic, have seen significant speed and performance improvements, simply by migrating to our managed hosting.
Don’t let a slow website stand in your way of attracting customers. Let’s work together to ensure that your page load times become an asset and competitive advantage, not a hindrance in helping your business grow.
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