Why website speed is a marketing problem

You can have the best ad, the sharpest offer and exactly the right audience. If the page they land on takes too long to load, many of them leave before they ever see it.

Speed feels like a technical detail. In practice it’s one of the cheapest ways to get more from the marketing you already pay for, because every visitor you keep is one you don’t have to buy again.

The three numbers that matter

Google measures real-world page experience with three Core Web Vitals. A page passes when at least 75% of real visits meet the “good” threshold for each one:

• Largest Contentful Paint (LCP): how long the main content takes to appear. Good is 2.5 seconds or less.
• Interaction to Next Paint (INP): how quickly the page responds when someone taps or clicks. Good is 200 milliseconds or less.
• Cumulative Layout Shift (CLS): how much the page jumps around while it loads. Good is 0.1 or less.

Check your site in five minutes

Paste your address into PageSpeed Insights. The top section shows data from real Chrome users if your site gets enough traffic. The lower section is a lab test that lists what to fix. If you use Google Search Console, its Core Web Vitals report shows which groups of pages need work.

Then do the most honest test of all: open your site on a mid-range phone using mobile data, not the office wifi.

What usually slows sites down

• Huge images. A 4 MB photo straight from a camera or stock library is one of the most common problems we see.
• Too many plugins and third-party scripts. Chat widgets, pop-ups, heatmaps, social feeds and several tracking tags each add weight.
• Heavy themes and page builders that load code for features you don’t use.
• Web fonts loaded from other servers in many weights.
• Budget hosting without caching.

Fixes, in order of impact

1. Resize and compress images, and serve modern formats like WebP or AVIF.
2. Remove scripts and plugins you don’t need. For each one, ask whether it earns its place.
3. Lazy-load images and videos that sit below the first screen.
4. Host your fonts yourself and load only the weights you use.
5. Turn on caching and a content delivery network (CDN).
6. For simple marketing sites, consider a static site. With no database or plugins, pages can be served almost instantly.

Speed is part of your brand

People judge a business by how its website feels. A page that appears instantly and responds straight away feels confident and trustworthy. That’s why we plan for speed from the first sketch, and why this site is built as fast, plain files with no plugins at all.