The Importance of Website Page Speed

Posted on / by Arifur / in BMG's Marketing Blog

In an increasingly competitive digital environment, business owners are publishing countless information every second. Getting a reader’s attention is one of the biggest challenges companies face. Especially when Google’s algorithms become smarter and choose sites almost by hand.

However, it doesn’t matter how great the offers are or how amazing the look of the site is. If it is loading slowly, it will not keep users engaged, let alone convert sales.

Therefore, it is very important to analyze load speed issues, especially now that mobile usage exceeds desktop usage – and is growing at an increasingly fast rate.

So keep an eye on your company’s website performance. Here are some ideas to make your page perfect to be ranked!

What is Website Speed?

Website speed refers to the time taken to load a site, as well as the operations on the site. Thus, to determine the speed of a site, you need to consider the period from user request to page load.

So, here are the three important aspects of website page speed:

  1. the user’s perception to receive what was requested on the site;
  2. the response of the browser to user requests
  3. the response time of the hosting server.

It is important to keep in mind that site speed also refers to the time required for user interactions. There is no point in the page loading quickly without the interactions of the users.

How Website Speed ​​Affects Your Online Business

Google Ranking

Although you don’t know what the actual speed of the site for Google’s algorithm is, you can see that it’s a very strong factor in search engine positions. We say this because you have probably searched something through the Smartphone and saw below the link a text stating that the site of this result is slow.

Connecting via mobile devices was the main driver for putting this metric on the search engine, as they don’t have as fast an internet connection as computers do. This is probably one of the main advantages of improving site speed because with better positions you will have more hits and consequently more conversions.

However make no mistake, just speed will not make your pages reach the top spot. So you need a set of improvements, including SEO, content relevant to visitors, good offers, and the other things.


Yes! By improving the performance of the site you can ensure many more visits. Most of it is due to the fact that you will have a better position in search engines. But there are other factors also linked to the positioning of webpages.

With good speed, you can ensure that buyers stay on your site instead of looking for the same products on other Players in the market.

The competitive advantage of 250 milliseconds can guarantee a visit to your website instead of your competitor’s. You see, just a quarter of a second or the blink of an eye can keep someone browsing your page.

To get an idea of how speed impacts your amount of visits, a survey found on Global Dots reports that Yahoo generated 9% more traffic on the site for every 400ms less in page load time.

Conversion Rate

This is the most important metric for any type of digital business. Although there are several ways to increase the conversion rate, the speed of the site is the most effective, no doubt!

The conversion of a page has a lot to do with the patience of consumers, as we said before, our brains even unconsciously no longer want to wait.

Imagine yourself walking into an actual store. You want to be served as soon as you put your foot in. But for some reason, it takes 5, 10, 15 minutes for someone to talk to you.

After waiting 15 minutes, your patience has run out and you leave for the competitor’s store, where they will take care of you more quickly. The same happens on the Web, but instead of 15 minutes, it will only take 3 seconds.

All purchases, whether physical or digital, are made on impulse. When the delay is too long, that impulse to complete the action is lost, decreasing your conversion rate dramatically.

Still, in the Global Dots‘ survey, it is reported that Walmart obtained a 2% increase in the conversion rate by 1 second in page loading.

Customer Satisfaction

When a consumer can access your page, find the product he wants and make the purchase quickly, he is extremely satisfied.

A satisfied customer shares his shopping experience, defends the brand and indicates the products to his friends. You know that a referral is practically a sure sell!

I’ve cited the actual store example, but it works just as well on the conversion rate as it does on consumer satisfaction. The speed of the site is directly linked with both.

By maintaining the good performance of your site, you create a lot of satisfied customers who advocates of your brand. This advocacy is capable of generating as many sales or even more than one good Internet ad.

A good tip to know if site speed is satisfying your visitors: send a satisfaction survey via email. They work great and when you need to invest in performance, they will tell you that.

Cost Reduction

You may be asking yourself: how is it possible to lower costs by making my site go faster? There is a logic behind this and I will show you how it works.

To improve the speed of the site you need to optimize it. This will make surer the use the server resources in the most appropriate way, decreasing the amount of processing needed to support your pages.

After a good optimization, the difference in the use of resources may be so great that you may no longer need to use a server as powerful as the current one.

So it is possible to support the same amount of people online or even more than before with cheaper hosting.

The money left over every month, you can use as Budget for ads on Google, Facebook, Instagram, and others.

What makes a site slow?

Now that you know how important the speed of the site is to your business, I want to show you what are the main causes of slowness.

I would like to inform you that if your site fits into any of the situations below, you should seek a solution urgently.

Large size images

Images are a blessing both for the content and the sale of products online but can become a tremendous nightmare if used incorrectly.

Often the images cause slowness in the site because they are exported with the incorrect extension. Also with maximum quality (not needed) or with the size much larger than necessary for the page.

Any of these options can leave an image with 4MB easily, delaying the loading of your page in seconds, which will definitely hurt your website.

Compressing images to the web can change the size of these files considerably and return the speed of the site.

Too many scripts

Scripts are lines of code that will make the site elements open correctly. As soon as you access the page, these scripts are required to put everything in order.

The problem is that often each function is in a separate file, generating many requests that cannot be executed at the same time by the browser.

In addition to affecting the speed of the site, the scripts will run slowly and visitors will see the site being “built” on the screen itself, which is terrible.

It is recommended that all these commands be concentrated in a single file, decreasing the number of requests on the page and gaining speed in loading.


Widgets are those “boxes” with the weather, radio, news or any other information not from the site itself and are certainly the worst enemies of performance.

These boxes do not only make requests on your page, but also on other sites where the content comes from, you end up not only depending on the performance of your site but of others.

This throws the speed of the site down there because the way to find the information is very big, so the elements that are below the Widget will not be loaded until it is ready.

Try not to use these facilitators. I guarantee that your site will load much faster and because of the performance, you can even gain some positions in search engines.

Excessive advertising

The vast majority of content sites and news portals use advertising on their pages, it is a way of monetizing all the work behind the content made available for free.

But you need a good dose of common sense not to infest the site with ads, this will increase the number of requests on the site and delay the loading of all elements. Not to mention the annoyance of the audience with the numerous ads.

With the speed of the site affected and an excessive number of ads, your page will be heading for the abyss, so be very subtle when creating spaces for other sites.


If you have already optimized all the above causes of slowness and the site is still slow, there is a high possibility that your hosting is not optimized for your site’s platform.

Of course, there are still other things that can affect the speed of the site, but even if you optimize everything possible, if your hosting plan is not optimized it will not do any good.

Common hosting plans don’t keep pace with the exponential growth of a site, you need to optimize the server to use processing resources and memory in the best possible way.

When you use a high-performance environment that has been set up exclusively for your platform, you can reduce page load time in seconds!

Tools to Test the Speed of the Site

You already know the main causes of slow sites, but there are still other functions you can optimize to load pages even faster.

I want to introduce you to some great online tools that check the performance of the site and tell you what can be optimized, I guarantee that they will be of great help.

But first, I want to inform you that it is highly recommended to contact your developer before making any kind of change and a Backup is always welcome to avoid future problems.

Now, check out the tools I use most to check the performance of the sites:

How to increase Website Page Speed

Reduce the number of queries. Inquiries and answers take time. By reducing their number, we will increase the speed of opening pages. To do this, upload all the files without using database queries. Optionally combine CSS and JS into separate files. Plugins Gulp, Grunt, WebPack will help with this.

Optimize CSS and JavaScript. The size and number of CSS and JS files greatly affect the site’s loading speed. So compress them using the CSS Minifier and CSS Compressor, and JS Minifier and JavaScript Compression Tool for JS. Place the JS scripts at the very end of the code before the closing tag.

Optimize images. Photos usually occupy the bulk of the file size. Compress PNG, jpg, SVG images using the tools. Upload a photo of the required size, not a larger one.

Use technology to download content instantly. In Google, there is Accelerated Mobile Pages technology. This technology allows you to create lightweight versions of pages that weigh ten times less. This helps to quickly load pages, including on mobile devices.

The internet is a very competitive place to survive. Here speed plays a vital factor in ranking and conversion rate. We are curious to know what do you think about increasing your website speed. Let us know by leaving a comment below.


Page Speed Optimization as Part of Our SEO Service at BMG

Our goal at BMG is to drive every brand’s digital future through media, content and innovation. As a global Full Stack Marketing Agency we offer Search Engine optimization (SEO) for different Search Engines like Google, Baidu, Naver and more. We make sure your website: Ranks higher in the search engine result pages of the specific search engine, increases keyword rankings, decrease bounce rates, gets additional traffic through organic and enhances conversions. As an important ranking factor,  optimizing page speed for the web pages of our clients is  part of our SEO Service. If you like to know more about our services or if you got any questions or comments, don’t hesitate to contact us.