What Makes the Speed Of a Website Absolutely Important

The term ‘website load speed’ refers to the time it takes for content on a particular page to fully display. As the behaviour of users evolves, their patience lessens. With that, it has become more and more imperative to make sure that a website loads as quickly as possible.


Many search engines, including Google, tend to penalise websites when their load speed is slow. This is largely because it is bad for the user experience, which Google doesn’t see in a good light. It will reflect accordingly in rankings. 


Website load speeds can make all the difference between the success or failure of a website. According to Amazon, a single second of lag time in their website loading costs them nearly US$2 billion in sales annually.


First Impressions Matter


In terms of eCommerce, website load speeds are the key to an excellent first impression, especially when offering services or products. Having a website load speed that’s fast will lead the user to a stress-free experience. It will also allow them to feel like they have control, raising the likelihood of them spending more time on your website. It also makes them much more likely to come back.


On the other hand, a page loading slowly can push the user to assume that something’s wrong. It will then lead them to wonder just how legitimate your company actually is, if at all. They might just leave and pursue the offerings of your competitors. Many visitors will visit a single page on your website then leave right after. Generally, that percentage of visitors is referred to as the bounce rate.


When a visitor views a single page and abandons it, the load speed of that single interaction matters. The website load speed is one of the factors that determine bounce rate. 


How is web speed affected by SEO?


Search engine optimisation is a crucial part of any website’s success, benefiting cloud digital agencies and eCommerce stores alike. In 2010, website speeds became one of Google’s ranking signals. When that happened, it became even more important. For SEO to be successful, website load speeds need to be at the fastest possible rate. 


Google’s research ended up showing that the possibility of a bounce rises by 32% when the load time of a page is three seconds instead of just one. On the other hand, when the load time goes all the way to five seconds instead of one, the bounce rate possibility is a whopping 90%.




Website load speeds are downright crucial, especially in terms of search rankings. Google, in particular, tends to flag and penalise slow websites. This is part of good website design and many other factors, which a reputable remote digital agency with professionals can provide. Additionally, when the website of a business is slow, it can leave a negative first impression on potential consumers.


Are you looking for a digital marketing and advertising agency? Reach out to Routes 4 Media today! We’re a full-funnel digital ad agency, Facebook Partner, Google Premier Partner and a team of 20+.

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