Why Do You Need To Improve The Page Speed Of Your Website?

kashif ali

  • Mar 10, 2022


Search engine optimization is one of the most used and important strategies for optimizing websites. However, even backlinks, good content, and meta descriptions do not work if the website performance is not optimized – especially Page Speed. If the visitors are landing on your website and find it taking minutes to load, or the images not displaying correctly, they will choose your competitors. And, that is one valid reason why you need to improve the performance of your website. But do you know what optimizing a website looks like and what can you do to nail it? Let us at Xcentric Services help you with that – though before we get started, read through this blog.

Firstly – What Website Performance Is Exactly?

Generally, in the world of digital marketing, website performance is referred to as how quickly the pages of a website load and display the content. It is all a part of user experience and a KEY to success in this web-driven era.

The term website development is also used for referring to the overall impact of a website on a business. However, when we talk about website performance being an agency, it is only about how fast its pages load. It is imperative for every online business and a slow website always leads to:

  • Lost Conversions
  • Damaged Brand Reputation
  • Lower SERP Ranking
  • Dissatisfied Customers
  • Shopping Cart Abandonment

Let us be real – no business wants to fail the Web Page Speed Test because it should not take too long for a page to load. In fact, our team makes sure that none of the client websites take more than two to three seconds to load. In our opinion, any longer than that risks the loss of not only traffic but also customers. If you are still thinking WHY you should care about it, we have the answer for that too.

Web Page Speed Test

Why Optimizing Website Performance Is Important?

We talked about how important website performance is in the introduction but we understand that you need more convincing. So, let us take you further in the details with this list of advantages a fast-loading website provides:

  • Better UX – important if you do not want the visitors to leave your website frustrated over its speed.
  • Customer Loyalty – customers stay more loyal if the buying process is made easier and faster for them.
  • Improved Conversions – they are impacted by the performance of a website because slow loading times lead to a high abandonment rate.
  • Better Mobile Traffic – mobile visitors demand quick results, so if the performance of your website on mobile is poor, you will lose visitors.

Website Performance – How We Can Improve It For You?

Many factors affect the Page Speed and overall performance of a website. For instance, page weight and size of images can impact the speed. Then, there are more issues like the geographical area too that are less obvious. While these problems do not sound like BIG issues, they actually have an impact. Here are some that we make sure to fix when improving the performance of websites:

1. Image Sizes

When it comes to website performance, images are one of the most important aspects. The reason? Pretty straight – the larger the images are, the heavier a page will weigh and the longer time it will take for loading.

Hence, to improve the website performance, user experience, and load time of pages, we optimize images on the websites of our clients. While the optimal size for images varies from one to another, we follow these best practices mostly:

  • Optimizing and resizing images to make sure they are not exceeding screen boundaries
  • Use fewer images on pages because they load quickly this way
  • Download the page ruler for achieving precise dimensions
  • Use plugins and tools for image compression

Other than the image size, we also focus on areas such as their:

  • Formatting
  • Dimensions
  • Resolution
  • Quality

We know that this is sounding like A LOT to consider. However, for our team, this just means minimizing the size of the images while making sure that they do not affect the User Interface negatively.

Google Page Speed

2. Page Size/Weight

Page weight, also referred to as page size covers aspects such as documents, styles sheets, and images. It is vital for the performance of a website because it affects how quickly the web pages load on the screen of a user. The more content a page includes, the larger it gets in terms of bytes and increase the Google Page Speed.

Mostly, website owners ignore the increasing page weight, which leads to a slow-loading website. Now, the next is – how we reduce the page weight? Many of the best practices that we have already mentioned above help with lowering the page weight. To further improve the performance of websites, we do the following:

  • Check if there are unnecessary plugins installed on the website
  • Analyze the assets which are weighing down the pages
  • Combine the JavaScript and CSS
  • Reduce the requests from the browser by making one file of multiple assets

3. Reduce HTTP Request & Redirects

HTTP requests are the central building block of the web. They allow web browsers to request information from servers and display it on web pages. Here is how they work – when someone visits a website, an HTTP request is sent to its server, asking for the data. The server then sends back all the information needed by the browser for displaying the page, including CSS, images, HTML, and JavaScript.

To ensure that the pages on the website of our client load quickly, we reduce the HTTP requests to the browser from the server. Here are several ways we do so:

  • Reducing the size of Images
  • Optimizing the CSS files and JavaScript
  • Merging the JS Files
  • Using CDN (Content Distribution Network)

Check Website Speed

4. Hosting Plan

The hosting plan that you chose for your website years ago might be the perfect fit back then. However, when your website gains traffic and attention, there are chances of it not working well because of load.

Its result? Downtime – which is a nightmare as it can result in a decline of a website’s performance and frustration for the visitors. In this case, for clients at Xcentric Services, we upgrade to a plan suiting their growing target audience. Often, we look at the following alternatives:

  • VPN Hosting – in a nutshell, this is a scalable and affordable solution to hosting a website. It is way practical for startups or small businesses that need the flexibility to scale as they grow.
  • Dedicated Website Servers – they provide a reliable and fast connection to the web are scalable for meeting the bandwidth and high traffic needs. While they are expensive, they offer better website performance.

5. Other Steps

All the pointers above covered the major issues which impact the performance of a website on search engines like Google. However, other than them, we also consider the following areas for enhancing the website performance for our clients at Xcentric Services:

  • Cleaning the unclean code
  • Reducing the excess Flash content
  • Minifying the HTML
  • Choosing fast-loading & mobile-friendly themes
  • Fixing the broken links
  • Compressing the files
  • Using AMP (Accelerated Mobile Pages)

The Verdict

There is a lot more that affects website performance than just great content, SEO, and attractive images. Whether you have an E-Commerce website, a blog, or a one-page website, its performance is crucial to growing successful online. If you have not yet focused on this aspect, now is the time to Check Website Speed.

Is it too slow? You must have got to know why the visitors left your website in just the first few seconds of opening your website. The good news is that we at Xcentric Services can help you bring that traffic back on the website and rank high on the SERPs to potentially increase its conversion rate. Yes, it is complex – but our team has what it takes to improve website speed. To get a project quote and start off at increasing the speed of your website, drop us a query at connect@xcentricservices.com TODAY!







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