Web page load speed is a critical factor for your traffic, conversion rates, and sales. That’s because of the huge impact that it has on user experience and SEO.

User Experience

Imagine this scenario:

You’ve just done a search on Google for “buy Frozen soundtrack”. On the search engine results page, you have plenty of relevant links to pick from between all the shopping ads, paid ads, and organic search results that appear there. Any one of them will do the trick, so you pick one of them within a few seconds for some small and insignificant reason. Maybe just whatever is closest to the top.

Whatever the reason you clicked on it, your heart skips a beat as you click down on your mouse with your finger, prepared to bask in the harmonious glory of owning the Frozen soundtrack. You let it go with bated breath and then…and then…wow, this is really annoying. “Just load already!” you grumble at the computer screen. Forget it, life’s too short and there were a dozen other capable links where you just came from, so you exit the website.

The scenario above is undoubtedly a common occurrence because, well:

  1. Frozen
  2. Google
  3. At peak traffic times, 75% of online customers opt for a competitor’s site instead of waiting.

Let that statistic sink in a little bit. Seventy. Five. Percent. So yes, your web page load speed matters. And when your web page load time is slow, you help your competitors. In case you weren’t aware, that’s a bad strategy. Here’s some other load speed statistics for you to wrap your brain around:

Just because your web page load times might be slow, doesn’t mean you can’t be quick about improving them.


In addition to user experience, page load time affects SEO as well. Google uses web page load speed to determine rankings. Granted, there are hundreds of other metrics that Google’s algorithms use to determine search rankings, but web page load speed is still important. Users bouncing from your site all the time because it takes forever to load isn’t exactly going to help your SEO either. Just keep in mind that in this case, “forever” only classifies as 3 seconds.

How to Improve Your Page Load Speed

Take these steps to help improve your page load time and increase conversions:

  • Clearly Plan Your Site Layout:
    • How will your content relate to the layout?
    • How will your visitors navigate the site?
  • Review HTML and CSS:
    • Remove unused or unneeded CSS or HTML.
    • Review and remove unneeded and unused style sheets, and inline styles.
    • Remove old, outdated code.

Mobile Page Load Speed

In light of recent events (*cough* Mobilegeddon *cough*), it’s worth mentioning page load time’s effect on mobile traffic. You can read about the importance of having a website optimized for mobile experience here, but it’s not hard to imagine how the same points above apply to mobile traffic. Make sure that you aren’t using any Flash on your mobile site, and that users aren’t having to download large images or font files – that will kill your mobile load time.

Regardless of when the last time you checked your page load speed was, it’s worth seeing how you can improve it. Even if it’s for the first time in forever.

If you could use some help getting your page load speeds up to, well speed, visit us here.




  • Josh, May 12, 2015 @ 7:55 am

    Load speed is HUGE! I know that WordPress is rather ubiquitous, and I don’t want to offend any of its most valiant ambassadors, but my experience has shown that many WordPress hosted sites are on the slow end. My guess is that it isn’t necessarily WordPress’s fault (or is it?). It usually seems to come down to the fact that the website in question has too many plugins installed. But that is a catch 22 because if you remove the plugins you really want/need, you remove a bunch of important functionality. I’ve often wondered how to approach this issue with WordPress… Is it even really an issue, or is it just my imagination?

  • Liliya, May 12, 2015 @ 10:57 am

    Thanks Jamison for a great article, there are a lot of people that do not pay attention to their website loading speed and suffer the consequences.

  • Jamison Michael Furr, May 12, 2015 @ 2:17 pm

    Definitely – I’ve seen some businesses first hand that really suffered from poor load speed. Their bounce rates were astronomical.

  • Jamison Michael Furr, May 12, 2015 @ 2:18 pm

    That definitely makes sense. It would be cool if someone conducted some research and showed average load times for similarly sized websites across a couple different platforms – WP being one of them. You’re not the first person I’ve heard comment on how slow WP is though.

  • Maria Williams, May 14, 2015 @ 2:42 pm

    Jamison, this is such a good article ! definitely load speed is very important for every Website. It doesn’t matter if you have a good Title tag and Meta description that can take you to the website, if the load speed is pretty slow.. Then your competitor will say thank you for the customers to you !

  • Jamison Michael Furr, May 14, 2015 @ 2:48 pm

    Thanks! 🙂 Yeah, it’s really common sense once you think about it, but a lot of site owners probably don’t think about it sadly.

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