Why your website speed is quietly costing you customers

Most teams obsess over copy and design, then ship a site that takes five seconds to load. By then, a big chunk of visitors have already left.

Speed is a conversion problem, not a vanity metric

Every extra second of load time measurably drops conversion. Slow pages also rank lower, so you pay twice: fewer visitors, and fewer of them converting.

What actually moves the needle

• Ship images in modern formats (AVIF/WebP) at the right size
• Defer heavy JavaScript so it never blocks the first paint
• Cache and serve static pages from a CDN
• Subset and self-host fonts instead of pulling them at runtime

A simple target

Aim for green Core Web Vitals: a fast largest paint, snappy interactions, and no layout shift. Hit that, and the rest of your marketing finally gets a fair chance to work.