Why site speed affects sales
Every extra second of load time costs you enquiries. Here's how speed ties into conversion and SEO — and what to do about it.
Site speed isn't a technical whim — it's a business metric. Users decide whether to stay within the first few seconds. If a site loads slowly, some visitors leave before they ever see your product.
Speed and conversion
Studies from large companies have shown the same relationship for years: the longer a page takes to load, the more people abandon it. For a business, that's a direct loss — fewer enquiries for the same ad budget.
Speed and SEO
Search engines factor speed and Core Web Vitals into ranking. A slow site is harder to promote even with good content.
- Optimise images (modern formats, correct sizes)
- Load fonts properly, without text shifting
- Reduce JavaScript above the fold
- Use server rendering where it makes sense
In Next.js projects most of this is built into the architecture from the start — so speed doesn't have to be "rescued" after launch.
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