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SEO is one of the most popular and important strategies for website optimization.

However, great content, backlinks, and meta descriptions won’t make a difference if your website is slow or inefficient. Visitors who arrive at your website and find it slow to load or the images aren't displayed correctly will likely choose a competitor.

It is, therefore, crucial to improving your website's performance.

How does optimizing your website look? This is a step-by-step guide that will help you get started.

What is Website Performance?

Website Performance is a term used in digital marketing to describe how quickly a website loads and displays content. It is all part of the visitor experience, and it is key to online success.

Website performance can also refer to the overall impact of a website on a company's business. When digital marketers speak about Website Performance, they usually refer to the speed at which a site loads.

The number of server errors and the size of the downloaded pages can both be used to measure Website Performance. This could also be known as page load time.

For any online business, Website Performance and page speed are crucial. Slow websites can cause:

  • shopping cart abandonment
  • Conversions lost
  • dissatisfied customers
  • Your brand's reputation could be damaged
  • Lower-ranking in the SERPs

None of this is good for your business.

How long does an average customer wait for a page? It's not long.

According to most sources, a website should load in under two seconds. You risk losing customers and traffic if your website takes longer than two seconds.

It's a good idea, before you start, to understand where you are starting from. Google offers a tool to assist you, and Uptrends has a speed test that is completely free.

These steps are simple to use and offer a list to help improve the performance of your website. Why should you care?

Why is Website Performance Important?

In the introduction, I mentioned the importance of website performance. Let's dive deeper. There are many benefits to a site that responds quickly, including:

  • A better user experience: If you want customers to stay, your website must be responsive.
  • Higher rankings Google PageSpeed Index awards faster websites with higher search engine results.
  • Customer loyalty Customers are more likely to remain loyal if it is easier to buy.
  • Higher conversion rates Website performance can have an impact on conversion rates. Slower load times can lead to a higher abandonment rate.
  • Get better mobile traffic. Your mobile user wants fast results. You won't be able to see them again if the mobile website performance has dropped.

How can you improve website performance?

Website performance can be affected by many factors. Speed can be affected by page weight and image sizes.

There are also some less obvious issues like geographic areas.

Although some of these problems may seem like big issues, they are not. Many of these problems can be fixed easily and I will walk you through each step.

1. How image sizes affect website performance

Images are a key factor in website performance.

It is simple. The larger your images, the more heavy your pages are and the slower your site loads.

Optimizing your website images can also improve site performance, such as loading times and user experience.

The optimal image size varies from one picture to the next. This website image sizes cheat sheet by Strikingly can be used as a guide.

These guidelines will help you improve the performance of your website.

  • Crop images to ensure they stay within the screen's limits.
  • Images should be used sparingly. A page that has fewer images will load faster if it contains fewer.
  • To get exact dimensions, download a Page Ruler.
  • Use image compressions plugins.

But don't focus only on the image size. Take a look at areas such as:

  • formatting
  • resolution
  • dimension
  • Quality

Although it sounds complicated, this is a way to reduce the size of images while still maintaining a good UI.

2. How web page weight/size affects website performance

Page weight is the page size. This includes styles sheets, documents, and images.

Because page weight can impact how fast web pages load on a user’s screen, it is essential for website performance. The larger a page is in terms of size, the more content it contains.

Stats show that page weight is increasing. This can make it difficult to have a website that loads quickly.


Tammy Everts is a website performance expert and suggests suggest 1MB.

Are you unsure of your page's weight? Try searchenginereport.net's page size checker.

It's now time to reduce your page weight.

Many of these tips, such as optimizing images or limiting HTTP requests will reduce your site's weight. You can further improve your website's performance by:

  • Check for plugins that are not necessary
  • Analyze which assets are causing your pages to be slow
  • Use offsite video hosting
  • Combine CSS with JavaScript
  • Reduce the number of requests to your browser by combining multiple assets in one file

3. To improve website performance, reduce redirects and HTTP requests

HTTP requests are an essential building block of the internet. They enable a web browser to request information from a server to display it on a webpage.

These are the ways they work:

Your browser sends an HTTP request (requesting data) to a site when you visit it. Your browser sends an HTTP request to the server, asking for information, such as HTML, CSS, and JavaScript.

To speed up the loading of your page, you should have as few HTTP requests from the server as possible to the browser.

There are many ways to decrease HTTP requests on your website, including:

  • Optimize images using tools such as TinyPNG to reduce their size
  • Optimizing JavaScript and CSS files
  • Merging multiple JS files
  • Utilizing a Content Distribution Network

Redirects can also slow down website performance.

These redirects allow users to navigate from one page or another. Websites with too many redirects, or those that point to pages that do not exist, can rank lower in search engines and may be slower.

There are several ways to reduce redirects from a website.

  • Install a 301 permanent redirect. A 301 permanent redirect means that Google will tell you which page you want to replace and direct traffic to it.
  • Add canonical tags to manage duplicate content.
  • Remove old redirects
  • To check broken links, use tools such as Gifts of Speed

4. Be aware of geographic limitations

It is possible that geographical location does not matter. The slower the loading time, however, is dependent on how close the parties are.

Although you cannot control the distance between your site visitors, you might be able to speed up things by creating a CDN.

A CDN is a group of servers distributed geographically that provide content for one or more websites.

Rackspace, Amazon CloudFront, and Microsoft Azure are some of the most popular CDNs.

You can speed up load times by storing files near your audience.

5. Take a look at your Hosting Plan

Your website hosting plan may have been the right fit years ago, but your site's popularity and traffic increase might mean that it is no longer suitable.

What is the result? The result? A lot of downtimes, decreased website performance, frustration for both you and your visitors.

What can you do? Upgrade to a plan that best suits you and your expanding audience. You might consider these alternatives if you are using a shared hosting plan.

  • Dedicated web servers: These provide a reliable and fast connection to the internet and can be scaled to accommodate high traffic and bandwidth requirements. Although they are more expensive than shared hosting services, they provide better site performance. You get an entire server dedicated to your website.
  • VPS Hosting A VPS hosting service is a cost-effective and flexible way to host your website. This is a great option for startups and small businesses, as it allows you to scale with them as they grow.
  • Static websites: Or serverless websites. These websites are faster to load and more secure. There are some disadvantages so be sure to investigate this option before you dive in.

5. Use browser caching

Browser cache is a temporary storage space that allows browsers to reuse content files such as scripts and images to reduce network traffic.

Browser cache can have a significant impact on website performance. It can save bandwidth and time, improve the user experience, and speed up loading times.

To create a cache with WordPress, you can use plugins. 

6. You can render-blocking your CSS and JavaScript.

Render blocking can cause a significant delay in page loading.

This is because the browser must wait for the page's rendering to complete before downloading or executing any scripts, such as JavaScript or CSS files.

The longer a website takes to load, the more render-blocking elements it has.

Don't panic. It is not as difficult as it sounds.

You can find some easy fixes for other steps to improve your website's performance

These sections address the most important issues that affect website performance. However, there are many other areas you should consider:

  • Reduce excessive Flash content
  • Optimize your HTML
  • Choose mobile-friendly and fast-loading themes
  • Using Accelerated Mobile Pages to lower bounce rates and improve page rankings
  • fixing broken links
  • Compress your files using gzip

Commonly Asked Questions about Website Performance

How can you measure website performance?

You can use a variety of free tools to determine page loading times such as Google's PagesSpeed InsightsPay attention to KPIs such as customer satisfaction and conversion rates if you want overall performance.

What tools are needed to measure the performance of your website?

Google Analytics offers a range of tools that can be used to monitor website performance. These include Site Speed, Pages per Visit, Conversion Rate, and Bounce Rate.

Pingdom, GTmetrix are tools to measure site speed. Uptrends offers a complete set of tools and a free speed test.

What is the average time it takes to analyze website performance?

Loading time tests can be completed in seconds. You should also analyze them regularly throughout the year. Other areas of website performance that you should measure are your content and on-site behavior as well as user acquisition metrics.

What makes a website perform well?

The fastest sites load in less than two seconds. That's the goal.

Conclusion: Website Performance

Websites are more than SEO, great content, and attractive images. Website performance is critical to your online success whether you are an ecommerce website, blogger, or website owner.

Website performance is key to ranking well and retaining traffic.

It also improves SEO, helping your website to remain at the top of search results and possibly increasing your overall conversions.

Although it may sound complicated, improving your website's performance is easy. Begin by reducing the size of your images, limiting your page weight, or upgrading your web host package.

Do you have any tips for improving website performance? Please share them below.