How to up website speed (and why you should)

We’ve all been there, you click a link, the page takes too long to load, and you hit the back button before you even see the content. On today’s web, speed is everything. If your website lags, visitors won’t wait around. They’ll move on to a competitor whose site is faster, smoother, and easier to use (you can't blame them).

That’s why learning how to up website speed is one of the smartest moves you can make as a business owner, marketer, or web developer. It’s not just about making your site “feel” quicker. Speed directly impacts conversions, search engine rankings, and user trust.

In this blog, we’ll talk about why website speed matters, how to measure it using tools like Google’s PageSpeed Insights, and the most effective fixes for those who want to know how to up website speed.

Whether you’re a small business or a large eCommerce store, whether you've noticed your site is slow after a website UX audit or you're aiming to create a high converting landing page, the principles remain the same. By the end of this article, you’ll not only understand why you should prioritize speed, you’ll also know exactly how to speed up a website and keep it fast.

The need for (website) speed

Slow websites don’t just annoy users, they businesses precious money.

According to Google research, over half of mobile users will leave a site that takes more than three seconds to load (Google Consumer Insights). For eCommerce, every additional second of delay can reduce conversion rates by up to 20%.

It isn't just about visitor impatience (though that is a part of it), a fast loading site is also a sign of professionalism. Think about how frustrated people get when brick and mortar stores open at random times with no real logic, it's the same with your website. If your site lags, they subconsciously doubt your credibility. In contrast, a fast-loading site feels modern, reliable, and trustworthy.

There’s also the SEO angle. Google uses page speed as a ranking factor, meaning faster sites are more likely to appear higher in search results. If you want to compete for organic traffic, you need to make performance a priority.

Finally, customer experience matters. When your site runs fast, visitors stay longer, view more pages, and are more likely to take action, whether that’s making a purchase, signing up for a newsletter, or booking a service.

In short, how to speed up website load time isn’t just a technical issue, it's a growth strategy and a brilliant way to optimize conversions too.

Understanding core web vitals and page speed

Before you start thinking about speed, you need to understand what it really means. We can all tell whether a website loads quickly or slowly, but it's not quite as simple as that, there are loads of factors that contribute to the actual loading speed. That's where Core Web Vitals come in (also known as Page Speed Insights).

Largest contentful paint (LCP)

What it measures: LCP measures how long it takes the largest element, e.g. an image or video, to load. Ideally, this should be in under 2 seconds.

Why it matters: If the main content loads slowly, users might think the whole page/site is broken.

First input delay (FID)

What it measures: FID measures inactivity, that's how quickly the site responds when a user clicks or taps on something. Ideally, this should be within 100 milliseconds.

Why it matters: Again, users expect instant feedback when they interact with your site. If this doesn't happen, they might bounce.

Culmulative layout shifts (CLS)

What it measures: Measures visual stability, that's whether the element jumps around as the page loads.

Why it matters: Nothing frustrates users more than going to click a button only for it to move at the last second.

And the rest

Beyond these three web vitals, you’ll also find a few additional terms:

• First contentful paint (FCP): When the first piece of content appears.

• Time to first byte (TTFB): How quickly your server starts sending data.

• Contentful paint and speed index: Metrics showing how fast the page visually renders.

How to use Google’s PageSpeed insights tool?

One of the best ways to measure performance is Google’s PageSpeed Insights tool. It’s free, easy to use, and gives you detailed feedback about how your site performs.

Here’s how it works:

1. Go to PageSpeed Insights

2. Enter your URL

3. Click Analyze

You’ll see two sets of data:

• Field data: This is real-world performance data collected from actual users.

• Lab data: This comes from simulated test results, which are useful for diagnostics.

Below the metrics, you’ll see:

• Opportunities: Suggestions to improve speed (e.g., compress images, eliminate render-blocking resources).

• Diagnostics: Technical insights (e.g., unused CSS, JavaScript issues).

• Passed audits: These are things you’re already doing well.

By regularly running your site through PageSpeed Insights and checking your core web vitals, you can track improvements and catch issues early. It’s one of the most powerful tools for anyone serious about speeding up website load time.

Common causes and fixes

Once you know there's definitely an issue, you can start tackling the fixes. Below are some common culprits and tips for resolving...

Each of these tactics directly contributes to how to speed up a website. You don’t need to implement them all at once, but even one or two improvements can dramatically improve your score in Google’s PageSpeed Insights tool.

Optimize images

• Compress images using tools like TinyPNG or WebP.

• Resize images so they’re not larger than necessary.

• Serve images in next-gen formats (e.g., WebP or AVIF).

Leverage caching

• Browser caching: Store resources on the user’s device so repeat visits are faster.

• Server caching: Use plugins or hosting-level caching for quicker responses.

Minify code (CSS, JavaScript, HTML)

• Remove unnecessary spaces, comments, and characters.

• Tools like UglifyJS or Autoptimize can automate this.

Reduce server response time

• Upgrade hosting if needed

• Use faster database queries

• Implement server-side caching

Use a content delivery network (CDN)

• Distribute content across global servers

• Reduces latency and improves content delivery speed for international visitors

Lazy loading

• Load images/videos only when they appear in the user’s viewport

• Prevents heavy resources from slowing initial load

Eliminate render-blocking resources

• Move non-critical JavaScript to load after the page renders

• Inline critical CSS for faster content

Database optimization

• For CMS sites like WordPress, remove unnecessary plugins and clean up the database

• Use database caching for frequently queried content

How to up website speed: The non-technical way

Not every fix requires coding skills. Here are a few straightforward steps that still make a difference:

• Choose a lightweight theme or template. Heavy themes slow everything down.

• Limit plugins and scripts. Too many third-party tools bog down load times.

• Update regularly. Outdated CMS, themes, and plugins can create inefficiencies.

• Monitor consistently. Run speed tests monthly to catch regressions early.

These practices make your website easier to maintain, and they compound over time for an all-round better user experience.

There's no time like the present

Learning how to up website speed isn’t optional, it's an essential part of running your website. A slow site loses customers, rankings, and credibility, while a fast one gains trust, conversions, and SEO advantages.

To recap:

• Site speed affects user experience, SEO, and revenue.

• Google’s PageSpeed Insights tool is your best friend for measurement.

• Focus on core web vitals metrics like LCP, FID, and CLS.

• Apply both technical (caching, CDNs, image optimization) and non-technical fixes.