Website speed is a direct ranking factor for Google, and slow pages send visitors away — over half of mobile users abandon a site that takes more than three seconds to load. Improving speed helps your SEO and your conversions.
This guide walks you through the basics: what Google measures, simple changes that make the biggest difference, and how to check that your improvements work.
Why speed matters for SEO and users
Google uses page experience signals, including load time and stability, when ranking results. Core Web Vitals — Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS) — reflect how fast your content appears, how quickly the page responds, and whether the layout jumps around. Better scores can help you rank higher and keep visitors on the page.
Step 1: See how your site performs
Use Google PageSpeed Insights (pagespeed.web.dev) and enter your URL. You get scores for mobile and desktop plus specific suggestions. Run it on your homepage and a few key pages. Note which issues appear most often — usually images, render-blocking resources, or server response time.
Step 2: Optimise images
Images often make up most of the page weight. Resize them to the size you actually display (don’t use a 2000px image for a 400px box). Use modern formats like WebP or AVIF when your setup supports them. Compress images with a tool or plugin (e.g. Smush, ShortPixel). Lazy-load images below the fold so they load as the user scrolls.
Step 3: Use caching and a fast host
Browser caching lets returning visitors load your site from their device instead of the server every time. Your host or a plugin (e.g. LiteSpeed Cache, WP Super Cache) can set cache headers. A reliable host with solid server response time (TTFB) is also important — cheap or overloaded hosting is a common bottleneck.
Step 4: Trim scripts and styles
Too many or heavy JavaScript and CSS files slow the page. Remove what you don’t need, combine and minify where possible, and defer non-critical JavaScript so it doesn’t block the first paint. If you use WordPress, pick a light theme and only the plugins you really need.
Step 5: Test again and monitor
After changes, run PageSpeed Insights again. Fix the next set of suggestions and repeat. Speed work is iterative. Keep an eye on Core Web Vitals in Google Search Console so you spot regressions (e.g. after a theme or plugin update) and fix them quickly.
Frequently asked questions
What is a good page speed score?
PageSpeed Insights scores 0–100. Aim for “Good” (green) on mobile and desktop. Core Web Vitals targets: LCP under 2.5s, INP under 200ms, CLS under 0.1. Getting into the green range is a solid goal for most small business sites.
Can my host help with speed?
Yes. Managed WordPress hosting often includes caching, CDN, and optimised servers. If you’re on basic shared hosting and have done the obvious optimisations, upgrading or moving to a faster host can be the next step.
Improving website speed is one of the highest-impact steps for SEO and user experience. Start with images and caching, then clean up scripts and hosting. Test with PageSpeed Insights and Search Console and keep iterating. If you want your site built or optimised for speed, our website and hosting packages include performance as part of the deal — or get in touch to chat.