Why fast websites sell more
How page speed affects conversion, which metrics genuinely matter, and the four most common reasons sites are slow.
Speed is a site's invisible feature. Nobody thinks "how fast is this site" — they just leave when it isn't.
Why visitors won't wait
When a page doesn't open on a mobile connection, people don't wait — they press back. For someone arriving from a search result the cost of leaving is zero: they click the next result.
This affects exactly the audience you most want: the people who found you by searching for what you do.
Which metrics matter
Google's Core Web Vitals measure things users actually feel:
LCP (Largest Contentful Paint). The moment the page feels "open" — usually the hero image or main heading. Should be under 2.5 seconds.
INP (Interaction to Next Paint). How long it takes to respond when someone taps a button. Should be under 200 milliseconds. This is the metric heavy JavaScript ruins most.
CLS (Cumulative Layout Shift). Text you've started reading jumping down because an image loaded late. Should be near zero, and it's entirely preventable.
Four common causes of slowness
Unsized images. A 4,000-pixel photograph dropped into a 400-pixel slot. On its own the single most common cause, and the easiest to fix.
Unnecessary JavaScript. Libraries loaded for a dropdown menu, animation packages nobody uses. Doing in JavaScript what HTML and CSS can do is a choice your visitors pay for.
Third-party scripts. Chat widget, heatmap, three analytics tools, social embeds. Each connects to a server you don't control.
Externally hosted fonts. Fonts pulled from another server mean an extra connection and text that appears late. Serving them from your own domain removes both costs.
You can't improve what you don't measure
Before discussing speed, measure. Google PageSpeed Insights is free and shows real user data as well as lab data. What matters is the field measurement, not the lab score.
Don't fixate on a single number: scoring 100 isn't the goal. The goal is a visitor being able to use the page without waiting.
Later, or from the start?
Speed can be improved afterwards, but it's expensive. Compressing images is easy; lightening a heavy architecture usually means rewriting.
That's why we treat performance not as an item to fix before launch but as a design constraint from the beginning. If a component blows the performance budget, the component changes.
We can measure your site's speed and work out where it's coming from. Get in touch.
Related services
If you have a question, let us start there.
Tell us what you are trying to do. On the first call we will tell you whether we are the right fit, roughly how long it takes and how we would approach it. No sales pitch.
orsenyazilim@gmail.com