Website Speed Guide

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Do you know how slow your internet site loads? Just a one-second hold off in loading time results in:

  • 16% decrease in customer satisfaction which keeps your market from coming back.
  • 11% fewer page views meaning less people will know regarding your brand.
  • 7% loss within conversions which means less money for you.

Amazon says that one second of load lag time would cost all of them $1. 6 billion within sales each year.

So , how fast when your website load? Both mobile and desktop users expect your site to load quickly (two seconds or less). However , the average loading times to get various industries in the United States don’t meet those benchmarks. Check out this research from Search engines:

As you can see, the average internet site speed for all of these industrial sectors is significantly higher than the very best practices line. But that will doesn’t mean you should aim for 5-6 seconds. In fact , you have every reason to make your website as fast as possible.

13 Ways to Speed Up Your site

If you can accelerate your website, it will give you a huge benefit over your competitors with slower loading times. You’ll wish to aim for your pages to launch in three seconds or even less. That’s because several visitors will abandon your site if it hasn’t loaded within three seconds. But certainly, the lower you can get that number, the greater.

Understanding the reason why website speed is so important, it’s time to do something about this. I created this guide of best practices that will help you speed up your site.

So read through carefully and make any kind of necessary changes to your web site moving forward. Don’t be intimidated by any technical terms that you’re unfamiliar with — I’ve kept everything in plain British, so it’s easy for everyone to follow along.

Minimize Your HTTP Requests

HTTP demands are made for each element on your website. I’m referring to such things as images, scripts, and stylesheets.

Much of a website’s loading time is related to downloading it on-page elements. So for those of you who have lots of these parts on your website, you have a lot more HTTP requests.

Using your developer tools configurations, you can figure out how many requests your website currently makes. Then, take steps lower that number. Reduce clutter on your website and simplify the design.

You should also eliminate unnecessary diverts. While these are often necessary for fixing broken links, they will create additional HTTP demands. This will slow down your website quickness.

I’d recommend using a tool like Shouting Frog to help you identify all your redirects. Once they’ve been identified, get rid of the ones that you can live without. Only keep your ones that are absolutely necessary.

Reduce the Time to 1st Byte (TTFB)

TTFB refers to the time browsers need to wait before getting data from the server. To put it simply, it’s basically how long it will take for a page to start loading.

Your TTFB is comprised of three elements:

  • HTTP request time
  • Process request time
  • Response time

The whole procedure refers to when the web browser’s HTTP request occurs to the server’s HTTP response getting received. Here’s a visible representation showing how the time to first byte works.

If your website has a quick TTFB, then requests could be delivered to the browser quicker. Ultimately, this gets your content loaded for visitors faster.

You should be targeting a TTFB that’s lower than 200ms. Use WebPageTest as being a resource to identify your time in order to first byte.

Just look at the “first byte” line to see where you stand. In this illustration,. 617s is equal to 617ms. That’s more than three times reduced than the 200ms benchmark!

For those of you who may have a TTFB that exceeds 200ms, you’ll need to take steps to improve that number. Beyond decreasing HTTP requests, some typical issues associated with slow TTFB are network and site traffic issues.

One of the best ways to reduce your TTFB is by enabling browser caching. Make note of this — we’ll discuss how you can execute on that concept in greater detail later on in this guide.

Make Sure Browser Caching is certainly Enabled

As stated above, whenever someone trips a new website, all of the elements need to be loaded. These components get stored in a cache, which is a temporary storage on the hard drive. The next time they go to that website, their browser can load that page with out sending an additional HTTP demand to the server.

If you have caching enabled, then your website speed will be quicker for returning visitors. Check out my list of the best WordPress cache plugins to get it up on your website.

Upgrade Your Web Hosting Program

Cheaper isn’t always better. When your web site was new, you might have eliminated with a budget hosting plan to keep costs low. However , as your traffic increases, you’ll need to make sure that your hosting plan is upgraded.

There are four types of web hosting:

  • Shared enviroment
  • VPS web hosting
  • Dedicated machine
  • Cloud web hosting

The master plan you choose and the company you utilize will impact your website quickness. Rather than spending all day talking about the pros and cons of those hosting options, it’s in your best interest to review my guide on the best website hosting.

This will provide you with the information needed to choose the best hosting company that will ensure fast web site loading more reliably.

Run Compression Audits

Internet site compression refers to HTTP information being compressed so the size of it is smaller just before it’s sent to the machine. Doing this improves loading swiftness and bandwidth.

To compress your data, Gzip is the industry regular tool for this practice. This software locates lines of similar code and then supercedes them to make all of your data files smaller. It’s ideal for CODE and CSS since all those files tend to have lots of whitespace and repetitive code.

Studies from Google say that Gzip compression is able to reduce response sizes by 70%.

I’d recommend running a compression audit using a tool like GIDNetwork to provide you with a better idea of how compacted files can speed up your site. Here’s what the audit appears like for Quick Sprout.

To test your website, all you need to complete is enter the URL plus click “check. ” This is why from this audit, Quick Sprout isn’t compressed. The tool also offers a “what if analysis” to show you the benefits of compressing your website.

This particular chart shows what our website would look like with different compression levels. It tells me that at the fourth level of compression, the size can be compressed to 131 bytes compared to 178 with no data compresion. The download time would also improve from 0. 12 seconds to. 09 seconds.

These numbers are pretty limited for my website, this is why I don’t currently have compression allowed. However , some of you might understand that your site can significantly benefit from compressed files right after running this audit.

Let’s say your own compression audit looked something similar to this.

There is a huge difference between no compression as well as the first level. Those numbers continue to improve as we reach level five.

In this scenario, you’d absolutely want to enable compression.

Reduce the Size of Images

As mentioned before, in order for your site to be as fast as possible, you need all of your files to be as small as they could possibly be. Just make sure that you’re not sacrificing quality, of course.

Smaller files load faster. It’s as simple as that. One area that you should reduce the size associated with are images. Visual components are necessary on your website. Without images, your site will look boring, unprofessional, and probably untrustworthy.

But with that said, images can really slow down your own loading times. That’s a large problem for some of a person, especially for ecommerce businesses. Precisely why? Well, consider this.

A number of you may have even more than three images per product. Right now multiply that number by the number of items are available on your website. The figures add up quickly.

Even internet sites that don’t sell everything need to reduce their picture sizes. Go through your website after that and assess every picture. Is it doing the work it needs to perform to justify it getting there? Could you cut this and the content remains just like strong? Is it taking excessive space on the web page? When the image doesn’t need to be presently there, cut it.

Compressing images is different from HTTP compression too. You have to do with the actual digital property on your website’s front end, while the other has to do with compressing the commands sent to your web server.

Use a tool like Air compressor. io to help you compress your pictures without sacrificing the quality of them. After the images are compressed, you’ll want to make sure that you’re saving them as the right document type.

For the most part, JPG will be your best option. You can use PNG files regarding graphics that need to have accurate detail, like a logo.

Minify and Mix Files

We’ve already talked about some of the greatest ways you can leverage compression on the website. Now let’s discuss the last big way: minifying and combining files.

Minification removes unnecessary characters from your files, for example formatting and white space. Basically, it will get rid of anything that isn’t required for your code to function. This ultimately reduces your file sizes.

Combining files reduces the number of HTTP requests by concentrating them into smaller groups. For example , a internet browser can potentially download six smaller sized files faster than a single giant file.

Think of this like sitting on a suitcase to get everything packed down nice and tight. You can do this for:

  • HTML files
  • CSS files
  • JavaScript files
  • Google Fonts

If you have a WordPress website, your best option could be the WP Rocket plugin. If you have a different CMS, check to see if they offer plugins that minify and combine files for your website. This will definitely improve your website speed.

Use Asynchronous Loading

Now that your CSS and JavaScript files are usually minified and combined, it’s time for you to optimize the way they get loaded. There are two options:

  • Synchronous loading
  • Asynchronous loading

Files that load synchronously load one at a time, based on their own location on the page. The problem with this is that if one particular file is taking lengthier to load, no other files can get loaded until that particular file is complete.

With asynchronous loading, files can load simultaneously. In the event of a file taking a while to launch, other elements of your page can still load without any postpone.

You can use the same WP Rocket plugin or the like to enable this too.

Just navigate to the Stationary Files tab and check the option for asynchronous loading, since shown above.

You’ll also see with this screenshot that “Load JS files deferred” is also examined. This brings me to a different best practice for website speed.

Defer Loading for JavaScript Data files

When you defer a file, it means that you stop it from loading until other components on the page have loaded. By deferring a large file, it helps ensure that the rest of your documents load quickly without any difficulties.

JavaScript files are large and can be deferred.

When i just showed above, it’s easy to accomplish this with only one click if you’re using a plugin like WP Rocket. Otherwise, you’ll have to insert some code into the tag for JS files. It will look something like this:

Personally, I like to avoid manual coding at all costs. So finding a plugin or tool that your CMS offers that can do the work for you is definitely easier.

Improve DNS Lookups

DNS is short with regard to “domain name system. ” This is a server that has a data source of IP addresses along with names of various hosts.

When a user varieties a URL into their internet browser, the DNS server means the URL into an IP address, indicating the online location.

Typing the name of a website LINK into your browser doesn’t mean much to your computer; it needs to be translated to find the web site that you want to reach. Here’s the visual representation of exactly what this looks like, using ubnt. com as the example.

With a DNS lookup, individuals don’t need to memorize long strings of number combos. However , sometimes this requires too long.

If your DNS lookup time is actually slow, you should look into changing to a new DNS supplier that will give you faster company. Here is a great free tool you can use to test your DNS. Simply enter your LINK in and click Go .

The quantities most relevant to you and your site are going to be under the A line. Check the average time. You will want this number to be as low as possible. Anywhere in the area of 10-20ms is good. If you’re pushing 30ms, you might like to switch DNS providers to obtain faster service.

Make Sure Browser Caching is Enabled

As mentioned above, whenever someone visits a new website, all the elements need to be loaded. These types of elements get stored in the cache, which is a temporary storage on their hard drive. The next time they go to that website, their browser can load that page without sending an additional HTTP request to the server.

If you have caching enabled, then your website speed will be faster for returning guests. You can do this with a variety of different plugins out there for your CMS. If you have WordPress, check out the list of the best WordPress cache plugins to get this set on your website.

Use a content delivery network (CDN)

As you know, your website is hosted on a machine. Every time someone visits your internet site, a request gets sent to that server. So if you’re experiencing high levels of visitors, requests will take longer in order to process, which will slow down your site for these users.

But high traffic is an excellent thing for your website. Not what you want is for this rise in visitors to deter individuals same people from coming back because your website speed is too slow.

The physical location of a consumer to your server can also influence how fast your website is for them. People who are farther far from the server will encounter slower loading times, even though you aren’t having high volumes of traffic at that time.

Content delivery networks solve that problem.

CDNs cache your website upon networks of global web servers. So when someone requests a file from your website, it gets routed to the server nearest to their physical location.

For example , let’s say your origin server is located in Texas, but you’re utilizing a CDN to host your own files across the world. If a user in China navigates aimed at your website, their browser can down load files from a server somewhere else that’s nearby.

Venture Harbour ran a few tests on five pages on their website after they implemented a CDN. These were the outcomes:

  • Web page 1 — 20% more seconds gained
  • Page 2 — 37% more seconds gained
  • Page 3 — 41% more seconds obtained
  • Page four — 4% more seconds gained
  • Web page 5 — 51% more seconds gained

It’s worth observing that the page that was 4% faster went from second . 06 seconds to 1. ninety-seven seconds, so it was already quick to begin with. Overall, Venture Harbour experienced a 30. 2% decrease in loading time across their entire website. That’s a huge improvement.

I’d recommend using Cloudflare or StackPath (formerly MaxCDN) to help you set up your content shipping network.

Host Videos on External Platforms

Videos will surely add lots of value to your site. In fact , 73% of consumers may buy products online if they can watch a video about it.

But videos on your web site can slow down your launching times if they’re not really properly optimized.

Let’s say you shot a product demonstration video that you would like to add to your website. How do you approach this?

Should you be planning to upload the video straight to your website through a file transfer protocol (FTP) or your WordPress editor, it’s the wrong approach. Doing this means it will get hosted on your machine, which will take up tons of space. Look at how this even compares to other file types.

For those of you who are using a shared enviroment plan, you’ll be limited in the amount of space you can use. Adding videos to your website in this way will push your limitations. This can also hinder the user experience. Assuming multiple individuals want to watch a video at the same time, servers with limited bandwidth will cause lagging and stoppages throughout the playback.

Instead, upload your video clips to a third-party platform, like YouTube.

That will platform will host your video; then you can simply add the video on your website. This technique will save you server space and speed up your website.

Uninstall Unused Plugins

Plugins are a great way to enhance the performance of your web site. There’s a plugin for nearly everything you can imagine.

I use them as well, and so they tend to make my life much easier.

With that said, too many extensions can make your website heavy and slow down your loading occasions. So it’s in your best interest to only install plugins that you’re actually going to use (also, do some house cleaning from time to time! ).

When searching for a plugin, search for all-in-one solutions so you do not need to get one for every little feature. For example , say you’re looking for the best social media Wp plugin. Rather than getting one particular plugin for Instagram, one particular plugin for Facebook, and another plugin for Twitter, look for one that supports all of these platforms.

Go through your own plugins and get rid of types that you aren’t using. These could potentially be slowing down your site.


The importance of website quickness can’t be overstated. Page loading times can make or break the success of your site.

You can’t just launch a website and forget about it. Your loading speed needs to be monitored on a regular basis. Otherwise, you’ll have no way of knowing what your location is, and what needs to be improved.

So what does it decide to use have a fast website in 2021? There isn’t just one thing you can do. Start by following a list of best practices that I’ve identified above.

And remember: creating a fast website isn’t just a matter of installing a few plugins, dusting off your hands, and stating “Job well done! ” It is a continuous process that involves normal testing, tweaking, and house cleaning to keep your webpage speeds high.

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