5 Reasons Why Page Load Time Is Affecting Your Business

Inplace #2

The most concealed way to increase sales? Well, check the loading speed of your site.

Most of the site owners do everything to attract clients, invest in better design, add plenty of content, post videos, but forget to check load time of the site.

Why load time or speed of the site is really so important?

Google has indicated itself that page speed or site speed is one of the important factors in the algorithms deciding the ranking. The world’s most popular search engine does not want to waste the time of the searchers and appreciates the sites that load faster.

Even further, Google will not index the site that does not load in time.

How fast the website has to get loaded?

Not more than 4 seconds. A little higher than 3 seconds is ok, but a bit more than 5 second is all doom.  So, we settle with a median of 4 secs. It is a fact that searchers abandon the site which takes more than this time and starts looking for better options.

Well, now since we got the background of the site loading time, let’s figure out how it actually affects then business.

1. It affects the revenue stream badly.

Let’s take a step back and figure out what makes your site important. Your customers, right? And when they spend ages (not literally) waiting for the site to upload, they have a legitimate reason to look for better and smart sites.

Today, searches do not want to spend a second more on the site if it takes time to load. The blank screen is really pathetic and no matter what is the rank of your site in search engine results; the searchers will look for other options.

Well, we cannot blame the searchers entirely for this. Even if you step in their shoes, you will abhor waiting for the webpage you want to check.

The level of patience is really calculated in seconds in the online platform.

Actually, the online platform is fast and very competitive. The keywords you type will generate over hundreds of results. now, the top recommendations are always in the first ranking and get the maximum clicks.

But they take a second more to load, people will move to the other results. not only because they are in a hurry, but they want to explore more. They want to get the best deal and do not mind to check a few more options that are recommended to them.

Again, it is the remote chance that they will come back again to the same site and it has now been blacklisted mentally as it took a bit more time to load.

People do not like to wait, it is the human behavioral trait. Didn’t you sometimes change your eating out plans and settled for something faster because the restaurant was too crowded? So, we cannot blame people if they leave the slow site and go for much faster ones.

This definitely affects the revenue stream which has its own impact on the business.

 2. speed determines the ranking in search results

This is the direct update from Google that site speed is one of the important factors that measured in the search algorithm.

It is one of the ranking signals that determine your website rank.

Even the web pages that are shared on social media are taken note for their speed.

Businesses that rely a lot on social media, need to acknowledge the speed of the page. The most popular social platform Facebook announced in 2017 that sites with slow-loading links will be appearing lower in the newsfeed.

It is the update from one social platform, but there are other social media like Twitter, Instagram which also acknowledges the page ranking speed.

3. It Affects SEO

If the user experience is poor and compromised, Google will not rank your site.

Google wants its searches to provide with suggestions that have everything, best information, accurate solutions, best UX and UI. The page loading speed is one of the factors which affects the UI and so it is taken into account.

The faster the site is, it will have better SEO rankings and have better chances to appear in web page results.

So, with an SEO boost, the revenue of your business gets a boost.

Nothing wrong to say that these factors are all inter-related.

High speed- recognition from search engines- increase in visibility in search engine results or good SEO boost- more audience – and finally boost in revenue.

4. The growing use of mobile

Mobile devices are the most popular device through which the searches are made. The page load time is always a top priority for them as the user is not entirely focused on the relatively small screen. In the desktop or laptops which have a bigger screen, the user is able to see the progress and still can wait a little more.

But mobiles screen is too small to check the progress and enough for the user to lose patience. ‘

Again, mobile searches are made mostly when people are occupied with some other task. Either they are waiting for something or really taking a teeny-weeny break in the midst of some routine or task.

So, it is not wrong if they simply move to some other site as your page is taking much time to load.

5. Reputation is affected by page loading speed

Brand images are established with the performance, look, and appeal of your website. Nothing wrong to say that- speed matters.

It gives a negative impression of the company if it has poor performance.

More than half of the searches will leave the deal midway if the page is loading slow as it gives them an impression that the company will not cater well or has lapsed.

Customer satisfaction is the backbone of any business, be it online or offline. If the customer is not convinced of the performance of the business, the client will not like to be associated with it.

This will have an impact on the business and the root cause remains the page loading time. ‘

Some important pointers to remember for page loading speed

A few hundred milliseconds can have an impact on the business.

Traffic results dwindle with page loading speed is an established fact and so businesses are trying to make every tweak to reduce the time even by a millisecond.

There are pointers which directly impact the page or site speed and some of them are

  • Too heavy image size
  • Too much use of JS and CSS files
  • Unnecessary plugins, themes, and even comments
  • Too much social media scripts
  • Server configuration is bad or poor


it is not very tedious to check the little but tangible ways to enhance the user experience for any kind of businesses. A little change here and there which can be from optimizing features, server configurations, coding, and some other tweaks are enough to make the impact.

Getting the right pace to load the speed is not a herculean task and is a real easy factor which can be tackled with some expertise and right implementation of tweaks. So, wait no more and get the right speed for your page and observe the noteworthy boost in your business.

About the Author

Derek Luise is working as a Jr. content writer and blogger with Ranking By SEO. He can be seen blogging about digital marketing, SEO, SMO, PPC, etc.