Why page speed matters more than ever for conversions (like a busy high-street queue)
If you’ve ever walked past a shop with a long, slow-moving queue, you’ll know the feeling: "Forget it, I’ll go somewhere else."
Your website is no different. Page speed and conversions are tightly linked. A slow site is like a shop that takes ages to let people in. Most visitors won’t complain – they’ll just quietly disappear to a faster competitor.
In this guide, we’ll break down why page speed matters so much, how it affects your bottom line, and what you can practically do about it (without needing a computer science degree).
What is page speed (in plain English)?
Page speed is simply how long your web page takes to load and become usable.
Think of it as three stages:
- First impression – how quickly something appears on screen (logo, colour, header)
- Usable stage – when people can scroll, click menus, and actually do things
- Fully loaded – when all images, scripts and extras have finished loading
For conversions, stages 1 and 2 matter most. If the page feels instant and responsive, people stay. If it feels sticky and sluggish, they go.
At Los Webos, when we talk to SMEs about page speed and conversions, we focus on one simple question:
“Does your site feel as quick and easy as popping into your favourite local shop?”
If the answer is no, there’s work to do.
How page speed affects conversions (and your wallet)
People are more impatient online than in real life
In real life, you might happily wait a couple of minutes in a queue.
Online, research consistently shows:
- Visitors start to get annoyed after 2–3 seconds of waiting
- Every extra second of delay can reduce conversions by 7–10% or more
- On mobile, users are even less patient – they’re often on the go and in a hurry
You paid to get those people to your website (through ads, SEO, social media). A slow site is like paying for customers to join a queue outside your shop… then never opening the door.
The hidden costs of a slow website
A slow site doesn’t just “feel a bit rubbish” – it quietly drains money from your business in several ways:
- Lower enquiry or sales numbers – fewer people complete forms, calls, or purchases
- Higher ad costs – platforms like Google Ads reward fast sites with cheaper clicks
- Lower search rankings – Google uses speed as a ranking factor, especially on mobile
- Damaged brand perception – slow site = "old-fashioned", "small-time", or "unreliable" in many visitors’ minds
Imagine a café where the door sticks and the staff are slow to serve. Even if the coffee is brilliant, people won’t come back. Your website works the same way.
The psychology behind speed: it’s not just tech
Speed = trust
When a website loads quickly and responds instantly, it sends a subtle message:
“We’re organised, professional, and we’ve got our act together.”
A slow site does the opposite:
“We’re a bit behind the times – are we this slow at replying to emails or delivering work too?”
People won’t say this out loud, but they feel it.
Momentum matters
Think of your visitor’s journey like pushing a shopping trolley:
- They click from Google (push)
- Your page appears quickly (momentum builds)
- They scroll, click a service, read your copy (trolley keeps rolling)
- They hit a slow-loading page or form (trolley hits a pothole)
Every slow moment kills momentum. And once momentum is gone, it’s very hard to get it back.
This is why page speed and conversions are so closely linked – you’re not just speeding up code, you’re protecting the flow of your customer’s decision.
How fast is “good enough” for SMEs?
You’ll see lots of technical benchmarks online, but here’s a simple, practical way to think about it:
- Under 2 seconds – Feels snappy and modern. Ideal.
- 2–4 seconds – Usually acceptable, but room for improvement.
- 4–7 seconds – You’re losing a noticeable chunk of potential business.
- 7+ seconds – Emergency territory. Many visitors won’t stick around.
You don’t need to obsess over shaving off every millisecond, but you do want your main pages – homepage, key services, contact, product pages – to feel fast.
At Los Webos, we aim for sites that feel instant on decent Wi-Fi and still very usable on a typical UK 4G connection.
How to check your page speed (without being techy)
You can get a clear picture of your site’s performance with free tools:
1. Google PageSpeed Insights
- Go to PageSpeed Insights (search it on Google)
- Paste in your URL
- Look at both Mobile and Desktop scores
- Don’t panic about perfection – focus on the suggestions it gives
2. Think With Google – Test My Site
- Gives a simple summary of how fast your site is on mobile
- Compares you to others in your industry
3. The “mum test”
Ask a friend or family member to:
- Open your site on their phone
- Say out loud when they first see something
- Say when they feel they can use the page (scroll, click)
If they’re grumbling or asking "Is this working?" – you’ve got a speed problem.
Common reasons SME websites are slow
Most slow sites suffer from the same handful of issues. The good news? Many are fixable without rebuilding everything.
1. Huge, unoptimised images
This is the number one culprit.
It’s like printing a billboard-sized poster, then trying to squeeze it into an A5 leaflet. The browser has to do a lot of work shrinking it down.
Fixes:
- Resize images to roughly the size they appear on screen
- Compress them using tools like TinyPNG or Squoosh
- Use modern formats like WebP where possible
2. Too many fancy effects
Slideshows, animations, pop-ups, auto-playing videos… they all add weight.
A bit of movement is fine. But if your site feels like a Christmas tree, it’s probably costing you speed and conversions.
Fixes:
- Remove carousels you don’t really need
- Limit animations to a few key areas
- Avoid auto-play videos on mobile
3. Cheap, overcrowded hosting
If your hosting is the online equivalent of a crowded market stall, your site will struggle at busy times.
Fixes:
- Upgrade to a reputable UK or EU-based host
- Consider managed WordPress hosting if you’re on WordPress
- Make sure you have an SSL certificate (https) – it can also help with performance
4. Old themes and too many plugins (for WordPress sites)
It’s like a toolbox full of gadgets you never use – they just weigh everything down.
Fixes:
- Remove plugins you don’t actually need
- Update your theme and plugins regularly (or get help doing it safely)
- Consider a modern, lightweight theme built with performance in mind
5. No caching
Caching is like pre-packing popular products in your shop so you can hand them over quickly, instead of making them from scratch each time.
Fixes:
- Use a caching plugin (for WordPress)
- Ask your developer or host to enable server-side caching
Simple, high-impact tweaks to improve page speed and conversions
You don’t have to do everything at once. Start with the changes that give you the biggest win for the least effort.
1. Tidy your homepage first
Your homepage is usually your busiest and most important page.
- Remove any sections that don’t really help visitors decide or act
- Cut back on heavy sliders or large background videos
- Make sure key information appears near the top and loads fast
A cleaner homepage is usually faster and more effective at converting.
2. Optimise the images that matter most
Focus on:
- Homepage hero image
- Service or product images
- Portfolio / gallery pages
Compressing or resizing just these can make a huge difference.
3. Reduce “clicks to content”
If visitors have to click through several slow-loading pages to reach what they want, they’ll give up.
- Link directly to main services from your homepage
- Create clear, fast-loading landing pages for your ads
- Avoid long chains of unnecessary pages
4. Make mobile a priority
Most industries now see 50%+ of traffic from mobiles.
- Test your site on your own phone over 4G
- Avoid tiny buttons or fiddly menus that slow people down
- Keep forms short – fewer fields = faster completion
Fast + simple on mobile is one of the biggest drivers of better conversions.
When to DIY and when to call in help
You can absolutely make some improvements yourself – especially around images and content.
But if:
- Your site is more than 3–4 years old
- You’re on an old theme
- You’re worried about breaking things
…it may be quicker (and safer) to get some professional help.
At Los Webos, we often find that a well-planned redesign focused on speed, clarity, and conversions can outperform endless tinkering on a creaky old site.
Think of it like renovating a shop: at some point, rearranging the shelves isn’t enough – you need to sort the layout, lighting, and entrance too.
Turning speed into a competitive advantage
Most SMEs still treat page speed as a “nice to have”. That’s a missed opportunity.
If your website is:
- Noticeably faster than your competitors
- Easier to use on mobile
- Clear and focused on what the visitor needs
…you instantly feel more professional, more trustworthy, and easier to buy from.
That’s the heart of page speed and conversions: you’re not just shaving seconds, you’re making it easier for people to choose you.
Want a faster site that actually converts?
If you suspect your current website is more “slow queue” than “open door”, we can help.
Los Webos designs and builds fast, beautiful, SEO-friendly websites for UK SMEs that are focused on one thing: converting visitors into customers.
We can:
- Audit your current site’s speed and conversion blockers
- Recommend quick wins you can implement now
- Design a new, high-performing site if you’ve outgrown the old one
Ready to stop losing customers to slow load times?
Get in touch with Los Webos today for a friendly, no-jargon chat about making your website faster, clearer, and more effective.
(Next up in this pillar: we’ll be diving into how to structure a homepage that converts visitors into enquiries – keep an eye on the blog.)