Speed matters! Why? The faster the page load, the better the visitor experience. Page speed is important to users and visitors because let’s face it…we are all impatient. If your pages load slow, customers are moving onto your competitor, especially when it comes to mobile.

There are many factors that determine website load speeds, such as:

  • The browser being used, i.e. Chrome, Firefox or the antiquated Microsoft Edge aka I.E. (sorry Microsoft)
  • The device being used, i.e. smart phone, tablet or desktop
  • The available Internet speed, i.e. 3G, 4G or 5G

All these factors affect the download speed of your website pages.  However, it all boils down to this…

Speed matters in getting you top positioning on Google, and increases conversion rates of visitors.

It’s all about the visitor experience.  Overall, the job of your website is to keep visitors happy so they will take action, i.e. visit your store, fill out a form, shop online, etc. 

Most industry data says your website should load in under 2 seconds, but I haven’t found any website that meets that standard.  According to MachMetrics, here are the average load times, or “speed index,” per industry in the US:

  • Automotive: 9.5 sec
  • Business & Industrial Markets: 8.7 sec
  • Classifieds & Local: 7.9 sec
  • Finance: 8.3 sec
  • Media & Entertainment: 9 sec
  • Retail: 9.8 sec
  • Technology: 11.3 sec
  • Travel: 10.1

As you can see there’s a big gap between expectation vs. actual load times.  However, everyone can agree that faster is better. 

In general, for the average small business website, most visitors will abandon a web page if it takes longer than 3-5 seconds on mobile and 6-9 on desktop.  It’s important to note that industry data shows a 1 second delay in speed can result in a 7% reduction in conversions. 

Here are the top ways to speed up your website and decrease load time:


Find a hosting provider who has a fast server response time.  They should be able to handle your website data needs and be familiar with your website platform/creation tool.


Limit, optimize and compress your images and pictures.  Be strategic with the images you use.  Make sure they have meaning and are valuable to the visitor.


Install a reputable caching plug-in.  This will decrease your load time, as it stores a “memory” of visited pages so it doesn’t have to start from scratch to retrieve.

FREE Website Speed Test

We at Exceller Marketing are experts at Website Design, optimization and site speed.

We are pleased to offer a free “Website Speed Test.” Just contact us today and we’ll tell you how you rank and what you can do to improve your website speed and increase your leads and conversions.

Best regards, until next time!

Kathy Argyros
Founder and Chief Consultant Exceller Marketing, Inc.

Exceller Marketing is a boutique-style, full-service web design and digital marketing agency in Westchester County, NY. We empower small businesses and entrepreneurs with outstanding web design and expert digital marketing services that keep our clients ahead of their competition.