Slow websites are conversion killers. It’s a simple truth for Australian SMEs. Potential customers are impatient, and a sluggish site experience sends them straight to a competitor. Improving site speed isn’t just about technical fixes; it’s a core marketing strategy to capture more leads and increase sales. We see this consistently with our clients – even a one-second improvement can significantly impact revenue.

So, how do you make your website faster? Here are a few key areas to focus on, prioritising those with the biggest impact for the investment.

• Optimise images: Large image files are a major culprit. We recommend compressing images *before* uploading them to your website. Tools like TinyPNG or ImageOptim are excellent and free. Consider using modern image formats like WebP for even better compression without sacrificing quality.
• Leverage browser caching: This allows returning visitors’ browsers to store certain website elements, meaning they don’t have to download them every time. Most content management systems (CMS) like WordPress have plugins that handle this easily.
• Choose a good hosting provider: Your web host is fundamental. Shared hosting can be slow, especially during peak times. Consider upgrading to a Virtual Private Server (VPS) or dedicated hosting if your budget allows. Look for Australian-based hosting for faster speeds for local customers.
• Minify CSS and JavaScript: These code files can be bulky. ‘Minifying’ removes unnecessary characters, reducing file size. Again, plugins can automate this process.

Don’t underestimate the power of regularly testing your site speed. Google’s PageSpeed Insights is a free and valuable tool. It provides a score and specific recommendations for improvement. Aim for a score above 70 for both mobile and desktop – this is a good benchmark for a positive user experience.

Investing in site speed is investing in your marketing ROI. A faster website means happier visitors, improved search engine rankings (Google prioritises speed), and ultimately, more conversions. Your next step should be to run a PageSpeed Insights test on your website and address the most critical recommendations. This simple action can deliver substantial results.