Many Australian SMEs underestimate the impact of image optimisation on website performance and, ultimately, conversions. Slow-loading websites frustrate visitors, and poorly optimised images are often the biggest culprit. We see this time and time again – a beautiful website let down by images that take too long to load. It’s a simple fix with a significant return on investment.

Optimising images isn’t about making them *look* better, it’s about making them load faster without sacrificing too much visual quality. Faster loading speeds directly improve user experience, which search engines like Google recognise and reward with higher rankings. Better rankings mean more organic traffic, and more traffic means more potential customers.

Here are a few key things we recommend:

• File Format: Generally, use JPEG for photographs and PNG for graphics with sharp lines or text. WebP is becoming increasingly popular and offers superior compression, but ensure browser compatibility for your target audience.
• Image Size: Resize images *before* uploading them to your website. Don’t upload a 5000px wide image if it’s only displayed at 800px. Use image editing software or online tools to reduce dimensions to the exact size needed.
• Compression: Compress images to reduce file size. There’s a sweet spot – reducing the file size too much will result in noticeable quality loss. Tools like TinyPNG and ImageOptim are excellent for lossless compression.
• Alt Text: Always add descriptive alt text to your images. This isn’t just for accessibility; search engines use alt text to understand what the image is about, improving your SEO. Think about what someone would type into Google to find that image.

Beyond these basics, consider using a Content Delivery Network (CDN) to distribute your images across multiple servers, ensuring faster loading times for visitors regardless of their location. While more advanced, this can be particularly beneficial if you’re targeting customers across different states or territories. As mobile browsing continues to dominate, prioritising image optimisation will become even more crucial heading into 2026 and beyond.

To get started, analyse your website’s current image performance using tools like Google PageSpeed Insights. Identify the largest images and begin optimising them. Even small improvements can make a big difference to your website’s speed and, ultimately, your bottom line.