Should I be worried if traffic is growing but page speed is still poor?

Yes, you should be concerned if your traffic is growing but page speed remains poor. A slow site can negatively impact user experience, leading to higher bounce rates and potentially lower conversion rates. While more visitors are a positive sign, the quality of their experience on your site is equally important.

Why Page Speed Matters

Page speed is like the unsung hero of your website. It’s not just about getting people to your site, but keeping them there. Imagine you’ve got a B2B SaaS platform. Your marketing team has done a stellar job driving traffic. However, if your landing pages take ages to load, potential clients might just give up and look elsewhere.

Google also factors page speed into its ranking algorithm. So, even if traffic is booming now, poor speed might eventually affect your rankings. It’s like inviting guests to a party and then making them wait outside in the rain. Not ideal.

Steps to Improve Page Speed

You’re not stuck with a slow site. There are practical steps you can take to improve it. Here’s where to start:

• Optimise Images: Compress images to reduce load time without losing quality. Tools like TinyPNG can help.
• Leverage Browser Caching: Store static files in the user’s browser to speed up repeat visits.
• Minify CSS and JavaScript: Remove unnecessary characters and spaces in your code to make it leaner and faster.
• Use a Content Delivery Network (CDN): Distribute your content globally to reduce load times for international visitors.
• Upgrade Hosting: Sometimes, a sluggish host is the culprit. Consider moving to a faster, more reliable provider.

Once you’ve tackled these steps, monitor your site’s performance. Tools like Google PageSpeed Insights can offer continuous feedback. Improving page speed not only enhances user experience but can also help you get better rankings on Google.

Balancing Traffic and Speed

Here’s the thing. Traffic growth is fantastic. It’s the digital equivalent of foot traffic in a store. But if your site is slow, it’s like having a queue at the till that never moves. Frustrating for everyone involved.

Think of page speed as an ongoing project, not a one-time fix. Regularly review and update your site. If you’re unsure where to begin, consulting a search engine optimisation expert can provide tailored strategies for your business.

So, yes, celebrate your growing traffic. But don’t get complacent. Address page speed issues sooner rather than later. You’ll thank yourself when those visitors stick around longer and convert more often.