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Why Google and Your Customers Love Fast Websites

Studies show your website has five seconds to make an impression on your visitor. You don’t want them to spend those seconds waiting. Chances are, they won’t come back. While our visitors may seem patient in person, behind their screens they’ve got the fastest enter button draw in the wild, wild, web.

If Google ranks based on website speed (one of the factors), and your customer does too, you’ll want to make sure you’re complying with lightning load times. In this blog, we’ll show you how to provide a fast website, one that delights your customers and makes conversion easier for visitors.

The Importance of Load Time

You don’t get on google to take your time. It’s a search engine, implying that whoever brings their question to the search bar wants an answer. Amazon Prime shows up in two days, you’ve got dinner you can microwave, and tv is now streaming. We’re not big on delay in the west, no matter how much patience it may grow in us.

There’s a certain state of mind you get into when you come to Google, and if the site doesn’t load quickly, you hit the back button, and you keep on moving down the first page.

If this is your website they’re leaving, you likely have a high bounce rate. A bounce rate is the percentage of people that leave your site after being on it for a short time. It’s the equivalent of walking away after a bad first impression.

Some companies have great products, and are even delightful and serving in person, but their website loads like 2004. They of course never even get to your product because they can’t even get to the bottom of the page. Not to mention, you’ve spent thousands of dollars on your website. If it’s giving people the infamous Apple “rainbow deathwheel,” you’re not giving your site the respect it deserves.

Search Engine Optimization

By the way, Google loves fast websites.

It’s part of how they rank websites in their internal algorithm. When your potential online visitors search for the keywords you’ve targeted on your website, your site’s placement in search engine results pages (SERP) will determine how good of a job you’ve done optimizing your site.

Why is SEO important? If you haven’t optimized your site for search engines, you’re leaving money on the table. It’s a great way to attract Internet users experiencing the specific problem your product or service solves. It provides you with another avenue for potential customers.

The better your SEO practices, the more online customers you’ll have coming to your digital door.

How Fast Should Your Website Be?

Even a few seconds worth of delay is critical in getting customers to stay on your website. If you’re looking for a comparison, online marketing expert Geoff Kenyon completed a study on website load times and found the following:

  • Sites loading in 5 seconds load faster than 25% of the Internet
  • Sites loading in 2.9 seconds load faster than 50% of the Internet
  • Sites loading in 1.7 seconds load faster than 75% of the Internet
  • Sites loading in 0.8 seconds load faster than 94% of the Internet

Now that you have some background information on what’s considered fast, it’s time to figure out how your site stacks up to those figures.

How to Determine Your Website’s Speed

Let’s say you have a slow website. Don’t panic. It’s not too late for you to save your company’s website. You just have to know how bad the problem is before you can diagnose a fix.

Before you can do anything, you need to determine a baseline so you know what type of load time you’re dealing with. That’s why you’ll need to test your website’s speed. This provides you with context so you can see how much you need to improve.

Run a website speed test with Google. Plug-in your website’s URL to give you an idea of how fast you operate. This will give you the diagnostic information you need to improve.

Then you’ll be able to find out what’s slowing down your site and how to fix it.


Your website is a critical component of your digital marketing strategy. It’s an online business card that serves to inform your customers on what you offer, why it solves their problems, and how they can get ahold of it. Think of having a faster website as also speeding up the process of providing your customers with solutions. They’re trying to get from Point A to Point B, and your website loading quickly ensures you’ll be the one to aid them on that journey.

Speeding up your website can help you single-handedly save your company’s online business practices. Schedule your free website speed optimization consultation with a Greenstone specialist – contact us today!

Blake Crawford

Blake is the Creative Director here at Greenstone Media. He helps companies tell the story their customers need to hear. When he isn't working, Blake enjoys hiking, playing guitar, and writing songs.