Nobody likes a slow website. Think about the last time you had to wait for a page to load. Did you stick around?
A slow website doesn’t just slow down conversions. It can stop users in their tracks altogether. Modern-day users expect smooth, lightning-fast online experiences, and when your business fails to meet those expectations, you drive them straight into the arms of your closest competitors.
If slow website loading speeds have been taking a toll on your conversion rates, we’re here to guide you.
This website speed optimization blog will teach you how to improve page speed and overall site performance.
| 19 Best Website Speed Optimization Tips To Improve Website Performance | |
|---|---|
| 1. Minimize HTTP Requests 2. Upgrade to HTTP/2 3. Compress Images 4. Enable Lazy Loading 5. Use a Content Delivery Network (CDN) 6. Write Mobile-First Code 7. Optimize Your Code (Minify and Combine Files) 8. Use Server-Side Caching 9. Use Browser Caching 10. Enable GZIP Compression | 11. Choose a Reliable Hosting Plan 12. Minimize External Resources 13. Reduce Redirects 14. Avoid Overusing Animations 15. Use Prefetch, Preconnect and Prerender 16. Enable Keep-Alive 17. Don’t Host Videos Locally 18. Use Cloud-Based Website Monitoring 19. Implement Accelerated Mobile Pages (AMP) |
📗 Related read: Reasons Website Visitors Don’t Convert
Why Website Speed Optimization Is Important
First, let’s break down the reasons you should invest to improve page speed and performance.
User Experience Matters More Than Ever
A slow-loading site frustrates users, leading to higher bounce rates. When visitors leave before exploring, it’s a missed opportunity — whether you’re aiming for sales, signups or engagement.
Search Engines Pay Attention to Speed
Google and other search engines consider site speed a ranking factor. The slower your site, the less likely it’ll appear on that coveted first page of results. And if you’re not visible in page 1 search results, you’re practically invisible online.
Conversions Depend on Performance
From eCommerce to lead generation, faster websites convert better. Studies consistently show that even a one-second delay can result in significant drops in conversions. In fact, a 3-second delay on a mobile site can cost you over half your visitors.
Mobile Users Have No Patience
With most traffic coming from mobile devices, speed is critical. Mobile users are often on the go and have even less patience for slow sites. Optimizing ensures they stick around long enough to engage with your content or services.
A Slow Website Hurts Your Bottom Line
Ultimately, every second counts. Poor performance can lead to lost revenue, lower engagement and a tarnished reputation.
7 Key Factors That Impact Website Loading Speed and Performance
Here are the top seven elements that have the biggest influence on your site speed and performance:
• Number of HTTP Requests
• Image Size and Optimization
• Code Efficiency
• Browser and Server Caching
• Third-Party Scripts and Plugins
• Redirects and Broken Links
• Hosting Quality
These are only some of the factors that can make or break your performance. We’ll expand on how to manage these factors next.
19 Website Speed Optimization Strategies: How To Improve Website Performance
Try these 19 practical steps to help you optimize site speed and performance.
1. Minimize HTTP Requests
Whenever your website loads, the browser sends HTTP requests to fetch files like images, scripts and stylesheets. The more requests your site makes, the longer it takes to load. To minimize these requests, start by combining CSS and JavaScript files into fewer files.
Use CSS sprites for icons and small images so they load in a single request. Remove unnecessary plugins, scripts and fonts that add bulk to your site. Lastly, audit your website to eliminate redundant or outdated assets. By reducing HTTP requests, you’ll ensure faster page loads and a smoother user experience.
2. Upgrade to HTTP/2
HTTP/2 is the latest version of the protocol that powers communication between browsers and web servers. It improves on HTTP/1.1 by allowing multiple requests and responses to be sent over a single connection, reducing delays and improving website loading speed.
Unlike HTTP/1.1, which sends one request at a time, HTTP/2 enables multiplexing — meaning it can handle multiple requests simultaneously without blocking others. It also supports header compression and prioritization, ensuring your content loads in the most efficient order.
3. Compress Images
Compressing images is crucial to improve or increase website speed because they reduce the amount of data that needs to be transferred when loading a page. Large, unoptimized images can drastically slow down your site, leading to poor user experience and higher bounce rates.
Focus on images like product photos, blog post visuals, background images and any graphics that aren’t strictly necessary to be high-resolution.
• Use image formats like WebP or JPEG 2000 for better compression without losing much quality.
• Employ tools like TinyPNG or ImageOptim to reduce file sizes.
• Resize images to the maximum display size on your website — there’s no need for a massive image if it’s only displayed small.
• Leverage responsive image techniques to serve different sizes depending on the user’s screen.
With the right compression techniques, you can keep your images sharp and your site speedy.
4. Enable Lazy Loading
Lazy loading is a technique that delays the loading of images and other media until they’re actually needed — meaning they only load when they come into the user’s viewport (the part of the page visible on the screen). This reduces initial page load time and saves bandwidth, especially for pages with heavy media content.
To implement lazy loading, add a simple attribute (loading=”lazy”) to your image or iframe tags in the HTML. You can also use JavaScript libraries like Lozad.js or native support in modern browsers.
Lazy loading is perfect for long pages with lots of images or embedded content (like blogs, product listings and galleries). Avoid using it for critical images above the fold — those should load instantly to ensure the user sees the important content right away.
5. Use a Content Delivery Network (CDN)
A content delivery network (CDN) is a network of servers strategically distributed across different geographic locations. The goal is to deliver your website’s content (like images, videos and other static assets) from the server closest to the user, reducing load times and improving site performance.
For example, if someone in Europe visits your website, a CDN will deliver content from a server in Europe rather than from the main server in the U..S., reducing latency and speeding up loading times.
Using a CDN is simple. Popular CDN providers like Cloudflare, Akamai and Amazon CloudFront integrate seamlessly with most websites. After signing up with a CDN provider, you usually just need to configure your domain’s DNS settings to route traffic through the CDN.
Many platforms, like WordPress or Shopify, also have built-in CDN support or plugins to make setup even easier.
6. Write Mobile-First Code
Mobile-first code is an approach to web development where you design and build your website with mobile devices in mind first and then progressively enhance it for larger screens like tablets and desktops. It’s different from just making your site “mobile-optimized” because it starts with the smaller screen experience and adapts upward rather than squeezing down desktop design to fit mobile.
• Start with a mobile-friendly layout using CSS media queries like @media [max-width: 768px].
• Use flexible, responsive design elements such as fluid grids, scalable images and responsive typography.
• Test your website on mobile devices first to ensure it looks and performs well.
• Gradually add styles for larger screens as needed, ensuring a seamless transition from mobile to desktop.
Writing mobile-first code ensures that your website performs well on mobile devices, which is essential since most internet traffic now comes from smartphones. Google also prioritizes mobile-friendly websites in its search rankings, so mobile-first design can help improve user engagement and your search engine optimization (SEO).
7. Optimize Your Code (Minify and Combine Files)
Code optimization is the process of improving your website’s HTML, CSS and JavaScript to make it run faster. One of the key ways to optimize your code is by minifying and combining your files, which reduces file sizes and the number of HTTP requests your site needs to make.
Minifying means removing unnecessary characters like spaces, comments and line breaks from your code without affecting its functionality. This reduces the size of your files, making them quicker to download.
Combining involves merging multiple files (like several CSS or JavaScript files) into one. Fewer files mean fewer HTTP requests, leading to faster loading times.
• Use tools like CSSNano or UglifyJS to minify CSS, JavaScript and HTML. These tools remove unnecessary code while maintaining the functionality.
• Use build tools like Webpack or task runners like Gulp to merge your CSS and JavaScript files into fewer files.
• If you frequently update your code, implement version control to ensure you don’t overwrite important code changes when combining files.
After minifying and combining, check for any broken functionality on your site, ensuring that your code still works correctly after the optimization.
8. Use Server-Side Caching
When users visit your site, their browser typically sends requests to the server to gather all the necessary information (such as database queries and dynamic content). With server-side caching, the server stores this information temporarily, so when another user requests the same page, it can be delivered almost instantly from the cache rather than being rebuilt.
Server-side caching works best with static content. For dynamic or personalized content (like user profiles and shopping carts), it’s important to set up rules that prevent caching this sensitive information.
Note that cached data can become stale if it’s not properly refreshed. To avoid this, make sure to configure your caching system to clear old content regularly or when updates are made. But be careful with cache timeouts (expiration dates for cached files). Too short of a timeout can cause your server to frequently refresh data, which might negate the benefits of caching. Too long, and users may see outdated content.
9. Use Browser Caching
While server-side caching stores data on the webserver to speed up content delivery for all users, browser caching stores files locally on the user’s device. Browser-caching efforts reduce the need for repetitive requests to the server for the same resources and increase website speed for repeat visitors.
You want to also configure your server to tell browsers how long they should store specific files. For example, static resources like images can have a longer expiry time, while dynamic content should be refreshed more often. For websites on platforms like WordPress, caching plugins like W3 Total Cache or WP Super Cache can help set up browser caching with minimal effort.
If you update a resource, like replacing an image or a stylesheet, ensure the cache gets invalidated so users see the new content. This can be done by appending version numbers or timestamps to your file URLs. Tools like Google PageSpeed Insights or GTMetrix can be used to verify your caching rules and ensure they’re applied effectively.
10. Enable GZIP Compression
GZIP is a file compression format that reduces the size of text-based files without affecting their content. When a user requests a page, the server compresses the page’s resources using GZIP before sending it over to the browser.
Most modern web servers, like Apache, Nginx and IIS, support GZIP compression. You can enable Apache by adding [mod_deflate] to your .htaccess file. Nginx requires adding a few lines to the server configuration.
While most modern browsers support GZIP, it’s good to ensure your site’s audience is using up-to-date browsers. Website speed test tools like GTMetrix and Pingdom can show you if GZIP compression is enabled on your site and what files are being compressed.
Enabling GZIP compression can reduce file sizes by up to 70%, meaning your users will experience faster load times and less bandwidth usage. Once the files reach the browser, they are decompressed and displayed as normal.
11. Choose a Reliable Hosting Plan
Website hosting is a service that stores your website’s files and makes them accessible to users through the Internet. When someone enters your website URL, their browser connects to your hosting server, which delivers your site’s content. Choosing a reliable hosting plan ensures fast load times, consistent uptime and secure operations.
Example of hosting providers:
• Bluehost
• SiteGround
• WP Engine
• HostGator
• Cloudways
You can get an idea of web hosting pricing from the above.
When selecting a hosting plan, look for speed and performance, as slow servers can drag down your website’s loading time. Reliability and uptime guarantees are equally important to keep your site accessible 24/7. You’ll also want scalability options to handle traffic spikes as your website grows. Other essential factors include security features like firewalls and backups and customer support to assist you in case of technical issues.
12. Minimize External Resources
External resources are files or scripts your website loads from third-party servers, such as fonts from Google Fonts, JavaScript libraries like jQuery, or embedded elements like videos or social media widgets. While these resources can enhance functionality and aesthetics, they can also slow down your site by increasing HTTP requests and relying on external servers’ performance.
To minimize the impact of external resources, start by reducing unnecessary dependencies. For example, download and host critical files like fonts or scripts locally when possible to avoid relying on third-party servers.
Additionally, only include external scripts you truly need and ensure they’re optimized for performance. Asynchronous loading for scripts prevents them from blocking your page’s rendering. By streamlining your use of external resources, you can significantly improve page speed without compromising user experience.
13. Reduce Redirects
Redirects are instructions that send users and search engines from one URL to another. For example, if a page has been moved or deleted, a redirect ensures users are taken to the correct page instead of encountering an error. While redirects serve a valuable purpose, excessive or unnecessary use can slow down your site because each redirect adds an extra HTTP request, increasing load time.
• Always aim to redirect directly to the final destination. Multiple redirects (such as URL1 → URL2 → URL3) can slow down your site significantly.
• Update internal links to point directly to the correct page. Internal links that rely on redirects can unnecessarily increase page load times.
• Audit your site regularly to remove unnecessary or outdated redirects. Over time, old ones may no longer be needed.
Note that redirects are helpful when you restructure your site or change URLs to maintain traffic and SEO value. Redirecting old or non-existent pages to relevant ones prevents users from landing on 404 errors. HTTP traffic redirected to HTTPS ensures secure access.
14. Avoid Overusing Animations
Animations can definitely add a touch of fun and interactivity to your website. However, when overdone, they can quickly turn from delightful to disruptive — and worse, they can slow down your site. Large or excessive animations increase page load times and strain both your server and users’ devices.
The key is to strike a balance. Use animations sparingly and only when they add real value to the user experience. Keep them lightweight and optimized for performance to avoid unnecessary drag. For instance, subtle hover effects or small transitions can enhance aesthetics without overwhelming your site’s resources.
Not sure if animations are slowing things down? Do a website speed test with tools like Google PageSpeed Insights or GTmetrix. If animations are flagged as a performance issue, consider optimizing or replacing them with static elements.
15. Use Prefetch, Preconnect and Prerender
Prefetch, preconnect and prerender are advanced techniques that optimize site speed and performance by configuring how resources are loaded.
• Prefetch tells the browser to download resources (like images or scripts) that might be needed soon, making future interactions faster.
• Preconnect establishes a connection to a resource (like a third-party server) before the browser actually needs it, reducing the time spent on DNS lookups and handshakes.
• Prerender takes it a step further by fully loading an entire page in the background, so it’s ready instantly when users click on it.
So, for instance, if you know users are likely to navigate to a specific page, you can use prerendering to have it ready the moment they click the link.
Tools like Google Lighthouse can help you identify which resources would benefit from these optimizations.
16. Enable Keep-Alive
Keep-Alive is a feature of the HTTP protocol that maintains a persistent connection between the browser and the server, allowing multiple requests to be sent without reopening a new connection for each one. This reduces the overhead of establishing multiple connections, speeding up your website’s performance by cutting down on latency.
Without Keep-Alive, every file — like images, CSS or JavaScript — requires a separate handshake, which can drastically slow down your site, especially if it has many assets.
You can ensure the feature is enabled on your server by adding or checking for the [Keep-Alive] directive in your server configuration file. If you’re using a hosting service, reach out to their support to confirm it’s activated for your site.
17. Don’t Host Videos Locally
Videos are a powerful tool for engaging users, especially in scenarios like product demonstrations or explainer videos. For example, a short video showcasing how your software works can convey value quickly and effectively. However, hosting these videos locally can be a performance nightmare.
When you store or host video files directly on your website, your server handles file delivery. This can lead to slower load times, increased bandwidth usage and potential downtime if your server gets overwhelmed by video requests.
An alternative is using third-party platforms like YouTube, Vimeo or Wistia to host your videos that you can then embed on your site. These platforms are optimized for video streaming and allow you to embed videos directly on your site without burdening your server. Additionally, they offer tools like analytics and playback customization to enhance user experience.
18. Use Cloud-Based Website Monitoring
Website monitoring is the process of tracking your site’s performance, uptime and user experience to ensure everything runs smoothly. It helps identify issues like slow load times, broken links or server downtime before they affect visitors.
Instead of relying on local tools, cloud-based monitoring services operate on remote servers, allowing real-time performance checks from multiple global locations. This ensures a more accurate picture of how your site performs for users in different regions. Plus, it eliminates the need for on-site maintenance or manual checks, making it more efficient and scalable.
Services like Pingdom, New Relic or UptimeRobot provide cloud-based monitoring solutions. These tools offer alerts, performance analytics and actionable insights to help you proactively address issues and keep your site running at its best.
19. Implement Accelerated Mobile Pages (AMP)
Accelerated mobile pages (AMP) is an open-source framework designed to make web pages load faster on mobile devices. It optimizes HTML, JavaScript and CSS to create lightweight versions of web pages that load in a fraction of the time, improving user experience on mobile.
If you’re using WordPress, you can easily install the official AMP plugin to generate AMP versions of your pages.
• Ensure your pages follow AMP’s HTML, CSS and JavaScript guidelines. You’ll need to adjust your code to match AMP’s restrictions, like limiting custom JavaScript and keeping CSS files under 50KB.
• Use AMP’s validation tool to check if your pages meet the required standards. Once validated, AMP pages will be faster and more mobile-friendly.
• After implementing AMP, ensure your pages link to the AMP version in the page’s metadata for search engines to recognize.
AMP is commonly used for content-heavy sites like news outlets, blogs and eCommerce stores. For example, a blog post or product page created using AMP will load much faster on mobile devices compared to traditional pages.
Website Performance Tools
Here are the top website performance tools, including those mentioned above:
| • Google PageSpeed Insights • GTmetrix • Pingdom Website Speed Test • Google Lighthouse • WebPageTest • SEMrush • Ahrefs • Screaming Frog • Sitebulb • New Relic • Moz Pro • Google Search Console • Google Analytics • Hotjar | • Crazy Egg • Optimizely • Cloudflare • WP Rocket • NitroPack • ImageOptim • TinyPNG • BrowserStack • UptimeRobot • KeyCDN Performance Test • Sucuri SiteCheck • WAVE Web Accessibility Tool |
Look around and test them out to see which can help you increase website speed. Some of these website performance tools are free, while some offer free trials.
📗 Related read: How To Make a Website for a Business (From Concept to Launch)
Let’s Optimize Your Site Speed and Overall Performance
More than technical configurations, optimizing your website’s speed and performance is about creating a seamless experience that keeps visitors engaged until converting then coming back. From minimizing HTTP requests to leveraging tools like CDNs and caching, each step you take can make a significant difference in your site’s usability and success.
Whether you need speed optimization, SEO or a complete website overhaul, Thrive Internet Marketing Agency has the tools and expertise to make it happen. It’s time for you to experience the real benefits of a faster, better-performing website.
Send us a message, or check out some of Thrive’s services:
• Web design and development
• Custom web design
• WordPress web design
• Shopify web design
