Website Speed Improvements

We Offer Two Tiers of Speed Improvement:

Tier 1 – We’ll work to address the largest performance bottlenecks.  This typically includes assessing essential scripts and plugins, performing image optimization, and addressing any major configuration issues.

Tier 2 – A more in-depth optimization.  This work typically involves reducing DNS lookups, and employing minification and compression, and resolving 404s (including favicons) where applicable.  It involves resolving many smaller issues which add up to large speed improvements. 

In short, Tier 2 is everything short of major surgery which in most cases would probably mean shifting to a faster WordPress theme. 

A Slow Website Will:

1. Lose 10% Audience Each Second

A website that takes a long time to download is very costly to a business.  The “rule of thumb” is that for each additional second it takes to download (render on the screen after the link was clicked) you’ll lose about 10% of the remaining audience.

Unfortunately, the trend in website design is towards larger, bloated websites that rely on an enormous number of files to download before they are rendered in a browser.

2. Have A High Bounce Rate

Bounce rate, the measure in Google Analytics of people that hit the back button on their browser after trying a single page of your website grows substantially when the site is slow to load.

3. Create An Enormous Hidden Cost

In a famous study, Wal-Mart found that for every second of improvement, their conversions increased by 2%.  Amazon estimates that an additional second of load time would cost Amazon about $1.6 Billion in sales in a year.  Slow websites are enormously expensive.

The Speed Spiral

No matter how fast your website may download, it is always possible to make speed improvements.  The difference is that as it approaches its “theoretical maximum speed” the incremental gains are much more difficult to obtain.

For example, to take a webpage that takes 10 seconds to download and improve that to 9 seconds is much easier to accomplish than to take a website from 2 seconds down to 1 second.

It’s all about return on the time and money invested.  At some point the return from the speed improvements is not equal to the cost to produce those improvements.  Most websites are far from that tipping point.

We offer two types of optimization packages – the single event “Best Value” Optimization package and the ongoing “Maximize Speed” package.


We use a variety of tools to take a data-driven approach to optimization.  These include WebPageTestGoogle LighthouseTinyPng and others.  For analyzing trends through automatic reporting we recommend MachMetrics.