PageSpeed Optimisation – Improving website loading times

A professional online presence requires a website with fast loading times. Website speed has a direct impact on user experience, conversion rates and your SEO rankings. This makes page speed optimisation either an incredibly powerful tool that can boost your turnover, or a bottleneck that limits your business’s success.

Web Design Agency

Symptoms

  • Your page takes ages to load
  • High bounce rate on your website
  • Below-average conversion rate
  • But you don’t really know why

Symptoms

Do you recognise yourself in this?

With a slow website or online shop, you’re leaving money on the table every single day! Nothing is more annoying than a website with a poor loading time. Rather than waiting for a page to load, users would much rather switch to a competitor’s site that loads faster.
Fast loading times not only make visitors happier, but also lead to better SEO rankings, better ad performance and, overall, higher turnover!

According to analyses byAkamaiandPortentThis gives rise to the following rules regarding website loading times:

 

  1. The best conversion rate is achieved with loading times of between 1 and 2 seconds.
  2. A delay of 100 milliseconds can reduce the conversion rate by as much as 7 per cent.
  3. Loading times of over 2 seconds can increase the bounce rate by 103 per cent.

 

That means your page speed must be under 2 seconds!

1
Page Speed Optimisation and SEO Ranking

Google has officially confirmed that SEO rankings depend on page speed. A study byMOZThis confirms Google’s statement. According to this, the server response time (TTFB) is a key factor in search engine rankings.

The study shows that:

  • To feature in the top 10 on page 1, your server response time should be under 300 ms.
  • A TTFB of less than 200 ms is recommended for a top ranking.

This is also consistent with Google’s statements. Google recommends a server response time of less than 200 ms

2
Which KPIs for page speed optimisation?

To provide users with an excellent user experience, it is important to understand which page speed KPIs require greater attention.

There are three key metrics here:

  • SRT – Server Response Time:Also known as server response time, this is the time it takes for the server to respond to the browser request, i.e. to send the first byte to the user (TTFB).
  • CLT – Content Load Time:Starts from the first byte loaded and measures the time until HTML, CSS, synchronous JavaScript and media have been loaded.
  • PLT – Page Load Time:The total page load time follows on from the content load time and measures the time taken primarily to reload tracking JavaScript files.

Priority: SRT > CLT > PLT

Conclusion:Server response time is the most important metric, and not just for SEO; it should not exceed 300 ms.

3
Core Web Vitals

It would be foolish to talk about PageSpeed without at least briefly mentioning Core Web Vitals. Google has defined metrics here that have a significant impact on your website’s user experience.

Google has also officially confirmed that Core Web Vitals influence search engine rankings. So here, too, both users and search engines are directly affected.

4
Comparison with the competition

Improving website speed can be a double-edged sword. Whilst the magic threshold of under two seconds is the goal of every performance agency, the reality is often quite different.

If you run an online shop that cannot do without high-resolution images, you’ll need to strike a balance between a professional online presence and page speed optimisation.

In this case, it’s a good idea to compare yourself with the competition. This will help you understand what the benchmark loading time is for your website.

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Kai Hüttenmüller

Kai Hüttenmüller, Head of IT, Jochen Schweizer Arena

Jochen Schweizer Arena
"Last year, in Golden Web Age, we had a partner who really took the time to understand us. The Jochen Schweizer Arena is a balancing act: experiences for private customers, events for businesses and the Jochen Schweizer brand itself. The team understood these different areas and addressed each one specifically. The focus was always on measures designed to boost our turnover. Whenever we needed things done quickly, Golden Web Age was there straight away. Deliveries were made on time and within the agreed budget. It’s a partnership we can wholeheartedly recommend."
Samuel Drew

Samuel Drew, BMW Group

Samuel Drew
"My team and I have received wonderful support from Christian at Golden Web Age. As web services are vital for businesses, this is an incredibly important area that must not be overlooked. The assistance, speed and professionalism shown by Golden Web Age have been superb and exactly what we needed to reach our customers as soon as possible. We wouldn’t hesitate to use Christian’s services for all our website requirements in the future."
Samuel Drew

Thorsten Lüttger, PAKAMA athletics GmbH

"Following a recommendation, we began working with Golden Web Age. Even in the very first A/B tests, we saw a significant increase in the conversion rate. In line with the strategy they developed, we are now carrying out regular testing and unlocking potential in our online shop. Excellent communication, very easy to get hold of, and a very clear structure. Highly recommended!"
Samuel Drew

Boris Rafalski, Soul Spice

"The GWA team led by Christian Waske has been handling the optimisation of our online shop, SEO and online marketing for SoulSpice for several months now. After just a few weeks, we’ve already seen a huge leap forward in these areas. It’s been a really good investment. We particularly appreciate their experience, professionalism and proactive approach."
Samuel Drew

Matthias Schnizler, SILBERTHAL | premano GmbH & Co. KG

"Excellent collaboration and an even better result. The agency works in a highly professional and focused manner, contributing its own ideas and suggestions for improvement whilst not simply following the client’s instructions blindly. The work was of a very high standard and the results we wanted were delivered promptly. When the new shop went live, support was available every single minute. Our project was managed by one of the owners (Christian Waske) and, based on our experience with Golden Web Age, we intend to expand our collaboration further. A highly professional, small agency that is absolutely worth the money and completely fair. I’m happy to recommend them."
Samuel Drew

Michael Gobran, mindset coach

"Our collaboration with Golden Web Age has always been a resounding success. The team works with great attention to detail and, by asking critical questions, thinks outside the box. This is exactly how we envisage a professional partnership. Highly recommended!"
Phillip Kampert

Phillip Kampert, LUMIÈRE Design

LUMIÈRE Design
"Working with Chris and Jonas is great fun and very efficient. We are more than satisfied with GWA’s services, as they provide us with excellent support as our business grows. We don’t work with any other agency apart from GWA, as we’ve felt we’re in very good hands here for almost two years now!"
Samuel Drew

Sabine Anna Engel, Frida & Fritz

"I have been working with GWA for a long time and in a wide variety of contexts: for a diverse range of brands and companies, use cases and a wide variety of system and IT requirements. My deadlines have always been tight and my objectives high. And I have always been extremely satisfied with the results delivered. The communication, in particular, is flawless and on an equal footing. I wholeheartedly recommend them and look forward to working on further projects with you!"
Samuel Drew

Nicolas Colsman, Teachers’ News

"Thanks to Chris and the team! Without you, Lehrer-news.de would never have become so stylish and successful so quickly :) Best wishes from Berlin"
Samuel Drew

Bastian Kunkel, Insurance with a brain

"I had Golden Web Age completely redesign my website. The communication and the implementation were flawless. They’ve taken a lot of the work off my hands, so I can focus on my core business again. I’d book this service again in a heartbeat :-) Thank you all – especially Chris!"
Samuel Drew

Maike Retzer, Miomente GmbH

"Excellent, proactive communication and advice, absolutely fair prices, a wide range of expertise and specialist knowledge – I have rarely been so satisfied working with an agency. The customer-focused approach is truly put into practice here; all deadlines are met and usually exceeded; the agency doesn’t just see itself as a service provider that merely carries out instructions, but thinks proactively and makes clever suggestions. I couldn’t have asked for better project management. Young minds who understand what modern websites should be like."
Samuel Drew

Igor Posikow, solicitor

"The advice and service provided in the areas of web design, SEO optimisation and programming, as well as copywriting, are of the very highest standard. I would definitely recommend them to anyone looking to take their website to the next level! Many thanks"
Kai Hüttenmüller

Kai Hüttenmüller, Head of IT, Jochen Schweizer Arena

Jochen Schweizer Arena
"Last year, in Golden Web Age, we had a partner who really took the time to understand us. The Jochen Schweizer Arena is a balancing act: experiences for private customers, events for businesses and the Jochen Schweizer brand itself. The team understood these different areas and addressed each one specifically. The focus was always on measures designed to boost our turnover. Whenever we needed things done quickly, Golden Web Age was there straight away. Deliveries were made on time and within the agreed budget. It’s a partnership we can wholeheartedly recommend."
Phillip Kampert

Phillip Kampert, LUMIÈRE Design

LUMIÈRE Design
"Working with Chris and Jonas is great fun and very efficient. We are more than satisfied with GWA’s services, as they provide us with excellent support as our business grows. We don’t work with any other agency apart from GWA, as we’ve felt we’re in very good hands here for almost two years now!"
Samuel Drew

Samuel Drew, BMW Group

Samuel Drew
"My team and I have received wonderful support from Christian at Golden Web Age. As web services are vital for businesses, this is an incredibly important area that must not be overlooked. The assistance, speed and professionalism shown by Golden Web Age have been superb and exactly what we needed to reach our customers as soon as possible. We wouldn’t hesitate to use Christian’s services for all our website requirements in the future."
Samuel Drew

Thorsten Lüttger, PAKAMA athletics GmbH

"Following a recommendation, we began working with Golden Web Age. Even in the very first A/B tests, we saw a significant increase in the conversion rate. In line with the strategy they developed, we are now carrying out regular testing and unlocking potential in our online shop. Excellent communication, very easy to get hold of, and a very clear structure. Highly recommended!"
Samuel Drew

Boris Rafalski, Soul Spice

"The GWA team led by Christian Waske has been handling the optimisation of our online shop, SEO and online marketing for SoulSpice for several months now. After just a few weeks, we’ve already seen a huge leap forward in these areas. It’s been a really good investment. We particularly appreciate their experience, professionalism and proactive approach."
Samuel Drew

Matthias Schnizler, SILBERTHAL | premano GmbH & Co. KG

"Excellent collaboration and an even better result. The agency works in a highly professional and focused manner, contributing its own ideas and suggestions for improvement whilst not simply following the client’s instructions blindly. The work was of a very high standard and the results we wanted were delivered promptly. When the new shop went live, support was available every single minute. Our project was managed by one of the owners (Christian Waske) and, based on our experience with Golden Web Age, we intend to expand our collaboration further. A highly professional, small agency that is absolutely worth the money and completely fair. I’m happy to recommend them."
Samuel Drew

Michael Gobran, mindset coach

"Our collaboration with Golden Web Age has always been a resounding success. The team works with great attention to detail and, by asking critical questions, thinks outside the box. This is exactly how we envisage a professional partnership. Highly recommended!"
Samuel Drew

Sabine Anna Engel, Frida & Fritz

"I have been working with GWA for a long time and in a wide variety of contexts: for a diverse range of brands and companies, use cases and a wide variety of system and IT requirements. My deadlines have always been tight and my objectives high. And I have always been extremely satisfied with the results delivered. The communication, in particular, is flawless and on an equal footing. I wholeheartedly recommend them and look forward to working on further projects with you!"
Samuel Drew

Nicolas Colsman, Teachers’ News

"Thanks to Chris and the team! Without you, Lehrer-news.de would never have become so stylish and successful so quickly :) Best wishes from Berlin"
Samuel Drew

Bastian Kunkel, Insurance with a brain

"I had Golden Web Age completely redesign my website. The communication and the implementation were flawless. They’ve taken a lot of the work off my hands, so I can focus on my core business again. I’d book this service again in a heartbeat :-) Thank you all – especially Chris!"
Samuel Drew

Maike Retzer, Miomente GmbH

"Excellent, proactive communication and advice, absolutely fair prices, a wide range of expertise and specialist knowledge – I have rarely been so satisfied working with an agency. The customer-focused approach is truly put into practice here; all deadlines are met and usually exceeded; the agency doesn’t just see itself as a service provider that merely carries out instructions, but thinks proactively and makes clever suggestions. I couldn’t have asked for better project management. Young minds who understand what modern websites should be like."
Samuel Drew

Igor Posikow, solicitor

"The advice and service provided in the areas of web design, SEO optimisation and programming, as well as copywriting, are of the very highest standard. I would definitely recommend them to anyone looking to take their website to the next level! Many thanks"
More customer testimonials

Full service

Full service

As a full-service agency, we don’t leave you to it once our analysis is complete. We’ll continue to support you as you implement the optimisation measures. Whether it’s Core Web Vitals or PageSpeed, we know what works.

Performance

Performance

Thanks to our many years of experience, we have been able to develop a rigorous approach, featuring measures that actually make a difference. This is how we get your website’s loading times into the green zone.

Fair prices

Fair prices

Page speed optimisation doesn’t have to be expensive! Following a free initial consultation, we’ll provide you with a personalised quote tailored to your needs.

CONTACT

Golden Web Age GmbH
Reiterweg 9a
82178 Puchheim, near Munich

Email: hallo@goldenwebage.de

Tel.:+49 (0) 89/995 290 96

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    Page Speed Optimisation FAQ

    How important is page speed?

    Good page speed improves not only the user experience but also SEO and the conversion rate. This makes page speed optimisation a key factor in boosting turnover.

    How fast does my website need to be?

    A website should load in less than two seconds to ensure a pleasant user experience. The shorter the loading time, the better; website loading times of less than one second are ideal.

    Why is my website so slow?

    There can be various reasons why a website takes a long time to load. An overloaded server, image files that are too large, or JavaScript files that are no longer in use are the most common causes.

    Why is my website’s loading time important?

    Your website’s loading time is crucial because it directly affects the user experience. Long loading times often lead to higher bounce rates, as visitors are unwilling to wait for the page to load. Furthermore, search engines such as Google favour fast websites, which can have a positive impact on search engine rankings.

    What factors have the greatest impact on a website’s loading time?

    A website’s loading time is influenced by several factors, including the size and number of images, the use of JavaScript and CSS, server response time, the number of HTTP requests and the use of caching techniques. Optimising all these aspects effectively can significantly reduce loading time.

    How can I optimise the size of my images to improve loading times?

    To optimise the size of your images, you should save them in a suitable format, such as JPEG or PNG, and compress them before uploading. Tools such asTinyPNGcan help with this. You should also ensure that the images are not larger than necessary and, where appropriate, provide scaled versions for different devices.

    What is caching and how does it help to improve loading times?

    Caching is a technique whereby copies of website resources are stored on the server or in the user’s browser to avoid repeated requests. This means that content does not have to be reloaded every time, which significantly reduces loading times. Implementing browser caching and server-side caching can significantly improve your website’s performance.

    How can I reduce the number of HTTP requests?

    The number of HTTP requests can be reduced by combining and minifying CSS and JavaScript files, using CSS sprites for images, and including scripts at the end of the HTML document. These measures reduce the number of resources the browser has to load, thereby speeding up the loading time.

    What role does a Content Delivery Network (CDN) play in page speed optimisation?

    A Content Delivery Network (CDN) distributes your website’s resources across multiple servers worldwide, bringing content closer to the end user. This reduces latency and speeds up loading times, particularly for international visitors. Using a CDN can be particularly beneficial for large websites with a high volume of global visitors.

    How can I optimise my CSS and JavaScript files?

    CSS and JavaScript files can be optimised through minification and concatenation. Minification removes unnecessary characters and spaces, thereby reducing the file size. Combining several files into a single file reduces the number of HTTP requests. In addition, unnecessary code should be removed and the loading of non-critical JavaScript should be made asynchronous.

    What is lazy loading and how can it improve loading times?

    Lazy loading is a technique whereby images and other resources are only loaded once they enter the user’s viewport. This reduces the page’s initial loading time and saves bandwidth, as only the necessary content is loaded. Lazy loading can significantly improve performance, particularly on pages containing a large number of images or videos.

    How do I check my website’s loading time and identify any potential issues?

    Tools such as GooglePageSpeed Insights, andPingdomcan be used to analyse your website’s loading time and provide detailed reports on potential performance issues. These tools also offer recommendations on how to resolve the issues identified.

    How important is server response time, and how can it be improved?

    Server response time is the time it takes for the server to respond to a request. It can be improved by choosing a high-performance hosting provider, optimising database queries, implementing caching and using a content delivery network (CDN). A fast server response time contributes significantly to better overall website performance.