An official website is usually the first point of contact potential clients have with a business. That’s why it has to be the best that it can be, especially since many businesses have either fully moved online from a brick-and-mortar setting or opened for eCommerce over the past year. Websites have a number of crucial components that allow them to work optimally. Page speed is one of the most important factors there is. 

What Is Page Speed?

As the name suggests, page speed is the amount of time it takes for a web page to load in full. This means all images, whether inserts in content or logos and such in the layout, as well as text and other elements. Calculation is within the period a page address is entered to the nanosecond it’s rendered in full.

Some people tend to confuse this with website (sometimes shortened to “site”) speed. The two are separate as page speed is just for a webpage. Site speed is how long all domain pages as a whole take to load.

Page Speed Is Important

The bottom line of a business is directly affected by page rate. This happens when the conversion rate is lowered. A page’s bounce rate will get higher the longer it takes for a page to load in full. 

If someone visits your page, does nothing, and just leaves, they are considered a “bounce.” When they “bounce,” it’s usually a near-immediate exit. If they visit another page, click a link, or do something similar, then it becomes a non-issue.

A page should be able to load in 2.5 seconds at the most. In terms of non-commerce sites, visitors could be lenient and wait until three seconds on. However, it’s important not to take that into account at all. Page speed should always be optimized to be quick.

Page Speed Has a Wide Impact

User experience (UX) gets directly affected here: if the visitor is confused, frustrated, or unable to find their desired content, they likely won’t come back. Worse, they might even remember it enough to mention it to others. The effectiveness of Search engine optimization (SEO) also has a link to page speed.

  • For SEO: When a webpage does not load quickly, the whole website’s rank on the SERPs (search engine results pages) will be lowered. Google prioritizes being able to share quality results with their users. Their Core Web Vitals include page speed.
  • For UX: With the advancement of technology and the rise of smartphones, instant gratification is typically expected. No matter the device, websites that don’t load properly or load quickly enough will create a negative impact. Instead of establishing your company or organization as professionals who are an authority in the industry, the reputation will lean towards the opposite instead.


Page speed is one of the most vital factors of a website overall. It is not the same as site speed, contrary to popular belief. It’s important because it affects the bottom line of a business as well as UX and SEO. So, invest in your page speed to get the most out of users navigating your site. 

Krafted Digital is a full-service digital marketing firm providing affiliate marketing services based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today!