Site speed basics that actually matter

Slow sites lose visitors. Before anyone talks about servers, three things fix most of it:

The three levers

• Images — resize to the size displayed (a 4000px photo in a 800px slot is pure waste) and use modern formats. This alone often halves load time.
• Caching — a page cache serves repeat visitors without rebuilding the page. We switch it on by default.
• Plugin junk — every active plugin is code that runs on every visit. If you do not know what one does, that is a conversation worth having.

What we do not promise: a specific number. Speed depends on your content, your visitors' connections and the wider internet. We measure before and after any tuning work and show you both numbers.