Page speed is far more than a technical or aesthetic detail — it has a direct impact on your sales, conversions and overall growth. Studies show that a delay of just one second can cause a significant drop in conversions, making it clear that meticulous optimisation is essential.
Drawing on my own experience, I’ll explain how improving page speed can help you scale your business and outline the specific actions you can take to achieve it.
Why is it so important to optimise page speed for SEO and conversion?
Google officially treats page speed as a ranking factor. Amazon’s research revealed that every 100 ms of additional load time led to a 1 % fall in sales. Optimising page speed therefore boosts customer satisfaction, conversion rates and your ability to scale.
What tools are best for measuring page speed?
At Root we rely on three key tools to assess performance and uncover bottlenecks:
- Google PageSpeed Insights – shows how Google rates your site.
- Vercel Speed Insights – ideal for sites built with Next.js and hosted on Vercel.
- GTmetrix – provides detailed analysis and tailored recommendations.
What advanced techniques do we use at Root to accelerate websites?
How do we use image formats efficiently?
A cornerstone of our bespoke development is the correct use of modern formats such as .webp to replace heavier .png or .jpg files. Clients often upload images at unnecessarily high resolutions; to solve this we developed automatic resizing routines that adapt each asset to the user’s device via Sanity Studio.
How can a CDN improve web performance?
Configuring a Content Delivery Network correctly can slash load times, particularly for global audiences, enhancing user experience and supporting business growth.
What common mistakes hamper growth through poor web performance?
Repeated and unnecessary loading of JavaScript and CSS libraries
Legacy projects frequently import the same libraries multiple times, sometimes in incompatible versions. This not only slows pages but also creates technical conflicts that damage UX.
Hard-to-detect errors in critical stages such as checkout
Some performance issues evade automated tests and local environments. A typical example is TIMEOUT errors during payment, caused by slow connections between the site and the gateway. Each failure translates into immediate lost sales and customers.
How can you genuinely improve page speed to scale your business?
At Root we examine every project in depth, using specialist tools and granular optimisation:
- Comprehensive resource-loading audits to remove redundancies.
- Advanced implementation of optimised image formats with automatic scaling.
- Effective CDN integration and modern frameworks such as Next.js.
- Manual testing and real-world analysis to catch critical errors that affect revenue.
Conclusion
Optimising page speed is crucial for a better user experience, stronger search visibility, higher conversions and sustainable business growth. Neglecting these technical factors could be severely limiting your potential.
Ready to optimise your site’s speed and start scaling with confidence?
Discover how Root can help.
