Speed = Revenue: How Site Performance Impacts Calls, Forms, and Sales

Slow sites don’t just annoy people—they quietly drain revenue. Visitors judge quality in milliseconds. If your pages hesitate, so do your prospects.

TL;DR

  • Aim for <2.5s LCP and <100ms TTFB.
  • Right-size and compress images; lazy-load below the fold.
  • Trim third-party scripts; prioritize what earns money.

Why speed matters to small business

  • First impressions: Speed is a trust signal.
  • More actions: Faster pages raise completion rates for calls, forms, and bookings.
  • Better SEO: Search engines reward fast, stable experiences.

The 3 numbers to watch

  • LCP (Largest Contentful Paint): Time to main content loading (<2.5s).
  • CLS (Cumulative Layout Shift): Visual stability (avoid jumping elements).
  • TTFB (Time to First Byte): Server responsiveness (<100ms ideal).

Image discipline (the biggest win)

  • Right size for the slot. Don’t upload billboard-sized images.
  • Use modern formats. Prefer WebP/JPG; avoid GIFs for video—use short MP4s.
  • Lazy-load below the fold. Above-the-fold assets should be lean.
  • Compress smartly. Quality 70–85% is usually invisible to the eye.

Script diet (the sneaky culprit)

  • Remove what you don’t use. Unused chat, heatmaps, or legacy widgets add bloat.
  • Defer non-essential scripts. Prioritize what helps conversions; delay the rest.
  • One analytics suite, not three. Redundant trackers slow everything down.

Quick wins this week

  • Audit your homepage image sizes; replace anything oversized.
  • Remove one unnecessary third-party script.
  • Cache pages and assets; ensure you’re on a decent host/CDN.
  • Cut dead CSS from bulky frameworks where possible.

How to prove it worked

Track calls, form completions, and bookings for 14 days before and after your fixes. If you only watch a Lighthouse score, you’ll miss the business impact you actually care about.
Do I need a perfect 100 score?
No. Chase outcomes, not vanity metrics.
Are sliders killing my speed?
Often. Pick a single hero image with a clear message.
What about video?
Use short clips, compress, and avoid auto-play sound.

Speed = Revenue

I’ll run a 5-minute speed scan and send a prioritized fix list.