Google uses page speed as a ranking factor. Users abandon slow sites before they read your offer. On mobile — where most local searches happen — a three-second delay can halve conversion rates. Speed is not a technical nicety; it is revenue.
Common causes of slow sites
- Heavy WordPress plugin stacks
- Unoptimised images uploaded at full resolution
- Cheap shared hosting overloaded with other sites
- Render-blocking scripts and bloated page builders
- No caching or CDN for static assets
What good looks like
Modern frameworks like Next.js with static generation, optimised images, and hosting on auto-scaling infrastructure (Google Cloud Run) routinely achieve strong Core Web Vitals scores. If your site scores poorly in PageSpeed Insights, a refresh often pays for itself in recovered enquiries.
