Businesses put a lot of time and money into building their websites, and for good reason. A well-built website will increase brand awareness, improve your professional online presence, and can bring increase sales both online and in-person.

One of the biggest influencers in your page’s success is the page loading speed. Slow loading times bring down sales, engagement, and the overall usefulness of your page. Check out these four ways that your slow site is costing you money:

Better User Experience

User experience is vital when it comes to your website. If someone comes to your page and it takes too long to load, it freezes every time they click on something, or the page blocks jump around as it loads new items (content shifting), users are going to get frustrated. And what does a frustrated user do? They find a faster-loading page.

When it comes to selling a product or service, or gaining any sort of engagement, you need to keep the user on the page. According to Neil Patel, 40% of people will leave a website if it takes more than three seconds to load. Prioritize user experience by ensuring that load times are short.

More Professional Online Presence

For many buyers, your web presence will be their first impression of you. Do you want to come across slow? Do you want to come across like your budget is low and you’re cutting corners? Or would you rather come across as efficient and cutting-edge?

Page speed influences the perception of your brand and the way that customers see you. Your page visitors are more likely to think highly of your business if you have a faster page. Because they think highly of you, they will trust you. Because they trust you, they will be more loyal to your brand. All of this adds up to increased sales and engagement.

Less Abandoned Carts

According to Forbes, a slow page is the number one reason that customers abandon cart items. When you are trying to get a new visitor to make a purchase or engage in some way, you have to make a path that is clear and easy to follow. If there is any roadblock along the way, they may run out of time, become frustrated, and decide that their purchase is not worth the hassle.

When you have a page visitor who goes 90% of the way to complete an action but then jumps ship at the last moment, that’s devastating. They’re interested in your product, enough to put it in a cart, but then your slow page talks them out of it. Don’t stand in your own way!

Better SERP Ranking

In May of 2020, Google started including page speed as a part of their user experience criteria. It uses these criteria to inform SERP (search engine results page) rankings. Sites with better user experience scores will show up higher when a user searches a relevant keyword phrase.

What does this mean for your site? Essentially, if you’re slow, your competitors will rank higher than you. If a user searches “hair salon near me,” a salon with a faster website may appear before your site. The further down the page you are, the less likely the user is to even click on your website. So, prioritizing a fast page loading time means that Google will rank you higher, ranking higher means more traffic, and more traffic means more engagement.

The speed at which your page loads is vital to your business’s success. Make page speed a priority, and you’re sure to see the benefits almost immediately. Continue to use your same slow website and your target audience will continue to go to your competitors. It’s up to you.