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How fast should my website load?

Aim for the main content to appear in under two and a half seconds on a phone on cell data. Past about three seconds you lose a meaningful share of visitors before they ever see your phone number.

The longer answer

Test it the way customers experience it. Run your site through Google PageSpeed Insights and look at the mobile score, not desktop, and look at the field data if there is any. The number to care about is Largest Contentful Paint, which is how long until the biggest thing on screen shows up. Under two and a half seconds is good. Between two and a half and four needs work. Over four and you are paying for ads and SEO to send people to a door that sticks.

The usual culprits are boring and fixable. Giant uncompressed hero images straight off a phone camera. Five tracking scripts, two chat widgets and a review carousel loading before the text. A page builder shipping four hundred kilobytes of styles for a page with six paragraphs. Fonts loading from three places. Fix images first, because that is usually half the problem, then cut scripts you are not actually reading data from, then look at the theme.

Do not chase a perfect hundred. Speed is a ranking factor, but a modest one, and the real payoff is conversion. A fast site turns more of the same traffic into calls, which is why it is worth a day of work and not worth a month. Get mobile into the green, make sure the phone number is tappable and visible without scrolling, and then go back to the things that actually bring people to the site.

What to take from this

  • Target under two and a half seconds on mobile
  • Test mobile in PageSpeed Insights, ignore the desktop score
  • Oversized images cause most slow small business sites
  • Cut chat widgets and tracking scripts you never read
  • A perfect hundred score is not worth chasing
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