A slow website costs you visitors, conversions and rankings simultaneously. The causes are almost always the same handful of culprits, and most are fixable without a full rebuild. Here's the diagnosis.
1. Oversized images
The single most common cause. A 4MB photo straight from a phone, displayed at thumbnail size, is wasted megabytes. Compress, correctly size, serve modern formats, and lazy-load anything below the fold.
2. Too much JavaScript
Every script the browser has to download and run delays the page. Page builders and heavy frameworks ship far more than most sites use. Less script means a faster, more responsive page, it's why we build with as little JavaScript as possible.
3. Cheap, shared hosting
A budget shared server adds delay before your site even starts loading. Serving from a fast edge network removes that tax entirely.
4. No caching
Without caching, every visit rebuilds the page from scratch. Edge caching serves a ready-made copy instantly.
How fast is fast enough?
Google's threshold is Largest Contentful Paint under 2.5 seconds. If that means nothing to you yet, start with our plain-English guide to Core Web Vitals, it explains exactly what Google measures and why.
Where to start
A free audit measures your real load time and tells you which of these is the bottleneck, often it's just one, fixable in a day.