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What is a Site Speed Audit?

The speed at which your website loads can make or break user experience, search rankings, and even your bottom line.
Site speed audit

The speed at which your website loads can make or break user experience, search rankings, and even your bottom line. Imagine a virtual race where slow loading times put you at the back of the pack while fast websites stream ahead. A site speed audit can be used to ensure your website is loading as fast as possible.


This comprehensive guide delves into the depths of site speed audits, their significance, testing methodologies, underlying factors, and solutions to fix slow loading. So, buckle up as we embark on a journey to optimise your website’s performance!

The Evolution of Site Speed

In the early days of the internet, slow loading times were often accepted as a norm. However, as technology advanced and user expectations grew, along with the growth of mobile devices, the significance of site speed increased.


Today, site speed is about delivering an experience that aligns with the fast-paced nature of the online world. A site speed audit guides developers and businesses to understand how users interact with their websites. By analysing loading times, resource delivery, and interactivity, site speed audits enhance technical performance and ensure user experience remains at the forefront.

A Long-Term Strategy

Optimising site speed isn’t a one-time activity; it’s a continuous journey. The digital landscape evolves rapidly, and so do user expectations. While you are optimising your site speed, so are your competitors, so it’s important to keep up to date and be as efficient as possible.


A site speed audit isn’t just a diagnostic tool for current issues – it’s a foundation for ongoing improvement. Websites grow, content changes, and technologies advance. Regular site speed audits, perhaps conducted quarterly or whenever significant updates are made, ensure your website maintains its speed advantage.


By consistently monitoring and optimising your site’s performance, you’re future-proofing your digital presence and staying ahead of user demands and search engine algorithms.

How do I Test Site Speed?

There are several methods to gauge your website’s loading speed. Each of these tests offers a unique perspective on your site’s performance:


  • Page Speed Insights:  Google’s Page Speed Insights is a user-friendly tool that provides a performance score for your website’s mobile and desktop versions. It highlights areas needing attention and suggests improvements.
  • GTmetrix:  offers a comprehensive analysis of your site’s loading performance, complete with a breakdown of individual elements causing delays. It assigns grades based on various performance metrics.
  • WebPageTest:  This tool simulates loading your website from various locations using different devices and connection speeds. It provides a waterfall view of resource loading, aiding in pinpointing bottlenecks.
  • Lighthouse:  accessible through Google DevTools or as a browser extension, audits websites on various parameters, including performance, accessibility, and SEO.

Why is Site Speed Important?

Users demand fast-loading websites. A delay of even a second can lead to users bouncing off your site, contributing to a high bounce rate and lost conversions. As Google has previously stated, a 1-second delay in load time can impact conversion by up to 20% in retail.


The correlation between site speed and conversion rates is undeniable. Faster websites have higher conversion rates, boosting your revenue and online success.

loading time

What Affects Your Site Speed?

Hosting Services: Your choice of web hosting can significantly impact loading speeds. Opting for a reputable and high-performance hosting provider is crucial.


Image Optimisation: Large, uncompressed images are notorious for slowing down websites. Optimising images through compression without compromising quality is essential.


Code Efficiency: Clean and efficient code ensures faster loading times. Redundant code or excessive scripts can drag down your site’s performance.


Browser Caching: Caching stores elements of your website in a user’s browser. This way, when they revisit, the browser doesn’t need to load everything anew, resulting in quicker load times.


Content Delivery Network (CDN): A CDN distributes your website’s content across various servers globally, reducing the physical distance between the user and the server and enhancing speed.

What to Do if a Site is Slow?

Begin with a site speed audit to identify the root causes of slow load times. As part of this, you can pinpoint whether images, code, hosting, or other factors are causing the delays.


Optimise Images:  Compress images and use appropriate formats like JPEG, PNG or WebP. Also, leverage lazy loading to ensure images load as users scroll.


Minimise HTTP Requests: Reduce the number of requests by simplifying your website’s design and consolidating scripts and stylesheets.


Enable Browser Caching: Set up browser caching directives to store certain elements locally, enabling faster subsequent visits.


Content Delivery Network (CDN): Use a CDN to distribute content across servers strategically placed worldwide, reducing latency and accelerating loading times. Auditing Services

As we explore site speed audits, it’s important to highlight that optimising your website’s performance can be complex.

At, we specialise in conducting thorough site speed audits, diagnosing issues, and providing tailored solutions. With a track record of enhancing website speeds across various industries, our team ensures your online presence remains competitive and cutting-edge.

Picture of Nikki Halliwell

Nikki Halliwell

Based in Manchester, UK, Nikki is a freelance Technical SEO Consultant. She has worked at several agencies and in-house and has worked across the health, hospitality and fashion industries and more. Nikki enjoys working with eCommerce websites and beyond to ensure that websites are easy to find, load quickly and work efficiently.