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You can spend a small fortune on marketing, from running a Google Ads campaign, posting on social media and investing in brand awareness. But if your website is slow or doesn’t clearly tell people what to do next, you could lose potential customers in seconds.
Think about your own browsing habits. If a website takes too long to load, you’ll probably hit the back button and try another one that you can look at quicker. Your potential customers do exactly the same.
Slow Loading Websites Cost More Than Money
Consumers expect websites to load quickly. Even a delay of a couple of seconds can lead to visitors giving up before they’ve seen what you offer.
This can affect:
A slow website can also affect your Google Ads Quality Score, which is Google’s way of judging how relevant and useful your advert and landing page are to people searching for your services. If your page loads slowly or isn’t easy to navigate, your score can drop. Google rewards better user experiences, so a lower Quality Score often means you need to pay more to compete for the same ad positions. This essentially means that you could end up paying more per click and getting less from your budget.
The Issue with Weak Call to Actions
A call to action (CTA) is simply the next step you want someone to take.
Examples include:
Many websites either hide these buttons or make them too vague.
If someone lands on your website and likes what they see, but isn’t sure what to do next, they often do nothing.
A clear CTA removes uncertainty and makes it easy for potential customers to get in touch or make a purchase.
What’s The Solution?
You don’t always need a complete redesign. Sometimes speeding up a website, simplifying a contact form or making your calls to action clearer can noticeably improve enquiries and sales.
There are a few things you can do yourself:
- Check if your website is easy to use on a mobile phone, most people browse and buy straight from their phones these days.
- Try adding a product to your cart to spot any friction or obstacles in the buying process.
- Test how quickly your pages load on different devices such as iPads, laptops, etc. At SiteWizard, we use Google’s PageSpeed Insights tool to check the loading speed of websites.
- Remove unnecessary form fields that may slow people down or cause drop-offs.
- Make sure every page has a clear next step, such as Request a Quote or Call Us Today
If you’re running Google Ads, it’s also worth checking that your adverts send people to the most relevant page and that the page delivers what the advert promises.
The goal isn’t just getting more visitors. It’s helping the visitors you already have become customers.
If you would rather have an expert eye on things, we can help identify what’s slowing your website down, improve the user experience and optimise landing pages for both visitors and Google Ads performance. We can also set up and manage your Google Ads campaigns, helping you get more value from your budget.
Get your free Google Ads Audit and talk to a PPC specialist today.
FAQs
How fast should my website load?
There’s no perfect number, but generally speaking, the faster the better. If your pages take several seconds to appear, it’s worth investigating.
Why is my website fast for me but slow for customers?
This is quite common. Your browser may already have parts of your site saved, which makes it feel quicker than it really is. New visitors don’t have that advantage, so they experience the full load time. Testing your site on different devices or using tools like Google PageSpeed Insights can give a more accurate picture.
Is fixing these issues expensive?
Not necessarily. In many cases, small changes can make a noticeable difference without the cost of a full website rebuild, such as improving page speed, simplifying navigation, or making calls to action clearer. That said, if you’re investing in a website that isn’t generating enquiries or sales, it’s worth having a fresh set of eyes look at it. Our dedicated design team can identify what’s holding it back and suggest practical improvements, so your website isn’t just sitting there looking good, but actually delivering a return on your investment.
