Every digital marketing guru knows it would be great if the success of your website depended solely on providing high quality and engaging content for your users. Unfortunately, that is not the only factor that you have to consider. In our world of broadband speeds and the desire for instant gratification, people do not want to wait three seconds for your page to load. The fact is that even the best of sites can fail if load times are not as fast as the average consumer expects.

Speed is a tricky thing when it comes to websites. The end result is a combination of factors including the way the site is coded, as well as how the host server functions. It means paying extra attention to choosing the right host for your site, as well as a good site architect.

Obviously, the user’s Internet connection will play a role in how fast the site loads. However, a slow connection for the user will result in every page loading slower, and so he or she is more likely to be understanding of wait times. Browsers can also affect website speed, so you have to optimize your site for use on all of the major web browsers available to users.

We are not saying that marketing is unimportant. Once the website loads, your content needs to seal the deal. The point of this article is just to highlight the fact that great marketing only works if users are patient enough to let the site load. Help them along by ensuring that it loads as fast as possible.

To that end, consider the file size on graphics that you use on your website. Use online tests to see how your site compares with your competitors when it comes to load times. Optimize your servers to be as fast as possible. When someone returns to your site, he or she rightfully expects it to load even more quickly than the first time. Browser caching will help you to meet those expectations. Finally, try not to use a lot of redirection, since a redirect always results in a few extra seconds of wait time.

Increasing the speed of your site is a fast and simple way to make sure fewer people are closing the browser window without even seeing your amazing content. Everybody at a digital ad agency knows how critical this is.