Optimizing Your Website for Performance and Loading Time

With so much effort going into both the design and the content of a website, (and nowadays the SEO too), it is interesting to note that one of the most important factors on how people interact with a website is not SEO, design or content, but the speed that the page loads in their browser. These days internet users wont settle for slow sites – they expect instant results and instantly loading pages. Most surveys of web browsing habits reveal that if a site takes any longer than 3 or 4 seconds to load, more than three quarters of visitors to that site will never come back to the site.

Even worse, a recent study by Fiona Fui-Hoon Nah has revealed that surfers are getting even more impatient, and are often unwilling to wait more than a mere 2 seconds! So what can a designer do to improve their site loading speed?

The first area you should look into is shrinking down the file size overall and reducing the number of HTTP requests. One way you can do this is by getting hold of free PHP5 app like Minify. By installing an app like Minify on your site server you can combine together all of your CSS files into a single file. Similarly you can do the same with Javascript files. Apps like Minify will also both get rid of any wasted whitespace and comments and will compress files before they are delivered to any end users.

Next, it is worth looking into optimizing the images on your site. Often these will be the largest files that a site will deliver and it is essential that you make sure they are correctly optimized. If the images are being exported out of Photoshop then you have to always make certain that you ‘Save for Web’. Images that are smaller and do not employ a wide range of colors can be saved as PNG or Gif files whilst those with a wide spectrum of colors and a great deal of detail should be saved as JPG files. Remember also to save any of your images to the exact size you want to use them at, rather than saving an image at a larger size and then scaling it down with HTML.

Thirdly, look at how you control caching – if your website generates pages dynamically then investigate how to cache a static version of your pages and your database queries. By doing this your content will not need to be created dynamically every time that a user loads your website. If you are using WordPress, for example, there are all kinds of caching plugins you can get your hands on, such as W3 Total Cache and WP Super Cache.

Finally, think about taking advantage of the Google Libraries API. If you are using jQuery or any other popular Javascript framework it is better to use the version that is hosted by Google than having it locally hosted. Google provide a number of free to use hosted libraries, which are better both because they are on the faster Google servers and also because it is likely that your visitor has the script locally cached, meaning it wont need to be re-downloaded.

There are other tricks and tweaks you can use to give your website a turbo boost, but if you start off with the recommendations outlined in this article you should see some real improvements in the performance of your site, something that will in turn improve the visitor statistics and conversions.

About Dean Saliba

Dean Saliba is a freelance writer, professional blogger, media enthusiast, dirty football player and huge professional wrestling fan who covers a wide range of subjects and niches including, making money online, traffic generating, pro wrestling, blog reviews, football, how-to guides, music, internet marketing and more.

8 thoughts on “Optimizing Your Website for Performance and Loading Time

  1. sink cabinets

    Its necessary to SEO’s point of view,load time should be less as visitor get fast access through pages.I think more Flash work should be avoid.Great informative post to read..

  2. Alex Aguilar

    Unfortunately most webmasters think that using Photoshop’s “save for web” feature is all the optimization they need. The stuff you highlighted in your post like the Google Libraries API, WP caching plugins for dynamic sites, and css consolidation are still relatively unknown.

  3. Adam James

    Good call on W3 Total Cache & WP Supercache.

    My last theme caused problems with W3 Total Cache so I had to switch to WP Supercache, but now I’ve replaced the theme, it’s all good – CDN is an important part to set up though.

    • Dean Saliba Post author

      I have problems with W3 Total Cache with this theme, when I get a new layout in the future I’ll see if I can run it again because it’s a very cool plugin. 🙂

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