Google is obsessed with page speed1. So much so that they made it one of their ranking factors back in 2010. Page load time directly effects user experience on a lawyer’s website so it makes sense that having pages load as fast as possible is a good goal to have.
It can be difficult to see an example of a slow loading page but most of us have experienced one first hand. There are also many online tools that can help lawyers see slow loading pages. For example Google’s Page Speed insights can quickly analyze web pages and identify areas that are causing a bottleneck.
It might not seem like several seconds is a long time but it can seem like an eternity when waiting for a web page to load. Think of the last time you were made to wait more than 2-3 seconds at a red light. It typically seems much longer than that.
Numerous studies have been performed2 on page load times and how they affect everything from bounce rates to conversions on websites. One particular infographic presented by Kiss Metrics3 reported that every two seconds of load time equated to a 25% increase in bounce rate.
One popular study by Akamai4 that is frequently cited states that 47% of consumers expect a web page to load in 2 seconds or less. People can be forgiving to a certain extent but if a page is taking more than 5 seconds it’s a good bet that they will look elsewhere for information.
Note that there are always different factors that can impact site speed however here are some ways to reduce the common culprits of slow loading pages.
Page speed is a crucial part of SEO and one of the many different ranking factors that Google has openly disclosed. Lawyers can find lots of low-hanging fruit to improve load times which will help improve their site’s position in search.