When someone lands on your site, they decide in seconds whether to stay. Google notices that behaviour too. Slow pages push people away, raise bounce rates, and make it harder to rank for the searches that bring you work.

Speed is a ranking signal

Google has been clear for years: page experience matters. Load time is part of that. If your homepage takes several seconds to appear on a phone, you are already behind competitors whose sites feel instant.

You do not need to obsess over every technical metric. What matters commercially is simple: the page should feel fast, stay usable on mobile, and not make visitors wait before they can read or enquire.

What “fast enough” looks like

For most local and service businesses, a strong target is a site that loads in under a second on a decent connection, with the main content visible almost immediately. Heavy slideshows, oversized images, and bloated page builders are the usual culprits when that does not happen.

A bespoke, lean build starts from the opposite place: only ship what the page needs. That keeps the design sharp without dragging performance down.

Speed also protects your enquiries

Ranking is only half the story. If Google sends someone to you and the page stalls, they leave. Every delayed load is a possible quote that never arrives.

Treat speed as part of sales, not a tech nicety. Build for clarity, keep pages light, measure after launch, and fix what slows people down.

How Forma approaches it

We design and build sites to hit top marks for performance from day one, not as a retrofit. That means clean structure, careful imagery, and no unnecessary code standing between your brand and the next enquiry.

If your current site feels sluggish on mobile, it is costing you. A faster rebuild is often the shortest path back to better rankings and better conversion.