Speed matters because your visitors are on mid-range phones and mobile data. A page that takes six seconds loses a large share of them before they see your offer.
The fixes
Serve WebP or AVIF images at the size they are displayed.
Lazy-load everything below the fold.
Remove unused plugins and scripts — chat widgets and sliders are the usual suspects.
Self-host fonts and load only the weights you use.
Cache pages and use a CDN.
Defer third-party tags until after the page renders.
Fix layout shift by giving images width and height.
Upgrade PHP to a supported version.
Measure on a real phone, not just your office Wi-Fi.
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Speed is one ranking signal among many, but it reliably improves conversions — which is what pays for the site.
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