40% of users will leave your site if it takes more than three seconds to load

So what do you do?

1. Optimize Images and Media
   Save your images in formats like WebP and JPEG 2000. Compress your images using tools like ImageMagick, TinyPNG, or Squoosh.
   
2. Minimize HTTP Requests
   Reduce your calls to external sites and scripts. Shrink your number of assets by combining your CSS & JS files.
   
3. Browser caching
   Enable static assets on your site to be cached in the browser. If using WordPress, try tools like Rocket Cache.
   
4. Mobile Optimisation
   Design with mobile-first principles to ensure good performance on small screens eg simplified navigation, flexible layouts and deciding what content is necessary for mobile.
   
5. Optimise your fonts
   Use a minimal number of web fonts and consider using system fonts where possible eg Times New Roman and Arial.
   
6. Site performance
   Check your website’s performance using tools like Google PageSpeed Insights, GTmetrix, or Lighthouse.
   
7. Server Performance
   Choose a fast and reliable hosting provider for your site. Optimise server-side code and database queries.