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How Slow Website Speeds Can Cost You Customers

Have you ever had to wait for service for no apparent reason? Maybe you arrived at the front desk of a hotel, only to find no one there to help you. Perhaps you sat at a table in an empty restaurant and had to wait an unreasonable amount of time before anyone showed up to take your order. Waiting is frustrating, especially when there is no apparent reason for the wait.

Now, let’s consider a frustrating wait in the digital world. If your site takes too long to load, even when an internet connection is strong, visitors are going to grow frustrated. From their perspective, there is no reason for the wait. They will get fed up, and they will navigate away from your site before your page even loads. Modern consumers have demonstrated that they will search for a new page rather than waiting for the initial page they selected to load. This can quickly become detrimental to your business if you continuously have potential visitors navigating away from your website.

Load speeds on your mobile site are also vital to consider. In 2015, 85% of white adults reported accessing the Internet on mobile devices like a cell phone or tablet. A whopping 94% of Spanish-speaking adults reported accessing the Internet on mobile devices. This is why optimizing your firm’s site for mobile use is so important, and why mobile loading speed should be just as concerning to you as desktop load speeds. Potential customers should be able to access your site from anywhere they access the Internet. If you don’t meet them where they are, you will lose them to competitors who prioritize loading speeds.

The good news is that there are actionable steps you can take to help your site load faster. Compressing text and images, reducing CSS and JavaScript, and caching your site can contribute to faster load speeds.

The whole idea is to get your name and call to action in front of a visitor quickly so that they don’t change their mind and navigate away. Once you have captured their attention for your law firm online, you can use your website’s content to draw them in and convert them to customers.

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