Site Speed (Website Speed).

Site Speed (website speed, page speed) encompasses all metrics that measure how quickly a webpage loads and becomes usable for visitors. The most important metrics: LCP (Largest Contentful Paint — when is the main content visible?), FCP (First Contentful Paint — when does the user see something?), TTFB (Time to First Byte — how quickly does the server respond?), CLS (Cumulative Layout Shift — how stable is the page?), and INP (Interaction to Next Paint — how quickly does the page respond?). Google groups LCP, CLS, and INP as 'Core Web Vitals' — they are official ranking factors.

Why site speed is so important: According to Google, 53% of mobile users leave a page if it takes longer than 3 seconds to load. Amazon has calculated that every 100ms delay costs 1% in revenue. For Swiss SMEs, this means: A slow website literally costs customers and revenue. Additionally, Google favors fast websites in rankings — especially on mobile devices. The difference between a 1-second and a 4-second website can mean 20–50% more organic traffic.

The biggest speed killers: Uncompressed images (PNG/JPEG instead of WebP/AVIF), too much JavaScript (WordPress plugins, tracking scripts, chat widgets), poor hosting (shared hosting instead of edge/CDN), no browser caching, and render-blocking CSS/JS. The DLM Digital standard relies on modern architecture (Next.js with pre-rendered pages), image optimization (automatic WebP/AVIF), code splitting and little JavaScript; loading time is measured before handover.