How We Improved a Client's Website's Speed by 60%

Client Overview

The client is one of the largest independently owned networks of orthopedic specialists in the United States, primarily focused within Chicago and its surrounding area. The orthopedic group sports over 100 surgeons and physicians, and is now expanding into Indiana and further away from Chicago. In 2017, a new website was developed on WordPress by a third party and Today’s Business has been contributing SEO and website maintenance support from site launch - on.

The Challenge
Menus were being redesigned, pages were being expanded upon, and new features were being added.
Website became more powerful - and more people were visiting = slow page speed
By the end of spring, the problems were getting to the point where a drastic solution would be needed. In order to diagnose the problem, Today’s Business’ web development, SEO, and hosting teams conducted an extensive review to identify why the website was experiencing such slow performance. In short, there were too many resources being used, some of which could not be cached (stored away and pre-loaded for faster page speed).
The Solution
Creating A Custom Theme
Consolidate Plugins
Remove Unnecessary Resources
With approval from the client, Today’s Business expedited rebuilding the backend of the website from the ground up.
Custom plugins consolidated 12 off the shelf plugins
Maintain all aesthetics and functionality
Completely overhauled the way the website was coded and loaded in under a month.
Ensure that each webpage would have the fastest time possible to be interactive, and allow lesser functions to load later.
The Results
Two weeks after the new website launched, Today’s Business reviewed the real-world results from Google Analytics, not just page speed tools:
Total Percentage of Improvement
62.97%
Page Load Time

The time it takes a page to load every single element

39.51%
Domain Lookup Time

The amount of time it takes to find the domain after the request

20.19%
Server Connection Time

The amount of time it takes for the server to connect the page

75.30%
Server Response Time

The time it takes the server to respond to a request

57.94%
Document Interactive Time

The time it takes for the page to be interactive (before this point, the user can’t do anything but wait)

48.79%
Document Content Loaded

The amount of time it take the browser to understand the files of a page and execute

13.84%
Bounce Rate

Number of users who immediately leave the site without interacting

33.92%
Page/Session

How many pages people explore during a standard visit

23.36%
Session Duration

How long people are actively engaged per use

32.67%
Conversion Rate

How often a visit turns in a lead

How Much Money Could a Faster Website Make You?

The following graph shows the page speed project's ROI for 15,000 visits, at various values for a single lead.

Across the board, the project was a success, and also showed just how important page speed is to users. Google has also shared reports on just how important it is as well, particularly for mobile:

Is your website slowing to a crawl? Let’s talk. We can help you diagnose your problems, provide you with your options, and get your website performing better than ever before. Today’s Business is a multi-channel digital marketing agency based out of Pine Brook, New Jersey, with experience working in healthcare, e-commerce, waste management, real estate, brick and mortar retail, and much more.

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Are you experiencing slow or unresponsive web pages? We may have the solution for your website. Contact us today and we will happily discuss your page speed issues as well as any digital marketing questions you may have.

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