A fast, accessible website earns you more because people are impatient and nobody wants to be shut out. If your site loads slowly, visitors leave before they buy. If it's hard to use, you lose everyone who can't see or type perfectly. Both cost real money.
The 3-second rule
People online are like customers in a queue: if it takes too long, they leave. According to Google, the probability that someone bounces off your page rises by 32% when load time grows from 1 to 3 seconds.
And it hits the bottom line directly: Google states that just one second of delay can mean up to 20% fewer conversions. So every second your site dawdles costs you enquiries and sales.
Core Web Vitals: your site's health check
Core Web Vitals are Google's measurements of how fast, responsive and stable your website feels. Think of them like a health check at the doctor's: three readings that together tell you whether your site is fit.
LCP: how quickly the important stuff appears
Analogy: How long before the waiter brings the menu? LCP measures how fast the biggest, most important part of your page (usually the main image or headline) becomes visible. The sooner, the better.
INP: how quickly the page reacts to you
Analogy: You flick the light switch. Does the light come on instantly, or after an awkward pause? INP measures how snappily the page responds to clicks and taps. If it stutters, visitors feel ignored.
CLS: how steadily the page sits
Analogy: You go to tap a button, but at the last moment everything shifts down and you hit something else. CLS measures how much content jumps around while loading. A steady page is a trustworthy page.
| Reading | In plain words | What's good |
|---|---|---|
| LCP | How fast the important stuff appears | fast |
| INP | How snappily the page reacts to clicks | instant |
| CLS | How steadily the page sits while loading | stable |
How speed affects your Google ranking
Google wants to give its users good experiences, so it favours pages that run fast and feel pleasant. Core Web Vitals are officially part of the ranking. A slow page tends to show up lower, a fast one higher. So speed helps you twice: more visitors find you, and more of them stay.
Accessibility: a legal duty, but above all more customers
Accessibility sounds like a regulation (in Germany it becomes mandatory for many from 2025, under the BFSG). But far more importantly: it brings you more customers.
An accessible site can be used with poor eyesight, by keyboard, or in bright sun on a phone. Legible text, clear contrast, large tap targets: everyone benefits, not just people with impairments. Shut nobody out and you sell to more people. Simple as that.
And the flip side is expensive: according to studies, 79% of shoppers who hit a bad performance experience won't come back to buy there again. So a clunky, hard-to-use site loses customers for good.
How we build for speed by default
With us, speed is part of the standard package, not a pricey extra. We build your site lean from the start: optimised images, clean code, EU hosting with short routes, and accessibility to WCAG 2.1 / BFSG planned in from the outset. That way you meet the requirements and win happy visitors at the same time.
Speed and accessibility pay off
Speed keeps visitors on your site, accessibility shuts nobody out, and both feed straight into your revenue.
Curious how fast and accessible your site is today? Book a free 30-minute call. We'll look at it together and tell you honestly where the biggest lever is. No obligation at all.