Website optimisation tips every SMB leader should know

Suhaib Zaheer at Digital Ocean offers practical insights for website optimisation, alongside advice on how SMBs can simplify the complexities of cloud technology

 

Websites that load in two seconds maintain an average bounce rate of 9% according to research. Add just three seconds to that load time and the bounce rate jumps to a staggering 38%. Just three seconds difference can see a business lose 20% of its prospective customers. This is particularly challenging for small and medium-sized businesses (SMBs), which often don’t have in-house website optimisation teams. 

 

It’s clear users do not wait; they move to a competitor’s website in a click, without a second thought. In fact, the average attention span has shrunk from 12 seconds to 8.25 seconds over the last two decades. SMBs must get website optimisation right to keep customers in the ever-competitive 2025 market. Website efficiency is essential to drive sales, turning prospects into customers and customers into advocates.  

 

 

Insights into website optimisation 

There is no one-size-fits-all solution to website optimisation. It involves a range of strategic steps that improve performance, enhance customer experiences and drive business impact. From improving page speeds and mobile performance to investing in scalable infrastructure and using smart tools, there are multiple paths SMBs can take.  

 

Having worked in the website field for the last 10 years, supporting the build of thousands of SMB websites, below are my top four tips for website optimisation.  

 

1. Prioritise speed and load times 

Focus on overall site speed from day one, leveraging smart hosting and compressed assets, to ensure fast, seamless access for every visitor. There’s no second chance to make a first impression, so optimising for speed from the outset is essential to ensure the site can keep up with customer expectations. 

 

2. Minimise heavy codes and scripts 

If the site is made up of hundreds of lines of code, the load time will suffer. A good starting point is to review what tools and add-ons are being used. Remove any outdated plugins, reduce unnecessary redirects and limit the number of tracking scripts. If unsure, look at consulting a developer or hosting provider to help identify what’s slowing things down. 

 

3. Limit rich media and large images 

Too many large images or videos can massively slow a website. Where possible, compress image files and use modern formatting. Stick to the formats and sizes that suit the content and avoid using HD resolution unless it’s really needed. A few well-placed visuals go further than cluttered pages with slow-loading media. 

 

4. Use smart tools like caching and CDNs 

Caching stores parts of the site (like layout files or images) locally on the visitor’s device, so pages load faster the next time they visit. A content delivery network (CDN) can also help by serving content from servers closer to where the users are. These tools work in the background to improve performance with very little effort. 

 

 

The benefits of cloud technology 

After leveraging the tips above to boost website optimisation, the next step is to explore how cloud technology can further improve website performance. Cloud platforms not only support technical performance but also support business’ long-term scalability, automation and operational efficiency, which are all critical for sustainable growth. 

 

One of the most tangible benefits of cloud hosting is its ability to optimise mobile performance. With over 63% of website traffic coming from smartphones and tablets, ensuring that sites load quickly and display correctly across all devices is crucial. Cloud platforms are designed to handle mobile responsiveness effectively, safeguarding traffic and enhancing credibility. 

 

Beyond mobile optimisation, cloud platforms also streamline monitoring and analytics. This effortlessly observes key metrics like load times, uptime and user engagement to identify and resolve issues before they impact the user experience, eliminating the need for manual monitoring. 

 

Cloud platforms also leverage advanced technologies, including artificial intelligence (AI), that optimise server usage, predict maintenance needs and enhance security protocols. These features not only ensure websites remain fast and reliable but also protect critical business data.  

 

For SMBs, embracing cloud technology means simplifying infrastructure, enhancing customer experience and freeing up resources to invest in other business areas. In doing so, this ensures SMBs maximise the value of their technology investments. 

 

 

Maximising website and hosting investments 

Once the business has invested in its website and hosting, the key is demonstrating that the investments are working for the business and providing a sufficient return on investment (ROI).  

 

A good starting point is contacting the current hosting provider to ask about their performance tools, as they often offer free site speed reports or optimisation features that businesses might not know about.

 

It’s also worth reviewing website plugins and tools monthly, removing anything that isn’t directly helping the business grow, and ensuring the business is making the most of built-in optimisation features like automatic backups, security updates and performance monitoring that handle the technical work automatically.

 

When implemented properly, a well-optimised website reduces bounce rates and builds customer trust, while cloud hosting eliminates the waste of paying for unused server capacity. 

 

Together, website optimisation and cloud hosting create a solid foundation for sustainable competitive advantage that justifies the initial investment. In today’s digital marketplace, these aren’t luxury investments - they’re essential tools for any SMB serious about competing and thriving.

 

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Suhaib Zaheer is SVP of Managed Hosting at Digital Ocean and GM at Cloudways 

 

Main image courtesy of iStockPhoto.com and pcess609