How fast should my website load?

Fast enough that a phone on cellular data sees your content in about two seconds — that's the experience bar, and it's measured on mobile, because that's where most local traffic lives. Google's own Core Web Vitals thresholds (like LCP within 2.5 seconds) formalize the same idea.

Speed is a revenue lever wearing a technical costume: every extra second of load bleeds visitors before they see a word, and paid traffic makes the bleed literal — you paid for the click that just bounced.

The usual culprits are heavyweight page builders, oversized images, and a pile of third-party scripts. It's also why custom-coded sites hold a structural advantage over template stacks that ship megabytes of framework to render a phone number.