Your website's speed is a ranking factor and a conversion factor

Site speed is often treated as a technical nicety. It is neither technical nor a nicety — it is a search ranking input and a direct driver of abandonment.

The failure is almost always mobile. A site that feels instant on office wifi can take many seconds on a mid-range phone on mobile data, which is how most patients arrive.

The common causes are unremarkable: oversized uncompressed images, blocking third-party scripts, and fonts that delay text rendering. All three are fixable without a rebuild.

Measure on a real device on mobile data before deciding anything. Desktop testing consistently produces a flattering and useless picture.