Speed seems like something for developers. To your visitor it is the first thing that counts, before your text or your offer. A slow site costs you customers without you noticing, because whoever leaves leaves nothing behind.
The first judgement falls in seconds
A visitor decides remarkably fast whether a site seems worth it. If your page loads slowly, that feels like a closed door. It then makes no difference how good your offer is, because nobody saw it.
Mobile weighs the most
Most of your visitors arrive by phone, often on the move and on a variable connection. That is exactly where every slow second counts. A site that looks fast on a good laptop can still feel sluggish on a phone.
Your fastest page is the one your visitor does not have to wait for.
Speed is a choice, not chance
A fast site does not happen by itself. It comes from how you build it: light code, imagery prepared with care, no stack of plugins slowing each other down. That is why we begin with speed, not as a check at the end.
The result feels simple. Visitors stay longer, click further and leave less. No trick, just a site that respects your customer's time.