What is the goal of website optimisation?

Website optimisation primarily aims to improve the overall performance and effectiveness of a website, and reducing loading time is a critical aspect of this goal. A fast-loading website enhances user experience, as visitors are likely to leave a site that takes too long to load. Improved loading times can lead to higher user engagement and satisfaction, which are essential for the success of any website.

When a website loads quickly, it is not only beneficial for users but also improves a site's search engine ranking. Search engines take page speed into account as one of the ranking factors; therefore, optimising loading time indirectly supports better search engine visibility.

Though enhancing design aesthetics, improving search engine ranking, and increasing website traffic are important goals in their own right, they often flow from effective website optimisation practices, with loading time being one of the foundational components. Thus, while all aspects are relevant to website success, reducing loading time stands out as a core goal in the optimisation process.