How I got landing page load time down from 0.8 seconds to 0.2 seconds.

Load speed is strongly correlated with the conversion rate: Fast website = more leads.

Here’s how I accelerated our landing page load speed from an already fast 0.8 seconds to a blistering 0.2 seconds by changing the way the style sheets load.

The style sheets (aka CSS) tell web browser (Chrome, Safari etc) how the page should look. They contain instructions for things like background colour, font size etc.

These style sheets are usually in separate files from the main landing page file. If you look at the source of your landing page you'll see something like <link href="/css/main.min.css" rel="stylesheet">. The web browser downloads the files and assembles them into what's shown on the screen.

The problem is that the landing page only shows once ALL the style sheet files have loaded. I checked a landing page built with Wordpress, Divi and a few plugins. It had 20 separate style sheets. It took almost 7 seconds on my fast internet. It felt like 7 years. Underwater.

But, the style sheets don’t have to be in separate files. In the olden days we put the style information into the <head> section of the web page in a <style></style> tag.

I thought I'd give this a try again. I changed our landing page building tool to merge the style sheets into the head of each landing page. That means that the browser only has to download one file before it can show the page.

The results are good. Google PageSpeed Insights gives it a 100% score and tells me that the page loads in 0.2 seconds on desktop and 0.6 seconds on mobile.

Here’s a link to PageSpeed Insights for our demo lead site.

Here’s a link to the demo lead site if you’d like to see what a fast landing page feels like.

Want high-converting lead generation landing pages?

I've generated more than a million leads using Google Ads. Everything I've learned on the way is going into my new book on lead generation landing pages.

You won't find anything about general web design. You won't find anything about sales page copy. You won't find anything about ecommerce, brand building or SAAS. But, if you'd like a book packed with tested principles and step-by-step advice on turning more clicks into leads then it might be for you.

Pop your details into the box below. I'll keep you updated on progress, send you sample chapters for your comment and offer you a discount when it goes live.

When you subscribe, you’ll also get advice on Google Ads and related topics about twice a month. I respect your privacy. Privacy policy.


6 Critical Mistakes You're Making with Your Landing Page
Amy Hoy wrote a brilliant article titled 6 Critical Mistakes You're Making with Your Landing Page. She makes a really interesting observation which resonated with me: Landing page design is actually a usability exercise.
CAPTCHA is like putting barbed wire in front of your shop
Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
Do long enquiry forms get more qualified leads?
If your enquiry form asks for much more than contact details you're losing qualified sales leads. Read on to learn why...
How I got landing page load time down from 0.8 seconds to 0.2 seconds.
Here’s a quick tip for improving landing page speed. As you know, nobody likes a slow website. Load speed is strongly correlated with the conversion rate: Fast website = more leads.
How long should your landing page be?
How long should your landing page be? The answer isn't a number.
We read websites like we did 100 years ago
Even though the internet is infinitely more ubiquitous now. Even though we've had a generation grow up with Google. Even though 2-year olds have iPads
. The way people read websites hasn't changed...
How to improve landing page conversion rates by increasing visitor motivation
Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
How to improve landing page experience.
Improving page speed helps improve landing page experience. Google's guidance is broad, not specific. That makes it hard to know what to do. Google does provide one specific set of instructions, following these will improve landing page experience and boost conversion rates.
How to craft high-converting headlines, even if you have the copywriting skills of a turnip.
If you’re anything like me, starting is the hardest part of writing. It's like I'm staring at the screen waiting for someone to unblock the idea pipe. That struggle is over.
Improve website conversion rates with autocomplete.
Here's a small tweak to the contact form on your website that'll make it easier for people to complete it. Adding autocomplete to your form fields is one of those 1% kaizen improvements. They all add up.
Landing pages: Click-to-call or contact form?
You get the highest conversion rates from landing pages that concentrate on convincing visitors to do just one thing. Offer visitors too many choices and they bounce. But what if there are two equally good things your visitor could do?
I’m paying for clicks but I'm not getting enough leads.
Read on to learn how your website could be sabotaging your advertising. And, what you can do to get more leads from your the clicks you've already paid for.
Length is a liability; value per page is an asset.
This is a quote from Write Useful Books by Rob Fitzpatrick. His advice is perfect for lead-generation landing pages.
Honest conversion tracking when you've got live chat, click to call and a form
I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
Use HTTPS for your landing pages or kill your conversion rate.
The number of website enquiries you get is going to fall off a cliff after 24th of October if your website doesn't use HTTPS. After the 24th of October 2017, Google Chrome will warn people that web pages with forms are insecure unless they’re served over HTTPS. Here's how to fix this.
What's your landing page's first job?
It’s not to convince someone to buy from you, establish trust, build your brand or educate your customer. Those things are important but they're not the first job. The first job is ...