The load time of a website is an essential part of the user experience, and if your hosting company’s servers aren’t up to speed, potential customers could quickly go elsewhere.

Research by Kissmetrics, the web analytics platform, has found that nearly half (47%) of consumers expect a web page to load in 2 seconds or less, with 40% abandoning a website that takes more than 3 seconds to load.

The study also found that a delay in page response of just one second can result in a 7% reduction in conversions.

And if you’re still not convinced page response times are important, consider that Google, Bing and other search engines factor in loading speeds when crawling your website and setting a rank. Google even displays the time it takes to search and show a result. Read Google’s research blog on why speed matters.

website loading speeds


Many companies now employ search engine optimisation specialists to make sure their website ranks well. However, all the work that goes into optimisation will be wasted if the website takes too long to load.

Slow loading websites are penalised by search engines by receiving a lower rank than they deserve. This then results in less traffic. Even when visitors do end up clicking on the website link, impatience will get the better of many and they will move on to a faster website.


Pay-per-click campaigns are another costly business expenditure that are highly affected by loading speeds. With a PPC campaign, money is taken out of a budget once a Google Ad is clicked on. If your website is too slow they may click but they won’t wait.

The pay per click conversion rate will also be drastically affected if your website is slow to load, as visitors get fed up and search for another source to make a purchase or booking.

Speed requirements for 2017

Advancements in web browsing platforms coupled with faster hardware means more of us are able to enjoy high-quality images and videos as well as seamless streaming of music, video and lag-free video gaming.

Ofcom, the independent regualtor of the UK’s communications industry, recently reported that almost three quarters of the UK had access to a broadband internet connection of 10 Mbps or higher, whilst almost a quarter of those people opted for a “super-fast” connection of over 30 Mbps download speeds

But there are still more than a million UK homes are unable to get connected with sufficient speeds to run everyday online tasks such as video streaming, with 1.4 million properties – around  5% of all UK homes – getting by without access to broadband with speeds over 10 megabits per second (Mbps).

It’s hoped government grants will help expand

BT’s super-fast Fibre broadband is available to 57% of all UK properties, but it is hoped government grants will help to expand this further, so BT can extend its internet coverage  across most of the UK, and use the expanded 4G network to fill in any few gaps in service.

EdgeThreeSixty hosting services

As a digital solutions agency, we build and host websites for our clients in order to make sure that they are receiving the best possible result from their new website.

We’ve recently made the transition to blisteringly fast modern servers that can deliver industry leading loading speeds.

The image below shows the loading time of one our most recent projects. The test showed that CMF loaded in less than a second and is faster than 94% of all websites tested.

page loading times

Test your website: website speed test

Our new servers use high-performance Intel® Core i7-4770 Quad-Core processors with Haswell architecture, DDR3 RAM, Nginx and are equipped with high-speed SSD hard drives. The new servers will allow us to provide incredibly fast hosting with SSL certification for added security.

What is Nginx? (Engine X)

Nginx is a new server technology that can handle the delivery of a website in a much faster, much more economical way. Nginx is the new alternative to the now dated apache server technology, and is used by many who need to get the highest performance possible out of their websites.

If you’re still hosting on an Apache server, here’s how to enable a module called “rewrite”.

Installing an Apache rewrite module

Apache is a web server that is distributed on an open source licence and runs on the Linux platform. You will want to install its rewrite module if you want to use any type of “Clean” url’s on your website.

This is especially important to achieve SEO friendly URL’s. Content Management Systems such as WordPress, Joomla and Drupal, will need this module enabling on your server, if you wish to have this feature enabled.First list your modules that are already installed by entering

  1. ls /etc/apache2/mods–enabled/

If the module “rewrite” isn’t on the list, then you need to install it. Enter..

  1. sudo a2enmod

This will install the rewrite module on your server. Restart apache by entering”¦

  1. sudo /etc/init.d/apache2 reload

You can now enable Clean URL’s in drupal


If you want to enable clean urls locally using XAMPP then follow these instructions:

Open the httpd.conf file (C:/xampp/apache/conf/httpd.conf)

Uncomment the following line by removing the #

  1. #LoadModule rewrite_module modules/

Change all instances of

  1. AllowOverride None


  1. AllowOverride All

Then restart the server.