Beating your rivals can be as easy as speeding up your web page

Beating your rivals can be as easy as speeding up your web page

Second, there’s economics: more sites are now using advertising exchanges that are becoming ever more sophisticated. The advertising boxes you see on countless websites are simply fetched from central servers, often further increasing the time taken for a web page to reach the point where a user can actually interact with it.

None of this, of course, is terribly surprising: many companies built a basic site for the first round of internet innovation, then a second to cope with the need to sell online, encourage users to tweet about their purchases and wishlists, and generally to take advantage of the greater possibilities offered by broadband rather than dial-up connections.

But not many have yet moved on to a third-generation service – so the second version has been augmented, poked about and generally messed around with until it is at a point somewhere between inefficiency and collapse.

The logical thing to do for many firms might be to just build version three, but it’s not cheap. Google has a crack team that goes in to fix old or ropey code across its servers. Apple has only just started gearing up to release the first major revision to the look and feel of the operating system that runs iPhones and iPads.

As small businesses continue to grapple with the need for mobile websites, online sales, video, social networks and countless other novelties that may turn out to be fads, there’s never an obvious moment to invest in speeding up your website.

But to take that approach for ever is dangerous, and even to take it for the short term is ill-advised. As rivals’ sites slow down, firms should carpe diem – apparently better translated as “pluck the day”, rather than “seize” it.

And in related good news, the look and feel of a modern website is simple, clean and uncluttered. It’s obviously different from the previous generation, so it offers a clear chance to sell your business as a modern company embracing the age of our time.

If you like, it is functional PR, and for once you can measure if it’s making a positive difference.

Matt Warman is The Telegraph’s consumer technology editor

Finance News – Business news from the UK and world


Uncategorized

Leave a Reply

Your email address will not be published.