14 DAY TRIAL // Let's suppose you are visiting a site and after you click on a link you're forced to wait about 10 seconds until the page is loaded 100 percent. What are you going to do if the website loading time will increase and you'll have to wait for about one minute? The only answer that comes in my mind is to close the site and look for an alternative.
Well, that's how a web developer must think. Website loading times are really important because they can force your visitors to leave the website and search for another webpage.
Recently, Google experts said on the blog that "a recent report from Akamai and Jupiter Research highlighted that online users are now so accustomed to speed, that the maximum length of time an average online shopper will wait for a page to load has come down to 4 seconds. Just a few years ago this was 8 seconds."
"The problem with widespread broadband internet access is that users no longer blame their internet connections if a page takes a long time to load and so a load time in excess of 4 seconds not only drives customers away, it damages your brand," they added.
As Peter Da Vanzo observed, clients are accustomed with the use of Google Search so it's obvious that they'll compare website loading times with those provided by Google. So, what you need is a well supported development of your site and some good loading times.