Website performance isn’t exactly top of mind when considering how to run your law firm, but it should have a prominent role in your digital marketing strategy as Google rewards websites that perform well. How quickly the pages of your law firm’s website load and how they are displayed are measured by Google’s website performance score. Although the average internet user expects a page to load within two seconds, Google measures the load time of your web page in milliseconds and rewards better performing sites to those providing a less acceptable user experience (UX). Website performance involves many factors and is complex, but the good news is that your website can achieve an impressive performance score on both desktop and mobile devices without a considerable investment of time, money, or resources. Why Website Performance Matters Make no mistake, Google penalizes websites that do not perform well. The effects of poor website performance can have a drastic negative impact on the growth of your firm. Not only will a slow website cause visitors to continue their search for an attorney, but the visibility of your site will also decline. The speed in which images, videos, and other content loads and are displayed, as well as the impact of java scripts, plugins, and other coding used to operate and manage your website’s functionality has a direct impact on how your site ranks in search results. If your site has a poor performance score, your firm’s pages will appear lower in search engine