Website speed optimization is essential for every business. There's nothing so disturbing as a slow-loading website. A slow-loading website causes several problems. First, it makes those, who enter a website, to abandon it. Second, it negatively affects the positioning in Search Engine Results Pages (SERP). It also increases the price of a higher position for paid results. A higher position in SERP is the basis to be found in the mass of pages.

Why aren't people waiting for a long loading page? - Because it looks like it's broken and nothing has been loaded. 47% of people expect to load a page in less than 2 seconds. 

Every day more than 92% of people use Google's search engine to find information on the Internet. If we allow our website to load longer, it will be qualified to lower search positions - that's not what we want!

Read more in our article: “Why the website loading speed is crucial”.

How to increase the loading speed of the website? In this article, the Amsterdam Standard will give you a few tips that will help you to speed up your website. 

Choose a good host server

When choosing a hosting plan, select a VPS server or dedicated servers. Cheap solutions may be good only at the starting point. The need for more computer power grows in direct proportion to the growth of the website.

choose a good server

Fewer files are more

The page is loaded via HTTP protocol. All HTML, JS files, and images are sent with this stream. As bigger is their quantity as higher is the waiting time for the page to be rendered. 

website speed optimazation

Support mobile devices

Today, you can no longer underestimate the importance of you your website to be responsive. It means that the website renders well on a variety of devices or screen sizes such as desktop, mobile devices, or tablets.

Optimizing a mobile version is a must. To provide a fast loading process, remove or resize redundant animations and large graphics files.

support mobile devices

To create responsive page templates, it is recommended to use flexbox based on containers and items.

A good site to learn this technique is Flexbox Froggy.

Minify files and compress images

Another good practice to speed up website loading time is minifying.

The minifying is a process of compressing the size of the files, downloaded by the user from the server. This process performs removing unnecessary spaces and characters from the file without affecting the proper functioning of the application code. This procedure can be used for Javascript files of an application. To execute this process on javascript files we use npm package - uglifyjs.


CDN servers have locations around the world. By using these servers users can download dependencies (js files, images) from servers that are closer to their location. This has a positive effect on the dependencies downloading time. Downloading dependencies from the server in their current location would increase the waiting time.

Testing the website 

testing the website

To check your website for speed and to be sure that it will not be left behind, we recommend using Google PageSpeed Insight.

If you want to check how many files your site loads we recommend using the Pingdom Tools.

Thanks to these few steps we can speed up the loading of the website, which will have a positive impact on User Experience and will allow you to aim for high positions in search results.


Another way to optimize the loading time is to compress the files using GZIP. It will significantly reduce the amount of data downloaded from the server. Compressed files are sent from the server and extracted locally. To run the compressions on the server we edit the file .htaccess

<ifModule mod_gzip.c>
mod_gzip_on Yes
mod_gzip_dechunk Yes
mod_gzip_item_include file .(html?|txt|css|js|php|pl)$
mod_gzip_item_include handler ^cgi-script$
mod_gzip_item_include mime ^text/.*
mod_gzip_item_include mime ^application/x-javascript.*
mod_gzip_item_exclude mime ^image/.*
mod_gzip_item_exclude rspheader ^Content-Encoding:.*gzip.*

The compression of HTML and CSS files can save between 50 and 70 % of the file size. This means that your website will load faster, which will make a positive impact on the users' experience.


When you visit a website, your browser downloads its content, i.e. Javascript files, CSS style sheets, fonts, and images. It won’t happen every time you are visiting the same website in a certain time interval, e.g. in a day, after a week, etc., because browser caching allows the browser to store these files for some time.

The first time you visit a website, you will receive several resources that your browser will cache immediately. The first query about the web page will last longer, but each subsequent query will be faster because the browser will remember the data of the web page needed to present it.

To enable cache-control for the most popular data for a month, you should edit the .htaccess file with the following code:

<filesMatch ".(css|jpg|jpeg|png|gif|js|ico)$">

Header set Cache-Control "max-age=2592000, public"


The first line makes sure that the file is one of the types i.e. jpg, png, CSS, javascript, etc. The time given below is expressed in seconds. In our case, it corresponds to the period of a month.

If you want the resource to be downloaded and not taken from the cached memory, set it a unique name. 

We will be happy to hear from you!

Are you planning to build a new website or upgrade the existing one? Contact us for this duty.

We create high-technology websites with the best UX possible!


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