Could website speed seriously affect whether we make a prospect’s shortlist? I don’t know, but why take the chance?
Speed rarely comes up as a marketing topic in B2B. We talk about strategy, positioning, content, channels, and budgets, but not about how quickly things actually happen. Yet in practice, speed is often the deciding factor.
Websites are just one example. A fast site doesn’t just please Google, it pleases people. If someone is researching suppliers and our site loads instantly, I genuinely believe that sends a subliminal signal that we are competent, organised, and easy to deal with. I’d also argue that a slow site, by contrast, can plant doubt before a visitor has even read a word.
Could that seriously affect whether we make the shortlist? I don’t know, but why take the chance?
Response times matter too. Because B2B sales are often long, too many suppliers assume it doesn’t matter if they take a day or two to reply to an enquiry. In reality, the very first reply sets the tone. If we respond quickly with useful information, it shows attentiveness. If we are slow, it suggests the whole process will be slow. Buyers notice these signals, and they carry weight. Even an instant auto-acknowledgement to a web form enquiry can help.
None of this means speed is everything. Care, thought, and accuracy still matter. But speed is part of the experience we deliver, shaping how prospects perceive us long before a contract is signed. It’s a quality that can still set us apart.