Why speed matters · B2B & lead gen
Faster sites
win more leads.
Every second your pages take to load, prospects drift off before they reach the form. Here is what the research says, where a slow site loses leads, and what a faster one could add to your pipeline.
more visitors reaching the form submission page from a 0.1s faster site[1]
conversion rate for B2B sites loading in 1s versus 5s[2]
leads per visit for Vodafone in a speed-only A/B test[3]
chance a visitor bounces as load time goes from 1s to 3s[4]
Third-party research, linked below. Results vary by site.
The short answer
Does website speed affect lead generation?
Yes. Faster pages keep more prospects on your site and get more of them to the form. In a Deloitte study, making lead generation sites just 0.1 seconds faster on mobile moved 21.6% more visitors on to the form submission page, and Portent found B2B sites loading in one second convert at three times the rate of sites taking five.
The cost of waiting
Where a slow site loses leads
The paid click
B2B clicks are expensive. When a prospect lands from LinkedIn or Google Ads and the page is still loading, many leave before reading your headline, and you have already paid for that visit.
Building the case
Buyers read case studies, pricing and product pages before they enquire. Each slow page is another chance for them to give up and look at a competitor instead.
The form
This is where the lead happens. Deloitte found faster lead generation sites moved 21.6% more visitors from the first form step to submission. A sluggish, jumpy form page costs you leads you nearly had.
On the move
Plenty of first visits happen on a phone, between meetings, from an email or a LinkedIn post. Heavy pages hit mobile hardest, and that first impression shapes whether they come back.
Calculator
What could faster pages be worth to you?
Put in your own numbers. Even a small lift in conversion adds up across a year of traffic.
Value a lead at what it is worth to you, for example deal size × close rate. For scale, Deloitte measured +21.6% form progression from a 0.1 second faster site.
An illustrative estimate from your inputs, not a promise.
The target
How fast is fast enough?
Google’s Core Web Vitals are the standard yardstick. They also feed into Google’s page experience signals, and landing page experience is part of every Google Ads Quality Score, so a faster site can rank better and get more from every paid click.
Largest Contentful Paint
How long until the main content, usually your hero image or headline, has loaded.
Interaction to Next Paint
How quickly the page responds when a visitor taps or clicks.
Cumulative Layout Shift
How much the layout jumps around while it loads.
How Mirra helps
A faster site, without a rebuild.
Mirra captures your live site and serves a pre-rendered copy from Cloudflare’s global edge on your own domain. Your forms are captured with the page and can be sent to your inbox or CRM, and your team keeps editing in the CMS it already uses.
FAQ
Speed and sales, answered.
How much does a slow website cost in lost leads?+
It depends on your traffic and what a lead is worth, but the effect is consistent. Deloitte saw 21.6% more visitors reach the form submission page when lead generation sites got 0.1 seconds faster. Use the calculator on this page with your own numbers for a rough idea.
Does page speed affect B2B conversion rates?+
Yes. Portent’s analysis of B2B lead generation sites found a site loading in one second converts at three times the rate of one taking five seconds, and the gap widens as pages get slower.
Does site speed affect my Google Ads and LinkedIn costs?+
It can. Landing page experience is one of the three parts of a Google Ads Quality Score, and on any channel a slow landing page wastes clicks you have already paid for because people leave before it loads.
Will my forms still work on a faster copy?+
Yes. Mirra captures your forms with the page, and submissions can be sent to your inbox or CRM. Your original site stays as it is.
How fast should a B2B website be?+
Aim for Google’s “good” Core Web Vitals thresholds: the largest element on screen loaded within 2.5 seconds, a response to clicks within 200 milliseconds, and a layout shift score under 0.1, measured on real visits.
Make your site fast.
See a faster copy of your own pages next to your live site, before you pay anything.