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Quick answer: Usually it's oversized images, too many scripts and plugins, no caching, or slow hosting. Measure first with PageSpeed Insights or Search Console's Core Web Vitals report, then fix the biggest problem first.
Measure before you fix
Use Google PageSpeed Insights on your main pages, testing the mobile result. Google's Core Web Vitals are good when the largest content appears within 2.5 seconds (LCP), the page responds to taps within 200 milliseconds (INP) and the layout doesn't jump around (CLS below 0.1).
Common causes and fixes
| Cause | Fix |
|---|---|
| Huge photos straight from a phone or camera | Resize and compress; use modern formats such as WebP |
| Too many plugins, widgets and scripts | Remove what you don't use; load tracking only with consent |
| Many font families and weights | Use one or two fonts and host them yourself |
| No caching or compression | Enable browser caching and compression on the server |
| Slow or overloaded hosting | Move to better hosting |
| Large background videos and sliders | Replace with a single image |
Why speed matters
Most visitors are on phones, often on mobile data. Slow pages lose visitors before they see your offer, and page experience is one of the signals Google considers.
Tip: Test on a mid-range phone on mobile data, not just on office Wi-Fi. That is how most customers see your site.
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