The information in the article will be useful to both freelancers and business owners. If you’re a freelancer, you’re your own brand, so reputation is extremely important to you. Therefore, when creating sites, it is necessary to avoid any dubious decisions that can harm it.
In addition, it may surprise someone, but the choice of unreliable hosting can smash the reputation of the site owner, and in several ways.
How can hosting have such an impact?
You may have encountered such situations:
- Slow loading of pages.
- Identify the site as unreliable.
- Sudden downtime: errors, unavailability of the site.
In this article, I will describe how each item harms both your own reputation and the reputation of any business. In addition, I will explain exactly how this affects you personally.
Do you keep up with speed?
It’s about the speed of loading pages. According to Unbounce, 70% of potential customers admit that it influences the desire to make a purchase on the site. What’s more, half of the mobile device users and a quarter of laptop and PC users will leave a page if it takes longer than three seconds to load. All these factors increase the percentage of users who lose interest in the resource.
Slow-loading pages cause dissatisfaction of users. As a result, the site makes an unprofessional impression. People may assume that if there are “weak technologies” behind the site, then the quality of your services leaves much to be desired.
Ideally, each page should take less than 5 seconds to load. You can check the download speed using tools such as Pingdom. To do this, just enter the URL in the appropriate field and you will see an analysis of the speed of both the entire site and individual pages.
Your hosting infrastructure is for the most part responsible for the speed at which pages load. It determines how long the user’s request will be processed by the data that is contained on your site (the request is sent when they follow your link). Before choosing a service provider, it’s a good idea to read reviews from trusted sources to determine which web hosts are the fastest.
Is your web host secure?
According to a study by GlobalSign, 90% of users are likely to trust a site with good security, and almost half of them check security indicators before leaving personal data. So if your website has a contact form and your web host doesn’t have an SSL certificate, you run the risk of losing potential customers as well as trust in your site.
An SSL certificate is a basic indicator of the security of a site. Although even taking into account the fact that Google long ago began to mark sites without them as “Unsafe”, SSL certificates are still not standardly included in all hosting packages. For example, most free packages include them only for an additional fee.
If your hosting doesn’t include basic security like SSL, as well as regular site backups, your reputation will definitely be under attack, especially if the hosting system loses your data and has no way to show users that measures have been taken to prevent malicious attacks.
Sudden site downtime
A study conducted by the British firm Wirehive showed that 68% of respondents received a negative impression of the company whose site is inaccessible when trying to download. No host manages to maintain a site’s 100% availability, but some do it better than others.
The causes of downtime can be errors on the server, errors in your hardware, as well as significant security breaches. So, most of the responsibility lies with your web host. If it doesn’t take the necessary security measures, has an unsatisfactory server infrastructure, or doesn’t have the right systems to limit the use of your server by other websites (if your package includes a shared server), then your site will have an above-average downtime.
You can check the statistics of uptime periods using the paid Pingdom service or the free UptimeRobot application.
Once you’ve analyzed the statistics of uptime periods over several months, you can compare your numbers to the averages in your industry to understand whether your hosting is succeeding or lagging behind.
As freelancers, we spend years building our reputation with clients, online, on social media and on other platforms. It seems absurd that after all the effort put in, a little thing like choosing the wrong web host can bring all the work done down the cat’s tail. But this is not difficult to avoid.
Here’s how you can keep your reputation on top:
- Regularly check and optimize the speed of loading pages.
- Choose a hosting with good security.
- Analyze the statistics of proper operation on your site.
The materials are prepared by the author Jody, a professional writer and editor working with the UK Web Host Review. She has 10 years of experience in non-profit fundraising, raising over £2 million for charity through personal sales, management and specialist training. She writes about design, brand psychology, marketing, and technology, focusing on helping small business owners, entrepreneurs, and nonprofits achieve their business goals.