Is Poor WordPress Optimization Biting into Your Profit Margin?
WordPress is a versatile platform. It powers over 40% of all websites on the globe! However, if it’s not optimized correctly, it can lead to excessive hosting costs and slow load times. Not only does this frustrate users and search engines, but it also enriches your hosting company greatly while leaving you with a sub-par experience.
The Problem: Poorly Coded WordPress Theme and Sky-High Hosting Costs
Our client approached us with an ongoing issue: their website was running painfully slow, and their hosting costs were through the roof. They were paying $1,200 per month for a managed WordPress hosting plan on a leading WordPress hosting provider. Despite this, their PageSpeed score was a dismal 7 out of 100, leading to high bounce rates and lower search engine rankings.
After performing an audit, we identified the primary culprit: a poorly coded WordPress theme riddled with bloated scripts, unoptimized images, deprecation issues, and a whole raft of other problems that spelled excessive server resource consumption. This theme was not only slowing down their site but also forcing them to use a high-end hosting plan to handle the excessive load. The hosting company, of course, was not complaining.
Our Solution: Optimizing the WordPress Theme and Setting Up Cost-Effective Hosting
To tackle the problem, we took a multi-step approach:
Theme Optimization:
We started by replacing the theme. There was a light graphic update, but we retained the same look, feel, and branding. This was not an expensive project.
Dedicated Server Setup:
This is an e-commerce site, so it is OK to expect some additional costs, but when we heard $1,400 a month for managed WordPress hosting, we almost fell over. We set up a dedicated server tailored to the needs of WordPress for just $200 per month. The server is configured with optimized caching, PHP settings, and a LiteSpeed web server to handle traffic spikes efficiently. This new setup provides granular control over server resources and dramatically reduced monthly costs.
PageSpeed Improvements:
After theme optimization and server reconfiguration, we retested the site’s PageSpeed score. The results were immediate and dramatic: the score leapt from 7 to 61. This improvement not only enhanced the user experience but also gave the website a boost in search engine rankings. And this is before we optimized the new theme at all. We will soon have the PageSpeed score above 90, which is our goal for all of our WordPress Maintenance, Security and Performance client websites.
The Results: Lower Costs, Faster Site, and Better SEO
By addressing the core issue of a poorly optimized theme, we reduced our client’s monthly hosting costs by $1,200, bringing it down to a manageable $200. Additionally, the improved PageSpeed score had a ripple effect: visitors experienced a faster site, bounce rates decreased, and the website started ranking higher in search engine results.
Key Takeaways: How to Control Hosting Costs Through WordPress Optimization
Use an Optimized Theme:
The theme is the foundation of your WordPress site. Always choose a lightweight, well-coded theme or invest in custom theme development that focuses on optimization and doesn’t compromise on look and feel.
Audit Regularly:
Regularly audit your WordPress installation for excessive scripts, plugins, and database inefficiencies. Use tools like GTmetrix, PageSpeed Insights, and Query Monitor to identify performance bottlenecks.
Consider Your Hosting Options:
Don’t overpay for hosting. Instead, fix the underlying issues that contribute to the need for excessive server resources. Work with knowledgeable partners who can help you figure this out.
Conclusion: We Love to Improve Our Clients’ Bottom Line
When we have an opportunity to reduce our client’s hosting costs by a factor of 6 and improve their load speed by almost a factor of 9 at a very low cost, we jump for joy. And that is just the beginning of a road that includes digital marketing and employing our many strategies to capture more revenue for our client. Do you have a project that will cause us to jump for joy? Get in touch!
