Website optimisation is essential. Optimising a website will help in many ways to engage an audience. A slow website will rank poorly and turn viewers away. Combining and minifying HTML, CSS and Javascript will lower the calls to the server. Compressing images is most essential as images are the biggest issue with load speeds. Compression will allow for a greater quality but with a lower file size. Caching will store static files within the browser minimising calls to the server. Adding a Content Delivery Network (CDN) will store files around the world and load any files from the nearest server.