Martin Michálek on WebTop100 Podcast: Web Speed, Business, and the Future of Websites in the AI Era

Web speed is a topic that has been discussed for quite some time, yet it is far from obsolete. Time and again, speed proves to be the deciding factor in the success of digital projects.

In the WebTop100 podcast, Michal Mládek inquires why Martin believes web speed is not a closed chapter, how it ties into business, and how the rise of AI is transforming the role of websites.

Key Topics from the Interview#

• Web speed as a persistently overlooked factor with a direct impact on revenue.
• Core Web Vitals: a solid foundation, but true speed is a much broader topic.
• Why "better hosting" isn't enough and where to actually look for improvements.
• Developer mistakes—from focusing on third parties to finding issues within their own domain.
• How to start: from monitoring, Google Search Console, through quick fixes to strategy.
• AI vs. the web: will websites disappear, or will their role simply change?
• Where AI does (and doesn’t) make sense in optimizing web speed.

Three Main Takeaways from the Podcast#

1. Speed = Business#

Companies often perceive web speed as a "technical detail." Yet, in reality, it's a hard business factor.

The difference between loading key content in two seconds versus four can mean a multiple-fold difference in conversion rates. And that's a difference that translates immediately into revenue. Or traffic, as with the deNatura project, where we helped achieve a 17% increase in traffic.

“Web speed is the Cinderella of digital. Everyone chases trendy topics, but when a customer arrives, success often hinges on how quickly the site responds.”

Speed isn't just about the page loading faster. It's whether a customer completes their order at all. Slower websites increase bounce rates and reduce the return on marketing investments.

2. Core Web Vitals and Better Hosting Aren't Enough#

Google set Core Web Vitals as a baseline. For companies, it was a good nudge to start measuring speed. But it's not the final goal.

A site can meet Core Web Vitals yet be unpleasantly slow in real-world use.

It's crucial to view speed holistically—not just metrics like LCP or INP, but also how the page behaves in the hands of a real user.

“Advice? Buy a cheap phone from Alza and try using your site on it.”

3. AI and the Future of Websites#

The burning question: will AI replace websites? According to Martin, no. But their role will fundamentally change.

Purely content-driven sites or catalogs will face challenges—AI can respond faster, without clicks. Conversely, brand, community, or transactional sites will grow in importance because they offer trust, official information, and additional services.

Companies should ask themselves: what do we offer that AI can't? Whether it's community, personal experience, or customer service, that's what will keep websites relevant.

Firstly, people will stop visiting websites that lack added value compared to AI or offer a poor user experience, like being slow.

Listen to the Full Interview#

• YouTube
• Spotify

Tags:Podcast