Web sites are no different. Google proved with its super fast pages (part real, part perception) that users will perform many more searches if they know they don't have to wait long. If each query on Google would take 20 seconds to respond, you are more likely spending more time thinking about what search terms you'll use. But since it takes just 3 seconds, you just keep adding and removing search terms.
Tips for Web Developers on how to improve their page speed. These tips effect latency, bandwidth, rendering and/or perception of when a page is ready. They are in no particular order.
Tip #1: Strip spaces, tabs, CR/LF from the HTML
Tip #2: Don't use XHMTL
Tip #3: Keep Cookies Small
Tip #4: Keep JavaScript Small
Tip #5: Use Public Caching
Tip #6: Enable HTTP Compression
Tip #7: Keep all as much as possible in lower case
Tip #8: Avoid Tables
Tip #9: Set image size
Tip #10: Compact your GIF/JPG
Tip #11: Reduce the number of external elements
Tip #12: Use a single DNS Lookup
Tip #13: Delay Script Starts
Tip #14: Watch for Memory Leak