One of the best ways to improve customer satisfaction with your website, as well as your ranking on popular search engines is to increase your website's speed but often as a web designer (or website owner) we have a false impression of the speed our website is operating at, simply because we've loaded it before. For example, if you load a website often your browser will store key information to speed up fetching the website in the future, such as DNS lookups and cached copies of images and text on the site. That's why as web developers we're often heard telling clients to clear their browser cache while previewing websites. Waterfall View That's where a powerful tool like Pingdom Tools comes in, it provides a fresh view of your website complete with an analytical overview of data such as this image of how long it takes to load thisismyurl.com. Now, I'm able to quickly review a single page on my website and determine where the site is loading properly and where it can be improved, each colour in the image above reflects a different point part of the page loading process (DNS, Connect, Send, Wait, Receive) as well as the amount of time that it takes for the action to be completed. For example in the snap shot above, you can see that it takes almost no time for the styles.css page of thisismyurl.com to load at 10.7 kB but considerable time for the jquery.smoothscroll.js to load, even though it's