DNS, short for Domain Name System, is the internet’s address book: it turns your domain name into the numeric address of the server that holds your site, so a browser knows where to go. Every time someone types your web address or taps a link, their device quietly asks DNS for directions before a single word of your page can load.
For a small business, this lookup is the first step of every visit, and a slow or misconfigured setup adds a delay before your page even begins to appear. Most owners never touch it, which is exactly why a bad handoff between your domain name, your web hosting, and the servers in between can quietly cost you speed you paid for elsewhere.
I point every site’s DNS through a fast, well-run network so the lookup is quick and the first visit starts without a stall. A page can only feel fast if the directions to it arrive fast, which is why this sits alongside a content delivery network rather than being an afterthought.