You should host your website in a data center thats geographically located near your user base for best performance. The other option is to use a content delivery network which will store your data on edge servers all over the world so each user gets the closest route.
As an example I found a random website in the uk and looked up the DNS A record and did a trace route (I'm located in Texas)
traceroute to 193.169.91.238 (193.169.91.238), 64 hops max, 72 byte packets
1 192.168.1.254 (192.168.1.254) 1.480 ms 0.723 ms 0.628 ms
2 108-235-80-3.lightspeed.hstntx.sbcglobal.net (108.235.80.3) 788.531 ms 780.693 ms 409.371 ms
3 * * *
4 * * *
5 12.83.86.93 (12.83.86.93) 20.891 ms 20.272 ms 20.280 ms
6 12.122.212.9 (12.122.212.9) 87.968 ms 46.264 ms 26.243 ms
7 192.205.32.26 (192.205.32.26) 63.689 ms 26.243 ms 26.633 ms
8 xe-3-0-0.lon25.ip4.tinet.net (89.149.184.249) 137.521 ms 136.887 ms 151.067 ms
9 connexions-4-london-gw.ip4.tinet.net (77.67.94.102) 278.847 ms 182.103 ms 443.533 ms
10 ringo-kusanagi.c4l.co.uk (84.45.90.134) 311.445 ms 275.900 ms 243.683 ms
11 kusangi-phoenix.c4l.co.uk (84.45.90.181) 144.054 ms 144.116 ms 144.341 ms
12 grn-fw-cluster-g13.clouddata.com (84.45.39.66) 138.558 ms 137.389 ms 137.263 ms
13 svr100265.customer.clouddata.com (193.169.91.238) 137.613 ms 138.024 ms 137.095 ms
14 svr100265.customer.clouddata.com (193.169.91.238) 140.828 ms 138.152 ms 137.082 ms
Compare that to a trace to a data center in my same state:
traceroute to 70.87.255.226 (70.87.255.226), 64 hops max, 72 byte packets
1 192.168.1.254 (192.168.1.254) 1.519 ms 0.597 ms 0.627 ms
2 108-235-80-3.lightspeed.hstntx.sbcglobal.net (108.235.80.3) 452.515 ms 830.522 ms 322.706 ms
3 * * *
4 71.144.128.116 (71.144.128.116) 24.355 ms 20.964 ms 20.781 ms
5 12.83.36.1 (12.83.36.1) 20.628 ms 20.591 ms 20.184 ms
6 gar25.dlstx.ip.att.net (12.122.85.233) 26.815 ms 25.810 ms 26.580 ms
7 ae-9.r01.dllstx04.us.bb.gin.ntt.net (129.250.8.237) 26.733 ms 26.368 ms 26.246 ms
8 ae-0.softlayer.dllstx04.us.bb.gin.ntt.net (157.238.224.230) 26.329 ms 26.742 ms 26.482 ms
9 po32.dsr01.dllstx3.networklayer.com (173.192.18.229) 26.889 ms 26.781 ms 26.457 ms
10 te3-2.dsr01.dllstx2.networklayer.com (70.87.253.130) 27.399 ms 26.739 ms 26.888 ms
11 te1-2.car19.dllstx6.networklayer.com (70.87.255.226) 27.528 ms 27.035 ms 27.488 ms