SQL Server query developers, listen up! Query execution time is not everything you should be worried about. You need to examine the parse and compilation time for each of your queries too.
Read on for the brunt of David’s argument. There are things you can do about query compilation time, starting with database design (normalize tables and include key constraints, include appropriate indexes, etc.) and continuing with query design (keep queries simple, limit use of functions, limit use of nested views, break complicated queries into multiple steps and use temp tables as intermediaries, etc.). One thing about compilation time, however, is that it doesn’t matter as much if you retain that plan for a while and reuse it a lot.