jQuery UI has a progress bar that you can use: http://jqueryui.com/demos/progressbar/

Another thing you can try to do is to load the site in chunks so that the user has something to look at ASAP. If you give them something to look at, they will be more tolerant of a 10 second wait time, which is really long for the web. I have no idea what your website is so this may not be applicable.