Villages in rural areas are usually surrounded by roads with 60mph limits. The speed limit will normally be reduced as you approach a village. It may be reduced gradually from 60mph to 50mph or 40mph and then go down to 30 as you enter, or it may go straight down to 30mph.
Begin to slow down as you see the speed limit sign ahead so that you have already reduced your speed to 30mph by the time reach the speed limit sign. It may feel like you are only crawling through the village, especially if you have been driving at 60mph for while, but at 30mph you are still covering 44 feet (about three car lengths) every second, and at that speed, you could still cause a serious injury. Check your speedometer regularly as you drive through every village.