nowwhat.com website review

About 946 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 3.4 s faster on a phone.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.2 s.

8 third-party services load with your homepage (Squarespace, Google Tag Manager and TikTok and others), adding 2.6 MB and 1.0 s of main-thread time.

Your mobile performance score is 61 (desktop: 53). Pages that score under 90 lose visitors before the first paint.

About 130 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 600 ms faster on a phone.

Squarespace costs a phone 537 ms of main-thread work and 1.1 MB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Google Tag Manager costs a phone 366 ms of main-thread work and 814 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Polyfills for old browsers add 104 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 300 ms faster on a phone.

A phone's processor spends 2.7 s on main-thread work while loading, 993 ms of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

squarespace-cdn.com costs a phone 0 ms of main-thread work and 353 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

9 long tasks block the main thread while loading, the longest for 130 ms. During a long task the page ignores taps.

3 images could be 61 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Your largest element takes 14.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “Now What is a global insight, innovation, and strategy part…”.

The page becomes fully interactive after 14.7 s. Good is under 3.8 s.

Visually, the page fills in at 6.8 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 3.2 s on a phone. Good is under 1.8 s.

1 image have no width and height attributes, so the layout jumps as each one loads.

Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.

Your homepage downloads 2.7 MB in 107 requests on a phone: scripts 2.0 MB (50), images 278 KiB (27) and fonts 169 KiB (7). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 0.75 g of CO₂e: 90.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

2 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

Headings skip levels (h2 → h4, h2 → h4 and h2 → h4), which makes the page harder to scan with a screen reader.

Your title is only 8 characters: “Now What”. Between 30 and 65 characters leaves room to say what you do and for whom.

There are 2 <h1> headlines (“Interested in joining us?” and “Curious?”). One clear main headline is easier for people and search engines.

Structured data found (LocalBusiness, Organization and WebSite) but with 3 problems, for example “WebSite: image is not an absolute URL ("//images.squarespace-cdn.com/content/v1/6436e0c6321c6005459…”.

The homepage links to 26 pages on nowwhat.com and 0 external pages.

Your Organization JSON-LD is missing name, url, logo, sameAs (social profiles) and description. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

There is no https://nowwhat.com/llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

https://nowwhat.com/home declares the homepage as its canonical URL, which tells Google it is a copy of the homepage and keeps it out of search results. A site-wide template setting usually causes this.

/ and https://nowwhat.com/home all use the title “Now What”. Search engines can't tell which page to show for a search, so each competes with the others.

https://nowwhat.com/work, https://nowwhat.com/team, https://nowwhat.com/contact, https://nowwhat.com/one-better-question, https://nowwhat.com/curiosity and https://nowwhat.com/careers and 1 other have no meta description, so Google writes the search snippet from whatever text it finds.

https://nowwhat.com/team, https://nowwhat.com/one-better-question and https://nowwhat.com/careers have no <h1> headline, so visitors and search engines get no clear main topic.

https://nowwhat.com/team, https://nowwhat.com/one-better-question, https://nowwhat.com/curiosity and https://nowwhat.com/careers have under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 8 pages linked from your homepage and read each the way a search engine does.

2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://static1.squarespace.com/static/versioned-site-css/6436e0c6321c60054591eab3/53/5c5a…”.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

Social proof on the homepage: 1 trust badge. Pairing it with named testimonials or customer logos makes it far more convincing.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

There is no form on the homepage, so every lead has to click through to another page first.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

The homepage carries about 311 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager and TikTok Pixel (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.

Opening the homepage sets 8 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 14 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.