Take the hint: five questions to determine if your website homepage might need a fix.

At a point in history when the first thing we do when we need information is to whip out our phones, tablets, or laptops, having a sweet-looking website is essential. Yes, gone are the days when you wander the high street, hoping something jumps out at you. Everything can be done at the tap, click or swipe of the finger.

Consumers know what they want, when they want it and how they expect it to look. Any company website that doesn't instantaneously make the grade will be disregarded. It's harsh but true.

To know when your site, or bigger still, your brand identity, might be due for an overhaul, ask yourself these questions…

One. Next to your competitor's sites, does yours look like a Playskool or Morrisons own-brand alternative? 

If you're curious whether now's the time to make some changes to your website, looking at your competitors is a good place to start. If they have a box-fresh, beautifully designed, and easy-to-navigate homepage (and you don't), they're already ahead of you when it comes to making the sale (your sale).

Two. Is your bounce rate through the roof?

According to industry reports, a bounce rate north of 56% should kick-start your spider senses. If your site is returning 70% or more, there's little point in answering any more questions.

We mentioned it before, but internet people have low attention spans and lower tolerance regarding loading times, poorly written content and hard-to-use features. They will leave your site instantly, knowing they can find hundreds of other sites that better service their needs.  

Three. Does your design and photography make you feel nauseous?

While we're not into riding waves of the design sort, the internet moves quickly. Your website might feel outdated because everything around you is moving. If your site feels tired to you, remember that your customers probably notice it more. Trust your instincts and investigate a refresh; a neglected site can do more damage than no site at all. Also, one of the factors in the Google algorithm is detecting the frequency of change - if you've been static for a while, you might be losing marks.

Four. Too slow to load; hit the road.

Well-designed and optimised homepages should load in half the time it takes to click your fingers. If your photography or videography take too long to show or your navigation frequently leads to 404 errors, it's definitely time to look at how you can improve the situation.

Don't worry. There are several options to fix this, like reducing image sizes, third-party hosting, restructuring the way elements load on your site or shifting to a dedicated server or at least one shared with fewer companies.

Five. Think hard... can you remember the last time you changed your website?

If you're scratching your head, searching your calendar or looking up to the left to jog your memory, you have your answer. It's time.

Websites should be updated regularly. Time scales vary from every six months to three years. Technology is constantly updating, so your site must work well and look fantastic. We've mentioned it before, but your site is often people's first brand experience and the only place they will buy your products or services. You must make it count. 

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Get set for success.

To make an excellent first impression on your visitors and accurately guide them through the rest of your website, every homepage should have a few essential things…

A perfectly crafted headline

Nailing what you do in a sentence is no mean feat. It needs to be crystal clear and straight to the point. It has to spell out exactly what value you bring to them.

Navigation you can't miss

If people can't find what they're looking for straight away or they're not going where you want them to go, it's game over. Navigating your website should be a breeze.

Remember what we said about attention span and the effort people are prepared to make for the win? Well, consider slick navigation as your primary objective.

Ravishing visuals

Compelling copy that injects personality and gets the job done descriptively will do a lot of the heavy lifting. However, people buy with their eyes. Invest in design, imagery and video that is personal to your brand and aesthetically draws the crowds in. 

Mostly Harmless is here for brave brands. We specialise in brand strategy, visual and verbal identity and campaigns. If you think your website, visual identity or brand could do with some love, pull up a chair and chat with us.