Writing

Notes on building things that ship.

What we've learned about delivering on a date, what makes a website fast, and how to get a project off to a start that holds. Just the writing — and subscribers hear about any promo or benefit first.

An empty chair beside a window in soft light.

Customer PerspectiveAugust 19, 20262 min read

Most visitors don't tell you what's wrong

Most website visitors leave without making contact, and they rarely tell you why. Understanding this silent majority is one of the simplest ways to improve enquiries and conversions.

Customer PerspectiveAugust 13, 20262 min read

Your website - before anyone reads a word

Before a visitor reads a single sentence, they've decided whether your business looks serious, current, and trustworthy — or not. The first thing your site communicates is how it looks, and it's making that argument every second it's on screen.

A hand holding a phone showing a page of search results.

Customer PerspectiveAugust 10, 20262 min read

What customers see before they reach your website

By the time someone reaches your website, they've often already formed an impression of your business — on the search results page, among your reviews and competitors, in a place most owners never think to look.

A hand holding a phone displaying a website.

Customer PerspectiveAugust 8, 20263 min read

Most of your visitors are on a phone

You probably review your website on a large screen. Most of your visitors won't. The version that matters most is often the one business owners spend the least time looking at.

A person looking thoughtfully at a laptop screen.

Customer PerspectiveAugust 7, 20262 min read

Why your website makes sense to you — and maybe to no one else

You are the worst-placed person to judge your own website — not from any failing, but because you know too much. Your fluency in your own business is exactly what hides its rough edges from you.