Writing

Notes on building digital work that lasts.

Long-form thinking on engineering, product design, and the craft behind bespoke software. New pieces added regularly.

Trades don't need a fancy website — just a few specific things done right. Here's what actually moves the needle.

Plenty of solid local businesses never show up on Google. Usually it's not luck — it's a handful of fixable signals.

The smallest businesses have always been last to get decent websites. What's finally changing — and why the reason isn't better technology.

Website prices run from nothing to six figures. What actually drives the cost — and how to work out the right number for your business.

Templates get you live fast, then quietly tax every change afterwards. Why building on purpose is the cheaper number over a product's life.