Insights
The Anatomy of
presentation.
How small businesses are judged online, and what to do about it. Written from real projects, not theory.
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July 12, 2026
What customers decide in the first five seconds on your site
Before anyone reads a word, they've already judged whether your business looks like the real thing. Here's what they're actually reacting to.
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July 10, 2026
Anatomy of a rebuild: what actually changes between before and after
Redesigns look like magic from the outside. From the inside they're a short list of unglamorous decisions, made properly. Here's the list.
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July 8, 2026
Your photos matter more than your copy
Visitors weigh photographic evidence far more heavily than any claim you write. The good news: you probably already own better photos than your site is using.
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April 2, 2026
What plugin rot actually costs a small WordPress site
Every plugin you install is a promise someone else keeps updating. When they stop, the cost doesn't show up as a bill - it shows up as slow pages and stalled rankings.
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November 18, 2025
Local search rewards structure, not keyword-stuffing
Most small business owners assume ranking locally means writing the city name more often. It means something closer to the opposite.
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July 22, 2025
Mobile-first stopped being a trend years ago
Most small business traffic now arrives on a phone. Sites still designed for a desktop screen and shrunk to fit are losing customers before they scroll.
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February 14, 2025
Accessibility work and SEO work are mostly the same work
Businesses tend to treat accessibility and search ranking as separate projects. Fix one properly and the other improves almost for free.
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September 9, 2024
WordPress or a custom framework - how to actually choose
The platform question gets asked before the business question. It should be the other way round.