Insights

Notes on
presentation.

How small businesses are judged online, and what to do about it. Written from real projects, not theory.

July 11, 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.
July 9, 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.
July 7, 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.