Writing
Notes from the build
The checklists, arguments and trade-offs behind the work — written for the person signing off the budget as much as the person writing the code.
All articles
- Conversion12 May 20263 min read
The website conversion checklist we run before every build
Most sites do not need a redesign. They need the argument reordered, the objections answered earlier and two fields removed from the enquiry form.
- Performance2 April 20263 min read
Core Web Vitals, explained as a business decision
Three metrics, one commercial question: how many visitors leave before your page becomes usable, and what is that worth per month?
- SEO18 February 20263 min read
Technical SEO foundations that outlast an algorithm update
Tactics change. Site architecture, one clear intent per page and honest markup have survived every update we have worked through.
- Design9 January 20263 min read
Design systems that survive the second year
A design system fails quietly. Nobody announces the divergence — a one-off component here, a hardcoded colour there, and by month eighteen there are two systems.
- Accessibility24 November 20253 min read
Accessibility is a business requirement, not a compliance chore
The changes that make a site usable with a screen reader are the same changes that make it usable in bright sunlight, on a bad connection, in a hurry.
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