We only write
when there’s
something to say.
No content calendar, no thought-leadership quota. I’d be surprised if anyone really reads these, but they do hopefully show we understand what we’re offering to do; they’re also pretty useful for SEO.
Every business runs on workarounds it stopped noticing years ago. Most of them exist because building the right thing used to be unaffordable.
If something other than a human reads your page first, the structure of what you wrote matters as much as the substance.
Compressed timelines usually mean corners cut. Occasionally they mean the opposite, and it is worth understanding why.
The bottleneck in a project was never how fast someone could type. It was knowing which of several plausible answers was the right one.
We build on WordPress and will carry on doing it. But a lot of businesses are running operational systems on a publishing tool, and it shows.
How we build has changed considerably in the last couple of years. What it costs has not, and I want to be straight about why.
The instinct when systems stop fitting is to replace everything. It is usually the most expensive option and the most likely to fail.
Travel is the clearest example, but the pattern holds anywhere: systems that took years to build are now a different size of problem.
Your traffic can fall while your visibility rises. That sounds like agency nonsense until you look at where the answers are now being read.
How we build new things has changed. Who supports the things we already built has not, and will not for years.
A website build costs what it costs. Replacing a six figure internal function is an entirely different calculation, and that one has moved.
Keyword density is dead and nobody held a funeral. What actually earns visibility now is the thing we were told was too expensive: writing something worth reading.
It isn’t purism, and it definitely isn’t cheaper for us. It’s that a template makes you design the content to fit the box.
A client handed us an integration with 700,000 permissions and no living author. Here’s what we found.
It is far easier to talk a client down from bold than up from safe. So we start further out than the final thing needs to be.
Account management exists to protect the people doing the work from the people paying for it. We took the opposite bet, and it changed how fast things move.
Content architecture is the least glamorous part of a project and the one that decides whether it survives.
Four things we end up writing about. Filter the shelf from the bar at the top.
There’s no
newsletter.
If something here is relevant to a job you’re chewing over, the fastest route is to just ask us about it. You’ll get a person, same day.