Writing

Notes on building and automating.

Written for owners, not marketers. No listicles, no growth-hack posts.

Written for owners
No listicles
No growth hacks

First posts drafting

Nothing published yet.

We would rather publish six useful things a year than forty filler posts. The first few are being written now.

What a conversion rate actually tells you
The automation you should build first
When an AI agent is the wrong answer
Reading a Core Web Vitals report without panicking

Want them when they land? The monthly email is one issue a month and nothing else.

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In the pipeline

What we are writing.

Titles are committed to; dates are not. Each one exists because a client asked the question and the answer was too long for an email.

Building

PerformanceThe four seconds that cost you half your visitorsWhat actually makes a page slow, measured on real sites rather than in a lab, and the three fixes that account for most of it.ReadComing soon

EngineeringWhy we still hand-write HTML in 2026Not nostalgia. A concrete comparison of shipped bytes, build complexity and what happens when the framework has a major version.ReadComing soon

EngineeringYour page builder is a mortgageThe cost of a site you cannot export, calculated over three years.ReadComing soon

Automating

AutomationEvery task you do twice a week is a bugA method for finding the automation candidates hiding in a normal week, and how to price whether they are worth removing.ReadComing soon

AutomationThe workflow that failed silently for six weeksA post-mortem on an integration that stopped working and told nobody, and the alerting pattern we use now.ReadComing soon

Growing

MarketingDo not buy ads for a page that does not convertThe order of operations for spending money on traffic, with the maths for why the reverse order is expensive.ReadComing soon

MarketingAttribution is lying to you, and that is fineHow to make budget decisions when every platform claims the same sale.ReadComing soon

eCommerceWhat dropshipping actually costsA full breakdown including the line items nobody mentions in the course they sold you.ReadComing soon

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Keep going

Where to next.

Work Featured work What we build, and what it moved. Open Services Services Six disciplines under one roof, bought once. Open Company About AWGCOR Why one partner beats four suppliers. Open