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
Thirteen up
Every post below is live.
We would rather publish thirteen useful things than forty filler posts. All thirteen are written, live, and free to read — nothing on this page is a placeholder.
- 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 the next one when it lands? The monthly email is one issue a month and nothing else.
All posts
Everything we've written.
Every article here exists because a client asked the question and the answer was too long for an email.
Building
PerformanceReading a Core Web Vitals report without panickingWhat LCP, INP and CLS actually measure, and the fixes that account for most real-world problems.Read
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.Read
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.Read
EngineeringYour page builder is a mortgageThe cost of a site you cannot export, calculated over three years.Read
Automating
AutomationThe automation you should build firstNot the flashiest workflow. The one that is quietly costing you the most, every single week.Read
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.Read
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.Read
Growing
MarketingWhat a conversion rate actually tells youA single percentage hides three different problems. Knowing which one you have changes what you fix first.Read
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.Read
MarketingAttribution is lying to you, and that is fineHow to make budget decisions when every platform claims the same sale.Read
eCommerceWhat dropshipping actually costsA full breakdown including the line items nobody mentions in the course they sold you.Read
No post planned on that yet — tell us what you want to read.