Thoughts on design, process, and building for the web.
20 articles
A new kind of job is showing up fast: fix the design of a site built with AI. It works, they paid for it - now they want it to look like them. Here's why AI sites blur together, and where a human still has to step in.
Built on all three. Here's the honest take on which website approach actually fits a growing business - and why ownership and integrations matter more than the platform's marketing.
Most redesigns are a waste of money. Here's when a redesign actually pays off - and when you should just fix your copy instead.
Everyone has the idea. Almost nobody does the unglamorous part. Here's the honest, practical path to a first paying customer.
Most projects go sideways not because of bad design - but because of a bad brief. Here's how to write one that works.
Client-First is the naming system that keeps Webflow projects sane. Here's when it's worth the effort - and when it's overkill.
A UX audit finds the friction quietly draining your conversions. Here's what's actually in one - and when it's worth paying for.
You've been manipulated by design more times than you realize. Here's how to spot dark patterns - and why I refuse to build them.
Both tools are powerful. But they solve different problems. I break down when to use which - and when to use neither.
Most cold email is awful, which is exactly why the good stuff works so well. Here's the framework I'd actually send.
People decide if they trust you in milliseconds. Here's what actually earns that trust - and what quietly kills it.
Most decks fail on story, not on the idea. Here's the structure I use, and the one slide founders always get wrong.
"Less is more" is a cliche until you see the conversion numbers. Here's what minimalism actually means - and when it's the wrong call.
SEO isn't a trick, it's making your expertise findable. Here's what actually moves the needle - and what's a waste of time.
Artist sites are often beautiful but unusable. Here are the five patterns I fix on every music project I take on.
Accessibility isn't a legal checkbox - it makes your site better for everyone. Here's the practical version, not the compliance lecture.
Visuals can carry your message or bury it. Here's how to use them with intent - and the mistakes that quietly make things worse.
A handful of psychology principles explain why good products feel effortless. Here are the ones I actually keep in my head.
You can't improve what you don't measure - but most people track the wrong things. Here's the setup I actually use.
AI search is quietly rewriting the rules. Here's what AEO actually means for your business - without the hype.
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