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Journal

Notes on rebuilds, local-business websites, and what we’re learning as we ship.

Short essays from the studio. Published when we have something to say, not on a schedule.

01
April 15, 20266 min
The quote form tax
Every field on a quote form costs you somewhere between seven and ten percent of the submissions you would have gotten. Most small-business forms have six too many.
Lead generationConversionForms
02
March 22, 20265 min
Rebuilds beat builds
For most small-business owners, the website doesn't need more features. It needs to actually work.
ProcessStrategy
03
January 22, 20265 min
What a phone number is worth
For most service businesses, the phone is still where the job gets booked. The website's job is to make calling the obvious move.
Lead generationDesignStrategy
04
December 14, 20257 min
Reporting at 30 and 90 days
What we measure after a rebuild ships, which numbers actually move, and what we change when the numbers do not.
ProcessMeasurement
05
October 28, 20255 min
Why your Wix site is fine
Most of the time, the platform is not the problem. Replace the platform first and you will ship faster. Rewrite the argument first and you will ship better.
StrategyProcess