Guides
Things we've worked out, written down
No listicles and no reheated press releases. These are the decisions we make on real client work, with the reasoning and the numbers behind them.
Why Astro is a great framework for simple content sites
Most content sites are built on frameworks designed for applications, and they pay for it in load time. Here is what Astro does differently, with field data on how much it actually matters.
Read the guideWhere Google Ads budget actually leaks
The search terms report is where most wasted PPC spend hides. Here is how to read it, what match types really do to your budget, and what a lead should cost you.
Read the guideSpeed to lead: what CRM integration is actually for
A contact form that emails an inbox is not a CRM integration. The research on response time is old, consistent, and brutal, and most businesses still lose leads to it.
Read the guideWhy your analytics under-reports, and what to do about it
Your analytics is not lying to you at random. Browser storage limits, consent banners and ad blockers each remove a specific, predictable slice of your data.
Read the guideGetting cited by AI search
There is now peer-reviewed research on what makes an AI assistant quote your page. The tactics that win are not the ones SEO has spent twenty years teaching.
Read the guideSite speed and revenue: what the field data shows
Lighthouse scores are a lab test. Here is what real browser data says about the link between load time and money, and which fixes move the number.
Read the guideSix accessibility fixes that cover almost everything
WebAIM scans a million home pages every year. Six error types account for 96% of what they find, and none of them are hard to fix.
Read the guideEmail that reaches the inbox
Gmail and Yahoo set hard authentication requirements for bulk senders in 2024. Plenty of businesses still have not met them and cannot work out why delivery got worse.
Read the guideCheckout and form friction: what people actually abandon over
Seventy percent of carts get abandoned. Baymard has asked why across fifty studies, and the top reasons are mostly things you can fix this month.
Read the guideWhere AI earns its keep, and where it quietly costs you
Stanford measured how often language models invent legal citations. The number is high enough to change how you should wire AI into a business process.
Read the guideStructured data: what it does and what it does not
Google publishes real numbers from sites that added structured data. The gains are large, the work is small, and most of the advice about it online is wrong.
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