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Writing

Everything I write lives here, sorted four ways: essays on design and conversion, micro notes (short, opinionated), inspiration I've collected, and trends worth your attention. No fluff, no listicles. Pick a lane.

Essays

September 4, 2026What is a landing page conversion?
A landing page conversion is one visitor doing the one thing the page was built for. Here is the direct-response rulebook that makes it happen.
4 min read
September 4, 2026What is direct response copywriting?
Direct response copywriting is salesmanship in print - copy written to get one measurable action. The rules that survived a century of testing, in plain English.
4 min read
September 4, 2026Landing page conversion
What a landing page conversion actually is, how to calculate it, and the specific changes that move it from 2% to 20%. Includes a 30-second audit and real results.
8 min read
September 3, 2026How to choose a Framer website developer
Two portfolios can look equally polished while hiding very different levels of technical skill. Here is how to separate the candidates before committing to a project.
4 min read
September 1, 2026The $80k one-page website
A 25-year local marketing veteran built a simple one-page site with one call to action and did $80k in a summer. The whole playbook, in plain English.
3 min read
August 14, 2026Your website has one job
A website exists to turn visitors into customers. Everything else is decoration. Here's how I audit a site against that standard.
1 min read
June 19, 2026The five-second test I run on every homepage
Five seconds, three questions, brutally honest answers. The cheapest conversion audit you'll ever run.
1 min read

Micro notes

August 2, 2026Speed is a design feature
A fast site isn't a technical nice-to-have. It's part of how your design feels - and it's measurable in your revenue.
1 min read
July 21, 2026Stop designing for the approval meeting
The most dangerous audience for any design is the internal one. Design for the customer who's in a hurry instead.
1 min read

Inspiration

July 8, 2026Three homepages I keep coming back to
Three sites that nail the basics - clarity, proof, and a next step - and what each one does that you can steal.
1 min read

Trends

June 2, 2026Why every SaaS website is starting to look the same
Purple gradients, floating dashboard mockups, "trusted by 10,000+ teams". Template thinking is flattening the web - and it's a conversion problem too.
1 min read
May 15, 2026AI search is the new homepage
More answers now start in ChatGPT and Google's AI Overviews than on your homepage. Here's what that changes about how you build a site.
1 min read
Reading and thinking your site could do more? That's literally my job. Email me and I'll tell you honestly where it stands.
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