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Things worth knowing.

Practical thinking on web design, SEO, AEO, and why most websites fail the people who built them.

Why your website is built for you, not your customer (and how to fix it)

Most websites are organised around what the business does, not what the visitor needs. Here's a real example of what happens when you redesign around visitor mental state instead of your org chart.

The Possibility·5 min read

How to write homepage copy that converts (the framework I use on every project)

Most homepage copy talks about the business. Converting copy talks to the visitor. Here's the exact framework I use to write homepages that turn the right visitors into enquiries.

The Process·4 min read

What is AEO, and why your website needs it now

Answer Engine Optimisation is how you get found by ChatGPT, Perplexity, and Google's AI Overview. Here's what it means in practice and what to do about it.

The Problem·4 min read

Why your website ranks for nothing (and it's probably not what you think)

Most websites fail at SEO before the first word is written. The problem isn't keywords, it's structure, signals, and the fact that Google and AI search engines can't read what you built.

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