Field notes
Plain talk about the software your business runs on.
Over twenty years of lessons on building, running, and betting your business on software. No jargon, no filler.
One clear call to action beats five clever ones
Every extra button on your page is another decision you ask a visitor to make. The sites that convert are the ones that make the choice obvious.
Maintenance isn't a bug, it's the plan
Software isn't a thing you finish, it's a thing you keep. Treating maintenance as an afterthought is how good projects quietly rot.
Downtime costs more than hosting ever will
Cheap hosting feels like a saving until the day your site is down during your busiest hour. Reliability is worth paying for.
Automating the boring 20 minutes a day
The best automation targets aren't the big scary tasks. They're the small, dull, daily jobs you don't even notice adding up.
Your contact form is quietly losing you leads
The contact form is where interest turns into inquiries, or doesn't. Small friction here costs you customers you never even knew were interested.
The one-page brief that saves us both weeks
You don't need a formal spec document to start a project well. You need one page that answers the right questions, and it's worth more than a fat requirements binder.
You should own your code, your domain, and your accounts
If your website vanished tomorrow, could you rebuild it without asking anyone's permission? For too many small businesses the honest answer is no, and that's a problem worth fixing.
Every plugin is code you didn't write and can't see
Plugins feel free and instant, but each one is a stranger's code running on your site. Fewer, chosen carefully, beats a dozen bolted on to save an afternoon.
Core Web Vitals, explained without the jargon
Google grades your site on three things your visitors already feel: how fast it shows up, how quickly it responds, and whether it jumps around. Here's what they mean in plain English.
Have a system that keeps you up at night?
Tell me what's breaking and I'll tell you what I'd do about it. A 30-minute call, no charge and no pitch.