How we think about the work.
Notes on design, development, SEO, and the craft behind sites that earn their keep.
AI made starting free. Finishing is still the job.
AI dropped the cost of starting a project to almost zero. That didn't shrink my backlog. It made it worse.
AI and: why I never let the tool win
My one rule for using AI in client work: additive to craft, never a replacement for it.
The boring SEO work that actually moves rankings
Skip the hacks. The work that moves rankings is unglamorous, repeatable, and mostly technical.
What "more than just a vibe" means in practice
A good-looking site is table stakes. Here's the work underneath that makes one actually perform.