Most founders hear SEO and picture keyword spreadsheets and a blog nobody reads. The onsite basics are smaller than that, and you only have to get them right once.

If a visitor cannot tell what you do, who it is for and why it beats the alternative before the first scroll ends, the rest of the page is decoration.

A week-by-week account of how we get from an empty file to a live site, and the three decisions that decide whether the date holds.

You do not need a hundred components. You need twelve that nobody is tempted to override, and a naming convention your next hire can guess.

Small tests on a weak page produce small wins on a weak page. Here is how we decide when to optimise and when to rebuild.