Field notes & essays.
Working notes, lessons, and the occasional opinion — from building websites, software, and AI systems for real businesses.
Recently published.
The most recent essays and field notes.
How to Handle Recurring Payments and Subscriptions on Your Website
Stripe Billing vs Chargebee vs custom, dunning logic, proration, churn handling, and tax automation — what actually matters when you charge customers monthly.
Landing Page vs Homepage: When to Use Each (and Why It Matters)
When to send paid traffic to a landing page vs a homepage: message match, single CTA, audience temperature, and the conversion cost of getting it wrong.
Content Strategy for Small Businesses Without a Marketing Team
A realistic content strategy for small businesses with no marketing team. Pillar pages, topic clusters, publishing cadence, repurposing, and when to outsource.
More on SEO.
Recent writing in SEO.
Content Strategy for Small Businesses Without a Marketing Team
A realistic content strategy for small businesses with no marketing team. Pillar pages, topic clusters, publishing cadence, repurposing, and when to outsource.
On-Page SEO Checklist 2026: What Still Actually Matters
An on-page SEO checklist for 2026. Title tags, meta descriptions, headings, internal links, entity coverage, and helpful content updates — what still moves rankings.
How to Do Keyword Research for a Service Business Website (Without Guessing)
A practical keyword research process for service businesses. Search intent, local modifiers, free tools, and competitor gap analysis — without paid software or guesswork.
More on Conversion.
Recent writing in Conversion.
Landing Page vs Homepage: When to Use Each (and Why It Matters)
When to send paid traffic to a landing page vs a homepage: message match, single CTA, audience temperature, and the conversion cost of getting it wrong.
Website Form Design Best Practices: Fewer Fields, More Leads
A practical guide to web form design for small businesses: cut fields, write better errors, use autocomplete, and turn more visitors into qualified leads.
Conversion-Focused Landing Page Design: Patterns That Actually Convert
Concrete landing page patterns that help small businesses turn more visitors into leads, including hero clarity, single CTAs, social proof, and form design.
More on Software.
Recent writing in Software.
How to Handle Recurring Payments and Subscriptions on Your Website
Stripe Billing vs Chargebee vs custom, dunning logic, proration, churn handling, and tax automation — what actually matters when you charge customers monthly.
Automating Quotes and Estimates for Trade Businesses
Structured pricing data, configurator UX, PDF generation, e-signature, and CRM/Stripe integration — how trade businesses turn quotes into closed jobs faster.
Client Onboarding Portal: Build vs Buy for Service Businesses
When HoneyBook or Dubsado is enough, when a custom onboarding portal pays back, and what a tailored portal actually includes for service businesses.
More on Web Development.
Recent writing in Web Development.
Dynamic Element in Web Development: Definition, Examples, and Why They Matter for SEO
A practical definition of a dynamic element in web development, how it compares to static and other element types, how it's built across programming languages, and how it affects page speed and SEO.
How to Make a Clickable Phone Number in WordPress: The Complete Guide
A step-by-step guide to adding a clickable, tap-to-call phone number in WordPress — Block Editor, Classic Editor, every major page builder (Elementor, Divi, Beaver Builder, Bricks, Oxygen, Breakdance), theme header settings, click-to-call plugins, click tracking, schema markup, and accessibility.
Is WordPress Multisite One Theme or Multiple? How Themes Actually Work in a Network
A clear answer to whether WordPress Multisite uses one theme or multiple, how the shared theme folder really works, when Multisite is the right call, and the best WordPress and non-WordPress alternatives.
More on Web Design.
Recent writing in Web Design.
Conversion-Focused Landing Page Design: Patterns That Actually Convert
Concrete landing page patterns that help small businesses turn more visitors into leads, including hero clarity, single CTAs, social proof, and form design.
Mobile-First Design: Why Your Mobile Site Decides Whether You Get the Sale
Most service business websites lose mobile visitors before they reach the contact form. Here is what mobile-first design actually means and what to fix first.
Website Trust Signals: 12 Things That Increase Conversions Without Redesigning
A practical checklist of website trust signals small businesses can add to an existing site to increase conversions without a full redesign or rebuild.
The full archive.
Every post, in chronological order.
How to Handle Recurring Payments and Subscriptions on Your Website
Stripe Billing vs Chargebee vs custom, dunning logic, proration, churn handling, and tax automation — what actually matters when you charge customers monthly.
Landing Page vs Homepage: When to Use Each (and Why It Matters)
When to send paid traffic to a landing page vs a homepage: message match, single CTA, audience temperature, and the conversion cost of getting it wrong.
Content Strategy for Small Businesses Without a Marketing Team
A realistic content strategy for small businesses with no marketing team. Pillar pages, topic clusters, publishing cadence, repurposing, and when to outsource.
When to Rebuild vs Redesign vs Leave It Alone
A practical framework for deciding when to rebuild a website from scratch, when to redesign on the existing platform, and when doing nothing is the right call.
Why Your Website Is Slow (and the Real Cost of Doing Nothing)
Why most small business websites are slow — render-blocking resources, third-party tags, hydration, server response — and what slowness actually costs in conversions.
Website Integrations That Actually Save Time: Zapier, Make, and When to Go Custom
The real limits of no-code automation, when API integration costs less long-term, and ROI examples from service businesses doing both well.
Website Accessibility (WCAG 2.2): A Practical Guide for Business Owners
A practical WCAG 2.2 accessibility guide for small business owners: legal landscape, color contrast, keyboard nav, alt text, and what cheap fixes really buy you.
On-Page SEO Checklist 2026: What Still Actually Matters
An on-page SEO checklist for 2026. Title tags, meta descriptions, headings, internal links, entity coverage, and helpful content updates — what still moves rankings.
Website RFP Template and Checklist for Non-Technical Business Owners
A plain-English website RFP template and checklist covering scope, integrations, payment terms, IP ownership, and the red flags that separate good agencies from bad.