Strategy
Custom build or CMS? A decision framework
The question is usually asked as a technology question. It is a total-cost-of-ownership question, and the answer depends on four things that have nothing to do with code.
Insights · page 3 of 4
Insights
Older articles, newest first. Everything here is written to stand on its own – none of it assumes you have read the rest.
Articles, page 3 of 4
SEO
How to order a ninety-item SEO audit
A long list of correct findings with no ordering is not a deliverable, it is a transfer of the hard decision. Ranking it is most of the value of the audit.
SEO
How to migrate a website without losing search visibility
Traffic losses after a relaunch are almost never caused by the new site being worse. They are caused by four specific omissions, all of which happen before launch.
Support
Taking over someone else's codebase
Agreeing to maintain an unknown codebase with a response time attached is a promise you may not be able to keep. Two days of review turns that guess into a decision.
Performance
Core Web Vitals: what actually moves the numbers
The three metrics, what actually causes each one to fail on real business websites, and how to tell which of the twenty things your audit flagged is the one holding you back.
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