Six in-depth guides — no listicles, no recycled advice. Frameworks, checklists and the reasoning behind them, drawn from nine years of client projects.
6 article(s) shown
Most websites fail at the same four places. Here is the nine-step framework I use on every client project — from customer research to the final call-to-action — with the questions to ask at each stage.
Read the articleKeyword density died a long time ago, and AI summaries changed the rules again. Here's how to research intent, structure a page search engines can parse, and still sound like a human being.
Read the articleBrand voice is not a mood board of adjectives. It's a set of decisions written down clearly enough that a freelancer you've never met can follow them. Here's how to build one in an afternoon.
Read the articleYou get about eight seconds above the fold. These seven tested hero structures — with the situations each one suits — replace the vague headline currently costing you visitors.
Read the articleEvery persuasion technique that makes someone decide faster can also make them decide badly. Here are the eight I use, the test each one has to pass, and the four I refuse to touch.
Read the articleBefore you pay anyone to rewrite your site, run these eighteen checks yourself. Most take under five minutes, and several will find money you're currently leaving on the table.
Read the articleTry a different word, or ask me directly — if it’s a good question I’ll probably write about it.
A short note on writing words that convert — usually one idea, one example, one thing to try. Unsubscribe whenever you like.
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