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Notes from the team.
Tutorials, opinions and lessons from shipping production work. Mostly WordPress, plus Shopify Plus, Next.js and Google Ads for founders and marketing teams.
Rescuing an inherited or unfinished app: an audit first approach
Inherited a stalled app or a half finished build? Start with a structured audit, not a rewrite. Here is how we scope, decide and sequence the rescue.
Page builders vs custom themes: the real long-term cost
Page builders are fine for the first eighteen months. Here is what actually happens to performance, security and migration cost at year three and beyond.
Designing for accessibility (WCAG AA) from the first screen
WCAG 2.2 AA is now the practical floor for the web. Here is how to build it into design decisions from day one, and why retrofitting costs so much more.
Why a flat fee beats percentage-of-spend for PPC
Percentage-of-spend PPC fees create a structural conflict of interest. Here is why a flat fee usually serves you better, and when it does not.
Building a customer-support AI that does not hallucinate
Hallucinations cannot be fully eliminated, but they can be contained. Here is the architecture and governance that makes a support chatbot safe to deploy.
Headless Shopify with Hydrogen: when it pays off
Hydrogen and Oxygen make headless Shopify more accessible than ever, but the maintenance cost is real. Here is when it actually pays off.
How to run a two-week digital strategy sprint
Most digital strategy work takes three months and produces a deck no one references again. A two-week strategy sprint compresses the same deliverables into a format that keeps decision-makers engaged
AI agents for business: what actually works in 2026
A practitioner's read on where AI agents pay back in 2026, where they still fail, and how to decide whether to build or buy.
Migrating from WordPress to Next.js without losing SEO
A senior guide to moving from WordPress to Next.js without tanking organic traffic. Redirects, rendering strategy, canonicals, sitemaps and post-launch monitoring, in order.
Design systems: how tokens and components save money
A practitioner's guide to where design systems actually save money, why tokens changed in 2025, and when the upfront cost is not worth paying.
How to scope an MVP that ships in weeks
A practitioner's guide to scoping a minimum viable product that reaches real users in eight to twelve weeks, without the feature bloat that kills most launches.
Structured data and schema for rich results and AI citation
Schema now does two jobs: trigger rich results in Google and build entity trust for AI citation. Here is what to implement, what to strip, and what is vendor noise.
Shopify Plus vs WooCommerce for high-volume stores
A senior comparison of Shopify Plus and WooCommerce for stores doing serious volume, covering architecture, transaction fees, HPOS, SEO and data sovereignty.
RAG explained: grounding AI on your own data
Retrieval-augmented generation lets an LLM answer from your documents, not its training data. Here is how the pipeline actually works in production.
Fixing conversion tracking: server-side GA4 and why it matters
Client-side GA4 is leaking conversion data to ad blockers, Safari's ITP and consent rejection. Here is how server-side tagging actually fixes it, and what to watch for.
React Native vs native in 2026: how to choose
React Native 0.85 killed the bridge and changed the calculus. Here is how to pick between cross-platform and native iOS/Android in 2026, without the marketing spin.
Topical authority with content clusters: how to build it and why Google rewards it
Topical authority is the modern moat in SEO. Here is how content clusters actually work, why Google rewards depth, and what it takes to build one that compounds.
Build vs buy: when custom software beats off-the-shelf
When SaaS quietly compounds into a six-figure tax and when custom software earns its keep. A practical framework for founders and operators.
Adding AI features to your product without the hype
A practitioner's guide to shipping AI features that hold up: how to avoid the unit economics trap, the wrapper problem, and pilot purgatory.
Google Ads in 2026: Performance Max and AI Max explained
Performance Max and AI Max are not the same product. Here is what each one actually does in 2026, which to use, and the September DSA deadline you cannot ignore.
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