Conversion
Why decoration loses and what a real conversion system does instead.
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Field notes from the server room.
How we think about conversion, speed, GEO, and the craft of building sites that sell.
Conversion6 min read
Decoration versus conversion systems
Why the prettiest site in the pitch is so often the worst at selling, and what to build instead.
ReadGEO7 min read
GEO: the answer is the new front page
Search did not disappear, it changed shape. Here is how to be the source the engines cite.
ReadVoice5 min read
The last inch: why voice agents matter
You pay to make the phone ring, then let half of it hit voicemail. Close the gap.
ReadPerformance5 min read
Performance is a feature, not a tradeoff
Every 100ms you shave off load time is conversions you stop leaving on the table.
ReadAI6 min read
AI agents are only as good as their guardrails
Hand an agent your whole business and you will regret it. Scope it narrow and you will not.
ReadAI5 min read
What to automate first
Not everything should be an agent. Start where the hours bleed and the rules are clear.
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The themes we keep returning to.
GEO and AEO
Being the cited source when buyers ask search and AI assistants.
Voice and capture
Closing the last inch so the leads you earned do not slip away.
AI with guardrails
Using agents with intent and limits, never as a black box.
Performance
Why speed is a feature with a budget, measured on real devices.
Craft and restraint
The discipline that separates a portfolio piece from a working asset.
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