Duolingo's search surface is a second product
A language app with an enormous indexed footprint. What the free content layer is doing for acquisition, and what it costs to keep standing.
Most digital advice is loud. Very little of it is load-bearing.
A business publication on digital presence, growth and strategy for founders and operators — what a website is worth to a company, and what it is not.
Channels that only work at scale
Some tactics need volume before they return anything. Which ones have a hard floor, roughly where it sits, and what to run below it.
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What a redesign actually costs
Quotes cover design and build. The rest — content, migration, internal hours, the dip after launch — usually adds more than half again.
The first website for a business that does not exist yet
Before the first customer, a website is a hypothesis. What to publish while you are still testing the offer, and what to defer until it is proven.
The lead quality problem
Marketing reports leads, sales says they are rubbish, and both are right. How to define a qualified enquiry so the argument becomes an empirical one.
An Apple product page, read line by line
The most copied page format in technology. What Apple's product pages are structurally doing, and why the imitations get it wrong.
The rebrand that was really a positioning problem
New logo, same pipeline. How to tell a genuine identity problem from a positioning one, and why the second gets solved with the first's budget.
What a service business of one should put online
A trades business, a coach, a bookkeeper: one person, local demand, no team. The minimum online presence that wins work, and what to skip.
Partnerships and referral fees that hold up
Most partnerships are a lunch and a logo. The structures that produce actual deal flow, and the fee arrangements that survive the first dispute.
Core Web Vitals and what they are actually worth
Speed metrics became a compliance exercise. What the numbers do for rankings, what they do for conversion, and which sites can safely ignore them.
Free trial versus demo versus freemium
Three ways to let someone try before buying, with different costs and different buyers. Which fits your product complexity and contract size.
Replatforming without losing rankings
Traffic drops after a migration are usually self-inflicted. The sequence that prevents it, and the two weeks after launch that decide the outcome.
HubSpot versus Salesforce: two pricing pages, two sales motions
Both publish numbers; only one expects you to buy from the page. What each pricing surface reveals about how the company actually sells.