Written for owners and operations leads who already have a website, an application, or a set of tools that need attention.
Notes from building and improving software
Practical lessons on maintaining systems, making technical decisions, and connecting the website to the rest of the business.
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When to improve, redesign, or replace an existing website
Most website conversations start in the wrong place. Someone says the site looks dated, a plugin is failing, or a competitor has a newer stack, and the suggested answer is a rebuild.
From a website enquiry to an owned follow-up
A website form is not a follow-up process. It is the moment an enquiry arrives. Everything that matters to the business happens after that: who sees it, whether it becomes a record someone owns, and what happens when a…
Latest articles
Designing a Production RAG System That Doesn't Fall Apart at Scale
Most "RAG systems" you see in demos are toys. They work great on a five-document notebook and fall apart the moment you point them at a real corpus with messy formats, conflicting sources, and users who ask questions th…
The AI-Era SEO Playbook: AEO, GEO, and How to Get Cited by ChatGPT
Search changed. The question is no longer "how do I rank on Google" — it's "how do I show up in Google and in the answer ChatGPT, Perplexity, Claude, and Gemini serve to my future customer."
Why Most AI Projects Fail (And What to Ship Instead in 2026)
I get a version of this call every week.
The Next.js SaaS Stack I Actually Use in 2026
Most "best Next.js stack 2026" articles read like a shopping list. After shipping eight production SaaS products, here's the stack and the file layout I actually reach for — and a few things I avoid.
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Have a website or workflow that needs attention?
These notes describe the kind of work I take on. You do not need to choose a technical solution before we speak.
Discuss your website or systemWhat needs attention in your business?
Tell me about your website, application or workflow, and what is getting in the way. You don't need to choose a technical solution before we speak.
Discuss Your Website or System