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Notes on useful software.
Short essays, product thinking and practical notes from the studio.
Selling into a second country: what changes besides the language
Translation is the cheapest part of going cross-border and the most overrated. The expensive parts are payment habits, delivery and returns, and whether a stranger in another country has any reason to trust you.
The five numbers to check every month — and the ones to ignore
Your analytics has hundreds of numbers and about five that should change a decision. Here are the five, how to read them, and the popular ones that mostly waste an afternoon.
Redesign without losing your traffic
Redesigns rarely lose traffic because of the design. They lose it through addresses and missing content — and both are preventable with a list you write before anyone opens a design tool.
What AI is genuinely good for in a small business — and where it quietly costs you
Two camps, both useless: it changes everything, or it is a toy. The useful question is narrower — how expensive is a wrong answer, and can you check it faster than doing the work yourself.
Accessibility stopped being goodwill and became a condition of selling in Europe
For consumer-facing digital services in the EU this moved from good practice to a market-access question. What gets checked first, what can be fixed in a day, and why automated tools catch less than half of it.
The cheap website that costs the most: what breaks, and when
We usually get the call around month fourteen. Here is the timeline of a cheap build — what fails at three months, at a year, at two — plus the five signs you can spot before you buy, and the three cases where cheap is the right answer.
Where online stores lose buyers between the product page and the thank-you page
Most optimisation money goes to the top of the funnel. The expensive leaks are in the last five steps, where the customer already decided to buy and something stopped them.
Shopify, WooCommerce or custom: the honest three-year table
Platform arguments are usually identity arguments. The three-year total is the only comparison that is not — including the app subscriptions nobody counts and the transaction fees everybody forgets.
What you should own about your own website (and what agencies quietly keep)
The worst calls we get open the same way: the developer stopped answering and the domain is in his name. The ownership list, how to check it in twenty minutes, and what to do when it has already gone wrong.
Freelancer, agency or your own hire: what each is actually good at
The choice is usually argued about on price, and price is the least useful axis. What you are really buying is cover, continuity and how much managing you are willing to do — including the case where hiring us is the wrong answer.
What a website should cost — and what you are actually paying for
The same brief gets quoted at five thousand and fifty thousand, and both studios can be honest about it. Where the money goes, which line items are usually padding, and what to cut when the budget will not move.
App or website: which one your business actually needs
An app is a bigger project for us, so read the part where we tell you not to build one. The three cases where it genuinely wins, the costs nobody counts, and the retention arithmetic that settles it.