Journal

Notes from the studio.

Essays on design, marketing systems, AI tools we actually use, and what we learned shipping each project.

Why we stopped redesigning sites and started rebuilding pipelines.

A pretty site doesn't pay the bills. Here's the framework we use to make sure every section on a homepage maps to a measurable outcome in the funnel.

— Recent —

Above the fold, social proof, scroll velocity, mobile tap targets — what we test every time.

How we wire WhatsApp + a calendar + a CRM so the bot closes the loop without a human.

Most dashboards die in week 2. Here's why, and what we do differently to make them stick.

A look at three A/B tests we ran across dental, fintech, and SaaS landing pages.