The blog
Notes on building websites, design, and the brands I love working with.
The first five seconds: what your homepage says before anyone reads it
People decide how they feel about your website in about five seconds, before they read a word. Here's what they react to, and how to make those seconds count.
The quiet design choices that make people click
A handful of well-understood design choices explain why some pages get people to act and others stall. Here's how I use them to help visitors, not trick them.
What women-led brands actually need from a website
Women-led brands don't need corporate polish. They need clarity, confidence, and a site that sounds like them. Here's what I focus on when I design for them.
Why I build from scratch instead of using templates
Templates are fine, until they aren't. Here's where they stopped working for me, why I build custom instead, and the honest cases where a template is still the right call.
Will AI replace web designers?
Will AI replace web designers? Here's the honest answer from someone who builds with AI daily. It changes the job a lot, and deletes it far less than the headlines say.
Designing for animal brands: warm, but still trustworthy
I have three Pomeranians and I've been the anxious owner picking a dog trainer at midnight. Here's what actually earns trust on an animal brand's website, from both sides of it.
Why I redesign brands nobody hired me for
I redesign brands that never hired me, on purpose. Here's why concept work is some of my favorite portfolio, and how I pick which brands to reimagine.