Insights
What we learn building and measuring websites, stores and campaigns. No filler.
Your site is fast. Your customers' phones disagree.
Lighthouse on office wifi is a lab result. Core Web Vitals come from real phones on real networks, and that is what Google reports.
Local search is decided by three things, and Google names them
Relevance, distance and prominence. Almost everything you can control in a local result lives in the first and the third.
Ninety days of measurement before you scale Google Ads
The most expensive way to scale an account is to do it before you know what counts as a sale. These are the four things we close first.
The stack we actually run in 2026
Astro, Tailwind, anime.js and Vercel to build; Search Console, GA4 and Lighthouse to measure. What we leave out says as much as what we use.