Notes from the workbench.

Latest

• Fintech

  What enterprise buyers audit on a fintech site before they will even take a call.

  A fintech marketing site is often the first artifact a procurement or security team evaluates, well before anyone in sales gets a meeting, and it gets read the way an auditor reads a document.

  2026-10-06 · 9 min read

• Cosmetic Dentistry

  Winning high-ticket implant and cosmetic cases online, not just consultations.

  A full-mouth reconstruction or a multi-implant case is decided over weeks, not in a single visit, which means the website has to carry the trust that a chairside conversation would normally build.

  2026-09-29 · 8 min read

• Medical Aesthetics

  Filling a clinic calendar without training patients to wait for a discount.

  Discount-driven marketing fills a calendar for a month and empties the next one, because it teaches patients to wait rather than book.

  2026-09-22 · 7 min read

• Technical SEO

  Programmatic SEO that survives a Google update, built for service businesses.

  Programmatic SEO has a bad reputation because most implementations are thin pages stitched from a spreadsheet. Done properly, it is just disciplined content architecture at volume.

  2026-09-15 · 8 min read

• Local SEO

  Building forty city pages without them reading as the same page forty times.

  Multi-location service businesses need local pages to rank, but templated pages that only swap a city name are exactly what gets filtered out of search results.

  2026-09-08 · 9 min read

• Performance

  Core Web Vitals stop being a local problem once you sell globally.

  A site that scores well in Lighthouse from a lab in the same city as your server can still feel sluggish to a visitor eight thousand kilometres away.

  2026-09-01 · 8 min read