Insights

Practical writing on AI, websites, and software.

Short, opinionated notes on what works for small businesses and what doesn't. No buzzwords, no AI theatre.

A website should answer questions, not just describe a business

Most marketing sites still behave like brochures. The next generation answers, qualifies, and hands off — without becoming a chatbot gimmick.

Rebuilds are expensive and slow. Most sites don't need one — they need a sharper layer of strategy, content, and modern tooling on top.

Forget agentic theatre. The AI integrations that earn their keep in a small business are unglamorous, scoped, and measurable.