Journal
Thinking, in public
Field notes on design, engineering and growth — written by the people who ship the work. No thought leadership, just lessons with receipts.
Web design · 5 Nov 2024 · 10 min
The anatomy of a landing page that converts
Promise hierarchy, proof placement, objection handling and CTA economics — a section-by-section teardown of landing pages that convert, with a fictional before-and-after.
conversion designweb designcopywriting
Product · 8 Oct 2024 · 8 minEmpty states are product marketing
First-run, cleared, error and no-results states teach or lose people. Copy frameworks, illustration restraint, and measuring empty states as funnel steps.
empty statesUX writingonboarding
Playbooks · 2 Sept 2024 · 10 minLaunch week: the checklist we run for every site
Go-live is a week, not an afternoon. The runbook we run for every launch: redirects, DNS, analytics continuity, rollback criteria, and day-two priorities.
website launchgo-live checklistlaunch runbook