Opinions

Notes on making professional services websites easier to trust and easier to choose.

Writing on positioning, structure, proof, and the commercial job a serious website should do before the first conversation.

Latest Writings

Most firms do not have a design problem, they have a positioning problem

A redesign can make a site look newer. It cannot make the firm clearer if the message, structure, proof, and commercial logic are still attached to an older version of the business.
A professional services website should make hiring feel obvious before the first conversation

A serious professional services website should reduce the amount of persuasion you have to do manually.