Thinking

Things we've actually figured out.

No hot takes. No SEO filler. Honest writing about building digital products for startups.

6 min read

How to give an AI a memory of your own notes (for $0)

A hosted, open-source side project for learning Retrieval-Augmented Generation from the ground up — what it is, how it works, and how to run your own copy in about ten minutes.

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Hiring

5 min

How to choose a web agency (6 questions to ask)

Skip the portfolio scroll. These are the questions that predict whether a project goes well.

Aug 2026

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SEO

6 min

The technical SEO checklist we run before launch

Sitemap, structured data, canonical tags, Core Web Vitals. The unglamorous work that actually moves rankings.

Aug 2026

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Performance

5 min

How we hit 100 on Lighthouse - every single time

It's not magic. Here's the checklist we run on every build before shipping.

Jun 2024

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Architecture

7 min

When to go headless (and when not to)

Headless architecture is powerful. It's also overkill for 80% of startups. Here's how to decide.

May 2024

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Transparency

6 min

What does a £15k startup website actually get you?

We break down exactly where the budget goes and what trade-offs you're making at each price point.

Apr 2024

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Design Systems

8 min

The ROI of a design system for a 5-person startup

Spoiler: it pays off faster than you think - if you build it right from the start.

Mar 2024

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