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Notes on brand, web and systems

Practical writing on branding, WordPress, pricing and the systems behind a business — no filler, no listicles.

11 articles in WordPress · clear

Running a WordPress site in two languages without regret

WPML, Polylang or separate installs — and the hreflang mistakes that quietly cost half your search visibility.

Custom blocks and theme.json now cover what most sites needed a builder for, without the licence or the weight.

AI answers took the easy traffic. What remains is narrower, harder and considerably more valuable.

Most hardening advice is theatre. These five prevent nearly every real-world compromise we have cleaned up.

Page builders are cheaper to start and more expensive to keep. Where exactly the crossover happens.

New host, new domain or new design — the same checklist keeps the traffic. The order matters more than the tools.

Most maintenance retainers are an automated update and an invoice. Here is what the money should be buying.

Before you buy another caching plugin: the five causes that account for most slow sites, and how to check each in five minutes.

The number is not the problem. Here is the actual test, and the eight plugins most sites genuinely need.

Three good options with three different failure modes. The questions that decide it, and the answer that is usually right.

Both are legitimate choices. Here's how we decide, based on budget, editing needs and how long the site has to last.