A visitor who waits three seconds usually will not wait for a fourth. Why we treat speed as a feature, not an optimisation.
Contrast, keyboards and screen readers — three things that are cheapest at the start and most expensive at the end.
A handful of good photographs beats a gallery of a hundred. Here is what we look for.
The shortest possible post — just a title, summary and text. No image or author.
No tricks: a clear title, a description that describes, a fast site, and content that answers the question.
You do not write about what you do — you write about what the client is trying to solve.
Colour is not taste — it is a decision that has to survive a screen, a print run and low vision.
