Lessons I learned the hard way, so you don’t have to.

Little Coffee Place 2 min read Build the Comparison Before You Write the Review A review earns the link after it helps the reader decide what matters. Read the lesson →

Little Coffee Place 2 min read The Best Affiliate Link Feels Like the Next Step The link works better when it completes the thought instead of interrupting it. Read the lesson →

Avocadu 2 min read Document the Money Path Before You Add More Traffic More visitors do not make a business easier to run when the revenue path lives in the owner’s head. Read the lesson →

Create & Go 2 min read Don’t Add the Homepage Button Until the Next Page Exists A button is not progress when the page behind it cannot finish the promise. Read the lesson →

Avocadu 2 min read One Homepage. One Paid Outcome. The old Avocadu homepage was simple because the business knew which outcome mattered most. Read the lesson →

Create & Go 2 min read The Open-Rate Drop Wasn’t Just the Subject Line Before blaming the copy, I learned to separate the people receiving it. Read the lesson →

Create & Go 2 min read 430 Sends. Two Clicks. The Open Wasn’t the Goal. An email can be opened and still fail the one job it was sent to do. Read the lesson →

Create & Go 3 min read The Homepage Test I Use Before Adding Another Button A simple four-column test that turns a homepage from a brochure into a useful router. Read the lesson →