Sitemap Generator

A sitemap sets the foundation for how a website will communicate, organise information, and guide users through their decision-making journey. Defining this structure early helps ensure the site is logical, scalable, and aligned with how the business actually works – not just how pages are typically arranged. This prompt uses a standard B2B sitemap as […]

Creative Hypothesis

The creative hypothesis translates the client’s interview insights into a clear, practical creative brief for the designer. One of the biggest challenges in creative work is ensuring that subjective terms like “premium,” “clean,” or even “pizazz” – mean the same thing to everyone involved. This hypothesis provides a shared starting point. By grounding the direction […]

Homepage Draft generator

This prompt converts an initial website interview into a structured, strategic homepage draft. High-quality homepage content begins with a high-quality conversation. The more we explore, specific examples, decision-making rationale, approaches to delivery, and the real-world impact of the work, the more raw material the prompt has to create a homepage that feels differentiated, credible, and […]

Customer service is a design choice

If customer service is one of your company’s values, it shouldn’t stop at your contact form. We tend to think of customer service as a team, a department, or maybe a cheerful chatbot in the bottom-right corner of a screen. But if service is part of your brand DNA, if you pride yourself on being […]

The infrastructure of content

I’ve been thinking about websites as business assets for a long time, and I keep coming back to this: the core of any website is the content. After all, “Content sells the product; design sells the content.” So, if a website is to be valuable to a business, then the content on that site is […]

You suck at briefing. But that’s our fault.

I’m going to be very honest in this post. Most of my clients don’t understand websites and how they work (if you are a client of mine, I don’t mean you, I mean my other clients, the ones who aren’t my favourite…) – at least not from a technical perspective. It can be more difficult […]

Business as code

I imagine a lot of other small business owners also feel like their businesses run on the memory of their team. Someone remembers how the invoicing works. Someone else knows which spreadsheet controls the marketing budget. A client calls with a question and you think, who’s the person that remembers this bit? That’s how most […]

The worlds best pies.

Is your website trying to sell the world’s best pies? Let me explain. I was driving through the countryside with my family — lovely day, windows down, stomachs rumbling — when we passed through Bilpin. If you’re from New South Wales, you’ll know it’s famous for apples. And where there are apples, there are apple […]

Let’s stop obsessing over SEO. Seriously.

I know—I’ve said this before, but it’s worth repeating:Stop obsessing over SEO and AdWords.They’re not a strategy. They’re just tactics. Think about it this way: back in the day, you wouldn’t walk into a media agency and say, “I just want to do radio,” or “only TV.” You’d ask, what’s the best way to reach […]