Build websites for humans, not for the stack
This is the talk that gave this website its headline. After ten years of talks about servers, speed and audits, it is the one I care about most.
Most websites are built from the inside out. The team picks a stack, a theme and a plugin list, and then fits the content in. Visitors don’t care about any of that. They come with a question and want a quick, honest answer.
Friction hides in small places
A form label that disappears when you start typing. A cookie banner that takes four clicks to decline. A menu that lists your departments instead of what visitors want to do. None of these look like bugs, so nobody fixes them. Each of them costs you people.
Write for one person
Good copy reads like you are talking to one person across a table. Say what you do, who it is for and what happens next. Search engines are better at understanding plain, helpful pages than ever, so writing for humans no longer means giving up on SEO.
Test with real people
Show your site to someone who has never seen it and give them one task. Don’t help. Watch where they hesitate. It is cheaper than any agency and more honest than any dashboard.
Whether you write the code or lead the team, the plan is the same: remove friction, keep layouts clear on every screen, and write like a person. Do that and people stay, come back, and buy.
