A newsletter for cultural pioneers

The Maquette

Systems thinking, delivered.

Sharp, practical dispatches on the infrastructure behind exceptional work. Frameworks, decisions, and hard-won lessons, building systems for people who'd rather do the work than talk about it.

Frameworks

Repeatable snippets you can steal and adapt

Decisions

How to choose when everything looks reasonable

Craft

Lessons from the work itself, unfiltered

Issue One

How to tell if your website is working against you

Your site looks fine. It says the right things. But enquiries are flat, the wrong people keep getting in touch, and you can't explain why. Most websites fail silently — not through bad design, but through misaligned structure. Five diagnostic questions that reveal whether your site is attracting the work you actually want, or quietly repelling it.

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Coming up in The Maquette

02 The audit checklist I use on every new client site
03 Why your "About" page is losing you work
04 Content that ranks vs content that sits there

You're in.

Welcome to The Maquette. You'll hear from me when there's something worth your time.

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