Long letters on the web, written for coaches.

Everything here is written by me, at full length, without a content calendar in sight. These are the arguments I find myself making across the desk from coaches every week — about speed, structure, and what the web’s new readers actually reward. Start anywhere; they stand alone.

The Quiet Cost of a Slow Website (and Why Coaches Pay it Twice)Nobody has ever told you your website is slow — that silence is the problem. The arithmetic of abandoned visits, and the second, newer price coaches are paying without knowing it.9 MIN · JUN 2026
What “AI-Native” Actually Means — a Plain-English TourNot a chatbot bolted to your homepage. What structure, speed and genuine writing look like to the machines your future clients are asking — and why the fix is simpler than the jargon suggests.7 min · Jun 2026
How ChatGPT Decides Which Coach to RecommendYour next client may never see a search results page. A look inside the answer-engines: what they read, what they skip, and what makes them cite one practitioner over another.11 min · May 2026
You’ve Outgrown Your Website. Here Is How to Tell.Seven honest signs the site carrying your name belongs to a coach who no longer exists — and which of them actually matter enough to act on.8 min · May 2026
Why I Build Every Site by Hand (in the Age of Page Builders)Craft as a business decision, not nostalgia. What hand-structured HTML gives your readers — human and machine — that no plugin stack can.10 min · Apr 2026
The Coach’s Website, ReconsideredForget the template conventions. If a website’s job is to carry your presence to someone who hasn’t met you yet, most coaching sites are built backwards. A first-principles rethink.12 min · Apr 2026

This list is manually curated for now; as real Articles are published, links here will point to them directly.

The Site X-Ray — complimentary, limited each month

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Send me your address and I’ll prepare a short, written X-ray: what your site really weighs, how it reads to the AI systems your future clients are asking, and what a rebuild would change — including whether you need one at all. No call required. It arrives by email, like a letter.

You’ll also receive my occasional letters on writing and the web. Unsubscribe any time; no follow-up sequence tricks.