The future of the web is weirdly human
The future of the web may end up looking a lot less like documents, and a lot more like the things it's trying to describe.
Conjecture (page 1 of 9)
One website, one CMS
Running multiple CMSs on one website doesn’t just create complexity. It quietly destroys coherence, agility, and growth.
The inversion of purpose
The web spent decades optimising for conversion, just as AI began turning conversion itself into commodity infrastructure.
Headless websites and the cost of engineering vanity
Headless sounds like a route to freedom, but too often it just swaps one set of constraints for another, heavier one.
There are only four sensible ways to build a website
Most teams don’t pick the wrong stack because they misunderstand the technology. They pick it because they misunderstand themselves.
Clicks don’t count (and they never did)
Rankings, traffic, and prompt tracking all measure the interface, not the market. If you want visibility in AI search, start measuring competitiveness.
Speed is the first competency test
Speed isn’t just a technical metric. It’s one of the clearest places where the health of an organisation’s digital systems becomes measurable.
Raise the floor
CMSs, browsers, standards and platforms aren't immutable forces or constraints. They're shaped by people. And if you depend on them (you do), you can shape them too.