What Your About Page Should Actually Say (and Why Most Don’t)
On most small-business sites, the About page is the weakest page. Here's what it should answer, what to cut, and a practical rewrite plan.
Santa Fe, NM
I live and work in Santa Fe, NM. Here are some projects for local business in Santa Fe and the surrounding areas.
Read MoreWhat Your About Page Should Actually Say (and Why Most Don’t)
What “Brand Voice” Actually Sounds Like (and How to Test It)
Most small businesses don't have a brand voice — they have four pages written by four people. Here's how to define one and test whether it's working.
Naming Your Business: A Practical Framework for Founders
Naming a business is one of the few brand decisions you cannot easily revise. A working framework for founders: the six naming styles, what makes a name strong, realistic timelines and cost ranges, common pitfalls, and the tests to run before you commit.
Squarespace, Wix, or Custom WordPress: How to Decide
Squarespace and Wix work beautifully for simpler sites. Custom WordPress earns its complexity when a small business needs real integrations, scale, or distinctive design. A practical guide to picking the right platform the first time.
What WordPress Maintenance Actually Involves (and What It Doesn’t)
WordPress maintenance covers more than running updates. Here is what a real maintenance plan handles, what it deliberately excludes, and what it costs a small business.
When to Hire an Agency vs. an Independent Designer (and How the Cost Compares)
Agencies, independents, or something in between — a practical guide to who to hire for design work, when each option fits, and what they cost in 2026.
How Long Does a Rebrand Actually Take? A Realistic Timeline
A small-business rebrand takes three to six months of calendar time when decisions move on pace. Here's the phase-by-phase breakdown, and what stretches or shortens it.
Three Sites, One Family: What a Side Project Taught Me About Sister Brands
How a workplace ritual at N3B Los Alamos turned into three public-facing sites — and what building a sister-brand system at miniature scale teaches about the same problem at enterprise scale.
Color Psychology Is Oversold: What Actually Matters When Choosing Brand Colors
Color psychology oversells universal meanings. The research says what actually matters is whether a color fits the brand's category and concept — here's what to focus on instead.