Insights and guides
Short guides and case studies that help you move from “looks fine” to “working better” in ways that fit real world constraints. Each one ends with a small action you can take in the next week, even if we never work together.
Most examples come from tourism, non profits, ag, and education in Western Canada, so the problems and solutions should feel familiar, not abstract.
Looking for something specific? Browse all articles.
Content and messaging
These pieces help you decide what to say, where to say it, and how to ship a first version without waiting for perfect copy.
Website content
A simple process to get a first version of your content live without waiting for perfect words. Start small, then refine based on how real visitors use the site.
Good if your team is stuck in planning or your homepage draft keeps growing.
Read the 6 step plan →Messaging and outcomes
How to look at your site like a visitor, see where attention drops, and connect your pages back to concrete actions like booking, calling, or donating.
Good if people compliment your site design but your inbox stays quiet.
Read why “looks fine” is not enough →Editors and content owners
Why teams avoid updating content, what that does to visitors, and how better content models and guidance can make updates feel safe again.
Good if only one person knows how to use your CMS, or if updates pile up in email threads.
Read about safer content updates →Structure and UX
These pieces are about how people move through your site, what they see first, and how you help them understand whether they are in the right place.
Structure and planning
Why quick, low fidelity wireframes help you spot missing content, confusing paths, and unrealistic expectations before you spend time on design and development.
Helpful if pages keep growing without structure or decisions stall in meetings.
See the wireframe checklist →Structure and planning
How to decide whether a fast AI website builder is "good enough", or if your site needs a proper content structure on a CMS that can grow with you.
Good if you are comparing AI builder promises with custom quotes and are not sure why they differ.
Read the decision guide →Coming soon
How to map a few key journeys, for example “book a stay”, “understand a program”, “become a member”, and let those drive your navigation and calls to action.
Good if your navigation grew over time and nobody is quite sure what belongs where anymore.
Coming soon
A guide for teams who keep adding boxes and banners, and want a calmer homepage that still supports internal priorities.
Good if your homepage feels crowded, but nobody wants to remove “their” content block.
SEO and site health
These pieces focus on the basics that make a noticeable difference to visitors and search engines, without turning your site into an SEO experiment.
Site health
How to spot and fix broken links without a giant SEO project, so visitors and search engines are not left at a dead end.
Good if your site has changed over the years and you are not sure what is still being linked or crawled.
Learn how to fix 404s →Coming soon
A simple checklist for keeping your local presence consistent and useful, from opening hours and locations to the pages that matter most.
Good if you depend on local visitors or bookings and feel like search is a black box.
Coming soon
How to improve loading times with a few realistic changes before you think about a rebuild.
Good if people complain that your site feels slow on mobile, but you do not know where to start.
Case studies and project notes
These pieces sit between a portfolio and a how to guide. They show what changed on a real site, why it mattered, and what you might borrow for your own context.
Tourism and hospitality
How reorganizing services, simplifying calls to action, and improving mobile layouts reduced confused emails and helped more visitors reach the booking form.
Good if your analytics show people visiting key pages, but staff still spend time answering basic questions.
Read the Banff Transportation project →Education and research
How structured program pages that surfaced dates, cost, and requirements helped busy professionals decide faster and reduced back and forth emails.
Good if important details are currently buried in documents that few people read.
See the Prentice Institute project →Non profit and bilingual
How a bilingual content model and reusable components helped a small team keep English and French in sync, and share news more often.
Good if you work in more than one language and feel like one version is always behind.
Read the Cinemagine Alberta project →Want help applying a guide
If a guide feels close to your situation but you are not sure how to apply it, we can look at your site together and decide whether you need a few small changes, an audit, or a new project.
Bring a link to your current site and a sense of what is not working. I bring questions, examples, and a calm review.
Even if you work through this on your own, it should make the guides more concrete and easier to act on.
