Should a project have its own website, or sit on the developer’s site?
Agencies usually recommend a separate microsite. Often they are right, sometimes for the wrong reasons. How to decide, and what it costs you.
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Notes on building things that work.
What we have learned building websites, brands, and campaigns. Written to answer the questions people actually ask us.
What should a project website actually contain?
Most project sites are built as brochures. The commercially useful version is a filter. What belongs on the page and what is costing you
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How do you market a project before it launches?
Pre-launch is where most of the value is created and most of the mistakes are made. What you can say, what you cannot, and
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What makes a project launch campaign actually work?
After fifteen launches, the thing that predicts performance is not the creative. It is whether the offer was settled before the media plan.
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How much should a developer spend on marketing a project?
The percentage of revenue rule is where most project budgets start and it answers the wrong question. What actually decides the number.
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Why does most project marketing fail to sell anything?
Most campaigns describe a building. Buyers are not deciding about a building. What they are actually weighing up, and why nobody addresses it.
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How do I find out what my customers actually want?
Surveys mostly tell you what people think they should say. Cheaper methods that produce answers you can act on.
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Does my business actually need video?
Video is the default advice and it is right less often than people assume. Where it genuinely outperforms, and where it wastes a budget.
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Should I build custom software or use something off the shelf?
Building is more appealing and usually wrong. The three cases where custom genuinely wins, and the real cost nobody quotes for.
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Can my website talk to the software I already use?
Almost always yes, and the interesting question is what it costs and what breaks. A plain explanation of how systems connect.
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