Writing
Notes, mostly about doing this well.
Web strategy, accessibility, measurement, and the occasional side project postmortem. Short pieces, published when I have something specific to say.
AI search has no page two
I ran an AI visibility audit on a birding site three days after launch. It scored 8 out of 100. Four months later, Gemini, ChatGPT, and Perplexity all name it first for the question it was built to answer.
I gave up an executive title to stay close to the work
I left an AVP role with a big budget and a team for a smaller scope. The reason is a claim about the discipline: web strategy that never touches implementation drifts.
Over 90% of our visitors never see the homepage
We asked how people actually use the Global Fishing Watch website. Most of them skip the front door entirely, and the ones who use it mostly want one thing.
Governance is a permission model, not a policy document
Most web governance programs are a document nobody reads. What actually governs a decentralized, multi-site web presence is what the CMS permits, what the templates make easy, and who has to say yes.
Most of my traffic was my own server
I launched this site with no analytics script and read the raw access logs instead. Sixty percent of the traffic turned out to be the server talking to itself.
Accessibility is a process problem, not an audit problem
Every accessibility audit I have seen produces a list nobody has time to fix. The fix is upstream, in the process that generated the list.