Field notes · 9 articles

Notes from the build.

Strategy, engineering, and design from a studio that ships. No thought leadership — just things we learned building sites that move pipeline.

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AEO

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May 2, 20269 min read

AI search is rewriting where your traffic comes from. Here’s the playbook.

ChatGPT, Perplexity, and Gemini are quietly siphoning the top of your funnel. We built a four-week plan that gets B2B sites cited — with measurable demo lift before the quarter ends.

Apr 24, 20267 min read

The performance budget that actually survives marketing reviews.

How we keep Lighthouse green on a 200-page site that ships three campaigns a week — without making marketing fight engineering for every kilobyte.

Apr 18, 202611 min read

WordPress, Webflow, or custom: the honest tradeoffs in 2026.

We’ve migrated forty-plus sites between these three. Here’s what nobody tells you about the second year of ownership — and the question that should drive the decision.

Apr 11, 20268 min read

How we ship complete site rebuilds in eight weeks, on purpose.

The week-by-week schedule we run for every engagement, the four meetings that aren’t optional, and the one decision that determines whether you make the date.

Apr 3, 20266 min read

Schema.org is the cheapest pipeline you’re not using.

A two-day audit and a weekend of cleanup gets most B2B sites into ChatGPT’s citation set. Here’s exactly what we add — and what we strip out.

Mar 27, 202610 min read

Design systems marketing teams actually open the next morning.

We’ve watched a dozen perfect Figma libraries die in week three. The shape of a system that survives contact with real campaigns looks different than you’d expect.

Mar 19, 20267 min read

The homepage hero is the single most expensive paragraph you’ll write.

Why we burn three days on a 14-word headline, the writing exercise we run every time, and the four examples we keep going back to.

Mar 12, 20269 min read

Modeling a Webflow CMS that doesn’t break in year two.

Most Webflow CMS schemas are designed for the launch — not the next 200 posts. The five collections we always ship, and the three relationships that pay rent.

Mar 5, 20268 min read

What forty rebuilds taught us about saying no.

The features clients ask for that we now politely decline, the requests we always say yes to, and why that ratio is the real product of a studio.

Lina Cho

Design director

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