Playbooks for operators. Not theory.
Long-form documentation of the systems we build. Read what we'd want to read if we were on the other side of the table.
Every playbook.
- Attribution
Server-Side Conversion Attribution — closed revenue, not raw clicks
A practitioner's pillar on why client-side pixels broke after 2021, what server-side conversion attribution actually requires, and how to ship the wire-up in four weeks. Frameworks, week-by-week plan, common pitfalls.
- Attribution
Consent Mode v2 + Meta Limited Data Use — propagating consent end-to-end through the edge fanout
Methodology for honoring user consent state from the browser through the CRM through the Cloudflare Worker to each of the five platform APIs. Google Consent Mode v2 fields, Meta Limited Data Use, Microsoft consent_mode, TikTok processing_options, plus the CRM-side consent flag pattern.
- AI-Native Build
Core Web Vitals Tuning per Page Type — LCP candidates, INP regressions, CLS prevention
Methodology for tuning Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift per page type across a service-business AI-native site. The LCP candidate per page type, the INP regression patterns to avoid, the CLS prevention conventions, and the field-data monitoring pattern via Chrome User Experience Report.
- AI-Native Build
Legacy CMS Migration Playbook — URL inventory lock, redirect map generation, GSC post-cutover
Methodology for migrating off WordPress, Wix, or Squarespace to an AI-native Astro + Cloudflare Workers static stack without losing search equity. The URL inventory lock, the redirect map generation pattern, the GSC post-cutover verification checklist, and the six failure modes that produce avoidable traffic loss.
- AI-Native Build
llms.txt Conventions and Emerging 2026 Practice — file structure, entity declarations, discoverability
Methodology for publishing the llms.txt manifest on a service-business site. The file structure (H1 title, blockquote summary, H2 section headings, link lists), the entity declarations, the canonical-URL conventions, and the discoverability pattern. Plus the relationship to llms-full.txt and the convention's current adoption state.
- Attribution
Meta Conversions API Envelope Reference — canonical-to-Meta transformation, enhanced-conversion hashing, test events
Reference doc for the Meta Conversions API side of the server-side conversion attribution stack. The canonical-to-Meta transformation, the user-data hashing requirements, the Test Events tool, and the deduplication mechanics that hold the dedupe rate above 95 percent.
- Attribution
Multi-Currency Attribution — ISO 4217 conventions, decimal-vs-cents, cross-platform rate consistency
Methodology for multi-currency operators running server-side conversion attribution across regions. ISO 4217 currency codes, decimal-versus-cents conventions per platform, FX rate consistency across the five-platform fanout, and the four most common failure patterns that produce silently bad attribution.
- Attribution
Cloudflare Workers Fanout Cookbook — wrangler config, secrets, Logpush wiring for the 5-platform fanout
Copy-pasteable recipe for the Cloudflare Worker that fans out server-side conversion events to Google Ads, Meta, Microsoft, TikTok, and GA4. wrangler.toml configuration, secrets management via wrangler secret put, Logpush wiring, the Worker entry point, and the deploy command.
- AI-Native Build
Cloudflare Workers Static Assets Deployment Recipe — wrangler config, assets binding, single-command deploy
Copy-pasteable recipe for deploying an Astro 6 site to Cloudflare Workers Static Assets. The wrangler.toml configuration, the assets binding, the build-and-deploy command chain, the cache headers, and the post-deploy verification checklist.
- Attribution
Google Ads API Offline-Conversion Upload — the OfflineConversionUploadGclidService end-to-end
Copy-pasteable recipe for firing closed-revenue conversions to Google Ads via the OfflineConversionUploadGclidService. Schema, request payload, the GAQL queries that confirm the upload landed, and the six failure modes to verify against before declaring the wire-up complete.
- AI-Native Build
JSON-LD Schema Checklist by Page Type — the eleven page types, schema each emits, validators in CI
Copy-pasteable checklist of the JSON-LD schema each of the eleven canonical page types must emit. Home, services hub, service detail, pricing, case studies hub, case study detail, about, blog hub, blog detail/pillar, contact. Includes the Schema.org Validator and Google Rich Results Test wiring for CI.
- Growth & SEO
Naming Conventions That Scale: Name Files So Nothing Gets Lost
A naming convention is the cheapest scaling decision you'll make. The three-part system — class, subject, variant — that lets anyone decode a file's purpose from the name alone, and how to roll it out without a revolt.
- Growth & SEO
Contractor Sites That Book Jobs: the Kadence Pro Way
A contractor doesn't need a bespoke build — they need a site that books jobs and that they can edit themselves. Why WordPress + Kadence Pro is the no-brainer for trade and home-services sites, and what one actually needs to convert.
- Growth & SEO
Pitch Decks That Close: the Five-Slide Arc
A pitch deck closes when it's an argument, not a brochure. The five-slide arc — cover, comparison, triggers, unlock, close — and the design restraint that makes the gap impossible to unsee.
- Growth & SEO
Revenue-Safe SEO: an AI-Search Playbook
Plenty of 'AI SEO' wins traffic that never becomes a dollar. Revenue-safe SEO starts from the booked job and works backward — owning the money queries and measuring which content actually closes revenue.
- Growth & SEO
Master AI Bidding & Conversational Ad Strategies
How AI-powered automated bidding (Target CPA, Max Conversions, Smart Bidding) integrates with conversational ad creative — for higher ROAS without the daily-bid babysitting.
- Growth & SEO
Mastering AI-Powered SEO and Generative Answer Optimization
Ranking isn't the goal anymore — being the page an AI answer engine quotes is. Six structural moves that earn the citation, and why none of them is a growth hack.
- Growth & SEO
The AI Marketing Stack That Actually Ships Work
You don't need forty AI subscriptions — you need a small stack where each tool removes real hours and the whole thing is wired to closed revenue. How to choose without buying the hype.
- Growth & SEO
AI Prompts for SEO Content: What Helps, What Hurts
No prompt 'optimizes SEO instantly,' and careless AI content is the fastest way to lose the answer engines' trust. The system that makes AI drafting safe, plus four prompt patterns that earn their place.
- Growth & SEO
Zero-Click Search: Winning When the Click Never Comes
Most searches now end without a click. You win them by being the source the engine quotes, capturing the brand impression, and wiring attribution that survives the missing click.
- Growth & SEO
AI Marketing by the Numbers: Signal, Fluff, and the One Stat That Pays
Most AI-marketing statistics are unsourced vendor numbers recycled into listicles. Here's how to tell a real claim from fluff, the few things that are directionally true, and the one metric that actually decides whether AI is working for you — closed revenue, attributed to its source.
- Growth & SEO
Short Clips, Deep Dives, and What Actually Converts
Short clips win attention, deep dives win trust — and neither wins revenue until you can prove which produced the booked call. What each format is for, and the measurement that makes it accountable.
- Growth & SEO
Hybrid SEO + GEO: Optimizing for Humans and Answer Engines
Ranking for humans and getting cited by AI aren't competing strategies — they're two outputs of one structural foundation. The hybrid playbook, and the two places they diverge.
- Growth & SEO
First-Party Data: the Precision That Outlives the Cookie
The third-party cookie is gone. The precision that replaces it is the data your customers hand you directly — collected with consent, unified in the CRM, and fed back to the platforms that spend your money.
- Growth & SEO
The AI Marketing Trends That Survive Contact With a P&L
Most 'AI marketing trends' content is last year's hype repackaged. The four shifts that genuinely change the economics — answer engines, the end of third-party data, cheap execution, and consent as architecture.
- Growth & SEO
Niche Communities: the Underrated Growth Channel
The biggest audience is rarely the best one. Why a small network of the right people who trust you out-earns a crowd of strangers — and how to grow in it without burning the trust that makes it work.
- Growth & SEO
Storytelling That Converts: Narrative Plus Proof
A great story gets a prospect to lean in; a receipt gets them to sign. Why narrative only converts when it's welded to proof — and why the proof is the harder, more valuable half.
- Growth & SEO
The SEO Playbook That Still Works in the Answer-Engine Era
Someone declares SEO dead every few years and the fundamentals keep working. The five durable moves that survived every algorithm update — and are exactly what the answer engines reward now.
- Growth & SEO
Building a Community Around Your Brand (Without 'Hacking' It)
You can't hack a community into existence — you can only be useful, consistently, until people stick around. Why the growth tricks fail, what actually builds belonging, and why it's the most durable channel you can own.
- Growth & SEO
What AI Actually Changes About Your Marketing
AI made the repeatable parts of marketing cheap and left the judgment parts exactly as hard. The honest split between what AI accelerates, what it can't touch, and the one thing it makes more important.
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