How to structure a service page around customer questions
Most service pages describe the company. We structure them around the questions visitors need answered before they get in touch.
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Notes from
real projects.
Practical writing on SEO and AI search, WordPress, performance and website care — from the work we do for clients.
WordPress to edit, static to serve: the RefrigeratorRepair.center build
The team edits in WordPress; visitors get plain static pages built with Eleventy. Here is how that works on RefrigeratorRepair.center, and what it costs.
Designing a website for an independent La Cornue service
Owners of a hand-built French range judge a repair service before they read a word. The design had to earn that trust, then answer very specific questions.
What actually moves LCP and INP on a WordPress site
Two of the three Core Web Vitals depend mostly on decisions made in the theme, long before anyone installs a caching plugin.
What is llms.txt, and does your WordPress site need one?
llms.txt gets a lot of attention as a way to be seen by AI assistants. It is useful, cheap and easy to overrate.
Why we build WordPress on Bedrock, Sage and Acorn
Your editors still get the WordPress admin they know. What changes is everything behind it.
How to translate SEO titles, descriptions and slugs in TranslatePress
A page can be fully translated on screen and still show up in search with the source language's title, description and URL. Here is why, and how we fix it.
How to serve WebP from WordPress without server configuration
Most WebP guides for WordPress start with server rewrite rules. On many hosts you cannot change those, and you do not have to.
Local business schema: which JSON-LD actually matters
Structured data will not rank a page by itself. It does make your business details unambiguous, which helps both search engines and AI answers.
Before you ask someone to fix your website: what to send
A good first message turns a day of back-and-forth into a clear estimate. This is the checklist we wish every request included.
What monthly WordPress care actually includes
“Maintenance” often means someone clicking Update all once a month. Real care is mostly the work that happens around that click.
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