Weekly Business Growth Newsletter

"When someone searches for what you do, Google picks one of your pages to show them, and it isn't always the one you built for it. Every time it picks another, the figure Search Console shows you for that search drops. This summer my homepage climbed from 24 to 12 while that figure slid from 22 to 30, and I'd done it to myself in 3 tidy edits."

"There's a point in a growing shop where the website stops being the problem. Orders come in from three places, the stock lives in a spreadsheet you keep honest by hand, and the month end takes a little longer to tie every month. Nothing's broken. The business grew and the tools it started on didn't."

"I spent a year building a way of working with AI that I was proud of. Last week I went back through it idea by idea, to work out where each one had actually come from. Every one worth having was already sitting in a black plastic wedge with rubber keys, on a bedroom desk in 1982. I didn't invent a single one of them. The man who did spent the last forty years of his life being laughed at for a car."

"On 7 August I rewrote six page titles because six searches had my site on page one of Google and nobody was clicking. Yesterday I measured what those rewrites did, twenty-eight days on. They did nothing, and nothing turns out to be the correct answer. One of those searches has had my homepage at position 1.6 since June — 333 times shown, not one visit — and I can now tell you where the applause was coming from."

"On Friday morning I decided to rewrite one of my own pages — the one a paying client actually came in through — because Search Console had it at position 45, where nobody finds anything. By the afternoon I had not touched a word of it. The page is at 25 and climbing, and both numbers came out of the same account on the same morning. If you have opened Search Console this month, you were almost certainly reading the first one."

"This morning I spent 2 hours measuring my own work, and my business earned nothing from a minute of it. A year ago I could not have built the tool that wasted the morning — the constraint was real and it protected me. If somebody is currently selling you AI for your business, the speed is not the thing to ask about."

"One of my pages turned up in Google 9,547 times last month and nobody clicked. I knew what was to blame, wrote it down, and then spent a third of a penny proving myself wrong. Here's what was really going on, and the ten-minute check that tells you whether it's happening to you."

"When your booking confirmations fail silently, nothing tells you — no bounce, no alert, nothing saying anything is wrong. The answer is a one-line fix. Here's the two-minute check that tells you whether your own email is arriving, and what to do if you can't get a date."

"The free HMRC filing portal closed on 31 March. The confirmation statement fee has nearly quadrupled in under two years. And every existing company director has until 18 November to verify their identity with Companies House — free, twenty minutes, and an offence to miss."

"Between late June and early July, the only thing I changed on one client's site was twenty-one links between pages that already existed. One recrawl later, seventeen positions improved — including two jumps onto page one — and the untouched pages barely moved. Here's the cheapest SEO lever you've already paid for."

"I've just cut how often my retainer clients hear from me, on purpose — from every week to every fortnight. Here's why that's more of my attention, not less, and the question it should make you ask of everyone you pay."

"I built a tool that pulls real search data before a single page gets built — and its first proper job caught a client's site plan repeating a rival's mistake, then found a gap nobody had noticed was sitting there empty."

"It's my birthday, which by the office rule means I'm the one bringing the cake — so here it is. Someone tracked 100 once-successful blogs over four years, and what happened is a warning for any business that leans on Google. My gift to you."

"It's my birthday today, so this one's a bit different. A ZX Spectrum in a 1980s bedroom, a program typed in by hand, and why that kid is still the reason I build websites the way I do."

"Two quotes for the same shop, both saying 'Shopify web design', a thousand pounds apart — and no way to tell what the extra buys. Here's how to tell a builder from a theme-flipper."

"Most of you already have a website sorted, so this isn't a pitch. It's to show you something I've built — a proper site for the trades, £49 a month, live in days. For a project of your own, or the tradesperson you know who still needs one."

"The most important tool in my business got better this week. Anthropic shipped Claude Fable 5 — their most capable model yet — and I've switched the whole system over to it. Every client gets the upgrade the same morning, and nobody's bill changes. Here's what that actually means for you."

"Search your own business and read the listings one by one. Your phone number is probably written three different ways across them — and to Google that reads as three businesses, not one. That scramble quietly costs you map pack rankings. Here's what local citations are and how I fix them."

"Google your own trade in your own town. The firm at the top of the map pack has forty-three reviews; you've got three, and the call is mostly decided before either of you has said a word. A widget can't fix that — it only frames the reviews you already have. Here's the system that actually closes the gap, and the six weeks of work inside it."

"You've seen the line: 'You've exceeded your token usage — buy more to continue.' Four turns in, the wall. The advice underneath those posts never touches what's actually broken. I wrote a short piece this week about the real problem — and it isn't the model."

"A Highland order lands in your Shopify inbox. The customer paid £4.99 for shipping. The carrier charged you £14.99 to deliver it. The receipt looks like every other receipt. Here's why the cheaper rate always wins, and the three-postcode test that catches the leak."

"Most of the Astro vs WordPress comparisons online are written by someone selling one of the two platforms. I sell Astro and I still tell roughly one in five clients to stay on WordPress. Here's why, and how to tell which side of the line your site sits on."

"I pulled ninety days of search data this week and found a page being seen a thousand times a month and clicked once. The fix wasn't the page. It was forty characters above it."

"Most platform migrations I've seen treat paid traffic as an afterthought. It isn't. It's the only thing keeping the lights on while Google works out where you've moved to."

"I ran a diagnostic across thirty-one websites this week. One of them had been telling Google, for months, that every single page lived at a domain that didn't exist."

"Our graphic designer Phillip said something last week that made it click. He wasn't being kind. But he was right — and he was naming a problem I'd been avoiding for months."

"I've looked at several popular AI setups this week — which are open source, freely available, and well documented. Every one of them married efficiency with soullessness. People are building Frankenstein monsters. An intelligence that lives but has no home to go to."

"Last month a client emailed me a change request on a Tuesday. It was a small thing — update a heading, swap an image. The kind of thing that takes five minutes to do and three weeks to forget about. I didn't forget about it. But only because I happened to scroll back through that thread on Friday and spotted it. That's not a system. That's luck."

"Last week I talked about the dashboard tax — the friction of logging into six platforms before lunch. But there's a deeper problem than the logins. Even if every dashboard loaded instantly, you'd still be looking at fragments. Google Search Console shows impressions. Analytics shows behaviour. Your ranking tool shows positions. None of them talk to each other. The diagnosis lives in the gap between them."

"I counted six dashboards before lunch on Monday. Stripe. Brevo. Google Search Console. Shopify. Namecheap. Google Ads. Each one a separate login, a separate 2FA code, a separate context to reload. By the time I'd authenticated into the third, I'd forgotten what I was doing in the first."

"I can build a website in a day. Write ten pages of content before lunch. Audit an entire SEO profile in twenty minutes. The execution speed is solved. Here's what's not solved: knowing which of those things to do first."

"A few weeks ago I showed you four live trade websites. Since then I've built seven more. All eleven are now indexed by Google and starting to rank -- some on page one. No ads. No backlinks. Just good fundamentals. Here's what Google Search Console is actually showing me."

"I just rebuilt a client's Google Ads campaign from scratch. Not tweaked it. Not optimised it. Pulled it apart, analysed five years of data, and built something completely new. The old campaign was leaking money in three places nobody had checked."

"I've been running my business through AI every day for a year now. Not experimenting. Not dabbling. Actually running my business through it - client work, content, code, operations. Here's what I learned."

"I used to charge £2,000+ for websites. I'd build them, launch them, and watch them slowly die. Clients couldn't afford maintenance. Their sites became digital graveyards. That's why I switched."

"I audited a client's site last month. 155 pages with missing titles. 355 images with no alt text. A sitemap Google couldn't read. The site looked fine from the outside. Underneath, it was invisible."

"I built four trade websites to show exactly what £49/month looks like. Not mockups. Not 'coming soon' placeholders. Real sites, live now, that you can click and judge for yourself."

"I just launched janahelps.co.uk - a cleaning company that escaped Wix. Sub-second loading, professional design, online booking. Want the same for your business? £49/month."

"That website you've been meaning to sort for six months? The one that loads slowly, looks dated, costs too much monthly? From conversation to live in one week. £49/month. Here's how."

"A 30-year-old garden furniture company sold 13% MORE in 2024 and lost £1.2 million doing it. Here's what went wrong - and what it means for any business selling physical products."

"Everyone's talking about AI replacing jobs. Here's what happened when I spent a year building a boutique digital agency with AI as a genuine partner - not the hype, not the doom, just the reality of what worked and what didn't."

"Most dashboards show you what you want to hear. Here's how to build one that shows you what you need to know - the capacity metrics that reveal whether your business can actually handle growth, and the vanity metrics you should stop checking."

"Most agencies scale by hiring more people and hoping quality survives. Here's why 'just take more clients' is dangerous, how capacity validation works in practice, and why event-based milestones beat arbitrary timelines. This is how you grow a boutique agency without breaking what made it work."

"Restaurant kitchens don't wing it during service - everything is prepped before the first order arrives. Here's how I apply mise en place protocols to client delivery, why I call it The Monday Service, and why this systematic approach only works when you're serving 30 clients maximum, not 300."

"AI is stateless, so every session starts from zero - and documentation doesn't enforce behaviour because it just sits there hoping to be read. Here's how I built The Palantir: 542 wiki pages of systematic intelligence that give AI complete operational consciousness in one command. This is the memory prosthetic for superhuman collaboration."

"Last week I told you AI can't provide strategic direction. But here's what I discovered: the right metaphors prevent AI from drifting into generic corporate-speak. The Palantír, The Conductor, The Monday Service - this isn't whimsy. It's infrastructure for thought."

"Last week I promised to tell you why SQLite is probably enough for your business. Short answer: it handles 304 database tables, complete financial tracking, and a boutique client roster without breaking a sweat. But here's what nobody's talking about while selling AI as magic..."

"Everyone chases cutting-edge frameworks that AI has never seen. I'm building with Django/SQLite/Astro/Tailwind—boring technology that AI knows deeply. That's the competitive advantage nobody sees coming."

"I went back through hundreds of Git commits last week to analyse what I was asking Claude Code six months ago vs what I ask now. The evolution surprised me when I saw it. Six months ago: detailed technical specifications. Today: recognisable patterns with verbal flourish. 'Build a HubSpot Lite lead pipeline' delivers more than 50 functional requirements ever could..."

"Last week someone asked what tech stack powers the £49 websites. When I told them - Astro, Tailwind, standard HTML - they looked disappointed. No Next.js? No microservices? No bleeding edge framework? Just... boring, proven technology that AI tools have seen ten thousand times before..."

"About a month ago, Nick Bastock from the good2great programme recommended Carlos contact me. Escudero Auto needed a website - their one.com site was aging badly. What happened next proves everything about platform liberation..."

"I just published every single website improvement I've made since August. In public. For anyone to see. Including the mistakes, the fixes, and the 'why didn't you do that properly the first time?' moments. Most agencies would rather eat glass..."

"The platform that got me to £1,294 MRR needs architectural changes to reach £15k MRR. Not because it doesn't work - because it works too well. Here's how I'm implementing service layer architecture for 10x growth..."

"Agencies typically spend £50-100k on platform development and get half-finished systems. We spent £5.33/day and built something extraordinary..."

"After 26 years in this game, I've learned that building a real business is exactly like completing The Legend of Zelda - every level you unlock makes the next challenge not just possible, but inevitable."

"I was sending beautiful SEO reports that clients never read. The dashboard had impressive graphs. The metrics looked professional..."

"Three years ago, I had a problem. Every week brought another 'game-changing' tool..."

"Why everything in SEO starts with the RIGHT 20 keywords. Plus: How Carlos at Escudero Auto is transforming his business with just 10 focused keywords, the service tier framework that scales perfectly, and why most agencies are targeting the wrong keywords entirely."

"Why AI agents are just reading glasses (not different brains). Plus: From 600 scattered files to 10 strategic documents, Atlantic Rubber's 8,595 monthly search opportunity, and the Swiss Army knife problem costing you thousands."

"From prompt engineering to real results..."

"SPECIAL EDITION: The £509/month I was burning on tools is now building actual results..."

"Agencies are panicking. Here's why..."