Here’s something that’ll sound counterintuitive: 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 than show that level of transparency.
And that difference? That’s worth understanding.
In This Issue
The Transparency Weapon Nobody Uses — Why publishing your changelog builds more trust than hiding imperfections
The 18 Versions That Chronicle 3 Months of Continuous Improvement — From SEO perfection to newsletter systems to this changelog itself
How Systematic Documentation Became Competitive Advantage — The competitive moat that takes competitors years to replicate
Why Clients Choose Businesses That Show Their Work — Over businesses that hide mistakes and pretend perfection
The Moment Everything Changed
Last Monday I was looking at three months of git commits for webuildstores.co.uk.
316
commits in 90 days of documented evolution
Big wins. Small fixes. Evolutionary improvements. Systematic refinement.
Most businesses bury this stuff. They file it under “internal documentation.” They hide the journey because showing continuous improvement somehow suggests you weren’t perfect from the start.
Here’s what I did instead. I published the lot. I created a changelog page. I documented every version from 1.6 to 3.3. I made it public. I put a “What’s New” link in the footer.
Version 1.6 (6th August): Blog System Enhancement and Content Migration
Version 2.0 (15th August): SEO Perfection Achieved (42 Issues to 0)
Version 2.7 (22nd September): Newsletter System Launch
Version 3.3 (7th October): Changelog System Launch
Eighteen versions. Ninety days. Complete transparency.
My designer friend looked at it and said: “You’re showing them you’re still fixing things. Doesn’t that make you look… unfinished?”
No. It makes me look like I give a damn.
Why Most Businesses Can’t Do This
Here’s the uncomfortable truth about transparency.
Most agencies can’t publish their changelog because their work doesn’t stand up to scrutiny.
They can’t show continuous improvement because they’re not continuously improving. They can’t document systematic evolution because their changes are reactive, not strategic. They can’t be transparent about their process because their process is chaos disguised as methodology.
Let me show you what I mean. Here’s what’s actually on my changelog:
Version 2.0: “I eliminated all 42 remaining SEO issues”
Version 2.4: “I launched a keyword-focused package structure with clear service tiers”
Version 2.9: “I upgraded the sitemap from 47 to 115+ pages”
Version 3.2: “I implemented strategic internal linking across 5 key service pages”
Each entry tells a story. Not “we updated some stuff” but “here’s exactly what I built, why it matters, and what it achieves.”
Transparency signals competence. Hiding improvement signals you’ve got something to hide.
Because when a prospect is choosing between two businesses - one that shows three months of documented, continuous, strategic evolution and one that shows a “perfect” website with no visible journey - the documented journey wins. Every time.
The Client Who Thought the Grass Was Greener
I lost a client recently. She thought she might find better results elsewhere. Fair enough - business is business, and everyone’s entitled to look for the best fit.
Here’s what’s fascinating: the agency she moved to doesn’t have a changelog. They don’t document systematic improvement. They don’t show their work publicly.
So how will she know they’re making progress? How will she verify continuous improvement? How will she see the systematic evolution of her SEO strategy?
She won’t. Because they don’t document it. They just expect her to trust them.
Old Tony would have panicked about losing that client. New Tony understands something more valuable: the businesses that win long-term aren’t the ones that promise perfection - they’re the ones that prove systematic improvement.
The changelog isn’t just transparency. It’s accountability. It’s evidence. It’s the documented proof that I’m building something that gets better every single week.
Clients who value that stay. Clients who don’t, leave.
And honestly? That’s exactly how it should be.
What Your Business Is Missing
When was the last time you documented what you actually built?
Not “completed a project.” I mean documented the systematic improvements. Recorded the evolutionary journey. Published the changelog.
Most businesses I meet can’t answer that question. They do work. They complete projects. They send invoices. But they can’t show the systematic evolution because they’re not evolving systematically.
Here’s an exercise. Take the last three months of your business. Write down every significant improvement. Not “I worked on X” but “I built Y feature that achieved Z result.”
Can you fill eighteen version entries? Can you show continuous, documented, systematic evolution?
If not, you’re not failing at marketing. You’re failing at systematic business development.
Transparency as Competitive Moat
Everyone’s talking about AI. Automation. Efficiency.
They’re missing the real opportunity.
Transparency isn’t a marketing tactic. It’s a competitive moat. Once you build systematic documentation, you create something competitors can’t easily replicate. It proves systematic thinking over random activity. It demonstrates continuous improvement over one-time excellence. It shows professional evolution over static competence.
Most businesses won’t do it. They’re too afraid of showing imperfection. Too committed to the myth of arriving perfect instead of becoming excellent.
That fear? That’s your opportunity.
Next Week
The £49 revolution - why enterprise infrastructure costs less than your Wix subscription. I’ll walk through the Escudero Auto case study that proves platform liberation works.
See the live changelog: webuildstores.co.uk/changelog
Tony Cooper
We Build Stores
tony.cooper@webuildstores.co.uk
