Second looks

Real websites, looked at properly. What’s working, what’s quietly costing them visitors, and what we’d change.

Second looks

Why your website looks like everyone else’s

By

admin

•

Jun 17
Second looks

We looked at a real coaching website. Here’s what we’d change

By

admin

•

May 6

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About The Author

I’m Pen. I got into this the way most people get into trouble: I wanted to know how something worked. One late night I went looking for how a website actually goes from a blank page to a real address someone can type in, and I never quite stopped. Curiosity built the website. It’s our tagline because it’s the literal truth.

Before this I spent years in customer support leadership and technical account management, which is a polite way of saying I spent years untangling other people’s messes and enjoying it. That’s still the job. I love systems, I love decluttering (my favorite form of adulting), and I love the moment someone realizes their business needs five pages, not fourteen.

What I’m actually passionate about is helping people build structure. A website is just the visible part.

I have four cats: Miracle, Katniss, Gwey, and Koala. They’re my real editors. Every draft gets walked across, sat on, and occasionally deleted. If a post reads well, one of them approved it.

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