colophon
A note on the build
This site is a small example of the same philosophy behind the work: use the plainest tool that can do the job well, make every choice deliberate enough to defend, and let the craft show up in the details.
Why this page exists
Most agency sites are templates. Squarespace themes, Webflow kits, WordPress page builders. Nothing wrong with those when they are the right tool, but an agency's own site is still a signal about how it thinks.
This site is not off the shelf. It is a static site generated from metadata, approved content, and live factual substrate. When the work changes, the public pages can change with it without turning the site into a fragile CMS project.
That is the point of the colophon: not to make the stack impressive, but to make the judgment inspectable.
Architecture
A small static-site generator reads three sources and emits the HTML:
- Live facts. Audit counts, anonymized finding patterns, recent activity, and geographic coverage can surface when they are safe and useful.
- Configuration files. Service taxonomies, vertical definitions, routes, and page metadata stay explicit instead of hiding in page-builder state.
- Approved content. Page prose lives as locked site canonicals, so the template owns layout and the content system owns the words.
The result is boring in the best way: deterministic builds, static output, fast pages, and fewer moving parts than a CMS would require for this job.
Design choices, in plain English
The look
Editorial, restrained, and written-first. The page should feel like someone thought about it, not like a template pack found a marketing category. Visual style supports the argument; it does not try to become the argument.
The voice
Direct, specific, slightly editorial. Marketing language is a negative signal for this audience. Where possible, claims should be visible in the work or traceable to the page they appear on.
The conversion path
One ask, repeated without escalation: get the audit. The audit is the natural first step for a prospect whether they hire me or not. Multiple CTAs can exist, but they should point to the same basic action instead of creating competing funnels.
The transparency
The methodology page explains how audits are judged. The evidence page shows anonymized findings. The now page shows recent movement. Everything that can be shown without compromising client confidentiality should be shown plainly.
The care
Skip-to-content link for keyboard users. Visible focus rings. Reduced-motion preferences respected. Print styles where a page might be treated like a document. Schema.org structured data where it belongs. None of this is glamorous; all of it is part of the craft.
Stack
- Python + Jinja for generation.
- SQLite for structured local data.
- Cloudflare Pages for static hosting, CDN, and atomic deploys.
- No JavaScript framework and no bundler for the marketing site.
What this site doesn't have
- Session recording or heatmap scripts.
- Live chat widgets.
- Newsletter pop-ups or exit-intent overlays.
- Stock photography pretending to be proof.
- A blog added just because agency sites are expected to have one.
If you're curious
The same approach I take to a client's account, I take to my own materials: know what the page is for, remove what does not earn its keep, and make the useful parts easy to inspect. If you want that applied to your Google Ads, the audit is free.