Notes from the work
What we learn answering leads, fixing tracking and shipping software for US businesses. Written for the person who has to make the decision, not for search engines.
Lead handling · September 22, 2026
Lead response time: how fast you have to answer a web inquiry
Most businesses answer web inquiries in hours, not minutes. Here is what the research on lead response time actually shows, and the handful of changes that close the gap.
Read · 4 min
Software and automationSeptember 22, 2026 · 4 min
How much custom software costs in 2026, and what moves the price
Custom software quotes range from a few thousand dollars to several hundred thousand for projects that sound the same. This is how the price is actually built, with the ranges we quote ourselves.
Tracking and attributionSeptember 22, 2026 · 4 min
Why your Google Ads conversions never match your CRM
Google Ads says 40 leads. The CRM says 23. Both can be right. Here are the seven usual causes of the gap and how to close the loop so the ads optimize for customers, not form fills.
Software and automationSeptember 22, 2026 · 4 min
AI voice agents for appointment booking: what works and what breaks
An AI voice agent can answer every call, book the slot and send a confirmation at 11 pm on a Sunday. It can also frustrate callers and create legal risk. Here is how to tell which one you are about to buy.
Launching in the USSeptember 22, 2026 · 4 min
Wyoming vs Delaware LLC for non-US founders: a practical comparison
Most non-US founders pick a state because a forum said so. Here is how Wyoming and Delaware actually differ for a foreign-owned LLC, and the filing that costs people $25,000 when they forget it.
Healthcare practicesSeptember 22, 2026 · 4 min
HIPAA and your practice website: forms, tracking pixels and chat
Most practice websites were built by marketers, not compliance teams, and it shows in the tracking code. Here is what HIPAA means for your forms, pixels and chat, in plain language.
Websites and SEOSeptember 22, 2026 · 3 min
How to redesign a website without losing Google traffic
Redesigns lose traffic for boring reasons: missing redirects, deleted pages and changed titles. This checklist covers what to do before, during and after launch so the new site keeps the rankings the old one earned.
Tracking and attributionSeptember 22, 2026 · 3 min
Google Consent Mode v2 for US businesses: what you actually need
Consent Mode v2 was built for European rules, but US businesses with ads keep running into it. Here is what it does, when you need it, and the setup mistakes that quietly break conversion tracking.