99/100
Speed
The decisions, not the features.
The site you're on, built the same way I build client work. No dark mode kept for its own sake, no shortcut on the one comparison that actually needed to be credible. Just decisions that hold up, and a site that does what it says.
[ studio · self-build ]
the site you're reading
The decisions
Held to the same standard as client work.
This is my own site, built exactly the way I'd build yours: hand-coded, no template and no page builder, with every word editable from a plain admin panel the way a client runs their own. The proof is in the decisions I didn't have to admit to. Dark mode was built, then deleted, because one theme done right beats two done half.
I hold my own site to the same standard as any client's.
The proof
Measured, not estimated.
The clearest example is the speed comparison on my homepage. The first version measured the new build against a "before" site I'd built myself, and it scored 71, far faster than a real slow site, because a site built to make a point never is as slow as the real thing. So I replaced it with the measured median of ten actual North Yorkshire joinery sites, on mobile, none of them named. The number is real, or it isn't worth showing.
[ homepage · proof ]
the honest speed comparison, measured
[ admin · editable ]
every word, CMS-managed
4, all live
Form gates
1 script
Third-party