From the Consulting Room
Real work, honest thinking, and the gaps we keep finding between effort and results.
We work with organisations that know what needs to change but don't have the capacity to change it. We plug in, move quickly, and help overstretched teams get to outcomes they couldn't reach on their own.
This is where we share what we're learning along the way. It's not a highlight reel. It's the consulting room, with the door left open.
If something here sounds familiar, that's the point.
How I used Claude Skills to make AI sound like me
If you've ever finished an AI-assisted piece of writing and thought "this is good, but it's not really me," this one's for you.
SEO is not dead. But it’s changed.
There’s a version of SEO advice that was true five years ago and isn’t really the full picture anymore. The version where you identify your keywords, weave them into your copy, get some backlinks, and wait for Google to notice you. That still matters. Keywords still matter. But search has shifted in a way that changes what ‘good content’ actually looks like.
The introvert's website trap:
When I started working with a boutique hairdressing salon in inner Melbourne, I noticed something interesting. The website had all the right ingredients. Images, text, information about the process, the services, booking links. But it still felt closed down. It didn't invite me in. It didn't make me want to click. It didn't make me feel like I was the type of customer they were looking for.
The silent conversion killers on your website
Many small business websites suffer from "silent conversion killers"—unnecessary friction that prevents browsers from becoming clients. This case study of a Pilates specialist demonstrates how to move from a "broadcast" social media style to a focused "funnel" that targets specific, high-value prospects.