Journal

Notes on what makes a website worth trusting.

Written for the people who own the site rather than the people who build them. There is no posting schedule. We publish when we have measured something.

A phone showing a busy online shop beside a laptop showing a single flat analytics line with one ember dot at its end

September 2026 · 8 min read

My Shopify website isn't getting any sales: four numbers already in your admin

Four numbers already in your Shopify admin that explain why traffic arrives and nobody buys, what each one tells you, and the order to read them in.

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September 2026 What makes a website feel human instead of AI-generated
Four checks a small business owner can run on their own homepage before lunch, in the order a stranger runs them, and the one to fix first if you only have two hours.

Notes on what makes a website worth trusting.

My Shopify website isn't getting any sales: four numbers already in your admin

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