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.

Nine laptops in a row on a dark shelf, eight showing the same wireframe homepage, one showing a page built around a photograph

September 2026 · 8 min read

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.

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