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Notes from the studio.

Writing on technology, design, VR, AI — and what it takes to ship them. Mostly long, sometimes short, occasionally wrong.

Journal · · 8 min

Virtual Tours That Convert: A Practical Playbook

Do virtual tours increase conversions? Sometimes — when the space is the product and the embed is built to be found, fast, and accessible. Here's our honest playbook on when a 3D tour earns its place and when it's just expensive decoration. Journal · · 8 min

How to Make Your Site Answerable by AI: A Practical Guide to Generative Engine Optimization

To get your site cited by ChatGPT, Claude and Perplexity, write answer-shaped content, ship clean semantic HTML and JSON-LD, and publish an llms.txt directory plus a dynamic llms-full.txt. Here is the practical checklist we run on our own site. Journal · · 8 min

Building a PHP multilingual site without a framework

How we serve EN/PT/ES from one server-rendered PHP codebase — URL-prefix routing, a string dictionary, hreflang, and the language-detection trap we refused.
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