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Tips on app marketing, landing page optimization, and growing your downloads.

Someone new to your neighbourhood pulls out their phone, types “coffee near me”, and picks one of the three cafés that come up first. They don’t scroll. They tap the one with good photos, clear hours, and a menu they can actually read on a phone.

A barber I know used to answer the phone between cuts. Every missed call during a fade was a booking that might not call back, and he figured a website wouldn’t change much, because who books a haircut online? His clients, it turned out, on Sunday nights after 10pm, on the days the shop was closed.

Durable is genuinely good at one thing: getting a website live in about 30 seconds. The problem shows up on day two, when you try to change something. Reviewers who tested it in 2026 describe it the same way: you can edit text, colours, and swap sections, but you cannot freely reposition elements or build custom layouts, and most sites end up looking similar.

I launched my first app with the keyword field filled in about 20 minutes before submission. I typed what I thought people would search for, separated them with commas, and shipped it. Six weeks later the app had 340 downloads. The keyword field had 18 words in it and we were ranking for none of them above position 30. The terms were either too competitive, too irrelevant, or too vague.

I helped migrate an online store once. We started on a general website builder because the monthly cost was lower and we were not sure the store would take off. When it did, we hit the product limit. Then the order volume limit. Then the payment gateway restrictions that meant we were paying 2.5% in transaction fees on every sale on top of payment processing fees.

A development director I know had one rule about the organisation's website: every donation form had to be completable in under 90 seconds. Every donor-facing page had to load in under 2.5 seconds on a phone. Every impact story had to include a specific number.

The administrator at a mid-sized church I know spent six months trying to update their website. Every change, every new sermon, every updated service time required a phone call to the original developer at $75 an hour.

A novelist friend asked me to look at her website two years ago. Two published books, a third under contract, a podcast appearance every couple of months, and a site that had not changed since her debut. It had her bio, her book covers, and a contact form. What it did not have was any way for a reader who found her to stay connected.

The best portfolio website I ever came across was three pages long. A homepage with six work samples in a grid. An about page with a headshot and two paragraphs. A contact page with a form and an email address. Its owner was getting consistent inbound from new clients who found it through Google and through referrals where someone had said "go look at their work before you call."