Author
Thierry Fondu
Founder of Creative Hero, a design and web studio in Antwerp. Writing about the line between genuine and generic creative work in the AI age.
Web
The Google Business Profile Report Nobody Checks (And Should)
Buried inside your Google Business Profile is a list of the exact words customers typed to find you, and almost every local business owner ignores it.
Marketing
Know, Go, Do, Buy: The Four Searches Your Brand Content Ignores
Google mapped every search into four intents a decade ago, and most brands still only write for one of them.
Marketing
Where AI Actually Looks Before It Recommends Your Brand
AI assistants recommend brands based on what Reddit, G2 and "best X" roundups say about you, not what your own website says about yourself.
Web
Page Speed Is a Trust Signal, Not a Tech Metric
A slow website does not just annoy visitors, it reads as untrustworthy, and Google now measures exactly how much that costs you.
Web
Your Contact Form Is Losing You Leads
Every extra field, missing trust signal, and vague submit button on your contact form is a visitor deciding it is not worth it.
Web
The 5 Second Test Every Homepage Fails
Give a stranger five seconds on your homepage. If they cannot say what you do, who it is for, and what to do next, you have already lost them.
Marketing
How to Write a Case Study That Sells
A case study that sells has one real problem, one real number, and a client quote that sounds human.
Marketing
Social Proof That Is Not Fake
Manufactured reviews and vague praise cost brands more trust than having no testimonials at all.
Marketing
The Newsletter People Actually Open
Most brand newsletters die from clickbait subject lines and crammed content, not from a lack of subscribers.
AI & Craft
The Tells That Give Away AI Writing (And How to Edit Them Out)
Em dashes, false contrasts, and listicle rhythm are the fingerprints AI leaves behind, and every one of them is fixable in a single editing pass.
Verdicts
The Fake-Urgency Popup: The Verdict
"Only 2 left!" resets on refresh, so we ran the fake-urgency popup through the Genuine Test to see what's left standing.
Verdicts
The AI-Generated Blog Post: The Verdict
1,500 words, zero point of view, and a hyphen problem: we run the AI-generated blog post through the Genuine Test.