The old site was fine. That is the most damning thing you can say about a website.
It loaded, it explained the services, it did not embarrass anyone. It also looked like a lot of other sites, took too long on mobile, and had a blog nobody had touched in a while. We have spent two years telling clients that fine is where good businesses go to blend in, so at some point you have to go fix your own.
What actually changed
It is faster, and not in the way people usually mean
Most redesign announcements say faster and mean the homepage. We went after the pages people actually land on from search, which are almost never the homepage. Those got the work.
It is accessible on purpose
Real heading structure. Alt text that says something. Labels on every form field. Contrast that passes without arguing about it. This is the part nobody notices and it took the longest, which is usually how you can tell it was worth doing.
It is built to be read by machines as well as people
Structured data on every page, statements written so they still make sense pulled out of context, sources and dates inside the sentence. When somebody asks an AI assistant who does this kind of work in Michigan, we would like to be in the answer. That does not happen by accident anymore.
The work is actually shown
Case studies with numbers in them. Before and after. What we tried that did not work. The old site had a portfolio, which is a different thing and a less useful one.
The journal is a real journal now
Two pieces a month, on a schedule, about things we are genuinely arguing about internally. There are eight of them up already covering AI search, the ad authenticity mess, accessibility, and why every brand in your category looks identical. No listicles. No posts written to hit a keyword.
What did not change
The hare. The palette. The general refusal to put a stock photo of a handshake on anything.
This was not a rebrand. The identity was working. It needed a site that did it justice, which is a smaller and more specific problem than starting over.
The honest part
It is not perfect and it is not done. There are pages we already want to rewrite and a couple of things on the roadmap that did not make the launch. That is just the way it is with websites. Anything that ships finished was probably scoped too small.
If you find something broken, tell us. We will fix it faster than you expect, mostly because it is our name on it.
Have a look
Start with the work if you want to know whether we are any good. Start with the journal if you want to know how we think. Start with the services pages if you already know what you need.
Building websites like this one is a decent chunk of what we do. If yours is at the fine stage, that is worth a conversation.