The Forge Blog
Design, engineering, and the occasional opinion. Written by the people who build the work.
The web design industry has a homogeneity problem. Same dark gradients, same hero animations, same stock-photo-free stock photos. Here is what we think about when we are trying to actually differentiate.
AI agents now book, compare and buy for people. Google has published what makes a site work for them. Most of it is good web building, and the rest is a new standard called WebMCP.
Read articleBooking platforms live and die on checkout. After building HOTAL, we are convinced Stripe is the only serious choice for luxury resorts and marinas — and here is why.
Read articleEvery content engine needs a write layer. Sanity is ours — and the choice is not about features. It is about what structured content makes possible downstream.
Read articleMost agencies hand you a website and leave. The content is your problem. We think the distribution layer is part of the build — and it changes what a website actually is.
Read articleStay sharp
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