The Millisecond
The Millisecond.
One insight per week on fast website design — mined from a portfolio of 21 real rebuilds, delivered Fridays. Short. Specific. Un-copyable. For founder-operators of premium brands who know their site is slow, but don’t trust anyone to fix it without ruining what they love about it.
Most designers care about pixels. I care about milliseconds. — the flag this newsletter waves.
- Issue #1
Four insurance sites, average 97. Here’s the habit.
The habit that separates the four insurance sites in my portfolio from every legacy broker site in Europe. It has nothing to do with the code.
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Three weeks is the right number.
Why I quote three weeks for a rebuild — and why agencies quote six months.
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What I check first when a site is slow.
Five minutes with DevTools beats an hour of debate. The order I look in.
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The thing about plugins.
A short observation about the difference between a tool and a habit.
What this is
A weekly note. Published every Friday. One insight per issue, ~500 words, always drawn from real data in my portfolio — audits, rebuilds, PSI scores I have measured myself. Not a general web-performance blog. Not listicle-shaped tutorials you can get on Smashing Magazine. Just the specific, opinionated observations I make while doing this work for a living.
Read it on the web here, or get it in your inbox every Friday — subscribe below. Free forever. No sales sequence. Reply to any issue and it comes to me directly.
What this isn’t
It isn’t "content marketing" — the tell is that I don’t care if the issue converts you, only that it earns another Friday of your attention. It isn’t a course, a funnel, or a lead magnet. It isn’t ghost-written. And it will never contain the phrase "in today’s fast-paced digital landscape."
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Related
The guide to fast websites —
the long-form reference doc behind these weekly notes.
Book a 15-min audit —
if you want me to measure your site personally.
Last updated 2026-08-12.