Most websites don’t work because they’re built as digital brochures. They’re focused on design, SEO checklists, and clever headlines. But they miss the core question that search engines are built to answer: who is this?

Google isn’t just matching keywords. It’s trying to recognize and confirm the identity of people, companies, and services. Everything else—rankings, visibility, Knowledge Panels—comes after that.

This is the starting point for how we build. We treat the homepage not as a design project, but as the Entity Home. It’s the official source that defines the subject to search engines and platforms. It tells them who the entity is, what it does, where it operates, and why it’s credible.

Once you accept that the site exists to define and support the entity, most standard website workflows stop making sense.

In a typical project, the first step is picking a domain name. In our process, that comes later. First, we define the entity. Is this a person or a company? Is it tied to a location, or is it based on ideas? Is the name unique or easily confused with others? Should the address be public? These aren’t cosmetic choices. They affect structure, schema, search interpretation, and even how the site gets indexed. If you guess wrong, everything downstream breaks.

That’s why our onboarding comes first. The site isn’t the starting point. It’s the result of the upstream logic being clear.

From there, every build ends up falling into one of two models. Some entities are tied to a location. These are service businesses—HVAC, dentists, electricians, contractors. Their trust signals are grounded in real-world consistency. Search engines look at maps, reviews, citations, and physical presence.

Others aren’t tied to a location at all. These are consultants, coaches, agency owners, or creators. Their trust comes from associations, media coverage, and proof of work. Their authority is built through content and reputation.

Most platforms try to treat these two cases as variations of the same template. We don’t. The system is the same under the hood, but the structure and strategy adapt completely to how authority is earned.

Another major difference is how we treat evidence. Most sites hide it. We publish it. A podcast appearance isn’t just a logo in a banner. It becomes a real post with a transcript, links, and context. A media feature isn’t just a badge. It’s a narrative. A case study isn’t a slider on the homepage. It’s a clear explanation of what happened, who was involved, and what the results were.

That’s why most of our work lives in posts, not static pages. Posts are timestamped. They can be linked, structured, and cited. They can explain what happened and why it matters. Over time, this builds a body of work that reinforces the entity in a way that platforms can understand and trust.

Launch isn’t the end. It’s the point where measurement starts. Once the site goes live, we track how the entity is interpreted in search. We look at how Google autofills the name, whether the Knowledge Panel appears, and what ambiguity still exists. Then we respond. We add content, strengthen signals, and remove confusion.

The site grows alongside the person or business it represents.

This is what we’re building. Not just websites. Living records of identity that prove authority over time.