A blog arguing against the thing I sell.
A publication making the case that most small business sites shouldn't be built on WordPress — written by someone who builds WordPress sites for a living.
Self-directed publication — my own project, not a client
Brand, editorial design, build, writing
Most brochure sites are over-built and over-billed
Live and publishing
The uncomfortable premise
Most small business websites are five pages that never change, running on a platform built to publish a newspaper, and billed for it every month forever. AntiWP makes that case in public and puts numbers behind it — a five-year cost breakdown, the attack surface of nineteen plugins on a site that needs none, and what those same pages weigh as plain static HTML.
Why I built the argument against my own service
I build WordPress sites. AntiWP tells a good chunk of the market not to buy one. That reads like sabotage until you look at who it actually filters out: the people it talks out of WordPress were never going to be happy paying for it, and the ones who genuinely need a CMS turn up already convinced. The site says so outright — if you need memberships, a real shop, or three editors publishing daily, go use WordPress and hire someone honest — and then it points here.
The design argues too
Heavy type, two colors, and a comparison table that fits on one screen. It is deliberately not a soft, reasonable-looking blog; the argument is blunt, so the design is blunt. It also practices what it preaches — the site is static, there is no login page to attack, and hosting it costs nothing.
What the project included
Other projects
Build & Manage
Naming, brand and a 150-page site for a South Jersey builder — with a service-by-location structure built to win local search across three counties.
In build — launching soonGrand Traverse Tennis Camps
A half-century-old Traverse City tennis camp moved off paper and phone calls — programs for ages 4 to adult, laid out so parents can actually pick one.
In build — launching for summer 2026Even After
Design and build for Even After — record messages your loved ones receive on birthdays, anniversaries, and after you're gone. A product nobody goes looking for.
Live
Want something like this?
Two of three slots open. Tell me what you're trying to build and I'll tell you honestly whether I'm the right person for it.