Website

When I first started building The Frictionless Man, I assumed the biggest challenge would be visibility. Learning SEO felt like learning how to attract attention. Keywords, indexing, impressions, rankings, and internal links, all of it seemed connected to one central idea: getting people onto the website. But over time, I realised something more interesting was […]

When I first started learning digital marketing, I assumed analytics was mostly about traffic.

A 4-week test of messaging strategy, user behaviour, and measurement accuracy

Designing a live content platform to test audience psychology, SEO, and behavioural marketing in real time.

When I started building websites as part of my transition into marketing, I assumed the biggest challenge would be traffic. Like most people entering SEO, I imagined the difficult part would be attracting visitors and competing for visibility. It turned out the harder challenge was something else entirely — restraint. The real difficulty has been

When I first started building websites, I carried a quiet assumption with me. If I wrote thoughtful content, structured it carefully, and followed SEO best practices, people would eventually find it. The logic felt reasonable. Search engines reward quality, structure improves clarity, and consistency compounds over time. None of that is wrong … but it

Launching a new website creates an interesting tension between expectation and reality.

Starting a brand-new website is both freeing and slightly uncomfortable. There’s no traffic to protect, no legacy structure to untangle, and no historical decisions shaping what you can or cannot change. At the same time, there is also no authority, no behavioural data, and no accumulated signals helping search engines understand what the site represents.

There’s something slightly uncomfortable about starting again.

Hi, I’m Chris Hinksman. I’m an Australian who recently moved to Lithuania and decided it was time for a new challenge. After almost two decades in the pharmaceutical industry—where precision, compliance, and clear communication were non-negotiable—I realised something unexpected. I genuinely enjoyed understanding why people make the choices they do. Why they click. Why they