BUILDGIN
Buildgin / Resources / Writing
Notes from inside the audit.
Twenty two pieces on the questions that come up before and during a rebuild. What a website should cost in India. How AI assistants decide whether to mention your business. Why you may not be showing on Google. What to publish so buyers can actually find you. Nothing gated, no form in the way.
Decisions · 20 September 2026 · 7 min read
When not to rebuild, and what to do instead
A rebuild is the wrong answer more often than any agency will tell you. Five situations where repairing what you have returns more, and how to tell which one you are in. Read
Content · 13 September 2026 · 8 min read
What happens when you publish prices, and when not to
Most Indian B2B sites publish nothing. Buyers search with price in the query anyway, and assistants quote whoever answered. Here is how to publish without giving away your margin. Read
AI search · 6 September 2026 · 7 min read
Your phone number is different in four places, and it is costing you
Search engines and AI assistants cross reference your details across the web. When they disagree, confidence in all of them drops. Here is how to audit and fix it. Read
Content · 30 August 2026 · 8 min read
Writing a page that answers the question in the first two sentences
Indian business writing builds to the point. Search engines and AI assistants both reward the opposite. Here is how to restructure without losing the substance. Read
AI search · 23 August 2026 · 7 min read
How to check what an AI assistant currently says about your business
A twenty minute exercise with a notebook. Ask the four questions your buyers ask, record what comes back, and find out whether you exist to these systems at all. Read
AI search · 16 August 2026 · 9 min read
Generative engine optimisation, and how much of it is actually new
A new acronym is being sold to Indian businesses at a premium. Most of what it covers is work you should already be doing, and a small part of it genuinely is new. Read
AI search · 14 July 2026 · 10 min read
How ChatGPT, Perplexity and Google AI Overviews decide whether to mention your business
Buyers now ask an assistant before they open a search engine. Here is what those systems can actually read on your site, and what they skip entirely. Read
Local search · 21 July 2026 · 8 min read
Getting your business onto Google Maps, and why it matters more than you think
A free listing that takes an afternoon to set up, and for many Indian businesses it brings more enquiries than the website does. Here is how to do it properly. Read
Technical · 28 July 2026 · 7 min read
Schema markup, explained without the code
Invisible labels that tell a search engine what your page is actually about. What they do, which ones matter for an Indian business, and how to check yours. Read
Performance · 4 August 2026 · 8 min read
Core Web Vitals, translated out of the jargon
Three measurements Google uses to judge whether your site is pleasant to use. What each one means in plain language, and what a normal target looks like on an Indian connection. Read
Channels · 11 August 2026 · 7 min read
Do you need a website if everything already happens on WhatsApp?
WhatsApp closes deals and it is where Indian business actually runs. It also cannot be searched, cannot be found by a new buyer, and belongs to somebody else. Read
Content · 18 August 2026 · 9 min read
How to write a product page that a buyer and a search engine both understand
Nine fields, in the order a buyer looks for them. The template we use on every rebuild, and the reason each field is there. Read
Search · 25 August 2026 · 8 min read
The words your buyers actually type, and why they are not the words on your site
Your site says precision engineering solutions. Your buyer types CNC turned parts supplier Rajkot. Both describe the same company and only one gets found. Read
Content · 1 September 2026 · 7 min read
Should your website be in Hindi, or in a regional language?
Sometimes yes, often no, and almost never through a translate widget. How to decide, and what a second language actually costs to maintain. Read
Practical · 8 September 2026 · 8 min read
Domain and hosting, and the questions worth asking before you sign
Who owns the domain, where the site actually lives, and what happens when the person who set it up stops answering. The boring layer that causes the worst emergencies. Read
Security · 15 September 2026 · 8 min read
Website security, for a business that does not have an IT department
Most compromised SME sites in India are not targeted. They are found by a script scanning for a plugin that was not updated. Here is the short list that prevents it. Read
Decisions · 22 September 2026 · 7 min read
Do you need e-commerce, or just a catalogue people can actually read?
Adding a cart to a B2B site is often expensive theatre. How to tell which one your business actually needs, and what each really costs to run. Read
Method · 29 September 2026 · 7 min read
Accessibility, and why it quietly improves everything else
Building a site that works for people with impaired sight or motor control also makes it faster, clearer and easier for search engines to read. The overlap is almost total. Read
Buying · 16 June 2026 · 9 min read
How much should a website cost in India, and why the quotes vary so wildly
Two vendors quote for the same brief. One says forty thousand rupees, the other says six lakh. Both are quoting honestly. Here is what actually separates them. Read
Channels · 23 June 2026 · 7 min read
Do you still need a website if your enquiries come from IndiaMART?
A fair question, and the honest answer isn’t simply yes. It depends on what kind of buyer you want, and on who owns the relationship afterwards. Read
Search · 30 June 2026 · 8 min read
Why your website doesn’t show up on Google, and how to check which reason it’s
There are four separate reasons a site fails to appear, they’ve completely different fixes, and you can work out which one applies to you in about ten minutes. Read
Mobile · 7 July 2026 · 6 min read
How to check whether your website actually works on a phone
Not whether it loads on a phone. Whether somebody can use it on one, on mobile data, standing on a factory floor. Six checks, ten minutes, no tools. Read
Practical · 14 July 2026 · 7 min read
How to move your website to a new vendor without losing anything
The previous vendor has stopped answering. Before you commission anybody new, there are six things you need to get hold of, and one of them is urgent. Read
Search · 9 June 2026 · 6 min read
Why a competitor founded in 2021 outranks a company founded in 1978
Search engines rank what they can read. Four decades of standing count for nothing if the site hands a crawler three pages and a download link. Read
Performance · 2 June 2026 · 5 min read
Eleven seconds on 4G, and what it costs
Page weight is the one number that decides whether a buyer on a mid range phone outside a metro ever sees your home page at all. Read
Catalogue · 26 May 2026 · 6 min read
The catalogue that exists only as a PDF from 2016
A 42 MB download isn’t a catalogue. It’s a filing cabinet that buyers and search engines are both locked out of. Read
Enquiries · 19 May 2026 · 4 min read
How to find out whether your enquiry form still works
Most dead forms fail silently. The visitor sees a thank you screen and the message goes nowhere at all. Read
Method · 12 May 2026 · 7 min read