EventIn person

Ship the Surface

OCT7
18:00
  • This event teaches how to design and deploy an effective website surface live, covering site structure, content planning, and deployment using Next.js.
  • Attendees learn to evaluate and improve web pages by breaking down positioning, CTAs, and profiles.
  • It is aimed at builders and operators who want practical skills to ship a well-crafted and positioned website quickly.

About this event

Everything about the site in one evening. The live time goes on the part that's hard to write down - structure, sequence, craft and judgement - with a site scaffolded and deployed on screen as we go. The mechanical half ships as skill files you run yourself: performance passes, OG images, article drafting and programmatic pages.

WHAT WE COVER
\- The structure\. Sections\, the order they go in\, and what the page has to accomplish before it earns a scroll\.
\- Teardowns\, live\. Good sites and bad ones\, pulled apart on screen\. Send yours ahead in Discord if you want it looked at\.
\- Positioning above the fold\. The one\-liner from session four becomes the hero\. If it doesn't survive contact with the page\, the positioning was the problem\.
\- Proof over adjectives\, one CTA\. What counts as evidence to a stranger\, how little of it you need\, and cutting everything that competes with the primary CTA\.
\- The boilerplate handoff\. The Next\.js setup: routing\, metadata\, OG images\. Enough to get deployed the same night if you're building along \- the depth lives in the skill files\.
\- The content plan\. Working backwards from what an ICP searches for to the first twenty pages\. Generation itself is a skill file\, not a lecture\.
\- Audit the rest of your surface\. The site is one of maybe eight places someone lands\. We pull up a real set of profiles and read them cold: what does each one signal\, what contradicts the positioning\, what is abandoned\, what is missing\. Most of the damage is a stale bio and a banner from two products ago\.
\- Set the pages up\, one at a time\. Handle\, bio\, banner\, pinned post\, links\, and the one line that has to match the site hero\. Done individually rather than blasted\, because each platform reads differently\. A few done live so you see the pattern\.
\- Run it agentically\. Once the positioning is settled the whole pass is mechanical\, so it belongs in Claude Code or the Codex extension rather than an afternoon of tab\-

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