Kingspan, an Irish manufacturer of architectural insulated mental panels for buildings, wished to make clear to its marketplace just how serious it is about sustainability, sourcing-to-disposal .

Kingspan commissioned my client Jib to create this website, pathtonetzero.com. I was asked to write it up.

It speaks volumes for itself, so I need not.

My client Jib has established a new search engine optimization service called the PAGEONE Program. The offer: Give us a reasonable sum of money (it’s generally under $5k) and we’ll get your website onto page one of a Google search for the keywords you want associated with your site and business — all within 60 days. They guarantee it and they’re getting it done large scale.

I was brought in to write the DM and website for the service, and also to edit a 60-page DIY book on maximizing SEO by Rob Campbell (aka Smojoe), who runs PAGEONE, a book they have decided not to publish. Why give away the golden goose?