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diff --git a/content/_index.md b/content/_index.md
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@@ -5,62 +5,67 @@ description = "Freelance Software Engineer | iOS, macOS, Web & Backend Developme
   <section id="introduction">
     {% window(title="Welcome.") %}
         <img src="/img/selfie.png" alt="A pixel-art portrait of Rubén doing a peace sign and sticking his tongue out" />
-        <p>Howdy! I'm Rubén Beltrán del Río, a freelance software engineer based in Berlin. I build iOS and macOS apps, web applications, backend services, and help teams with technical leadership. Looking for some help with your project? I might be able to help!</p>
+        <p>
+        Howdy! I'm Rubén, a freelance software engineer and technical leader
+        based in Berlin. I love building software and helping teams figure out
+        <em>how</em> to build: how systems of people and technology, processes,
+        and culture can make the difference between chaos and meaningful work.
+        </p>
     {% end %}
   </section>
-  <section id="services">
-    <section>
-      <h2>I can help you build.</h2>
-      <ul>
-        <li><strong>Fast, accessible websites</strong> with <abbr title="Search Engine Optimization">SEO</abbr> optimization and cutting edge web development best practices.</li>
-        <li><strong>Native iOS, iPadOS, and macOS apps</strong> using Swift, Catalyst, SwiftUI, or UIKit.</li>
-        <li><strong>Scalable backend services</strong> with great observability, clear documentation, and cloude-native infrastructure.</li>
-        <li><strong>End-to-end data pipelines</strong> from tracking planning, to <abbr title="Extract-Load-Transform">ELT</abbr>/<abbr title="Extract-Transform-Load">ETL</abbr> workflows that deliver accurate and actionable analytics insights.</li>
-        <li><strong>Infrastructure as code</strong> that can orchestrate and manage all your services on AWS, Scaleway, Azure or any cloud provider.</li>
-      </ul>
-    </section>
-    <section>
-      <h2>Optimize and improve.</h2>
-      <ul>
-        <li><strong>Supply chain analysis</strong> to reduce risk from dependencies across different languages and packaging ecosystems.</li>
-        <li><strong><abbr title="Continuous Integration">CI</abbr> &amp; <abbr title="Continuous Delivery">CD</abbr> automation</strong> to improve code quality, testing, and deployment.</li>
-        <li><strong>Cloud cost optimization</strong> through right-sizing, architecture improvements, and spending analysis for AWS, GCP, Azure and other cloud providers.</li>
-        <li><strong><abbr title="Large Language Models">LLM</abbr> integration &amp; optimization</strong> using custom tooling, prompt engineering, and Model Context Protocol (MCP) servers.</li>
-      </ul>
-    </section>
-    <section>
-      <h2>Or help your team go fast.</h2>
-      <ul>
-        <li><strong>AI transformation</strong>. Teach your organization how to work with AI, and build the right tools to support it.</li>
-        <li><strong>Upskill your team</strong>, and bring them up to speed with new technologies, architecture patterns or processes.</li>
-        <li><strong>Build a product engineering mindset</strong> and ehelp your product and engineering teams speak the same language, and work closer together.</li>
-        <li><strong>Experimentation mindset</strong> to enable your team to design, execute, and interpret A/B tests and multivariate experiments.</li>
-        <li><strong>Systems analysis</strong> to streamline your operations by understanding how your team, resources and processes come together, finding chokepoints, and reducing waste.</li>
-      </ul>
+  <section id="intro" class="columns">
+      <article>
+        <p>I've spent over 20 years helping teams — whether it's startups
+        just shipping their first product, to scale-ups experiencing growing
+        pains. As a tech lead, I've seen this familiar picture: legacy systems
+        that hinder more than they help, unpredictable release cycles that
+        add more bugs than value, and teams good at moving code but not
+        moving the needle.</p>
+      </article>
+      <article>
+        <p>I work <strong>holistically</strong> because problems rarely have
+        their root in just one place. A slow release pipeline that looks like
+        a technical issue, reveals itself to be a trust problem when you look
+        under the surface. A product launch failing to achieve its goals seems
+        like a clear case of poor planning, but instead reveals how different
+        parts of the organization have a different language and view of reality.
+        I help teams understand the big picture, and find solutions that can
+        address their problems at every level.</p>
+      </article>
     </section>
+  <section class="columns">
+      <a role="button" href="https://fantastical.app/rbdr/initial-consultation">Book a call.</a>
+      <a role="button" href="mailto:hello@holistic.services?subject=Howdy%2C%20I%27d%20like%20to%20work%20with%20you%21&body=Hi%20Rub%C3%A9n%2C%0D%0A%0D%0AI%20saw%20the%20contact%20form%20on%20your%20website%20and%20would%20like%20to%20see%20if%20we%20can%20work%20together%20on%20my%20project%3A%0D%0A%0D%0A%3CTell%20me%20a%20bit%20about%20your%20project%20here%3E%0D%0A%0D%0ABest%2C%0D%0A%3CYour%20Name%3E"><label>Send an e-mail.</label></a>
   </section>
-  <section id="skills">
-    <section class="textured">
-    <h2>Ain't that right!</h2>
-    <p>With over 25 years of experience, I've worked with big and small teams, ad-supported and sales-driven products, bootstrapped startups looking to launch, and established companies looking to scale up. I've worked with all sorts of stacks:</p>
-    <ul>
-      <li><strong>Languages:</strong> JavaScript, Rust, Ruby, Python, PHP, Swift, Objective-C.</li>
-      <li><strong>Cloud Providers:</strong> AWS, Scaleway, Cloudflare, Google Cloud, Azure.</li>
-      <li><strong>CI Systems:</strong> GitHub, Gitlab, CircleCI, TravisCI, Jenkins, Bitrise.</li>
-      <li><strong>Database Systems:</strong> PostgreSQL, MySQL/Aurora, Redis, MongoDB, Apache Cassandra, Snowflake.</li>
-      <li><strong>Analytics Software:</strong> Google Analytics, Amplitude, PostHog, Indicative.</li>
-    </ul>
-    </section>
-    {% window(title="Get in touch.") %}
-        <p>You can book a call to tell me about your project face to face. Or you if you prefer text, you can send me an e-mail!</p>
-        <a role="button" href="https://fantastical.app/rbdr/initial-consultation">Book a call.</a>
-        <a role="button" href="mailto:hello@work.bdr.sh?subject=Howdy%2C%20I%27d%20like%20to%20work%20with%20you%21&body=Hi%20Rub%C3%A9n%2C%0D%0A%0D%0AI%20saw%20the%20contact%20form%20on%20your%20website%20and%20would%20like%20to%20see%20if%20we%20can%20work%20together%20on%20my%20project%3A%0D%0A%0D%0A%3CTell%20me%20a%20bit%20about%20your%20project%20here%3E%0D%0A%0D%0ABest%2C%0D%0A%3CYour%20Name%3E"><label>Send an e-mail.</label></a>
-    {% end %}
-  </section>
-  <section id="testimonials">
-    <section class="textured">
-      <h2>But don't take my word for it.</h2>
-      <p>Here's what some lovely people have to say about me.</p>
-    </section>
+  <section id="services" class="columns lighttexture">
+    <article>
+    <h2>How I Can Help.</h2>
+    <p><strong>Sometimes you need someone to roll up their sleeves and build</strong>: Plan a system, put your product in your customers' hands, and have an infrastructure you can trust not to wake you up at night.</p>
+    <p><strong>Sometimes you need help seeing the problem clearly</strong>: A second pair of eyes on a difficult problem, a diagnosis of why things seem harder and slower than they should, or a training that can change the way your team works.</p>
+    <p>I can do both.</p>
+    </article>
+    <article>
+    <h2>What Does That Look Like?.</h2>
+    <p>One team's releases took months and shipped broken. I helped them
+    move to predictable weekly releases that consistently shipped with zero
+    major bugs.</p>
+    <p>Another team's website took over 2 seconds to load. We got it under
+    100ms at the 95th percentile, which helped SEO rankings climb steadily
+    afterwards.</p>
+    <p>And one of the most common problems I encounter: several teams were
+    fighting a legacy system and spending their days fighting fires. We deleted
+    hundreds of thousands of lines of code, and started with a simple system
+    that led the team to finally work on new features and improvements.</p>
+    </article>
   </section>
+  <section id="book" class="columns darktexture">
+  <article>
+
+  ## Let's talk!
 
+  You can book a call or send me an e-mail to tell me about your project or problem, I might be able to help!
+
+  <a role="button" href="https://fantastical.app/rbdr/initial-consultation">Book a call.</a>
+  <a role="button" href="mailto:hello@work.bdr.sh?subject=Howdy%2C%20I%27d%20like%20to%20work%20with%20you%21&body=Hi%20Rub%C3%A9n%2C%0D%0A%0D%0AI%20saw%20the%20contact%20form%20on%20your%20website%20and%20would%20like%20to%20see%20if%20we%20can%20work%20together%20on%20my%20project%3A%0D%0A%0D%0A%3CTell%20me%20a%20bit%20about%20your%20project%20here%3E%0D%0A%0D%0ABest%2C%0D%0A%3CYour%20Name%3E"><label>Send an e-mail.</label></a>
+  </article>
+  </section>