Josef Kujawski
Josef leads the strategic and creative development of brands at Maluure. For over a decade, he has guided medium-sized businesses from brand positioning to digital delivery.
Managing Director of Maluure GmbH, Cologne. Specialising in corporate design, brand strategy and digital brand experiences.
Articles
Website for Electricians: The Right Jobs and New Skilled Staff
Service pages, service area, references and careers: how to build an electrician website that brings preferred jobs and applications.
Website for Hotels: More Direct Bookings, Less Commission
Rooms, booking widget, location and direct benefits: how to build a hotel website that brings guests back from platforms to your own site.
Website for Physiotherapy: More Appointments and Applications
Treatments, appointment requests, team and careers: how to build a physio website that convinces patients and therapists alike.
Website for Restaurants & Hospitality: What Guests Really Look For
Menu, opening hours, reservations: how to build a restaurant website that convinces guests in seconds and gets found locally.
A Website for Dental Practices: What Really Matters in 2026
Which content a dental website needs, how local SEO brings inquiries, and what a practice website really costs.
Willi on the DNA Insider Podcast: Marketing Needs Clear Prices
Willi was a guest on the DNA Insider Podcast by the Deutscher Netzwerk Award. Eleven minutes on clear pricing, founding Maluure with his brother Josef, and why networking is no buzzword for us.
PHP Security Warning: What It Means for Our Customers
The PHP warning explained briefly: our assessment for Lovable and Webflow, and what operators of WordPress, TYPO3 and other PHP systems should do now.
Structured Data: What Google and AI Really Read
Structured data makes content unambiguous for machines. Which types Google really uses, what AI does with it and where the limits are.
How ChatGPT and Perplexity Choose Sources and How to Become One
AI answers cite only a few sources. How ChatGPT and Perplexity find and choose them, and what your website needs for it.
Google Ads Budget: How Much Do You Really Need?
Instead of guessing a budget, calculate it backwards from leads, conversion rate and cost per click. With formula, example and test phase.
Landing Page Quality Score Explained: How to Lower Your Google Ads Click Costs
Quality Score helps determine what a click costs you. The landing page is one of the biggest levers. Here is how to improve it.
Google Ads vs. SEO: Which Pays Off When?
Google Ads brings visitors immediately, SEO builds lasting visibility. When each channel pays off and how both work best together.
Websites for law firms: credible presence, more mandates
Clients look for help in exceptional situations. How a law firm website builds trust, stays compliant with professional rules and brings in mandates.
When the horse is dead, dismount: Why we cling to what has failed
The Dead Horse Theory, the sunk cost effect and escalation of commitment explain why teams keep riding dead horses. And how to dismount in time.
Useful illegality: why organisations need small rule violations
Niklas Luhmann and Stefan Kühl show that without pragmatic deviations from rules, organisations would be paralysed. What this means for processes and digital projects.
Websites for estate agents: winning sellers, not just searchers
Properties find buyers via portals. Owners find agents via their website. How an estate agent website brings in sales mandates.
Websites for medical practices: trust, online booking and legal basics
Patients search online before they call. What a practice website must deliver, what the law says and how it takes pressure off the phone.
Websites for trade businesses: what they need to bring in jobs and skilled workers
Full order books but no skilled workers? A good tradesperson website brings suitable enquiries and applications. Here is what it needs.
Doherty Threshold: Why everything feels fluid under 400 milliseconds
From around 400 milliseconds of waiting, flow breaks. What the Doherty Threshold reveals about fast websites and good feedback.
Zeigarnik Effect: Why unfinished tasks stay on your mind
Open tasks do not let us go. What is behind the Zeigarnik Effect, how robust it is and how websites can use it fairly.
Von Restorff Effect: What stands out is remembered
A red element among grey ones is seen instantly and remembered longer. How the Von Restorff Effect works and why it only works sparingly.
Jakob's Law: Why users expect familiar patterns
Your visitors know hundreds of other websites. Jakob's Law explains why familiar patterns are understood faster than original ones.
Miller's Law: 7 ± 2, chunking and good menu structures
The famous 7 ± 2 is often misquoted. What Miller's Law really says and how to structure content so it sticks.
Aesthetic-Usability Effect: Why beautiful design seems easier to use
Beautiful interfaces seem simpler, even when they are not. What the Aesthetic-Usability Effect means for web design and where it misleads.
Fitts' Law: Why important buttons need to be big and close
The bigger and closer a target, the faster you hit it. Fitts' Law explains why small, distant buttons cost clicks.
Website Maintenance: Costs, Services and Why It Pays Off
Updates, backups, security: what website maintenance costs, what should be included, and when you can handle it yourself.
WordPress Agency Cologne: When WordPress Fits and When It Doesn't
We support WordPress websites in Cologne, but we don't always recommend WordPress. Here's an honest look at when it fits and when other systems are better.
Packaging Design Agency: What to Look for When Choosing One
From die-cut to print approval: how to recognize a good packaging design agency and what you should budget for in terms of price.
Getting an Online Shop Built: Costs, Systems, and Process
From Shopify to Webflow: which systems exist, what a professional online shop costs, and how to get from concept to first sale.
3D Animation for Businesses: Uses, Process, and Costs
3D animation shows what cameras can't: internal workings, processes, prototypes. What it costs, when it pays off, and how production works.
Getting a Landing Page Built: Costs, Structure, and What Matters
One page, one goal: what makes a good landing page, what it costs, and how it works together with Google Ads and SEO.
TYPO3 vs. WordPress: Which System Fits Your Company?
TYPO3 or WordPress? An honest comparison by company size, editing, multilingual support, security and costs, with a clear decision guide.
What Does a TYPO3 Website Cost? Cost Factors and Guide Values
What a TYPO3 website costs depends on scope, languages, extensions and migration. Guide values for new builds, relaunches, upgrades and running costs.
TYPO3 Relaunch: Process, Pitfalls and Checklist
A TYPO3 relaunch is more than a new design. How to plan content, migration and redirects so rankings and editors come through the switch well.
TYPO3 14: What the New Version Brings and When to Switch
TYPO3 14 LTS has been available since April 2026. What is new, which system requirements apply, and when switching from TYPO3 12 or 13 pays off.
TYPO3 Updates: LTS, ELTS and Why Outdated Versions Are a Risk
How long does your TYPO3 version still get updates, what is ELTS, and how does an update work? With current support periods and a checklist.
Getting a Logo Designed: Costs, Process, and Common Mistakes
Pricing, process, and pitfalls: what you should know before you have a logo designed by an agency or a designer.
Solomon's Paradox: Why You Decide More Wisely for Others Than for Yourself
Solomon's Paradox explains why we judge other people's problems more wisely than our own. With the Grossmann and Kross study, the principle of self-distancing, and concrete rules for your website.
Setting Up a Google Ads Campaign: The Complete Checklist
Setting up a Google Ads campaign properly means getting goal, structure, keywords, ads, tracking, and landing page right, in the correct order. This checklist walks through the setup step by step.
Thank You, Brettgeflüster 1.0: Our Agency's Unofficial Opening
Brettgeflüster 1.0 was our unofficial opening: barbecue, conversations and great people at the Kölner Brett. A thank-you to all our guests and a look ahead at Brettgeflüster 2.0 with .chaerry.
SEO for Lovable Websites and Web Apps
How we optimize Lovable websites for Google and AI search through SSR, metadata, topic clusters, performance, and real launch data.
The Paradox of Choice: Why More Options on Your Website Mean Less Revenue
The paradox of choice explains why visitors faced with too many options decide nothing at all. With the jam experiment, the limits of the effect, and concrete rules for navigation, pricing pages, and forms.
Technical Debt: Why Quickly Built Websites Cost Twice as Much Later
Technical debt arises when shortcuts taken today cost interest tomorrow. Where the term comes from, what types exist, and how to tell when a rebuild is cheaper than repairs.
The Peak-End Rule: What Visitors Really Remember About Your Website
The peak-end rule explains why people judge experiences by their peak and their ending, not by the average. With Kahneman's experiments and concrete rules for checkout flows, contact forms, and farewell pages.
Core Web Vitals: What Google Measures on Your Website and Why It Costs Revenue
Core Web Vitals are Google's yardstick for loading speed, responsiveness, and stability of a website. What LCP, INP, and CLS mean, which thresholds apply, and how to improve the scores concretely.
Advertising agency or digital agency? What mid sized companies really need
Classic advertising agency, digital agency or full service: where the differences are, what each costs and how to decide based on your goals.
GEO Optimization: How Your Brand Gets Visible in ChatGPT and AI Search
Generative Engine Optimization explained: how AI search engines select sources and what you can do concretely to get your brand mentioned in their answers.
Commissioning a visual identity: costs, process and what to look out for
What does a professional visual identity cost, what does it include and how does the process work? A complete overview, including a real-world example from Cologne.
Monthly SEO retainers: services, process and cost
What an ongoing SEO retainer has to deliver, what a typical month looks like and which budgets are realistic.
Eugene Schwartz's 5 Levels of Awareness: Why Nobody Buys Before They're Ready
Eugene Schwartz's five levels of awareness explain why the same copy works on one visitor and fails on the next. Includes a mapping table and practical steps for websites.
Commissioning an explainer video: costs, styles and what to look for
An animated explainer video explains your product in 90 seconds. What production costs, which style fits and how to recognise a good production company.
Maluure Principle: Never Automate a Bad Process
Automation makes good workflows faster and bad workflows faster at being bad. Our first Maluure principle explains why order matters and how to tell if a process is ready for automation.
The Homepage That Wants to Say Everything at Once
Many company homepages don't fail because of design, they fail because of the message: they try to tell every visitor everything. Why that doesn't work, and how to arrive at a clear core message.
Hick's Law: Why Every Extra Option Slows Down Your Website
The more options you give visitors, the longer they take to decide, and the more often they decide not to decide at all. Hick's Law explains the connection, and we show what to do about it.
Google Ads DIY or Hire an Agency?
Running Google Ads yourself is possible, but not always cheap. When DIY pays off, at what budget an agency beats the tuition fee of learning, and how to prepare a clean handover.
Websites for tax advisers, law firms & financial services providers: What 100 % care requires
For tax advisers, law firms and financial services providers, a website is not just about looks, but trust, precision and legal compliance. We outline the key areas that need careful attention.
Technical SEO: the points that actually matter
Crawling, indexing, speed, structure: which technical factors move rankings and which you can safely ignore.
Commissioning a restaurant website: What to look out for
Manage your own menu, showcase reviews and get found locally: What a restaurant website really needs to do, with two projects from Cologne.
Recharge and connect: our recap of the 3rd Recharge Lounge
Live music, Cologne specialties and genuine encounters: on 17 September 2026 we accompanied the 3rd Recharge Lounge at La Linea in Cologne and captured it on film. Our recap of a special evening.
SEO audit: process, scope and cost
What an SEO audit checks, how long it takes, what it costs and how to recognise an audit that actually helps.
Finding a video production company: how to recognise a good provider
Video production quotes are difficult to compare. Here are the five questions that make a difference, the warning signs to watch for and what a solid brief looks like.
Using a corporate film on social media: twelve weeks of content from one shoot day
A corporate film is not a one-off asset, but a bank of source material. How to turn one shoot into formats for LinkedIn, Instagram, your website and sales, with an editing plan, content calendar and practical example.
Corporate video scripts: storytelling that works in 90 seconds
The script determines whether your corporate video makes an impact or just looks good. Structure, narrative, common mistakes and a shot list that saves the shoot day.
Officially certified: Maluure is a Lovable Partner
Since 16. September 2026, Maluure has been an officially certified Lovable Partner, Expert Website Builder and Expert App Builder. What the certification involves and what it means for your project.
Corporate film or recruitment video: What your company really needs
Both films cost a similar amount but have very different effects. This comparison shows which format suits which goal and how to produce both in a single day of filming.
LinkedIn Video: Formats, Lengths and Best Practices for Businesses
What works for LinkedIn video: formats from 1:1 to 9:16, the right length for each objective, subtitles, hooks and upload strategy. A concise guide for businesses.
Recruitment video: showing employees as they really are
How a recruitment video shows real employees rather than glossy clichés, what it costs and why authenticity brings in more applications.
Video production in Cologne: corporate and event films from the Rhineland
What defines video production in Cologne, which filming locations the city offers and how to recognise a good film agency in the Rhineland.
Commissioning an aftermovie: turning your event into a film
What an aftermovie can do, what it costs, how to prepare for the event day and how to distribute the film afterwards to promote the next edition.
Corporate video costs: What a professional corporate video really costs
What a professional corporate video really costs: price brackets, a complete cost breakdown per filming day, the three most common cost pitfalls and an honest comparison of agencies, freelancers and in-house production.
Lovable agency: What an experienced agency can really do for your project with Lovable
Lovable builds web apps and websites in record time. What an agency contributes, what it costs and how to recognise a good Lovable agency – with three projects from our own work.
Übernehmer Köln: What a regional magazine and business directory really offers
Why an editorially curated Cologne business directory offers more than a listing: backlinks with genuine context, trust signals for AI answers and a platform for entrepreneurs and their businesses.
Webflow developers: how to recognise genuine expertise
Portfolio, CMS experience, custom code and maintenance: six criteria and the key red flags to help you properly assess a Webflow developer or agency.
How much does a Webflow website cost? Pricing and budgeting
Webflow licence, agency fees, ongoing costs: what makes up the price of a Webflow website, which ranges are realistic and what drives the price up.
Webflow vs. WordPress: A comparison for businesses
Webflow or WordPress? An honest comparison of performance, maintenance, costs, security and scalability – including a decision guide for businesses.
What is Webflow? Advantages and disadvantages for businesses
Webflow explained: how the visual editor works, which businesses the platform suits and where its limitations lie.
Getting a website professionally built: 10 criteria for assessing quality
How can you tell whether a website has been professionally built? Ten verifiable criteria, price ranges, warning signs in proposals and five tests you can carry out yourself.
Agency, freelancer or website builder: who should build your website?
Website builder, freelancer or agency? An honest comparison of budget, speed, continuity risk and scalability – with a guide to choosing the right option for your next website project.
Website relaunch: when it makes sense, what it costs and how to protect your rankings
The guide to website relaunches: reasons, costs, timelines, SEO risks and how to decide whether a relaunch, redesign or optimisation is the right approach.
Having a website built: process, costs and how to identify a good agency
What does it cost to have a website built, how does a project work and how do you identify a reputable agency? Realistic price ranges, the process and a checklist.
Local SEO in Cologne: Get found in your city
How to build local visibility in Cologne: business profiles, reviews, location pages and consistent business details. With a checklist, realistic timescales and common mistakes.
SEO freelancer or agency: what really suits your business
Freelancer or agency for SEO? An honest comparison of costs, continuity risks, implementation capabilities and project size, plus a decision guide for SMEs.
SEO costs: What search engine optimisation really costs and what you pay for
What does SEO cost for SMEs? Realistic price ranges for audits, basic support and growth, the three common pricing models and the calculation that tells you whether the budget pays for itself.
Structuring a blog post for SEO: length, E-E-A-T and keyword coverage
How to structure an individual blog post so it ranks: appropriate length, a layout aligned with search intent, genuine E-E-A-T signals and keyword coverage without keyword stuffing.
Topic clusters in your blog: how to build SEO content without cannibalisation
How we plan topic clusters, divide them into individual blog posts, link them properly and check for cannibalisation in Search Console, with real examples from client projects.
Google Ads costs: budget, agency fees and what you can realistically achieve
What Google Ads really cost: media spend and agency fees explained separately, realistic costs per click, minimum budgets for SMEs and common budget drains.
Brand development and rebranding: when it is worth taking the step
Reasons, process and costs of rebranding: from positioning through naming and design systems to rollout – including the risks of a name change.
Accessible websites: what the BFSG requires from 2025
Who is affected by Germany’s Accessibility Strengthening Act, what do market surveillance authorities check, and what does retrofitting cost? A guide with a 10-point self-test.
Website leasing and subscriptions: When monthly payments really make sense
Website leasing and subscriptions promise small instalments and little risk. We explain when they make sense, when a fixed price remains the better choice and how our pricing calculator combines both options in one quote.
Fixed-price websites: When they really work and when you risk miscalculating
A fixed-price website sounds reassuring. In reality, everything depends on which essentials the base package covers. We explain when a fixed price is fair and how to tell.
Web design: What a good agency delivers, what it costs and what to look for in Cologne
Web design is more than colours and layouts. We explain what a good web design agency delivers, what costs to expect and what to look for in Cologne.
Having a website built in Cologne: what it costs, what it needs and how to recognise a good agency
What does a website cost in Cologne? What should it include? And how do you recognise a good web design agency? A practical guide for businesses looking to have a professional website built.
Internet agencies: services, costs and how to find the right one (Cologne & NRW)
What an internet agency actually does, what it costs and how to recognise a reputable agency in Cologne and NRW. Clear price ranges, practical criteria, no buzzwords.
Website relaunch checklist: How to plan your relaunch properly
The complete website relaunch checklist 2026: From audits and goal setting to SEO, redirects, Core Web Vitals, accessibility, GEO/AI search and post-launch monitoring. An agency guide to help your relaunch gain visibility rather than lose it.
Web designers for small businesses: what really matters
A web designer for your small business helps shape trust, visibility and revenue. We explain which criteria really matter, what fair pricing looks like and how to avoid common mistakes when choosing one.
Microtool for the Helix Combat Series: a design tool built into the website backend
Case study: How we built a design tool into the Helix Combat Series website backend that lets editors publish fighter, fight and Instagram graphics in seconds. In real time, with dark and light layouts, built with Lovable.
Web Design Tech Stack Comparison: Webflow, WordPress, Lovable & More
Which tech stack is right for your website? We compare Webflow, WordPress, Lovable, custom development, Squarespace and website builders, with real client projects.
Web design process: From concept to screen design
How a web design agency turns strategy and corporate identity into screen design that converts – using an interactive clickable prototype rather than static images.
Creating a website concept: Our strategy process before design and code
How we plan a website at Maluure before a designer or developer starts: briefing, goals, sitemap, navigation and project plan. The strategic groundwork that determines the success of every website.
Internet agency in Cologne: how to recognise a good agency
What an internet agency in Cologne needs to deliver in 2026, how to compare proposals and which mistakes can cost you serious money. Clear, honest and jargon-free.
What does a website really cost? An honest guide to pricing
Website prices from 699 € to 50.000 € – why the range is so wide, which types of providers are behind it and when each solution is genuinely worth it.