How I got here

I started where a lot of people in this field start — making posters nobody asked for, rebuilding websites that were not mine, and reading far too much about why one page ranks and an almost identical one does not.

That turned into paid work: social creatives for local retailers, a coaching institute site that the office staff could actually run, a Google Business Profile clean-up that tripled call volume for an association of eleven stores. None of it glamorous. All of it measurable.

Somewhere in the middle of that, AI stopped being a novelty and became a tool I use daily — for outlines, variations, first drafts and reporting. It roughly tripled my output. It did not change who is responsible for the work being true, on-brand and worth publishing. That is still me.

What I believe about this work

• Shipped beats perfect. A live page collecting data teaches you more than a third round of revisions.
• The client should not be locked in. Standard tools, documented handover, no proprietary builder holding the site hostage.
• Numbers over adjectives. “Engagement improved” is not a result. “Call requests went from 40 to 130 a month” is.
• Say no early. If a channel will not work for your business, hearing it in week one is cheaper than finding out in month six.