About
I help small businesses, higher ed, and the public sector ship sites that hold up, and use AI where it actually pays.
Why this matters
You came here because something about your site is not pulling its weight. Maybe traffic is up but conversions are flat. Maybe Google sends fewer leads than it used to, and AI answer engines are quietly replacing the search results you used to rank for. Maybe the site you have just does not sound like the business you have become. You already know what good looks like, you can feel where yours falls short.
The brief that lands in my inbox usually starts with something like, "we need to show up better on Google," or "we want to redesign the site." What is actually being asked, almost every time, is bigger than that: how do we use this thing to grow the business?
That is the question I want to help you answer. A website should be an investment, not a line item, earning its place through measurable lift: branding that finally fits, visibility in the channels that send the right traffic, conversions that turn that traffic into customers, and a digital presence that holds up as the rules of the web shift.
And your customers are the real heroes of that story. The site's job is to meet them where they are looking, show them you understand the problem they came to solve, and give them a clear path to choose you. My job is to help you build it.
Working principles
I have been building for the web since the late 90s. I have shipped sites for global brands, regional businesses, scrappy startups, and one of the largest higher-ed multisite platforms in the country. The work spans small business, higher ed, and the public sector, and the through-line every time has been the same: understand the problem, then choose the smallest tool that solves it.
Most days I am writing code, reviewing architecture, or talking to a client about the right place to start. I keep a deliberately narrow practice so the work stays sharp. I do not chase logos. I take on engagements where I can be useful and decline the rest.
I work in the open. Weekly demos, written changelogs, async-first communication. You should never wonder where a project stands. When I do not know something, I say so. When I disagree with a direction, I say so plainly and offer the alternative.
AI is reshaping how websites get built, found, and used, both how the team behind a site can do its work, and how customers discover the business in the first place. I have spent the last several years putting that to work in real production systems, not demos. The capabilities are real; the discipline to ship them is the differentiator.
I live in Roanoke, Virginia. I play guitar more than I should and write music when the day allows. I keep a side practice of small experiments and creative projects, visible at /lab/. The creative work is not a hobby bolted onto a career, it is the same instinct expressed differently. Whether I am shaping a WordPress architecture or finding the right voicing for a chord, I am solving problems and making something that was not there before.
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