Work
Systems stories, not thumbnails.
The most useful way to understand my work is by the kinds of problems it solves: what was involved, what I owned, what decisions were made, and what changed.
The kinds of problems I work on
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Legal lead-generation ecosystems
High-value lead-generation websites and the systems around them: SEO, conversion paths, forms, tracking, attribution, content, hosting, media and lead handoff — treated as one connected pipeline rather than a set of separate tools.
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Custom WordPress functionality
Building and maintaining custom behavior — conditional and form-related add-ons, lead-data capture workflows — rather than relying only on off-the-shelf configuration.
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Search & AI authority
Making sites authoritative not just in conventional Google results but inside AI answers (ChatGPT, Perplexity, Claude, Google AI) through stronger content, entity signals, citations and structured presence.
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Analytics & lead attribution
Wiring GA4, GTM, campaign identifiers, form data and pixels to downstream lead systems to understand how marketing activity actually becomes a lead.
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AI-assisted digital operations
Using Claude Code over SSH and exploring AI agents for support, content, workflows, task handling and operational scale.
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Infrastructure decisions
Evaluating hosting architecture, VPS resources, caching and the long-term tradeoffs between heavy CMS stacks and leaner custom or static architectures.
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Media as a digital asset
Connecting podcasts, video and long-form media back to brand authority, discoverability, SEO and business objectives.
Selected case studies
I'm writing these up as publishable systems stories — with verified detail and without exposing anything confidential. Each will follow the same structure:
- Context
- Challenge
- Role
- System
- Approach
- Implementation
- Measurement
- Outcome
- What I learned
Have a project in mind that fits this? Let's talk.