Selected work

Ecommerce and manufacturing, United States

Off road equipment manufacturer

A United States manufacturer selling off road equipment direct to enthusiasts. The catalogue is organised by vehicle rather than as a flat product list, so a customer picks their make, model and generation first and only sees parts that will actually fit.

WooCommerce, Elementor, vehicle based product taxonomy, structured data

• Where it started

  It began as a small job. They needed shipping classes and shipping zones sorted out in WooCommerce. That went well enough that we moved on to building a mega menu together.

• The migration

  The site was running on outdated technology with a design to match, so we moved it to WordPress. I handled the migration, mapped redirects from the old URLs, and ran SEO checks throughout so the traffic they already had did not disappear at launch. I also set up the product feed so the full catalogue reports correctly into Google Merchant Center.

• Since then

  Traffic and sales both grew after the move, and I have looked after the site ever since. Problems get fixed as they come up, and when something sits outside what I know, on the SEO side in particular, I bring in a specialist rather than guess at it.

Retail and multi location, Australia

Multi store phone repair business

A phone repair business running several stores across Australia. Alongside the retail side the site carries a corporate repairs arm for business customers, individual store pages and a careers section.

WooCommerce, Elementor, multiple form systems, page caching, store pages

• Where it started

  The site was running on Wix. What they wanted to change was the recurring platform cost rather than anything specific about how the site looked.

• The rebuild

  I redesigned and rebuilt the site on WordPress, with WooCommerce handling the retail side and Elementor for the build. I added a store locator so customers can find their nearest branch instead of reading through a list of addresses.

• What changed

  Their ongoing running costs came down compared with what they had been paying on Wix, and the site is now on a platform they can extend rather than one they have to work around.

Trades and local services, United States

Residential plumbing company

A plumbing company covering several towns in Colorado. The site is built around the individual jobs people actually search for, water heater installation, repiping, water softeners, faucet and toilet repair, each with its own page rather than buried in one long services list.

Elementor, service and location page structure, structured data

Medical supply retail, Germany

Medical supply retailer

A Munich retailer selling compression garments, bandages and mobility aids, much of it prescription based. Built and written in German, including the legal pages a German business is required to publish.

Elementor, German language build, structured data

Membership and education, Australia

Education charity for older adults

An education charity running courses for older adults. The site carries course listings, newsletters, printable forms, a gallery and the governance and policy documents a charity has to keep public.

Elementor Pro, third party membership integration, document library

• Where it started

  A new build with nothing to work from. The structure, the design and every page came from scratch.

• What I built

  A static site in Elementor, shaped around how much material an organisation like this has to keep public. Course listings, newsletters, printable forms, the calendar, a gallery and the governance and policy documents. Joining, renewals and event registration hand off to the membership system the charity already ran, so members keep one login rather than the committee maintaining two sets of records.

B2B software, South Africa

Operations management software

A marketing site for operations management software. The same product is sold into mining, airlines, warehousing and logistics, fleet management and technology, so the site has to make sense to five audiences with very little in common.

Elementor Pro, industry segmented product pages, enquiry form

• Where it started

  A new build, and an awkward brief for a product site. One piece of software, sold into five industries that share almost nothing with each other. A mining operation and an airline are not looking for the same thing, and a site that tries to talk to both at once usually ends up speaking to neither.

• What I built

  Built from scratch in Elementor. The site explains the mechanism once, as a four step sequence running from data input through approval and action to reporting and dashboards, because that part is the same whoever is buying. The detail is then split by industry, so a visitor can jump straight to their own sector rather than reading past four that do not apply to them.

HVAC and duct cleaning, United States

Duct cleaning company

A San Francisco duct cleaning company working across homes and commercial buildings. Rather than one page listing everything, the site splits into separate landing pages for residential duct cleaning, commercial duct cleaning and dryer vent cleaning, each written for the search someone actually types. Testimonials and an FAQ carry the rest of the persuasion.

Bricks, per service landing pages, redirects and canonicals, structured data

• How it is structured

  Three service pages rather than one, each written for a different reader. The residential page speaks to homeowners, the commercial page to whoever is responsible for a building, and the dryer vent page to people who did not know a blocked vent is a fire risk. Every page links across to the other two, so somebody who arrives on one can find the rest without going back to the menu.

• The part search engines read

  Every page carries local business structured data, with the services, the offers and the geographic coordinates marked up properly rather than left for Google to infer from the copy. Shorter URL variants redirect to one canonical version of each page, so each service ranks as a single target instead of quietly competing with itself.