Service
Web consulting
What if the website you already have started telling you which marketing actually works?
What is this?
Improving the site and marketing setup you already have — clearer tracking, better search basics, and changes you can act on.
Who is this for?
Anyone spending on marketing without a clear read on results, or starting from zero on tracking.
What do you get?
Real changes on the site or in tracking, reports people will actually open, and a short list of what to watch next.
Typical timeline: One to four weeks per audit-and-fix cycle. Audits with major implementation attached can run longer.
What you get
Deliverables and outcomes
Scoped clearly — you know what's included and what you keep running.
Knowing which marketing channels actually drive revenue
Dashboards that show what you need without ten clicks
UTM tracking that reveals your best lead sources
Attribution that reflects the full path from first touch to signed client
Reports your leadership team actually opens
Search visibility you can measure and improve
When this fits
This lane is a good fit when…
If several of these match what you're trying to get done, you're in the right place.
Working together
From first note to handoff
Message or a short call — same process either way.
See what you have today
Tracking, search basics, and campaign tags — prioritized by what would change a decision this week.Fix the highest-leverage gaps
Real changes on the site and in measurement — not a long PDF of recommendations that never get done.Verify and keep it simple
Confirm the numbers make sense, reports answer real questions, and you know what to watch next.
Proof
Related projects
Real work from this lane — short write-ups, not slide decks.
Will It Flow
A rental-analysis web app I built and run — live rates and rent data so investors can evaluate a deal in one place, plus market pages that bring in organic traffic.
→ Live product · paying users
View details →
One Drop Refillery — Website, SEO & Analytics
A local refill shop needed a website that matched the store — Square checkout, pickup, events, and analytics the owner could run without a developer on call.
→ Live site · clear next step for visitors
View details →Marketing Attribution System
Marketing spend looked busy in clicks and opens, but nobody could defend which channels actually produced clients. Wired tracking and reporting so ROI was clear.
→ Campaign-level ROI visibility
View details →Explore
The other lanes
Most real work touches more than one of these.
FAQ
Common questions — Web consulting
I don't have tracking set up yet — is that too early?
No — that's often the best time. Getting measurement right from launch is easier than untangling a year of messy data. If you're already spending on marketing, you want a clear read before you scale spend.
My numbers don't match ads or the CRM — can you fix that?
Usually. It's almost always how events are defined, how tags are set up, and how campaigns are labeled. We end with agreed definitions and reports you can repeat — not a one-off export.
Do you only deliver audits?
Audits are a starting point when needed — fixing things is the default. If a change is high leverage, I make the change rather than parking it in a deck.
Can you help us show up better in Google?
Yes for the fundamentals: clear pages, titles, and the basics search engines need to understand the business. I won't sell you enterprise SEO theater a local service site doesn't need.
How is this different from hiring an agency?
The same person who scopes the work builds it and hands it off — so context doesn't get lost between strategy, design, and implementation. You get direct answers and far fewer coordination meetings.
What should I bring to a first call?
What you need done in plain language: the website, CRM, automation, or analytics work, what “done” looks like, and any tools already in play. That is enough to tell you fit and what a first milestone would look like.
What happens after launch?
White glove is available if you want me on updates. If you'd rather own light changes — or the work is an automation your team will run — you get clear notes so nothing depends on memory.
How long does this usually take?
Typical timelines on this lane: One to four weeks per audit-and-fix cycle. Audits with major implementation attached can run longer..
Optional reading
More detail if you want it
Skip this if you already know enough to reach out.
What the work can look like
GA4 that produces signal, not noise
Default GA4 is borderline useless for most businesses — it tells you traffic came in, not what it did. The work is identifying the events that actually matter (form submissions, click-throughs to your store, scroll depth on key pages, downloads, outbound clicks), implementing them properly, and setting up the conversions and explorations that turn raw events into the answers you'll actually ask.
Search Console, verified and read
The single most underused free tool in marketing. Verified properly, it tells you exactly what people search for when they land on your site — including queries you never thought to write copy for. The work is connecting it, confirming the data flows, and reviewing it on a cadence that turns into copy and content decisions.
UTM discipline
UTMs are the difference between “we ran an Instagram campaign last month” and “here's exactly which posts drove traffic, which traffic converted, and what each customer cost.” The work is establishing a convention, documenting it, and making sure every campaign across every channel follows it.
Structured data where it earns its keep
JSON-LD that helps search engines understand what your business is, where it is, and what you sell — LocalBusiness for service businesses, Product for ecommerce, FAQ and Review where warranted. Not everywhere. Only where it actually changes how you show up.
An audit that produces fixes, not a 60-page PDF
Most audits are deliverables-as-product — long documents that sit in a Drive folder forever. Mine are short, prioritized, and paired with implementation. If something's broken and easy, I fix it. If it's complex, you get a clear write-up and a scoped recommendation — not a PDF you'll never read.
A bit more on this lane
Most small and new businesses don't need a new website. They need the one they have — or the one they're about to launch — to start producing useful information. Maybe GA4 is installed but no events are configured beyond the default. Maybe Search Console was set up once and never opened. Maybe UTMs are on some campaigns and not others, so attribution is a coin flip. You have a sense that something isn't working but no instrument readings to confirm what. That's the gap this lane closes.
How I think about this work
SEO is the part of this lane I'm still actively sharpening. I'm not a career SEO, and I'll never out-rank a specialist agency on the deep technical edges. What I'm good at is the fundamentals — making sure the basics are correct, the analytics are honest, and the work produces measurable changes in actual business outcomes. For most small and new businesses, that's the work that matters. The specialist-agency edges matter for enterprise SEO in saturated search results; they mostly don't for a local service business in Wisconsin.
Tools I often use here
Not my lane
- Link-building and outreach SEO — that's an agency lane, not a solo one.
- Paid media management (Google Ads, Meta Ads) — I'll set up the measurement so you can run paid media intelligently, but I don't run the campaigns.
Want help with web consulting?
Send a short note about what you need done. You'll get a read on timeline, fit, and next steps — or book a call if you'd rather talk it through.
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