Someone whoreads the logs.

I started in 2015 building marketing sites for agencies, which is a very efficient way to learn what breaks. Templates that looked perfect in the mockup and fell apart the moment a client typed a real headline. Design systems that existed as a PDF. CMS integrations where publishing meant filing a ticket.

By 2019 I was mostly doing performance and search rescues — sites that had been built beautifully and could not be found. That work taught me the thing I now build around: technical SEO is an architecture problem, not a marketing one. You cannot bolt it on afterwards, and the plugins that promise you can are selling the bolt.

Since 2022 I have worked almost entirely in Next.js and Sanity, because the combination lets one person hold the whole stack: the content model, the templates, the rendering strategy and the numbers that come out the other end.

#What I am accountable for

Every project I take ends with a Lighthouse run on three real URLs, a Rich Results Test on every template, and a written handover. If the numbers are not there, the project is not finished.

• Design — art direction, type systems, and components drawn against real content lengths.
• Engineering — Next.js, TypeScript, Sanity, and the boring parts: caching, revalidation, accessibility.
• Content — information architecture, editorial standards, and enough writing to prove the system works.

#How I work with people

Small scopes, fixed prices, weekly demos on a real URL. I would rather ship a smaller thing you can see than a larger thing you have to imagine. Most engagements run four to ten weeks.

The full list of what that covers is on the services page, and the work is the honest version — including the numbers.