Diagnose what's actually broken
I break down how real users experience your site, from first impression to decision, and identify gaps to be fixed. Most problems aren’t where teams think they are.
Successful websites know what isn't working.
More often than not, it's not easy to identify conversion-blockers. Especially not in the face of a user's journey.
100M+
user touchpoints
500M+
lifetime impressions across high-traffic brands.
6+ years
driving growth for global brands
How I help
Clarify positioning & messaging
I help you articulate what you actually do, who it’s for, and why it matters. We need the right people to decide whether to keep reading or leave immediately.
Remove friction across the journey
I identify points of hesitation, confusion, or mistrust across pages, flows, and touchpoints and then prioritize fixes that create momentum instead of surface-level tweaks.
I’ve spent most of my career inside high-traffic digital products and editorial platforms, working across landing pages, lifecycle messaging, in-product flows, and content at scale.
What experience has taught me
Good optimization
I optimize for clarity that removes hesitation. This is how:
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Clarity over cleverness
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Momentum over perfection
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Decisions over dashboards
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Fixing root causes, not symptoms
Bad optimization
I don’t optimize for anything that doesn't help you or the reader. Such as:
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Vanity metrics
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Shallow “best practices”
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Chasing trends
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Cosmetic rewrites
What I'm skeptical of
Experience has made me skeptical of quick fixes. Things like:
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“Just add more CTAs”
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“We need more traffic”
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“Let’s A/B test headlines first”
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“It must be the copy/design”
Think you need help?
I'm just an email away. Send me the link to your site with a few things you think aren't working. I'll let you know if it's something I can fix.