HOW I WORK · PROCESS
Simple. Clear. Effective.
Four focused steps, no bloat, no wasted meetings — clear communication at every stage, from the first conversation about your business to a launch that's actually discoverable.
Understanding your brand
Before I open an editor, I learn your business — who your customers are, what they need to believe to take action, and what your competition looks like. A site built without that context is just decoration; the goal is a site built around a specific person deciding to click a specific button.
This stage is mostly questions, not mockups: what has and hasn't worked before, what the actual conversion goal is, and what "success" looks like six months after launch rather than on the day it ships.
Layout, type, and visual identity
I design directly in the browser — no Figma handoff, no static mockup that quietly stops matching the real thing the moment motion gets involved. You see how the site moves and feels from day one, not a flat approximation of it.
Every choice is made with intent: type pairings, color systems, and spacing all serve the same goal the discovery phase identified, rather than following whatever looks trendy this year.
Custom code, zero bloat
Clean, semantic HTML. Modern CSS with OKLCH. GSAP for intentional motion, WebGL and Three.js where a project genuinely calls for real 3D. No WordPress, no Webflow, no page builder — every project starts from a blank file.
That discipline is what keeps Lighthouse scores at 95+ across the board even on visually ambitious builds — performance is treated as a constraint from the first commit, not a cleanup pass at the end.
SEO-ready, tested, delivered
Accessibility audit, Core Web Vitals optimization, structured data, and cross-browser testing all happen before anything goes live — the same discipline behind the technical-SEO approach covered in the journal's own entry on the subject.
Google Search Console setup and a working sitemap ship with the site, not as a follow-up task — a launch isn't "done" until the site is actually discoverable, not just online.