Twenty-plus years of building. Here's the detail.
The homepage keeps it short. This page has the long version: ten skills with the thinking and proof behind each, and the kinds of apps I've built and still run.
What twenty-plus years teaches you.
Ten things I'm good at, and the rules I follow while doing them. Open any line for the thinking and the proof.
- 79domains managed
- 50+sites and apps
- 150,000+people in one email send
- ~5,000viewers at once
- 2003designing since
- 60+countries visited
01Online stores, checkouts and bookings, digital or physicalYour store takes money, ships or delivers, handles bookings, and moving platforms doesn't cost you your Google traffic or customer history.
How I think about it
Keep every old URL and redirect the rest. Rehearse on a staging copy, back up before every write, never email past buyers mid-move, and walk the whole upsell chain with cheap test orders.
Proof
- Two stores moved with re-runnable imports: about 3,800 orders, 1,200 accounts, 102 reviews and every redirect
- A physical-product store rebuilt off a page builder, with a custom product configurator (price changes per option), faster on phones, accessible, with dark mode
- A digital-goods store moved to a fast static site with hosted checkout, URLs kept, 149 automated browser checks on every deploy
- Compatibility and comparison pages that answer “will it fit?” exactly
- Self-serve booking changes with single-use signed links, and the change fee on its own order
02Course and membership platformsStudents get exactly what they paid for, and support can see all of it.
How I think about it
Unlock by purchase, never by hand. Stop double purchases at the source.
Proof
- Caption tracks unlocked per language by purchase
- Free-preview windows for about 5,000 viewers at once, with a live play-by-play for the team
- A download log matched to delivery logs that settled a chargeback dispute
- Per-device login limits and a “you already own this” check before checkout
03Custom email systems and deliverabilityBuilt in-houseBig sends finish fast, land in the inbox, and never go to someone who bounced.
How I think about it
“Accepted” isn't “delivered.” Suppress bounces and complaints automatically, cap how often people hear from you, and stop link scanners from confirming sign-ups.
Proof
- A queue-and-batch sender for a 54,000-person list: send time cut from 3h35 to 1h48, then about 150 emails a second
- Sender authentication fixed and checked against reports, including a signing fault that made invites bounce
- Signed bounce notifications feeding suppression lists, and an approve-before-send outbox
- Double opt-in with one reminder, a marketing frequency cap and broadcasts that pause themselves
04Surprise-and-delight touchesFavoriteSmall extras that make customers feel looked after, and bring them back.
How I think about it
The thank-you page should hand over the gift above the fold. Rewards should feel personal, not generic.
Proof
- Every PDF stamped with the buyer's email, worksheets still fillable
- Free gifts on the thank-you page and a single-use “come back” coupon tied to the buyer
- Personalized achievement badges and a live donation counter
- Giveaways with a countdown, confetti and a fair winner draw
05Your “it depends” rules, applied every timeNo AI billIf your business runs on “it depends,” I turn those rules into code that applies them the same way every time and can explain each decision. AI writes the checks once; after that they run on plain rules, with no AI bill.
How I think about it
Plain-rule gates are cheap, predictable and explainable. Anything unmatched goes to a person, never a guess, and a person approves anything a customer will see.
Proof
- A launch built from one file in 10 phases, each showing its plan, taking a backup and waiting for a typed confirmation, with tiered upgrade pricing and timers checked against email deadlines
- A scheduler with exact preview-window rules: four windows per video, 50% of runtime capped at two hours, no overlaps, doors open early
- An income classifier with priority rules: anything unmatched goes to review, every decision logged
- Customer matching that never merges look-alikes without confirmation, and partner scoring calibrated on 309 past partners
- Form spam scoring tuned on 14 years of entries, with matching browser and server rules; evidence rules that run before any AI, which must quote exact words and links
06Review systemsMore honest reviews, from real buyers, at the right moment, and nothing goes public until you approve it.
How I think about it
Ask only people who finished or bought, and only once. Hold every review for moderation, never mix old counts with new reviews, and disclose incentives.
Proof
- Course reviews unlocked on completion, nudged at the last video, with one page to review everything you've finished and a small celebration at the end
- No repeat requests: blocked across mailers, with a 5-day cooldown
- Verified-buyer photo reviews with marketing consent and approve/edit links by email
- Incentivized reviews with a clear disclosure and quality minimums, spam-guarded forms, and migrations that keep old ratings honest
07Security, monitoring and recoveryIf something breaks or gets hacked, you hear about it first, and it gets fixed, locked down and the hole closed.
How I think about it
Quarantine before deleting. Watch for problems on a schedule instead of waiting for a customer to report them. Audit code other people wrote.
Proof
- An error watcher every 15 minutes that only starts a fix when something is actually wrong
- Deploys only after tests and safety checks pass; job watchers that email and open an issue if a job stops
- Checkout smoke tests in a headless browser, plus domain and access-key audits
- A breached server cleaned across 7 sites, an incident report on a card skimmer, and contractor-built plugins audited and fixed
08Speed, SEO and AI searchFaster pages and correct facts, so search engines and AI answers get your business right.
How I think about it
Measure before and after. Fix the underlying data so answer engines quote the right numbers.
Proof
- A database cut in half (319 → 155 MB) and uploads from 941 to 376 MB
- A tracking script sped up from 0.52 s to 0.14 s
- Search and AI-answer specs, machine-readable fact files and instant indexing pings
09Data and live dashboardsNumbers you can trust, on one screen, updated on their own, including the offline marketing your store can't see.
How I think about it
Keep private data on your own server. If a number looks too good, check the data before celebrating.
Proof
- A live sale report refreshed every 10 minutes: map, pace and buyers who watched first
- Impossible 66–98% conversion rates repaired by backfilling the missing click data
- An offline campaign measured: printed QR-code coupons counted per day, because store analytics couldn't see them
10Design, branding, packaging and printLogos, sites, packaging and product visuals that look like they belong to the same business. Designing since 2003.
How I think about it
Design is still the first thing people judge, before they read a word.
Proof
- Logos and identity for local trades, a studio and a home-automation installer
- Packaging and print: mailers, insert cards, tags, stickers and coupon sheets
- A coded product demo video in widescreen and vertical from one source
- 3D product boxes rendered by script, and a hand-built site replacing a site-builder template
- 01Back up first, quarantine before deleting
- 02A person approves anything customer-facing
- 03Tests gate every deploy
- 04Owned tools over subscriptions, when the math works
- 05Measure, don't guess
- 06Keep URLs, keep trust
- 07Write it down: runbooks, rollback steps, changelogs
- 08Safe by default: dry-run first, plan before execute, backups before writes, approve before send
20+ full applications. 30+ websites. Designing since 2003.
Eleven kinds of systems, built and running for real businesses, including three of my own. Pick a gate.
Image factories
Unique graphics made by rule, in bulk, and synced to where they're used.
- Product-box mockups that sample brand colors from the cover art, exported in bulk
- Checkout hero images built from PDF pages
- Personalized badges and countdown graphics
- An image optimizer for a shared database, with preview and undo
Translation desks with a memory
AI translates against your glossary, past translations and house rules; native speakers approve.
- Subtitles for a whole course library in Spanish and Dutch
- A linguist portal with clip playback and tracked hours
- PDF and email translation that keeps the formatting
Transcribe, extract, publish
Recordings become readable pages and print-ready PDFs.
- Course “cheat sheets”: transcript → key points → review queue → finished pages
- Fillable PDFs stamped per buyer and unlocked by purchase
- Re-transcription of a 235-video library
Launch autopilots
One settings file sets up a whole sale, checks itself, and waits for your sign-off.
- Checkout products, customer tags, automations and course access from one config
- Plan first, then run, with backups and a verification checklist
- Course preview windows run from a spreadsheet, with Slack reports
- A live calendar feed that updates itself
One source of truth for customers and money
Every customer and every dollar in one place, de-duplicated and kept in sync.
- 12 years of customers from five checkout systems, merged into one list
- A help-desk sidebar showing each customer's full history
- Income synced from bank and PayPal, sorted into dashboards automatically
- An invoice generator and a live two-way donation counter
Portals and hubs
Private places where partners, staff or clients log in and find their stuff.
- A partner portal with earnings, payouts, badges, signed contracts and a learning center
- Single sign-on for a suite of tools: magic links, Google sign-in, per-app access
- Per-partner proposal pages from one template
Scouts and watchdogs
Tools that search the web for you, score what they find, and ask before acting.
- A creator finder that fills a database from YouTube
- A recruiting system that finds partners across about 10 platforms, then scores and drafts outreach
- A brand-protection monitor where AI must quote its evidence and nothing is sent without approval
AI assistants that know your business
Assistants trained on your own material, with spending caps on every one.
- A help bot that answers from recorded team calls, with timestamped links
- Outreach and social copy in a person's voice that learns from their edits
Approval-queue publishing
Work gets prepared automatically, then waits in a queue for a human yes.
- Spreadsheet → on-brand graphic → AI caption → approval → scheduled post
- The same pattern for takedown notices and translations
Checkouts, member areas, gated content
Sell it, unlock it, and keep members moving through it.
- A donor-education member app with applications, payments, a course and yearly reminders (one of my own)
- A music library with tiers and automatic enrollment (one of my own)
- A giveaway platform that replaced paid tools: entries, referrals, SMS consent, winner draw
- Course road maps with progress, plus reviews and moderation
- A physical-product store with a custom configurator and printed QR coupons tracked per day
Products of my own
Businesses I build and run myself, so I feel every rough edge before a client does.
- RideMarker: live airport-shuttle tracking as a web app plus iOS and Android apps, with payments, SMS updates and live maps
- A donor-education membership: applications, checkout, a course and yearly giving reminders
- A music library for creators, with membership tiers and automatic access on purchase
Seen enough? Thirty minutes, no slides. You leave with two or three things worth automating, whether or not we work together.
Book my free call