Execution depth.
Results on record.
Each engagement below is documented with context, strategy, and verifiable outcomes. No vanity metrics.
Rebuilding organic reach from zero after a platform migration
Context & Problem
A professional services firm migrated their site and lost 60% of organic traffic overnight. The core business had relied on inbound search for the majority of new client conversations. Within 90 days, the pipeline reflected it.
Strategic Insight
The migration broke the structural relationship between URLs, internal linking, and authority signals. This was not a content problem - it was an architecture problem. Fixing content before fixing structure would have been wasted effort.
Execution
Audited the full crawl structure, rebuilt canonical hierarchy, remapped internal links to match search intent flow, and reconstructed the site's entity relationships. Followed with a content architecture that targeted decision-stage queries only.
Reducing cost-per-acquisition while scaling total spend
Context & Problem
A high-ticket service business was spending $18K per month on paid search. Lead quality was inconsistent, CPAs were rising quarterly, and the team had no clear attribution model. More budget was not the answer.
Strategic Insight
The account was optimizing for volume at the top of the funnel while ignoring demand-capture at the bottom. The best prospects were actively searching - and being served competitors' ads. Budget reallocation was step one.
Execution
Restructured the account architecture around intent tiers. Paused awareness spend. Built a new campaign structure targeting active-buyer queries. Introduced offline conversion tracking and rebuilt attribution to measure actual pipeline, not clicks.
Engineering a scalable reputation and trust infrastructure
Context & Problem
A premium service operator with exceptional delivery and almost no online proof. Conversations were starting with skepticism rather than trust. The pipeline was working too hard to justify price at every stage.
Strategic Insight
In high-consideration purchases, the reputation layer does the selling before any human conversation begins. Building a systematic proof infrastructure - not just asking for reviews - was the highest-leverage move available.
Execution
Designed and implemented a post-delivery review request system, response protocol, and citation asset library. Built the case study structure and published proof assets across the relevant platforms where decisions were being made.