I build things that make the numbers move.
20+ years of web work. Not just writing code. Understanding why visitors leave, where funnels break, and what actually makes someone click, convert, or buy.
I got my first client at 17. A local business that needed a website that actually brought in customers, not just existed. That became the thread for the next two decades.
I never moved far from the work itself. Strategy, UX, copy, code, ads, analytics. I stay close enough to see what's actually converting and what's just looking good. Most problems I solve aren't technical. They're a landing page that doesn't communicate value, a funnel with a silent drop-off, or a product that works but nobody can figure out why they need it.
I use AI-augmented workflows throughout my process. Not as a selling point. As infrastructure. I've written 35+ articles about what works, what breaks, and why most AI workflows fail without proper verification. I built custom tooling to keep it honest.
Belgian-born. Based in Kentucky. Solo by choice.
Solo doesn't mean small. It means the person evaluating your conversion rate is the same person rewriting the page. No handoffs. No telephone game between strategist and developer.
What that has looked like
True Blue Life Insurance
9-year engagement$10M+ revenue. 20,000+ policies. 10,000+ five-star reviews.
Built the web platform, quote comparison engine, and content hub that powered the entire business. 300+ articles driving organic growth. The founder became a Forbes Council contributor and eventually sold the company. The platform I helped build was the product.
VPN.com
OngoingBounce rate dropped to an 8-year company low.
Rebuilt the conversion funnel for a high-traffic domain marketplace. Edge-based A/B testing, custom provider comparison system, high-velocity landing pages. The client started calling the process "Benify": analyze the page, redesign it, watch conversions climb.
itbroke.dev
Own product$3 CPA in a market where competitors pay $10–$250 per click.
Conversion monitoring SaaS with event sourcing, session stitching, and baseline learning. Acquired first paying customer through a Google Ads campaign I built and optimized myself.
13+ shipped projects
2013–presentSaaS products, client platforms, growth systems.
Every project instrumented from day one. Conversion tracking, bounce rate monitoring, funnel analysis. I don't hand off a build without knowing what the numbers say.
How I think about the work
The goal is never "build the thing." It's "move the metric."
- Conversion-first. Every page, every flow, every decision is evaluated by what it does to the numbers. Not how it looks in a screenshot.
- Measure, then decide. Bounce rate, time on page, drop-off points, conversion paths. I instrument before I redesign.
- Full-stack means full picture. I write the copy, build the page, run the ads, and read the analytics. Same person, every step. Nothing gets lost in translation.
- Verify against reality. AI makes me faster. Data tells me if the output is actually better. I don't ship vibes.
Need something that actually converts?
I'm not trying to be your agency. I'm the person who looks at your funnel, finds where it's leaking, and builds the version that fixes it.
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