Work
Before and after, not a gallery.
Good website work is a story about what changed: a clearer message, a faster team, numbers you can trust. Client names are left out on purpose. The situations will probably sound familiar.
01Diagnostic sprint · in progress
An enterprise integration platform
- The pressure
- A large marketing organization wanted the website to create more qualified demand. The evidence was spread across teams and agencies, the analytics were noisy, and there were more refresh ideas than capacity.
- My role
- Led an evidence-led diagnostic across analytics, search, crawl, AI-answer checks, and stakeholder interviews, working with the in-house web lead and the agencies already in place.
- What changed
- The team thought it had one demand problem. The diagnostic showed three connected ones: high-intent visitors without a clear next step, weak discovery on non-branded searches, and measurement that couldn't show what became pipeline. The work was ranked so the highest-leverage buyer journey went first, and broken buyer paths were fixed right away.
One roadmap
Competing ideas became one ranked plan.
Three constraints
A vague demand problem became three specific ones.
Fixes shipped
Broken buyer paths were repaired during the diagnostic.
02Measurement and website operations
An agriculture tracking app
- The pressure
- An early-stage SaaS team was running paid campaigns and capturing leads, but it couldn't connect marketing activity to pipeline or show investors a repeatable growth system.
- My role
- Independent consultant across analytics, attribution, technical SEO, and website operations.
- What changed
- Critical tracking gaps became a build plan. The first usable funnel and pipeline views went live, and the team got one shared view of traffic, leads, and pipeline.
Journey mapped
A concrete map of acquisition and conversion paths.
Funnels visible
GA4 key events and funnel views made conversion behavior visible.
Shared reporting
A live CRM dashboard for traffic, leads, and pipeline.
6 → 95
Ahrefs Site Health during the first technical SEO fixes.
03Fractional website owner
A salon management app
- The pressure
- An internal web team needed more capacity to bring a UK brand into the US market, without a redesign or a platform change.
- My role
- Independent Webflow design and development partner, working inside the existing brand and system.
- What changed
- A steady launch backlog moved forward: localization, campaign pages, demo-flow improvements, attribution, and ongoing site upkeep.
Added capacity
Dependable website capacity without a full-time hire.
No rebuild
Launch and campaign work moved forward inside the existing Webflow system.
Reusable patterns
Repeatable plans reduced the cost of later localization and page work.
04Before Plerom · Ross's in-house role
In-house: Fleetio
- The pressure
- A scaling SaaS company depended on inbound, but its marketing site was slow to change and hard for marketing to own.
- My role
- Led the website function inside the marketing team, from web designer to Director of Brand Marketing, as the company grew from Series A to Series D.
- What changed
- The site moved from a Bootstrap template to a custom Next.js codebase with a full design system, across 1,000+ pages. Marketers could publish without GitHub or developer tickets, and inbound became a major source of pipeline during that period. That last part was a team result.
20+ min → seconds
Build times.
~50% faster
Homepage, pricing, demo, and free-trial pages.
Marketing-owned
Publishing without touching GitHub.
Want to talk about your situation?
If one of these sounds like your team, book a call. I'll tell you honestly what I'd look at first.
Book a 30-minute call