01
<marketing-site/>
Marketing sites
Landing pages, content sites, conversion-focused homepages. Built with intent: who's arriving, what they need to see, where they should go next. Performance and SEO done as defaults, not afterthoughts.
[02]Discipline · WebSince · 2006
[§] Where it all sits on
Web.Not the deliverable. The substrate.
Twenty years writing the code that runs small businesses. The shape of a site decides what marketing can do, where AI can route, how a sale actually closes. I've been at every layer: the front of the funnel, the back of the database, and every middleware layer between.
Stack.tsx
writing…InterfaceNext.js · React
LogicNode · APIs
DataPostgres · MySQL
InfrastructureVercel · AWS
Code becomes the substrate
[§ 01]
How I think about it.
Since 2006
Twenty years on the substrate
Web work for me has never been a deliverable on its own. It's the substrate every other discipline ends up sitting on. The shape of a site decides what the marketing campaign can do, what the AI can route into, where a sale actually closes. Get the substrate wrong and everything downstream limps.
That's a different mindset than picking up a one-off project. When I build a site, I'm thinking about what the marketing automation will need to plug into in six months, what the AI receptionist will pull from on a Tuesday afternoon, what the staff member adding a new menu item will actually do. The site is a tool that has to fit a hand.
Most agencies sell you a redesign. I build the substrate the next three years of the business have to run on.
[§ 02] What I actually build
Four kinds of code, all running real operations.
02
<commerce/>
Ecommerce
Shopify, WooCommerce, custom carts. Catalog, checkout, post-purchase email, abandon recovery, review collection, loyalty. The full lifecycle from impression to repeat-customer, not just the buy button.
03
<automation-backbone/>
Automation backbones
The plumbing nobody sees: form intake routed to CRM, eClub signup triggering welcome series, lead scoring feeding sales handoff, webhooks tying the AI receptionist to the calendar. Where most of the daily ROI lives.
04
<internal-tools/>
Internal tools
Admin dashboards, staff portals, reporting tools, custom integrations between SaaS the business already uses. The unglamorous software that operators actually click on every day.
[§ 03] The stack
What I write in, currently.
Twenty years means a lot of older stacks too (LAMP, jQuery, Drupal, Magento, classic ASP, Flash if we're going way back). The layers below are what's on the desk in 2026, not the history.
01Frontend
- Next.js
- React
- TypeScript
- Tailwind
- HTML/CSS
02Backend
- Node
- PHP
- Python
- MySQL
- Postgres
- REST
- Webhooks
03Platforms
- Shopify
- WooCommerce
- WordPress
- HighLevel
- Vercel
- AWS
04Tooling
- Git
- Cursor
- Claude Code
- Figma
- Postman
- PostHog
[§ 04] How it connects
Web is where marketing, AI, and the actual sale all touch ground.
Every campaign has to land somewhere. Every AI handoff has to write into something. Every customer eventually clicks something. The web stack decides whether all of that flows or breaks. The reason I keep web on the desk after twenty years is that without it, everything else is theatre.
[§] Start a build
Got a site, a stack rebuild, or a backbone that's starting to limp? Let's talk.
Tell me what you're running on now, what's breaking, and what the next year of the business needs the site to do. I'll come back with whether I can help and what the shape of the work would look like.