Build and optimize web platforms that convert at scale
If you believe your website should be your primary engine for growth, let’s connect.
With over 15 years of experience operating across web technology and brand awareness, I specialize in bridging the gap between product, brand, and engineering teams to transform complex technical roadmaps into high-converting user experiences.
Today, as the Founder of NorthStar Web, I lead a collective of senior level talent dedicated to building high-performance digital ecosystems. We provide the technical leadership and strategic oversight required to turn a web presence into a company’s primary engine for growth.
Strategic Approach
A modern website cannot exist in a silo
Instead of chasing keywords, the focus shifts to mapping the user journey. This holistic growth approach is built on four strategic pillars, designed to help companies compete in a landscape now defined by both human intent and machine learning.
SEO & AI Discovery
Driving growth through traditional search and emerging optimization for LLMs and AEO. Stay ahead of how users discover your content in an AI-driven world.
UX & Accessibility
Ensuring intuitive, human-centric journeys that prioritize conversion. Create experiences that work beautifully for every user, every time.
Scalable Architecture
Implementing high-speed, modern frameworks via Headless and CMS platforms. Build systems that grow with your business without technical debt.
Strategic Partnerships
Bridge the gap between strategy and execution. Through NorthStar Web, I provide the technical leadership required to turn underperforming web investments into high-velocity growth engines.
Results-Driven Work
Transforming digital presence into measurable growth
From nonprofit organizations to B2B enterprises, I’ve helped clients achieve dramatic improvements in engagement, conversion, and revenue through strategic web optimization.
Nonprofit Website Redesign
+3x Donor Engagement for a Global NGO
Complete website redesign driving unprecedented growth in donor engagement and online conversions for a grassroots nonprofit in Tanzania.
B2B Content Hub Strategy
Connecting Utilities Providers with Business Buyers
Strategic content hub development connecting utilities providers with business customers through targeted resources and lead generation.
SaaS Campaign Launch & Optimization
Driving Qualified B2B Lead Growth
Campaign launch and optimization for a B2B sales enablement platform, driving qualified lead generation and product adoption.
Frequently Asked Questions
What does a web optimization consultant do?
A web optimization consultant audits and improves a company’s website to maximize organic traffic, conversion rates, and user experience — treating the site as a primary revenue engine rather than a marketing asset.
What is AEO and how is it different from SEO?
AEO (Answer Engine Optimization) focuses on structuring content so AI systems — like Google AI Overviews, ChatGPT, and Perplexity — can accurately surface and cite it. SEO focuses on ranking in traditional search results. A modern strategy requires both.
How long does it take to see results from web optimization?
Most clients see measurable improvements in organic traffic within 60–90 days of technical and on-page changes. Conversion rate improvements are often visible within the first 30 days.
Who do you typically work with?
I partner with scaling B2B, SaaS, and mid-size organizations that need a senior web strategist to align their product, brand, and engineering teams. Today, I deliver this high-level web growth strategy and optimization through my consultancy, NorthStar Web, where we operate as a specialized collective of experts.
