Proof
Judgment, shown rather than claimed.
Anyone can say they’re experienced. This page is what thirty years actually looks like when it’s pointed at a website — the diagnosis, the number it moved, and the reasoning in between.
What counts here
Four things I won’t use to prove anything.
Every one of these is standard on an SEO website. Each is also, on inspection, worthless as evidence — so none of them is on this page.
A logo wall
A grid of client logos proves somebody paid an invoice. It doesn’t say what I did, whether it worked, or whether they’d hire me again. If you want to know who I’ve worked with, ask me on the call and I’ll tell you what I’m allowed to.
A percentage with no denominator
“Traffic up 340%” means nothing without the starting number. Three visitors to thirteen is 340%. Every figure on the case studies below is shown as before and after, in absolute numbers, so you can do the division yourself.
Traffic as the headline
Sessions are the easiest number to move and the least likely to matter. Every result on this page leads with revenue, booked work, or qualified inquiries. Where traffic went is mentioned last, if at all.
Testimonials I collected while smiling
A quote gathered at the happiest moment of an engagement is marketing, not evidence. What I’d rather you have is the audit itself — read a real one, redacted, and judge the thinking before you ever speak to me.
The work
Six sites, taken apart.
Three were paid engagements, anonymized under NDA — the industry, the market size and every number are real, the name is not. Three were teardowns: public sites I diagnosed for free because nobody asked me to. The second set is the more honest half, because there was no client to please.
They were optimizing for the 30% of conversions that didn’t matter.
Six locations. Every report counted form fills. Ninety percent of their booked jobs started with a phone call nobody was measuring.
Read itCase studyGoogle was crawling 340,000 URLs to find 11,000 products.
Faceted navigation had multiplied the catalog thirty times over. Most of the store had never been indexed at all.
Read itCase studyThey ranked first and still couldn’t get anyone booked.
Top three in every market. A booking widget that rendered a blank white box on half the devices that reached it.
Read itTeardown$3,000 a month in ads, landing on a page that lost three buyers in four.
The ads were fine. The site behind them was the problem, and nobody in the building could say which half of the budget worked.
Read itTeardownRanked #1 for the term that matters. Nineteen hours to answer an inquiry.
The rankings were real. Everything downstream of them was theater, and the median response time was doing the losing.
Read itTeardownRanking for its own name, and nothing anybody searches for.
The keyword report looked healthy until you crossed out every brand term. One row was left standing.
Read itRead one yourself
A real Revenue Audit, redacted.
Every name, URL and figure that could identify the client is blacked out. Everything else is exactly as delivered — the summary, the severity scorecard, the priority list with what each item is worth, and the two findings I marked healthy and told them not to touch.
It is the most useful thing on this website. If the thinking in it doesn’t convince you, nothing I could put in a testimonial would.
Teardowns
Sites I took apart in public, for free.
Nobody paid me for these and nobody asked. I picked a site, ran the same process I run on a paid audit, and published what I found — including the parts the owner was doing well. They’re the least flattering and most honest evidence on this site, because there was no client to please.
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