I’ve spent years working as an in-house webmaster at enterprise level — multiple sites, real scale, the kind of work where you quickly learn what actually matters and what’s just noise. That’s the background the freelance work comes from.
I take on projects where I can genuinely help: CMS audits, analytics frameworks, dashboards, and anything that needs someone to properly own the web side of things. One person, not an agency. I do it properly or I don’t take it on.
What I actually care about
Performance isn’t a vanity metric. A slow site costs you rankings, conversions, and credibility, in that order. Core Web Vitals is probably the one SEO topic I’ll get a bit evangelical about, because the evidence is there and most sites are still ignoring it.
Measurement should change what you do. If a number on a dashboard doesn’t lead to a decision, it’s decoration. Most analytics setups I inherit are full of it, and cleaning that up is usually where the most useful work happens.
Platforms matter. There’s no generic CMS advice that works equally across Sitecore, Umbraco, and WordPress. The differences are where most of the real problems live, and knowing them properly is most of the job.
Accessibility is a baseline, not a nice-to-have. WCAG 2.2 AA shouldn’t be a line item on a proposal. It should just be how the work gets done.
How I work
Fixed scope where I can. An audit is a clean engagement — you know what you’re getting, when, and for what. For longer work I prefer short phases with clear deliverables rather than open-ended arrangements that drift. Retainers are fine if that’s genuinely what you need, but I won’t push for one if it isn’t.
I write plainly and I’ll tell you if I think something isn’t worth doing. I’d genuinely rather lose a project I’m the wrong fit for than take it and fumble it.
Based in the UK and remote by default. I’ll always agree a realistic timeline upfront rather than promise something I can’t actually hit.
Honest thoughts on AI
I use AI tools every day. They’re genuinely useful for drafting, research, summarising data, and getting a first pass on things that would otherwise take an hour. Used well, they save real time. Used badly, they produce confident-sounding nonsense that someone then has to quietly unpick.
If you’re curious about where AI could actually help your web work — content workflows, analytics, automation — I’m happy to talk it through. I won’t oversell it. Not every business needs an AI strategy, and I’ll say so if yours doesn’t.