More than choosing a platform
A website or app has to explain the offer, support the customer journey and fit the way the business actually works. That usually crosses the line between marketing and engineering.
I can help shape the message, design the experience, build it, connect the surrounding systems and use real behaviour to decide what happens next. That wider view is often more valuable than loyalty to any one platform.
A stack that follows the work
These are tools I work with, not a fixed recipe. I choose and combine them according to the audience, product, team and stage of the business.
- 01 Shape the work Clarify the audience, message, structure and product flow before committing to a build. Figma Relume
- Figma
- Relume
- 02 Build the experience Choose a website or app stack that fits the product, the team and the way it needs to change. Webflow Astro Framer Expo
- Webflow
- Astro
- Framer
- Expo
- 03 Measure and grow Connect behaviour, enquiries and pipeline so improvements are based on evidence. PostHog HubSpot Chili Piper Conversion.ai
- PostHog
- HubSpot
- Chili Piper
- Conversion.ai
- 04 Run and connect Keep delivery organised, communication clear and the systems behind the customer experience reliable. ClickUp Slack Vercel Cloudflare Resend
- ClickUp
- Slack
- Vercel
- Cloudflare
- Resend
- 05 Work with AI Use agents and connected tools where they improve delivery, research, testing or repeatable operations. Codex Claude Grok MCP servers
- Codex
- Claude
- Grok
- MCP servers
Start with what the work needs to achieve.
Tell me what you are building, what already exists and where the current setup is getting in the way.
Practical decisions that survive launch
- 01 The job comes first I start with the audience, commercial goal and working constraints. The platform follows from that decision, not the other way around.
- 02 Keep it ownable A clever stack is not useful if the team cannot update it, understand it or keep it healthy after launch.
- 03 Measure what matters Analytics should answer real questions about behaviour, conversion and pipeline, rather than produce another dashboard nobody uses.
- 04 Use AI with judgement Agents can make delivery faster and remove repetitive work. Important decisions, quality checks and consequential actions still need clear human ownership.
Websites, apps and connected systems
From the work
Decisions, methods and useful lessons
Practical notes on websites, apps, product growth, search and AI-assisted delivery.
- OpinionsCodex Sites Lands With Eight Builder Partners. Webflow's Bet Is What Happens Next.OpenAI launched Codex Sites today: type a prompt, get a deployed, hosted web app with a live URL. Webflow is one of eight named partners. The interesting question for Webflow developers is not the launch - it's why Webflow is in the room five days after gutting its own staff for an AI pivot.
- ComparisonsWebflow vs WordPress, Framer, Squarespace & Wix: I Tested All Four (2026 Comparison)I have built on Webflow, WordPress, Framer, Squarespace, and Wix. Here is the honest comparison: CMS depth, design flexibility, pricing, and which one you should actually choose in 2026.
- OpinionsWebflow's Pivot, AI Builders, and Whether Webflow Is Still Worth It in 2026Webflow restructured this week and pivoted to an agentic marketing platform. Here's what it means for developers, freelancers, and whether Webflow is still worth it in 2026.