01
They look
They google you before they call.
They tap your Instagram before they book. They open your website on a phone, at night, in bed, before deciding whether tomorrow is worth the drive.
Loading the audit…
MA, Cape Cod, RI & NH
Being found was never the hard part.
People are already looking you up. They google your name before they call. The only question is what they find, and whether it does justice to work you are almost certainly better at than your website suggests.
Scroll
The manifesto
The revolution
is automated.
Not a robot replacing you. The follow-up, the reminder, the review request and the missed-call text run on their own, so the human part of your business gets more of you. I sell you less. Here is the whole thing.
The split second
What happens
before they call.
The most valuable thing that happens to your business all day, and it is almost entirely out of your hands. You are not in the room. All you get is whatever loads on their screen.
186Articles published, every figure traced to a named source
10Services, from identity through automation
2.5sGoogle’s “good” mark for Largest Contentful Paint, when the main content shows up. The bar most sites miss
1Person doing the work. You always know who you are talking to
What I do
The whole visible
surface of it.
Most places sell you one piece. Identity, or a site, or ads. The pieces only work when the same person is holding all of them.
01 · Service
Brand identity
A brand is not a logo. It is the reason somebody recognises you on the second look, and the reason your flyer, your van and your Instagram look like the same company.
Most small businesses have a logo somebody made once and nothing else. No colour codes, no type rules, no files that anybody can open. Every new piece of marketing starts from scratch and drifts a little further from the last one.
What you get
- Primary logo, plus the stacked and single-colour versions you actually need
- Colour palette with hex, RGB and CMYK values
- Typefaces chosen and licensed, with sizes and weights specified
- A one-page rule sheet anybody can follow
- Files organised and handed over, yours to keep
How it goes
- Your current marks, your competitors, and what your customers already associate with you.
- Two directions, not eight. Eight is a way of making you do the deciding.
- The mark, then everything that has to sit next to it.
- Organised files and a rule sheet. No hostage situation.
Right fit?Businesses that have outgrown a logo somebody made in an afternoon, or that are about to spend money on signage, vehicles or print and want it right before it is expensive to change.
Selected work
DocsNexComplete rebrand for a B2B legal-tech company. Logo, website, and the full brand system, plus campaign, deck and social creative.→LexiCite360Brand identity and design system, advertising campaigns, decks, landing pages and trade show graphics.→Sicc ArrtMy husband’s apparel brand. I built the identity, the voice and a motion-driven storefront.→
02 · Service
Websites
Most small business websites are a brochure with a contact form bolted to the side. Somebody fills it in, it lands in an inbox, and the reply happens whenever somebody notices.
The site is the front door, but the thing that wins the job is what happens in the hour after somebody taps it. That is why the site and the follow-up get built together, in the same system, or you end up maintaining two.
What you get
- Mobile-first pages, because that is where your customer is standing
- Booking calendar wired to your real availability
- Forms that create a contact and fire a reply immediately
- Missed-call text back
- Tracking so you know which page produced the enquiry
How it goes
- What somebody does between finding you and booking. Usually shorter than people expect.
- One page per service, one per town you serve. Not one page trying to do everything.
- Auto-acknowledgement, reminders, and the sequence that runs when nobody replies.
- On mobile data, not office wifi. That is the real condition.
Right fit?Anybody whose site is slow on a phone, has no way to book at 9pm, or who is copying enquiries from an inbox into a spreadsheet by hand.
Selected work
Arts League of LowellFull website rebuild for a nonprofit arts organisation: sitemap, wireframes, two high-fidelity prototypes, then the build.→DocsNex marketing siteTen plus templated service pages on a layout system, so new copy drops in without a redesign.→AdSpot 2.0Product redesign and replatform, rebuilt navigation into a full mega menu across every product area.→
03 · Service
Marketing strategy
Most marketing fails at the plan, not the execution. The graphics were fine. Nobody could say who they were for, or what was supposed to happen next.
This is the part that makes everything after it cheaper. Deciding the offer, the audience and the weekly rhythm takes one session and saves you from paying for work that was never going to land.
What you get
- A written position: what you sell, to whom, and why you over the alternative
- The offer, defined tightly enough to put a price on
- Which channels get effort and which get ignored
- A weekly rhythm somebody can actually keep
- What gets measured, and the threshold that triggers a decision
How it goes
- Your numbers, your best customers, the jobs you wish you had more of.
- Most plans fail from doing six things badly. I pick two.
- One page. If it needs ten, it will not survive a busy month.
- A date to look at it honestly and change it.
Right fit?Owners doing a bit of everything with no way to tell what is working, and anybody about to spend real money on ads or a rebuild who wants the thinking done first.
Selected work
04 · Service
Content & editorial
Some owners are happy to hit publish. What they hate is opening a design tool at 10pm and trying to make something that does not look homemade.
This is the making, without the managing. You keep control of what goes out and when. I hand you the finished assets.
What you get
- Post and story graphics in your brand
- Templates you can reuse without me
- Case studies and before-and-after layouts
- Email and newsletter design
- Print collateral when you need it
How it goes
- So everything after this is fast and consistent.
- Monthly or per campaign, whichever suits how you work.
- Delivered as finished files, sized for where they are going.
- On your schedule, from your accounts.
Right fit?Businesses with somebody in-house who can post, but nobody who can design. Also anybody drowning in Canva.
Selected work
05 · Service
Social media
Posting is the thing every owner intends to do and stops doing by week three. Not because it does not work, but because it is a second job with no deadline.
This is the whole system built in your brand, then run. You approve, I publish. Nothing goes out without your yes.
What you get
- The complete content system built in your brand
- Posts written and designed, in your voice
- Scheduled and published on your channels
- One approval step, not a committee
- Monthly summary of what ran and what moved
How it goes
- Templates, voice, the recurring themes. Done once.
- Your first month of posting is on me, so you see it working before you pay monthly.
- One review, one tap.
- 90-day agreement, cancel any time after.
Right fit?Owners who know they should be posting, have tried, and would rather it just happened.
Selected work
90-day organic runOn Sicc Arrt, my husband’s apparel brand, not a paying client. 48,000 organic views, up roughly 3,000%. 4,000 engagements, up roughly 4,400%. 22,000 unique viewers at a 90% non-follower rate.
ACLU free speech campaignAdvertising campaign concept and creative for an academic free-speech initiative.
06 · Service
E-commerce
A store is not a website with a buy button on it. It is a shelf, a queue and a till, and every one of them has to work on a phone at eleven at night.
I have built three of these from nothing, including the store for my husband’s apparel brand, close enough to home that I had to care whether the thing actually sold rather than whether it looked good in a case study.
What you get
- The storefront, designed and built on Shopify
- Product pages that answer the question before it is asked
- Collection architecture, so browsing goes somewhere
- Visual merchandising, and the photography direction to feed it
- Mobile checkout flow, tested on an actual phone
- Launch assets: banners, email, social, the lot
How it goes
- What you sell, who buys it, and what they compare it against.
- Structure first: collections, categories, the path through.
- The look, applied to templates rather than to one page.
- Build, load products, test the buying flow end to end.
- Launch, then watch what people actually do and fix that.
Right fit?Anybody selling a physical product who is losing sales in the gap between interest and checkout, or who is about to launch and wants it right the first time.
Selected work
GiftNex InternationalShopify store and mobile shopping experience, five merchandised collections and the architecture underneath them.→Sicc ArrtMy husband’s apparel brand. Motion-driven storefront, product and print merchandising, 56 finished designs.→
DrippFX / RGB Super StoreLED and lighting e-commerce. Brand system, Shopify build, mobile UI and launch marketing.
07 · Service
Paid ads
Paid is the last thing on this list on purpose. Sending traffic to a site that does not convert is buying an audience for a page that disappoints them.
Done in the right order it is the most controllable channel you have. You decide the spend, you see the cost per enquiry, and you turn it off when the diary is full.
What you get
- Search and call-only campaigns for people already looking
- Retargeting for the ones who bounced
- Landing pages built for the ad, not the home page
- Call tracking so you know what a booked job cost
- A pause rule for when you are booked out
How it goes
- If the page is not ready, I fix that first or I do not start.
- Tight radius, tight keywords, real budget cap.
- Not clicks, not impressions. Jobs.
- Both are acceptable outcomes and I will tell you which.
Right fit?Businesses with a page that already converts and capacity to fill. If either is missing, start somewhere else on this list.
Selected work
Client growth, 90 daysFrom under 100 impressions to more than 12,000, with click-through lifted from 2% to 42%.
AdSpot display productDelivered the first display-advertising product to run inside GoHighLevel.→
08 · Service
SEO & local listings
Nobody outranks anybody with a trick. Local search rewards a business that looks the same everywhere, has recent reviews, and has a page for the thing somebody actually typed.
Most of the work is fixing what is already wrong. Wrong hours, an old address on a directory nobody remembers making, one page trying to cover nine towns.
What you get
- Google Business Profile claimed, categorised and filled properly
- Listings corrected and made consistent across the web
- A real page per service and per town you serve
- Schema markup that matches what is on the page
- A review request that fires after every job
- Search Console connected, and checked
How it goes
- 42 points. What is wrong, what is missing, what is costing you.
- One dropdown moves more than most of the rest combined.
- Real local content, not the same page with the town swapped.
- The maintenance is the work. It is not a one-off.
Right fit?Any local business that a customer would search for by service plus town, which is nearly all of them.
09 · Service
AI & automation
Automation is not about replacing people. It is about the things that only fail when you are busy, which is exactly when they matter.
The reminder that stops a no-show. The text that goes out when a call is missed. The review request that fires 24 hours after every job instead of when somebody remembers.
What you get
- Missed-call text back, inside a minute
- Appointment reminders and confirmations
- Quote follow-up that stops the moment they reply
- Review requests routed by how the job went
- Failed-payment recovery for anything recurring
- Failure alerts, so a broken automation announces itself
How it goes
- Usually enquiries after hours and quotes nobody chased twice.
- Tested with real data before it touches a customer.
- Every automation gets a failure notification. Silent failure is the real risk.
- What runs, what triggers it, what breaks if it stops.
Right fit?Anybody losing enquiries to a voicemail box, or who has never chased a quote more than once.
Selected work
Seven-step onboarding buildA custom application covering experience level, campaign basics, brand identity, ad creative, tracking pixels and plan selection.→
AI and Ethics BoardSection Chair at the Massachusetts Paralegal Association, leading CLE programming on AI, ethics and governance.
10 · Service
Voice agents
A missed call in a service business is usually a lost job, because the caller rings the next number within about ninety seconds.
This is not a robot pretending to be you. It says it is automated, it takes the details, it works out whether it is urgent, and it puts a real emergency straight through to a human.
What you get
- Answers out of hours, or when you are already on a call
- Captures name, number, address and the problem
- Confirms back what it heard, then texts a copy
- Escalates emergencies to a human immediately
- Books routine appointments where that makes sense
- Full transcript logged against the contact
How it goes
- What counts as an emergency, and who it goes to.
- It reads from your data. It does not improvise prices.
- Angry, panicked, noisy, strong accent, interrupting. That is how real calls arrive.
- The lowest-risk window, and where most of the value is anyway.
Right fit?Trades and clinics where the phone rings while your hands are full, and anybody whose out-of-hours calls currently reach a voicemail box.
The partner
A LocaliQ Digital Partner.
When your business needs more paid reach than one person should run alone, I can connect you with LocaliQ digital marketing solutions. You still start with me.
Free Advice.
186 articles of it.
The blog // Blog on a Log
Browse by the problem you have
Start Here26 articles Get Found25 articles Get Booked25 articles Get Paid25 articles Keep Clients25 articles Scale & Automate25 articles
Read one now
Get answers to all of your questions
Start Here · 8 min read · 1732 words
The 15-Minute Website Audit Any Business Owner Can Run Themselves
TL;DRTen checks you can run on your own business in fifteen minutes, with nothing but your phone. No tools, no signup, no jargon.
You do not need an agency to tell you whether your online presence is working. You need fifteen minutes, your phone, and a willingness to look at your own business the way a stranger does.
That last part is the hard one.
First, the thing almost nobody tells you
Most marketing advice aimed at small business starts from the same assumption: that you are invisible, and the job is to get found.
Get Found · 4 min read · 875 words
How to Rank in Google Map Packs in 2026
TL;DRMap pack ranking runs on three things: relevance, distance, and prominence. You cannot move your building. You can absolutely move the other two. Fix your primary category, get your citations consistent, and build review velocity in the last 90 days.
Three businesses get the map pack. Everyone else gets scrolled past. That is the whole game.
TL;DR Map pack ranking runs on three things: relevance, distance, and prominence. You cannot move your building. You can absolutely move the other two. Fix your primary category, get your citations consistent, and build review velocity in the last 90 days.
The three signals Google actually weighs
Google names them publicly. Most guides bury them under a hundred "ranking factors" nobody can act on.
Get Booked · 4 min read · 826 words
SMS Lead Response in Under 60 Seconds
TL;DRAuto-text every missed call within seconds. It converts a lost lead into a live text conversation and it is one of the cheapest automations available. Setup is under an hour.
You missed the call because you were under a sink. They called the next business on the list before you got your gloves off.
TL;DR Auto-text every missed call within seconds. It converts a lost lead into a live text conversation and it is one of the cheapest automations available. Setup is under an hour.
What the research actually says
You will see enormous numbers quoted about response speed. Here is the honest version.
Selected work
Proof.
Identity, campaign, site and store. Drag sideways, then open one.
Identity · Campaign
LexiCite360
A full brand identity, then the campaign that had to carry it. The identity came first, but the work was making it survive contact with a trade show floor, a print ad, a landing page and a sales deck without falling apart in any of them.
What it involved
- Brand identity
- Advertising campaign
- Presentation decks
- Landing pages
- Trade show graphics
- Print and digital ads
Brand system · Mobile UI
DrippFX
Logo, brand system, Shopify build, website and mobile interface, designed as one piece instead of five separate jobs handed to five separate people. That is the whole argument for doing it this way.
What it involved
- Logo and visual identity
- Brand system
- Shopify build
- Web design
- Mobile UI
- Marketing assets
E-commerce · Family brand
Sicc Arrt
My husband’s apparel brand, and close enough to home that I learned what running a store really takes. Identity, voice, a motion-driven storefront, and fifty-six finished designs that had to actually sell rather than just look good in a portfolio.
What it involved
- Brand identity and voice
- Shopify storefront, built from nothing
- 56 product designs
- Product and print merchandising
- Campaign creative
- Packaging concepts
E-commerce
GiftNex
A Shopify store, and the merchandising and collection architecture underneath it. Most of the work was not the visual design. It was deciding how the catalogue should be organised for somebody shopping on a phone who does not know what they want yet.
What it involved
- Shopify store
- Collection architecture
- Product merchandising
- Mobile shopping experience
- Marketing graphics
- Digital advertising
Sales · Positioning
AdSpot
Brand positioning first, then everything the sales team needed to carry it into a room. Collateral, presentation design, site graphics and UI concepts, all built off the same positioning so nothing contradicted anything else.
What it involved
- Brand positioning
- Sales graphics
- Marketing collateral
- Presentation design
- Website graphics
- UI concepts
No deck. No pressure.
Let me look
at yours.
I will pull up your business the way a customer would, on a phone, at night, and send back what I find. Itemized. Takes about twenty seconds and nothing gets sent unless you ask for it.