Performance
Core Web Vitals work, image discipline, caching strategy, and cutting the scripts nobody remembers adding. Production load-time reductions of 50% or more have come out of exactly that work. What makes a site slow.
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The stack follows
the problem
A developer who only knows one platform will recommend that platform for everything, because it's the only tool in the bag. That's a reflex, not advice — and you can't tell the difference from the outside until the project is already in trouble.
So here's what I build with, and roughly when each one is the right answer. If you run a pet care business, work in healthcare, or are a contractor, there's a page for each.
What I build with
Content-managed sites
WordPress, Divi & Elementor
Custom WordPress built around your content and the actions you want people to take — not a theme with your logo dropped into it.
Static & customHand-coded & custom front-end
Plain HTML, CSS and JavaScript, when a content management system would only get in the way.
PerformanceWebsite speed optimization
Your site is slow and you want to know why. Test it here, then decide whether you need someone to fix it.
SearchSEO & technical search
Most SEO is a document of recommendations someone else has to implement. I'm the person who implements them.
Builder platformsSquarespace, Wix & site builders
Working inside the platform you already have — and an honest answer about when it's time to leave it.
How the choice gets made
Three questions, in this order
Who updates this, and how often? If non-technical people need to publish regularly, you need a content management system and the conversation is basically over. If the site changes a few times a year, a CMS is overhead you'll pay for every month in hosting, patching and attack surface.
What already exists? A site on Squarespace that works and that your team knows how to drive isn't automatically a problem. Sometimes the right job is making that site work harder without replacing it — a smaller invoice, and I'll still say so.
What has to be true in three years? This is the one that gets skipped. A platform that fits today and traps you later is a bad trade, and the trap is usually export: how hard is it to leave, and what do you lose on the way out.
"You should rebuild" is the most profitable sentence in this industry. That's exactly why it deserves skepticism when a developer says it — including me. — Alec Willits
Whatever the platform
These come with the work
Not separate line items on a quote — the baseline I'll not ship without, on any of the three.
Technical SEO
Structure that matches how people search, clean metadata, sitemaps, schema markup and internal linking that carries weight. All of it decided while the site is being built, when it's still cheap to change. How Google actually judges a page.
Handover you can use
Documented, source-controlled, and shaped so your team can change a price or add a page without a support ticket. If every routine change needs me, the site goes stale the moment the engagement ends.
Not sure which one you need?
Describe what you have and what's going wrong. You will get a straight recommendation within one business day — including "you don't need a rebuild" when that's the honest answer.