My story
From building websites that looked good to building stores that sell.
Where I started
I started out building websites for small businesses around 2015. They looked good, and the owners were happy with them — but most of them didn’t sell much, and at the time I couldn’t have told you why.
In 2016 I stepped away from client work to run my own WooCommerce store. Having my own money on the line changed how I looked at every page. Each one either helped someone buy, or got in their way.
What running a store taught me
The first months were up and down. Early sales came quickly, then stalled, and better ads didn’t bring them back. The problem wasn’t the traffic. It was the website.
So I rebuilt it around how people actually buy: a clear offer, a checkout that doesn’t get in the way, order bumps and upsells, and emails that follow up with people who aren’t ready yet. Over the next few years the store went on to pass $1M in sales.
That number matters less to me than how it happened. There was no single big idea — just a lot of small changes, each one tested, most of them modest on their own. That’s the part I bring to other people’s stores.
What I do now
Since 2022 I’ve used what I learned to help other store owners build what I call a Marketing-First Website: a store designed around funnels, checkout, email and clear messaging, rather than a nice theme with products dropped into it.
Most of that work happens through my Sidekick Program — fixes, funnels, automations and the occasional rebuild, handled one task at a time. Along the way I’ve recorded hundreds of tutorials on WooCommerce and FunnelKit.
Two recent examples. For Josh, a round of checkout A/B tests lifted his conversion rate by 3.58% in the first week. For Kenton, we restructured his funnels and FunnelKit Automations so his team could run them confidently on their own.
How I work
I’m a developer who has also stood on the other side of the counter, so I care about whether a change actually earns its keep. I explain what I’ve done, usually with a short screen recording, and I’d rather you understand your own site than depend on me for it.
If that sounds like the kind of help you’re after, get in touch.