About
A close friend opened a bar. New location, no name, no budget. Around him, shops that had been on the market for decades with thousands of reviews. He asked if I could build him a website. A few weeks later he ranked #1. For everything. The bar was busy. Not because he suddenly made better cocktails, but because the right people finally found him.
Since then I know what my work is really about. Not websites. Making sure the right people land with the right provider.
The story that changed everything
My partner is a psychologist. When she started out, she did not have a single client. No visibility, no idea how to win clients online. So I built her website, ran ads, did SEO.
Within a year: fully booked waitlist. Her own practice. The job she had always wanted.
That sounds simple in hindsight. It was not. But it showed me what happens when someone with real skill and real passion becomes visible online — and that I can contribute to that.
Who I am (the short version)
I have been building websites since 2006. In 2011 I started doing it for others — on the side, while serving in the military. Then a computer science degree, six years of software engineering at SAP, and client projects evenings and weekends the whole time.
What actually matters on this page: in nearly 20 years I have learned precisely what works on the web and what does not.
The moment I almost stopped
At some point it felt like everyone builds websites. Today with AI, there seem to be even more website experts. Anyone can spin up a site in minutes. Why would anyone hire me when ChatGPT spits out a page in 30 seconds?
But then as now, I looked at what actually comes out. Pages that look okay at first glance. But the strategy is missing, the soul is missing. Everything looks the same, everything sounds the same, and it disappears in the noise of mediocre websites.
For a while I only built websites on referral and barely told anyone what I had been doing for 15 years. Feedback from a few very satisfied clients convinced me to list my offer publicly again.
How I work
I take time to understand my clients. Their problems, their industry, their vision. Before I build anything, the purpose has to be clear.
I have turned down projects. Not because someone could not pay, but because what they wanted did not make sense. That frustrates some people. But I do not sell anything I am not 100 % behind.
Projects that make the world a little better, I carry 50 % myself. Not as a marketing stunt — because purpose matters more to me than revenue. It always has.
I explain things so anyone can understand. My clients are psychologists, founders, bar owners. Not developers. Throwing jargon around helps nobody. So I adapt and use my clients' words instead of pulling them into mine.
I think beyond the brief. If I notice ads are not working because the website does not convince visitors, I say so — even when I was only hired for ads. When you order a website from me, you do not get a developer or a marketer. You get a partner who takes responsibility for the outcome.