4 playbooks · how the work runs
How I work. Four playbooks.
The studio is new and the first client engagements haven't shipped yet — so instead of retroactive case studies, here's how each of my four core engagements actually runs. The shape of the work, the deliverables, the cadence. Real outcomes will live here as engagements ship.
01Engagement playbooks
CRO · Landing Pages
6 lenses
Audit framework
01
How I run a landing-page CRO audit.
Starts withThe team has a page that gets traffic — sometimes warm, often paid — but the conversion rate is sitting under expectations. They've tried redesigning the hero, changing button copy, adding logos. The number doesn't move.
How I work itAudit before test. I walk the page through six lenses — above-the-fold clarity, message hierarchy, CTA discipline, trust signals, friction (forms, clicks, page weight), and mobile parity. Each lens produces a short list of findings.
You getThe deliverable is one written audit document with line-item findings, ranked P0 / P1 / P2, paired with a Loom walkthrough so the *thinking* travels with the file. Plus the test scripts — what to A/B and how to measure it.
Playbook · 01See playbook
GA4 + GTM
1 spec
One source of truth
02
How I rebuild broken analytics.
Starts withA migration was done in a sprint. Tags fire twice. Conversions count on the wrong step. The marketing dashboard, the finance dashboard, and the GA4 explore all give different numbers — and nobody knows which one is right.
How I work itI start with the spec, not the tool. Every event the business needs, named in plain English. Every parameter typed. Every conversion mapped to a single defined step. Marketing and finance review the spec *together* before a single tag changes — the goal is one document everyone signs off on.
You getThree artifacts ship with the engagement: a written data-layer spec, a versioned GTM container, and a maintenance doc your team can use after I leave. Plus a handoff session walking through what changed and why.
Playbook · 02See playbook
SEO · Technical
Monthly
Progress reviews
03
How I run a steady SEO program.
Starts withThe site has a respectable domain and a lot of indexed pages, but organic is a smaller channel than it should be. A scan usually shows three things: many pages are thin or duplicated, internal linking points at the wrong destinations, and Search Console is full of impressions without clicks.
How I work itThree streams of work, run in parallel over months. Pruning — noindex or merge the thin pages so the strong ones get the credit. Hub-and-spoke — pick the content pillars that actually drive conversions and route internal links toward them. Weekly GSC review — a recurring Monday slot to surface low-hanging fruit.
You getThe engagement delivers a prioritized content + technical roadmap, a monthly progress review the team can keep running after I leave, and a measurement plan tied to GSC queries you can act on. The work is set up to compound, not to depend on me.
Playbook · 03See playbook
PO · Web Project
1 owner
One source of truth
04
How I run a website project as Product Owner.
Starts withA redesign or rebuild with a real launch date, multiple stakeholders, and usually a vendor-of-record split across two firms. The team has no embedded product person — decisions get made by whoever's in the room, and slip every time priorities shift.
How I work itI take the PO seat. Weekly demos so the work stays visible. Written decisions logged in a shared register so we don't re-litigate. One backlog everyone reads from — Now / Next / Later. Nothing fancy.
You getThe engagement delivers the project — on the date everyone agreed to — plus a handoff doc and a decision register that lives on as the team's source of truth. The team owns the work after I leave; the work doesn't ride on my Slack presence.
Playbook · 04See playbook