My Curated Picks
Check Out My Work
Harmony Glass NJ
Local Business Website
Oct 2025 – Jan 2026
Harmony Glass NJ was a local service website built to help a growing business establish a clear, professional online presence. The project focused on balancing clean design with practical functionality, including the development of a custom estimator to support real customer inquiries. It’s featured here because it represents the kind of grounded, problem-driven work I enjoy most, building tools that directly support how a business operates day to day.
Service Area SEO
Elementor
UI/UX Design
Harmony Glass NJ
Ongoing project with planned SEO, advertising, and authority building phases.
A ground-up local service build balancing UX clarity, product complexity, and long-term search performance
Challenges
Launching Harmony Glass meant building credibility, clarity, and discoverability from scratch. The site needed to communicate a high-ticket, highly customizable service while also establishing legitimacy with both users and search engines. At the same time, the business required a structure that could support local visibility, future advertising, and long-term SEO growth, without overwhelming users who were unfamiliar with the many options involved in custom shower installations.
Solutions
I approached the build by focusing on structure and education first. The site was designed with clear service hierarchy, local landing pages, and schema in place from day one to support search performance. To address product complexity, I created a guided, step-based UI that helps users understand layouts, styles, doors, and hardware options before making contact. This not only improves the user experience, but also leads to more informed and higher-quality inquiries. The overall system was built to scale, allowing room for future SEO, link building, and paid advertising efforts.
Learning Points
- Trust signals matter more than visual polish for high-cost local services
- Educating users before contact improves lead quality and decision confidence
- New domains benefit from intentional structure for both users and search engines at launch
- Local SEO performs best when service offerings and geography are tightly aligned
- Designing with future growth in mind changes early layout and hierarchy decisions
Early Signals & Foundation
- Google Analytics and Search Console implemented at launch
- Schema markup added to support local visibility and service understanding
- Local landing pages created and beginning to surface impressions
- Citation groundwork completed to support long-term authority
Hot Corner Elite Training
Local Business Website
June 2025 – August 2025
Hot Corner Elite Training is a website built for a busy baseball facility with an active local community. With frequent traffic and regular bookings, the site needed to feel practical, clear, and easy to use, especially on mobile. This project is included as an example of prioritizing real user behavior over surface-level design.
Mobile Booking
Kadence
High-Traffic
Hot Corner Elite Training
Ongoing project with planned SEO, advertising, and authority building phases.Established local training facility focused on usability, bookings, and mobile-first access
A conversion-focused local business site designed to support high traffic, frequent bookings, and mobile users for an active training facility.
Challenges
Hot Corner Elite Training already had a strong reputation as a physical location, which meant the website needed to support frequent real-world use rather than simply establish credibility. The primary challenge was designing a site that could handle high engagement, mobile traffic, and repeat visitors while clearly presenting multiple services, schedules, and booking paths. Limited available imagery and the decision to use a dark-themed design added additional constraints to layout, contrast, and readability.
Solutions
The site was built with ease of use and accessibility as top priorities, particularly for mobile users who were most likely to book sessions on the go. I structured the content to clearly separate services, training options, and calls to action while maintaining a consistent dark-mode design system. Calendly was integrated in place of a traditional contact form to streamline bookings and reduce friction, ensuring users could move from discovery to scheduling with minimal steps. Visual hierarchy and spacing were carefully adjusted to maintain clarity despite limited imagery.
Learning Points
- Mobile-first design is critical for businesses with frequent, time-sensitive bookings
- Booking integrations can outperform traditional contact forms when intent is high
- Informational content for users is important, but must be structured
- Physical Businesses perform better initially that service-area businesses
- The less imagery supplied by the client forces the use of negative space
Search Visibility & Engagement
- Consistent search visibility with over 6,000 impressions across service-related queries
- Page-one average positioning indicating strong relevance for local training searches
- Healthy click-through rate reflecting clear intent and effective page structure
- Performance aligned with a booking-focused, local discovery funnel
BL Softwash
Local Business Website Redesign
October 2024 – January 2025
BL Softwash is an ongoing redesign focused on restructuring a service-heavy local business into a clear, scalable website. The project required consolidating dozens of overlapping services into a small set of core offerings, supported by structured content and interactive estimation tools. It’s featured here as an example of using hierarchy, strategy, and systems thinking to solve complexity in a competitive local market.
Link Building
Kadence
Content Hierarchy
BL Softwash
SEO-focused local service site built around service hierarchy, lead qualification, and long-term authority growth
Challenges
BL Softwash presented a unique challenge due to the sheer number of services offered and the competitiveness of the pressure washing industry. With over 30 individual services, many without existing proof-of-work, it wasn’t practical to create standalone pages for every offering. The site also needed to compete in a saturated local market, requiring strong SEO foundations, clear service differentiation, and a way to qualify leads without overwhelming users.
Solutions
To solve this, I developed a pillar-based service structure that grouped related offerings under broader service categories such as soft washing and pressure washing. This allowed the site to scale content intelligently while maintaining clarity for both users and search engines. I implemented structured data, local service pages, and supporting blog content to build topical authority. An interactive estimate calculator was added to help users self-qualify services and pricing before making contact, improving lead quality and reducing friction. Performance and media handling were also carefully managed to support rich imagery without sacrificing usability.
Learning Points
- Pillar-based service architecture scales better than one-page-per-service models
- How to compete in SERPs through increasing DA with Link Building Tactics
- How to read and write schema such as SameAs, Local Business, and FAQ
- The importance of entities and building citations to assist google
- How to interlink pages and where to link supporting content
Visual Design & Branding
Relevant Logo/Hero Design
Jan 2024 -Current
Visual design plays a supporting role in much of my web work, from branding and logo design to custom imagery used across sites and digital spaces. I focus on composition, focal points, and consistency to make sure visuals reinforce structure and intent. This section highlights how design decisions translate across different formats while staying grounded in usability.
Brand Consistency
Image Types
Composition & Layout
Photoshop / Visual Design
Visual systems, brand assets, and interface imagery supporting web, product, and motion design
Much of this work is self-directed and iterative, shaped by real project constraints rather than isolated design exercises.
Focus
Unlike client site builds, this work is centered on visual clarity, composition, and adaptability. The goal isn’t just aesthetics, but creating assets that integrate cleanly into responsive layouts, support motion or interaction, and reinforce brand identity across platforms.
Approach
My design process prioritizes flexibility and intent. Assets are built with layout constraints, aspect ratios, and performance considerations in mind, whether they’re used in hero sections, navigation elements, marketing materials, or motion graphics. I regularly design with downstream use cases in mind, including animation, responsiveness, and accessibility.
Learning Points
- Designing for multiple breakpoints changes how assets are composed
- Image optimization is as important as image quality
- Visual systems work best when they support, not overpower, content
- Small adjustments like size and ratio are enough to get an asset how you would like on viewports
- File types like SVGs and PNGs have their on specific place inside of website designs
Tool & Mediums
- Photoshop
- Illustrator
- Figma/Figjam
- After Effects
- Adobe Suite
RSRVD Automotive
Local Business Website Redesign/Migration
February 2025 – June 2025
This project focused on establishing legitimacy and generating local leads for a service-area automotive business in a competitive market. Migrated from Wix to WordPress, the site was rebuilt with a dark, design-forward interface, structured service pages, and strong visual hierarchy to support both branding and local discoverability. The result was a polished, high-authority foundation designed to scale through content, links, and local expansion.
Brand Execution
Dark UI
Migration
RSRVD Automotive
Design-forward local service site focused on structure, migration, and visual polish
(Site no longer active — business owner transitioned to full-time employment)
A local service site redesigned and migrated from Wix to WordPress, with an emphasis on dark-mode design, service structure, and local search foundations.
Challenges
RSRVD Automotive entered a competitive local market as a service-area business without an established digital footprint. The site needed to generate local leads while simultaneously establishing legitimacy and authority. Additional challenges included migrating the site from Wix to WordPress without losing structure, implementing a dark-mode design system that remained readable and accessible, and organizing services in a way that supported both users and search engines.
Solutions
I migrated the site from Wix to WordPress and rebuilt the service structure with clear hierarchy and supporting content for each offering. A dark-mode design system was implemented with careful attention to contrast, spacing, and accent usage to maintain clarity while elevating the brand’s visual identity. Local SEO foundations were established through service pages, local landing pages, and citation building. The overall build balanced design-forward execution with scalability and search performance.
Learning Points
- Migrating platformsÂ
- Service hierarchy directly impacts both usability and local SEO performance
- It’s important to keep local saves of website builds for inspiration/reflection
- Sidebar implementation for internal linking strength
- High quality imagery must be converted to reduce bloat and increase speed
View My Perspective
A look into my life, what ideas shape my work, and how I approach design.
Growing up in New Jersey meant being surrounded by contrast, with cities, coastlines, and communities all within reach. That environment shaped how I see the internet today as an interconnected space where context matters and systems constantly influence one another.
With a degree in marketing and a strong technical background, I’m drawn to the intersection of design, structure, and discovery. I enjoy building systems, experimenting with ideas, and understanding how people actually find and engage with information online.
My work reflects a belief that good ideas deserve to be found. I see the web as a kind of library, full of value but difficult to navigate without structure. Using WordPress and modern tooling, I help organize information, clarify intent, and build digital spaces that support long-term visibility rather than short-term noise.
Interests
Looking To Work in PHL/NYC
Capabilities
Web Design
Analytics
Automation
Collaboration
Display Ads
Local SEO
Communication
Patience
