My work
Work that gets noticed, backed by numbers that hold up.
A sample of what I’ve built: websites, ad campaigns, broadcast and print, video, and sales tools. I do most of it hands-on, from the strategy to the final file.
Custom Deck Creations · 2023 to present
A full marketing engine for a home-services brand
A site built to convert
I built and launched the company website, then rebuilt it for search: 25 city landing pages, rebuilt service pages, a deck-cost guide, and a full technical cleanup.
The pricing estimator
I built an online estimator that gives homeowners a price range in about two minutes. It produced $600K+ in sold work in 7 months, and ads pointed at it ran about 67% cheaper per conversion.
Google Ads, brought in-house
I audited the agency-run account, found tracking changes hiding a 60% jump in cost per real lead, fixed the tracking, and rebuilt the account around a weekly audit.
TV, radio & CTV
I managed TV on WXYZ Channel 7 and radio on 96.3 WDVD, wrote every script, produced the spots, and edited the video for our CTV campaigns.
Billboards, covers & direct mail
I designed the billboards currently in use, magazine covers for publications like HomePros Guide, and postcard campaigns for new homeowners, neighbors, referrals, and website visitors.
The in-home presentation
I developed the presentation our Design Consultants use in the home, plus a customer onboarding video and communication plan that improved close rates.
Websites & microsites
Sites I designed, wrote, and built
Custom Deck Creations
I built and launched the site, wrote the copy, and rebuilt it for search in WordPress and Elementor: 25 city landing pages, rebuilt service pages, a deck-cost guide, and the online pricing estimator.
tca SynerTech
A redesign that explains the company’s team approach to IT, with a homepage video I scripted, cast, and edited. Web traffic grew 7-10x.
GPS4Leaders
I created the main site and a companion mobile site end to end (graphics, video, layout, and content) to explain the GPS4Leaders software tools.
Line Down Triage Hub
An informational microsite for a large sales campaign, with gated sections that asked for an email before going deeper.
Destination Dearborn
A short follow-up microsite for a presentation to the Dearborn, MI Chamber of Commerce, so the audience had somewhere to go next.
AlignedByFate.com
When my wife and I got married, I skipped the standard wedding-site templates and built our own: RSVPs, wedding details, and local information for our guests, all designed and written from scratch. It’s the same skill set I use at work, just pointed at the best project I’ve ever had.
Video
Script, shoot, edit
I’ve produced videos start to finish: script, casting, graphics, and the final edit. Here are a few from my time at tca SynerTech.
Be Confident in Your IT with tca SynerTech
A Day in the Life of a Microsoft Teams User
Keeper Password Manager User Guide
Basic Functionality of the Yealink MP54 Teams Phone
Presentations
Presentations that work like websites
Most slide decks force everyone down the same path, slide 1 to slide 40, whether the room cares or not. I build presentations with web-style navigation, so the presenter can stay high-level or go deeper depending on what the audience wants to talk about.
I spent seven years doing this for large professional-services sales pursuits at InterSlice Studios, then founded PowerMessage Systems to build a PowerPoint add-in that made it easy for anyone.
- A home screen and menu, so you can jump straight to what the room cares about
- One clear message per slide, written for the audience and not the presenter
- Brand-compliant templates, so every deck looks like it came from the same company
- A matching microsite or leave-behind, so the conversation continues after the meeting
win rate on large professional-services sales pursuits I supported at InterSlice Studios
better audience retention with these techniques in a DePaul University study
I designed for PowerPoint to make navigable, brand-compliant decks easy to build
Before and after
Same client, same proposal. The redesign adds a navigation bar across the top and a cleaner, more professional look.
Before
After
Built for the sales conversation
The same thinking went into the in-home sales presentation I developed at Custom Deck Creations. It starts with the homeowner’s worries (going over budget, running late, being left in the dark) before it ever gets to decking, so the Design Consultant is solving a problem and not pitching a product.
Want to see more?
I have plenty more examples, including work I can’t post publicly.