Frequently Asked Questions

I work with B2B companies — most commonly medical device, healthcare-tech, and SaaS teams — on marketing websites, analytics implementations, CRM integrations, and martech stacks. Projects range from a focused GA4 audit to a full Webflow build with HubSpot wiring and ongoing retainer support.

Primarily B2B: medical device, healthcare technology, SaaS, and professional services companies. These teams care about compliance (GDPR, HIPAA considerations), have complex buyer journeys, and need measurement that goes beyond vanity metrics. That said, I'm open to other B2B contexts — reach out and I'll tell you whether I'm a good fit.

It starts with a short discovery call to scope the work. From there I send a proposal with timeline, deliverables, and a fixed or retainer price — no ambiguous hourly estimates. Once approved, we kick off with a brief and move into design or implementation depending on the project type. I keep communication async-first with clear weekly check-ins and a shared task board.

Retainers are scoped monthly and cover ongoing development, analytics, content updates, and martech support. A typical retainer runs 8–20 hours per month. I work in 2-week sprints with a running task board so you always know what's in progress. Retainers are month-to-month — no long-term lock-in.

Most project scopes include two rounds of structured revisions — one after the initial design presentation and one after the build preview. Feedback is collected via a shared comment document or Figma comments, not scattered across email threads. Additional revision rounds are available if needed and billed against the project or retainer. Clear, consolidated feedback at each stage keeps projects on schedule and avoids rework.

A focused marketing site (5–8 pages) built in Webflow or WordPress typically takes 4–6 weeks from kickoff to launch. Complex builds with CMS, integrations, or custom functionality run 8–12 weeks. I provide a detailed timeline scoped to your project before work begins.

Webflow is ideal for teams that want design precision, don't need a large plugin ecosystem, and want non-developer editors to make changes without risking the layout. WordPress is better when you need custom functionality, complex integrations with niche plugins, or a very large content library. I'll recommend the right fit based on your team's workflow and goals.

Yes — SEO-safe migrations are a core part of what I do. This includes a full URL audit, a redirect map (301 redirects from every old URL to its new equivalent), canonical tag setup, XML sitemap regeneration, and post-launch Google Search Console verification. The most common cause of ranking drops after a migration is an incomplete redirect map or missing canonicals — I make sure those are covered. See the redirect glossary entry for more detail.

Yes — mobile responsiveness is non-negotiable and is included in every build. Google's mobile-first index means the mobile version of your site is what's primarily evaluated for ranking. I design and test across desktop, tablet, and mobile breakpoints, and all Webflow and WordPress builds are verified in real devices and browser tools before launch. See the Mobile-First Index glossary entry.

For a B2B marketing site the default stack is: Webflow (build and CMS) → GTM (tag management) → GA4 (analytics) → HubSpot (CRM and forms) → Cookiebot or CookieYes (consent management) → SEMrush (SEO monitoring). This covers the full funnel from visitor to tracked lead. For WordPress projects, Elementor replaces Webflow for the build layer. Everything else stays the same.

A full analytics implementation covers: GA4 property configuration, GTM container setup, custom event tracking (form fills, clicks, scroll depth, video views), key event (conversion) configuration, cross-domain tracking if needed, and a verification pass in DebugView and real-time reports. Deliverables include a measurement plan and a tag documentation sheet. See GA4 and GTM in the glossary.

HubSpot is the most common — native forms, UTM field mapping, tracking code, and lifecycle stage automation. Salesforce integrations use Web-to-Lead or API push, UTM-to-field mapping, and Salesforce Campaigns for closed-loop attribution; often paired with Pardot or Marketing Cloud. Zoho CRM is wired via Web-to-Lead or API with the same UTM mapping pattern. ActiveCampaign integrations involve embedded forms or API triggers from GTM events, with automation sequences firing based on on-site behaviour. Across all four, the approach is consistent: form submissions create or update contacts, UTM parameters carry through for attribution, and sequences fire from behaviour — not arbitrary time delays.

Common signs of a broken or incomplete implementation: traffic appears primarily as "Direct" in GA4 (UTM stripping), form submissions don't show as conversions, key events are missing, or bounce rate is 0% or 100% (both are red flags). I run a structured QA pass using GA4 DebugView, GTM Preview mode, and browser developer tools. Every implementation I deliver includes a verification sign-off confirming all events fire correctly before handover.

Yes — conversion tracking for paid channels is part of a full analytics implementation. This includes: Google Ads conversion actions (linked to GA4 key events), Meta Pixel and Conversions API (CAPI) for server-side event matching, and LinkedIn Insight Tag for B2B audience building. I don't run campaigns directly, but I configure the measurement infrastructure so your paid media team or agency has accurate conversion data to optimise against.

Yes. I implement Consent Management Platforms (Cookiebot, CookieYes, or similar) integrated with GTM's Consent Mode v2 so that GA4 and ad tags only fire when the user has granted the appropriate consent signals. This is required for GDPR compliance if you have EU visitors, and is increasingly expected in California under CPRA. I also configure Google's modelling for consent-denied users so you don't lose all visibility into that traffic. See the Consent Mode glossary entry.

If your website is accessible to EU users — and most public websites are — GDPR applies regardless of where your company is incorporated. The regulation is triggered by the location of the visitor, not the company. For medical device companies with any EU distributor or clinical trial activity, this is especially important. Consent Mode v2 is the implementation mechanism on the analytics side; I don't provide legal advice, but I can configure the technical implementation to align with GDPR requirements your legal team specifies.

SEO (Search Engine Optimization) targets traditional search results in Google and Bing. AEO (Answer Engine Optimization) targets AI-generated answers in tools like ChatGPT, Perplexity, Google AI Overviews, and Bing Copilot. AEO favours concise question-answer formatting, schema markup (especially FAQPage and HowTo), authoritative sourcing, and E-E-A-T signals. I build both into site structure so content is surfaced in both channels. See the AEO glossary entry.

Yes — technical SEO is included in all site builds: canonical tags, XML sitemap, robots.txt, structured data (JSON-LD schema), Open Graph tags, Core Web Vitals optimisation, and Google Search Console setup. For migrations I also handle the redirect map and post-launch indexing verification. On-page SEO (keyword targeting, content strategy) is available as a separate engagement.

Success metrics depend on the project type. For a technical SEO implementation: Core Web Vitals passing thresholds, indexed page count in Google Search Console, crawl error reduction, and click-through rate from search. For a full build with SEO baked in, I track organic session growth and keyword position changes in SEMrush over a 90-day window post-launch. Ranking changes from technical work typically take 4–12 weeks to surface in Google's index.

I handle design and development as one person, working in Figma before building. For most marketing sites I deliver the full visual design. If your company has an existing brand system or an in-house designer, I'm equally comfortable working from provided comps or a design system. No separate design vendor needed unless your project specifically requires a brand identity build-out from scratch.

Yes. I produce digital and print marketing collateral — sales decks, trade show booth materials, data sheets, brochures, and brand assets. This keeps your visual identity consistent across web and print without managing a separate vendor. Collateral work is typically done under a retainer or as a standalone project.

I design at full fidelity in Figma — desktop and mobile — before writing a single line of Webflow. Figma gives you a pixel-accurate preview for feedback before the build begins, so we're not redesigning in the browser. Once the design is approved, I build it in Webflow component-by-component, matching the Figma file closely. The benefit of one person doing both is zero translation loss between design intent and the final build — no hand-off miscommunications or "it looked different in the mock".