Skills & Tools
What is in the toolbox?
Five groups: web development, SEO, paid media, analytics, and AI tooling. Each skill comes with honest context instead of a made-up percentage bar, because nobody is 87% good at WordPress.
Web Development
The building track: fast, static-first sites that score well before any marketing budget is spent.
Next.js
My default for new builds, including this site
React
Component thinking carried across every Next.js project
WordPress
Primary CMS for client sites since my agency years
Elementor
My go-to WordPress builder for fast client sites
WooCommerce
E-commerce builds and store maintenance for clients
PHP
Theme and plugin work inside the WordPress ecosystem
JavaScript
The everyday language across both of my tracks
Vue.js
Component work outside the React ecosystem
TypeScript
Types on every new project; this repo is fully typed
Tailwind CSS
My styling default for speed and consistency
Figma
Design handoff, mockups, and quick UI exploration
SEO
Technical and content SEO with a cross-referencing habit: no single tool gets the final word.
Google Search Console
First stop for every SEO question about a live site
Semrush
Keyword research and competitor visibility tracking
Ahrefs
Backlink profiles and content gap analysis
Screaming Frog
Full technical crawls before and after site changes
Lighthouse
Performance budgets treated as an SEO deliverable
Schema.org
JSON-LD structured data on every site I ship
Paid Media
Full-funnel campaign management with real budgets, documented in the anonymized case studies.
Google Ads
Search, Shopping, and Performance Max for clients
Meta Ads
My deepest paid channel, including Black Friday scaling
TikTok Ads
Tested as a complementary channel where the audience fits
LinkedIn Ads
B2B campaigns where the audience justifies the CPCs
Analytics & Reporting
Measurement first: if a campaign or a site change cannot be measured, it does not ship.
Google Analytics 4
Event design, conversions, and audience reporting
Google Tag Manager
Single container for every tag, consent-gated
Looker Studio
Client-facing dashboards that replace PDF reports
Microsoft Clarity
Heatmaps and session recordings for UX decisions
AI Workflow
A daily productivity multiplier across code, content, and creative, not a replacement for judgment.
Claude
Code, long-form drafts, and structured analysis
ChatGPT
Quick research, variations, and second opinions
Gemini
Long-context research and Google-native workflows
Perplexity
Fast, sourced answers when I need citations
Midjourney
Creative concepts and ad visual exploration
Next step
Need one of these on your project?
Web build, SEO cleanup, or a paid media account: tell me what you are working on and I will tell you honestly if I am the right fit.