Projects
Systems and tools built to make complex work simple. Mostly for The Insurance Center, sometimes for curiosity.
The Insurance Center: Company Website
Led the full design, build, and ongoing management of theinsurancecenter.com, the agency's primary digital presence and lead generation engine.
Took the website from concept to launch and have managed it since, handling everything from information architecture and design direction to SEO optimization and content strategy. The site serves as the agency's storefront, referral hub, and a key driver of inbound leads. Includes individual agent pages, a full blog, and structured data for local search.
Insurance Center Analytics Dashboard
A custom dashboard that surfaces what's actually driving results. Marketing decisions come from real numbers instead of gut feelings.
Aggregates SEO performance, lead flow, keyword rankings, and revenue attribution into one place. The goal was to make it easy to answer "what's working?" in under 60 seconds. Built with React on the frontend and Python for data pipelines and API integrations.
SearchLight Digital
An SEO and GEO agency built for the new era of search — where AI answers are the new page one and most businesses have no idea they're invisible.
SearchLight Digital is the agency I founded to solve a problem I kept running into: the rules of search have changed, but most agencies are still playing the old game. We specialize in SEO and Generative Engine Optimization — helping brands show up in Google, ChatGPT, Perplexity, and AI Overviews. Every strategy is built around where attention actually lives now, not where it lived five years ago.
Apple Watch Whoop Replacement
A personal health algorithm that turns Apple Watch data into Whoop-style recovery and strain scores — without the subscription.
Whoop's insights are genuinely useful, but the data is already sitting in my Apple Watch. This system pulls health metrics directly from Apple Health — HRV, resting heart rate, sleep stages, SpO2, and more — and runs them through a custom algorithm that calculates daily recovery scores, strain scores, and sleep performance. The output mirrors what Whoop delivers but is built on data I already own, costs nothing to run, and can be tuned to how my body actually responds.
Utah Golf Tinder
Track every golf course you've played in Utah and see how far through the state's full catalog you've made it.
A map-based web app that lets Utah golfers log which courses they've played and visualize them on an interactive map. The app tracks your personal percentage of Utah's total golf courses played, turning it into a fun challenge to work through the whole state. Built for golfers who want to see their progress and discover courses they haven't hit yet.
Google Reviews Workflow
An internal workflow system that tracks Google Review performance across agents. Making getting reviews a competitive, trackable team activity.
Google reviews are one of the highest-leverage local SEO signals, but getting agents to consistently ask for them was inconsistent. This workflow system tracks review requests, captures responses, and surfaces a leaderboard that shows each agent's review count and trend over time. The competitive element changed behavior. Reviews at The Insurance Center increased significantly after implementation.
More experiments and work-in-progress on GitHub.
GitHub / AirplaneMode2955open_in_new