Platforms, tools, and digital properties built to serve real audiences. Each case study covers the problem, the build, the stack, and what I actually learned.
People experiencing homelessness in Boulder need access to shelter, food, legal aid, and benefits information — but that information is scattered across dozens of agency websites, outdated PDFs, and phone trees that go unanswered. There was no single, reliable, mobile-first resource that worked offline or on a low-data connection.
Transformed a single resource page into a multi-page platform with eight child pages covering shelter, food, veterans resources, legal aid, families, mutual aid, a survival guide, and housing and benefits. Built a consistent dark-theme design system, full SEO infrastructure (sitemap, robots.txt, Schema.org markup, Open Graph, .htaccess caching), PWA manifest, and service worker for offline access. Produced print materials — brochures and posters — for distribution through shelters and outreach workers.
A free, community-owned resource hub that works on any device, loads on slow connections, and can be installed as a home screen app. Indexed and ranking for Boulder-specific homelessness resource queries. Used by caseworkers and outreach organizations as a referral resource. Rooted in lived experience — not charity work, but infrastructure built from necessity.
Service workers are worth the complexity for sites that serve people with unreliable internet access. The offline-first approach changed what the site could be — from a webpage to a tool. SEO infrastructure matters most for sites serving people who don't know what to search for; the goal is to be findable at the moment of crisis, not just by people who already know you exist.
Boulder and Denver have a lot of web agencies — most of them expensive, slow, and focused on enterprise clients. Small businesses, nonprofits, and solo operators need a technically capable freelancer who can handle the full stack (design, build, hosting, SEO, ongoing support) without the agency overhead or the months-long project timelines.
Built the williamlodge.com brand and website as the commercial-facing front for freelance work in the Front Range. Full service pages for hosting, web design, and SEO. Google Business Profile setup and optimization for local search. Google Search Console and GA4 integration from day one. Schema.org LocalBusiness markup, sitemap, and .htaccess configuration for indexing and performance. Mountain/circuit-board logo design built around the intersection of terrain and technology.
Operational freelance brand with a clean service offering, local SEO presence, and a consistent pipeline of small business and nonprofit clients in Boulder and Denver. The brand serves as the commercial wrapper for web, SEO, hosting, and consulting work.
A freelance brand needs to position against agencies, not against other freelancers. The competitive advantage isn't price — it's access, speed, and full-stack capability from a single person who actually does the work. The messaging that converts is "I build it, I host it, I fix it" — not a list of services.
OSINT resources online fall into two categories: advanced practitioner content with a steep learning curve, or surface-level listicles that link to tools without explaining methodology. There's a gap for technically literate but OSINT-new users — journalists, researchers, privacy-conscious individuals — who need both the tools and the ethical framework to use them responsibly.
Built LodgeOSINT as a section hub within williamlodge.com with five child pages: tools (categorized research stack with framing and use case), guides (step-by-step article outlines), workflows (repeatable investigation patterns including the pivot methodology and documentation standards), ethics (hard guardrails and scope definition), and research contact. All pages use the same design system, structured data, and breadcrumb architecture.
A complete OSINT hub that is useful on day one to a beginner and credible to a practitioner. The ethics page as a required-reading entry point establishes the framing before any tool is opened — which is the right order. Live and indexing at /osint/ with full child page architecture.
The ethics page is the most important page in the hub and should be written first, not last. It defines the scope of everything else. Building a section hub as a series of linked child pages — rather than one long page — is the right architecture for topical authority: each page can rank independently for its own keyword cluster while reinforcing the hub.
Solar energy content online is dominated by lead-generation sites with no genuine editorial voice, and by manufacturer pages optimized for their own products. There was a gap for an independent, education-first resource that helped off-grid and DIY solar users make informed decisions without being sold to.
Built SolarWookie.com on WordPress as an affiliate and education site focused on off-grid, portable, and residential solar. Product pages with honest comparison content, educational guides for sizing systems and understanding components, and conversion-optimized layouts with affiliate links integrated contextually rather than aggressively. Full technical SEO setup with schema markup for product reviews.
A live affiliate property with organic search traffic and an educational content library. Demonstrates the full workflow of content-driven affiliate site development — from niche selection and keyword research through build, SEO, and ongoing content production.
Affiliate sites live or die on editorial trust. The content that converts is the content that helps the reader make a better decision, not the content that pushes them toward a purchase. Education-first positioning also survives algorithm updates better than thin review content — it's harder to replicate and harder to devalue.
Developers and technically capable site owners who want to move from a CMS (WordPress, Squarespace, Webflow) to clean hand-coded HTML/CSS/JS have no clear migration path. The guides that exist either assume too much or stop short of the hard parts: preserving SEO, handling redirects, migrating content structure without losing it.
Built CMS2Code.com as a developer resource and migration toolset with documentation on the full workflow: content export and conversion, URL structure preservation, redirect mapping, .htaccess migration rules, SEO parity audits, and performance benchmarking before and after migration. Written from experience — every guide reflects a migration I've actually done.
A live technical resource targeting developers and technically capable site owners who want to exit CMS dependency. The content addresses a specific, underserved search intent and establishes expertise in a niche where most available content is either vendor-produced (biased) or outdated.
Technical documentation is its own content category and earns a different kind of trust than editorial content. Being the person who wrote the guide means you're the person who knows the answer — which is the right position to be in when someone needs to hire for the migration itself. Documentation is a long-form business card.
These are the kinds of problems I build for — real constraints, real audiences, and outcomes that matter. If you have something similar, let's talk.