// angle · 01

Strategy
& analytics.

Figure out what to ship, then prove it worked.

Two decades of leading web strategy at scale — FinTech IPO sites, zero-trust cybersecurity, K-12 edtech, enterprise SaaS — packaged for teams that need a senior strategist for a quarter, not a full-time hire. Roadmaps you can defend. Dashboards your CFO will read. Audits that come with a prioritized fix list, not a 47-page PDF nobody opens.

Start a conversation → See the full breakdown

// what you walk away with

Concrete deliverables you can show your board.

  • A written strategy doc tied to your business goals — the artifact you defend in board meetings
  • Live GA4 + Looker Studio dashboards your CFO/VP can read without translation
  • A prioritized fix list ranked by impact, not by urgency
  • An analytics architecture doc your next data hire can extend
  • Training session for your team so the work compounds after handoff

// the full breakdown

Eight things this angle covers.

Most engagements pick one or two and run them deep. A few touch three or four when the work demands it.

  1. Web strategy + multi-quarter roadmaps

    A written 6–12 month roadmap tying business goals to web work — what to ship, what to retire, what to measure. The document you point at when "should we redesign?" or "should we add X?" gets asked.

    What's included

    • Stakeholder interviews + working-session facilitation
    • Current-state analysis (analytics, traffic, conversion, content health)
    • Prioritized initiative list with effort + impact estimates
    • Quarterly milestone proposal
    • Measurement plan tied to OKRs

    Deliverable

    15–25 page strategy doc + 1-hour walkthrough

    Typical format

    2–3 week audit

  2. GA4 + GSC + Looker Studio dashboards

    The analytics infrastructure you actually need: clean event models in GA4, Search Console data flowing into Looker Studio, dashboards your CFO/VP can read without translation. Built once, owned forever.

    What's included

    • GA4 event model design (page, conversion, custom dimensions)
    • Optional GA4 → BigQuery pipeline for raw data ownership
    • Google Search Console integration
    • Looker Studio dashboard suite (executive, marketing, content)
    • Documentation so your team can extend

    Deliverable

    Live dashboards + a "what each chart means" reference

    Typical format

    2–3 week sprint

  3. Technical SEO audits

    A full health check of your site's technical SEO — crawl, render, index, schema, performance, IA — with a fix list ranked by impact and effort, not by what looks easiest.

    What's included

    • Full site crawl (Screaming Frog or equivalent)
    • Indexing analysis (GSC, log files if available)
    • Schema markup audit + recommendations
    • IA + internal linking review
    • Core Web Vitals tie-in

    Deliverable

    Audit report with severity-ranked fix list + walkthrough

    Typical format

    1–2 week audit

  4. Local SEO programs

    GMB optimization, multi-location strategy, service-area schema, citation cleanup — for businesses with physical locations or service areas where local intent drives revenue.

    What's included

    • Google Business Profile setup + optimization
    • Multi-location landing pages (template-driven, CMS-friendly)
    • Citation audit + cleanup
    • Review-acquisition workflow
    • Local schema implementation

    Deliverable

    Configured GBP, deployed location pages, ongoing-measurement framework

    Typical format

    2–4 week sprint

  5. Conversion-rate optimization

    A/B + multivariate testing built on a hypothesis backlog tied to your actual funnel — not whatever HotJar suggests this week. The goal is statistical lift you can defend, not pretty charts.

    What's included

    • Funnel + UX audit to surface hypotheses
    • Test prioritization framework (ICE / PIE / custom)
    • Tool setup (Optimizely, VWO, Mutiny, GA4-native)
    • Test design + analysis
    • Quarterly playbook for ongoing testing

    Deliverable

    First 3–5 tests run + a CRO playbook your team owns

    Typical format

    4–8 week engagement

  6. Analytics architecture

    End-to-end event modeling and attribution — from website to ad platforms to CRM — with a single source of truth your team can defend in a board meeting.

    What's included

    • Data layer design + implementation
    • GA4 event model + custom dimensions
    • Multi-touch attribution model
    • CRM + ad-platform integration
    • Naming convention + governance doc

    Deliverable

    Working pipeline + a written architecture doc your next data hire can read

    Typical format

    3–6 week sprint

  7. Stakeholder reporting + KPI dashboards

    Dashboards built for the people who don't want to learn GA4. Executive view, marketing view, content team view — each filtered to what matters to them.

    What's included

    • Stakeholder interviews (what do you need to see?)
    • Data source unification
    • Tailored Looker Studio dashboards (3–5)
    • Scheduled email reports + Slack/Teams integration
    • Annotation + commentary workflow

    Deliverable

    Live dashboards + an "interpretation guide" per stakeholder

    Typical format

    2–3 week sprint

  8. Pre-redesign discovery + content audits

    Before you redesign, know what you have. Content inventory, performance data, IA assessment — so the redesign solves real problems, not assumed ones.

    What's included

    • Full content inventory (URLs, traffic, conversion, freshness)
    • User journey mapping
    • Competitive landscape assessment
    • IA recommendations
    • Migration risk assessment

    Deliverable

    Content inventory + IA + migration plan doc

    Typical format

    2–4 week audit

// how i approach this

Four working principles.

  • 01

    Measure backwards from the business goal.

    Start with the outcome the CEO cares about, then work back to the metric, then the event, then the implementation. Not the other way around.

  • 02

    Defensible, not impressive.

    A dashboard you can argue from in a board meeting beats a dashboard with 47 charts that answers nothing.

  • 03

    Document the why.

    Every metric, dimension, and dashboard ships with a one-line "why this exists" note. Saves the next analyst a week.

  • 04

    Test the hypothesis, not the design.

    CRO is about whether the change moved the metric. Not whether the design is prettier.

// frequently asked

Logistics, specifically for this angle.

  • What if I don't have GA4 set up yet?

    Then we start there. Every engagement assumes baseline analytics works; if it doesn't, that's the first deliverable.

  • Can you train my team?

    Yes — training is built into every dashboard + architecture handoff. Most engagements end with a 60–90 minute working session where your team drives.

  • Do you write SEO content?

    No. Technical SEO + IA + schema — yes. Content writing belongs with a strategist who specializes in your category and brand voice. Happy to refer.

  • We have a data warehouse already.

    Better. BigQuery / Snowflake / Postgres / dbt — all fine. I prefer to ship one source of truth, then layer dashboards on it.

  • Retainer or one-time?

    Usually a one-time engagement to set things up, then a small monthly retainer if you want me to keep tuning. Most clients stay on retainer 3–6 months post-launch.

  • Can you work alongside our existing data team?

    Often the best outcome. I'll lead the strategy + dashboard build; your team takes ownership at handoff and I stay available for review.

// ready when you are

Let's figure out what to ship.

A paragraph about what you're trying to measure is all you need.

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