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Platforms, Builds & Migrations

The right platform at every stage, from first build to replatform

Whether you are launching your first real website or outgrowing an enterprise platform, the platform call is one of the highest-leverage decisions your business makes. I build custom, modern-architecture sites for companies starting out, rescue brands from underperforming Wix and WordPress templates, and have run Shopify Plus, NetSuite SuiteCommerce, and Salesforce Commerce Cloud from the inside.

The Problem

Most businesses are on the wrong platform for their stage

Starting out, the template builders look like the safe choice. Then the bill comes due: a site that looks like everyone else’s, loads slowly, is invisible to search and AI answers, and charges you monthly for something you never really own.

Growing businesses hit the opposite wall. The platform that got you here strains under real volume, every workaround adds drag, and the people advising you on the next platform are usually the ones who profit from the build.

I give stage-appropriate advice because I have operated at every stage: launching brands from zero, building custom sites by hand, and running enterprise platforms through an acquisition. Small builds I design and deliver myself. Full ERP-integrated replatforms I scope and oversee from your side of the table while an implementation partner does the heavy lifting.

How I Work

Four ways in, depending on where you are

  1. 1

    Start right

    For new businesses: market research, a brand positioning report, a go-to-market plan, and a tech stack recommendation sized to your budget, so your first build is the right build.

  2. 2

    Build custom

    New website builds, or escapes from template platforms like Wix and WordPress: fully custom, modern architecture, fast, AI-search-ready, and yours outright. No monthly platform tax.

  3. 3

    Choose and migrate

    Platform evaluation and migrations for growing brands across Shopify Plus, NetSuite SuiteCommerce, and Salesforce Commerce Cloud, with SEO preserved through redirect maps and structured data.

  4. 4

    Oversee the big ones

    Full ERP-integrated replatforms are implementation-partner projects. I scope the work, help select the partner, and provide consulting oversight on your side, accountable to your revenue, not their hours.

Proof

Proof from both ends of the range: a 40-year contractor rescued from a buried WordPress build, and an enterprise platform migration steered through a L’Oreal acquisition.

Construction / Local Services

Seacoast Building & Design: from buried in Google to a 100/100/100 rebuild

Seacoast Building & Design is a Southwest Florida general and roofing contractor with 40+ years in business and a specialty in custom container structures. Their WordPress site was poorly built and showing up several pages deep in Google searches, invisible for the work they wanted to win. Their team was also burning hours every week on recurring research tasks.

What I did: rebuilt the entire site on modern frameworks optimized for SEO, AEO, and GEO, and turned the recurring research into automated email reports, so the team spends its time acting on the data instead of mining for it.

100
SEO Score (my public audit tool)
100
AEO Score (my public audit tool)
100
GEO Score (my public audit tool)
5+
Team hours saved weekly via automated research emails

Medical Aesthetics / DTC

skinbetter science: 120% YoY DTC growth through a L’Oreal acquisition

As Director of E-Commerce at skinbetter science, I scaled the direct-to-consumer channel while the company navigated its acquisition by L’Oreal, one of the world’s largest beauty companies. The mandate: accelerate DTC growth, protect brand equity, and keep a complex platform migration on schedule through the transition.

What I did: insourced paid media management from an agency, rebuilt the acquisition funnel, implemented lifecycle email programs, and led the E-Commerce platform migration during the acquisition.

120%
YoY DTC Revenue Growth
400%
ROAS Improvement
65%
Customer Acquisition Growth
41%
Repeat Purchase Rate (from 24%)
All case studies →

FAQ

Questions buyers actually ask

I am just starting out. Is this for me?

Yes. Some of my favorite projects are early-stage: market research, brand positioning reports, go-to-market plans, tech stack recommendations, and custom website builds sized for a startup budget. You do not need enterprise revenue to get operator-level thinking; the engagement is just scoped smaller.

Can you move me off Wix or WordPress to something custom?

Yes, and it is one of the most common projects I take on. Template builds tend to be slow, generic, and invisible to search and AI answers. I replace them with fully custom builds on modern architecture: fast, designed for your brand instead of a theme, structured so search engines and AI systems can read them, and owned by you with no monthly platform fee. FoundedByZ went from a Wix template to a 100-point SEO score this way.

Can you migrate us from NetSuite SuiteCommerce to Shopify?

Yes. That path, SuiteCommerce to Shopify or Shopify Plus while keeping NetSuite as the ERP, is one of the most common migrations I work on. The work lives in the integration layer: orders, inventory, customers, and pricing flowing cleanly between Shopify and NetSuite without double entry.

Will we lose SEO rankings when we replatform?

Not if the migration treats SEO as a first-class workstream: a complete redirect map before launch, preserved URL structures where possible, canonicals and structured data on day one, and crawl verification after cutover. Rankings drop when redirects are an afterthought; they hold when they are part of the plan.

Do you do the build yourself or oversee a partner?

It depends on scope, and I am upfront about which is which. Custom site builds and focused migrations I deliver hands-on. Full ERP-integrated replatforms are implementation-partner territory: there, my role is scoping, partner selection, and consulting oversight from your side of the table, from someone who knows what the work should cost and how long it should take.

What does this cost?

Market benchmarks: focused projects run $5,000 to $75,000, with market research, positioning reports, and custom site builds at the lower end and complex migrations at the top. Replatform oversight is scoped like a focused project even when the partner build behind it is larger. The exact number comes out of a free discovery call, in a written proposal.

Not sure what your stage needs?

Bring the question to a free discovery call. You will get an honest read on whether you need research, a build, a migration, or nothing yet.

Run Your Free AuditBook a Discovery Call