I use search demand to build useful pages, remove technical barriers and improve the journey from first visit to qualified enquiry.
Selected teams I have worked with
Foundation
I check crawl access, canonicals, redirects, internal links and rendering so search engines can reach the pages that matter. Fixes are ordered by customer and commercial impact, not by the length of an audit report. If the problem is unclear, the website audit turns search, content and conversion issues into one practical backlog. When the barriers are already known and need to be shipped, see technical SEO implementation.
Programmatic SEO
Reusable templates can turn useful data into focused pages for locations, integrations, products or use cases. Each page still needs a real customer question and something specific to add, such as first-party data, a comparison or a working tool. See how I build and check these systems on the programmatic Webflow page.
Conversion rate optimisation
I define the commercial action, measure the important steps and use the evidence available, from experiments to session recordings, forms and customer conversations. The result is a clear record of what changed and what happened, not testing for its own sake. See how the loop works on an existing site with the Webflow CRO page.
The feedback loop
Search demand shows the problem someone is trying to solve. Page behaviour, CRM outcomes and customer feedback show whether the answer and offer helped. I use both to improve the content, proof and next step, including answer engine visibility, without treating rankings as the final result.
Performance
I fix meaningful problems with speed, stability, mobile usability and third-party scripts when they interrupt the customer journey. Core Web Vitals are useful evidence, but a higher score is not automatically a better business result. The aim is a fast experience that stays out of the way.
Use search data, customer questions and commercial context to understand the problem behind the query.
Answer the intent clearly and add first-hand experience, useful data, proof, a tool or a point of view.
Use discovery and ranking data to diagnose, then use qualified enquiries, sales and revenue to judge the work.
Share the site and the commercial goal. I will separate the important work from the tempting busywork.
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"Derrick and his team were wonderful to work with and helped us a lot with launching multiple Webflow projects in addition to doing a full website backend revamp. Recommend him to anyone!"
Liza Moiseeva
CMO · Commons
"Derrick and his colleague were tasked with helping to implement new designs for our Home and Product pages on our website. We had a super tight deadline and they took it in their stride. Their communication throughout the project was great and the results were fantastic. Would highly recommend."
Marcus Vitelli
Brand Executive · Flexciton
"Derrick translated our ideas into visually stunning designs. He took our vision for Mirador Local's online presence and brought it to life in a way that exceeded our expectations. I highly recommend him to anyone seeking a talented and reliable designer for their next project."
Gerry White
Global Growth · Mirador
"Derrick has a solid and broad understanding of Webflow and has delivered huge improvements to our website."
Tim Sater
Marketing Lead · Provenance
"Derrick and his team did a great job building our marketing site and leaving us with the tools to sustainably iterate on our website. They didn't stop until the site perfectly matched our design vision. We would definitely work with them again!"
John Outwater
Data Visualization · Renoster
"Derrick made our vision a reality, he's simply a brilliant website developer. We're incredibly happy with the results, which match the designs. If you're a startup or scale-up looking for an excellent web developer to turn your ideas into reality, look no further!!"
Ben Leftley
Senior Delivery Manager · Unmind
"It was great working with Derrick’s team! Communication was smooth and the website ideation, design and development were executed well without much hiccups. Will highly recommend for your website projects! :)"
Indra Basak
Marketing · PreciX
"Derrick was conscientious, efficient and delivered on time. Communication was effective and they really understood the issues at hand. He ultimately delivered a professional looking website that exceeded expectations."
Miles Owen
Head of Digital · FMpay
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"Derrick and his team were wonderful to work with and helped us a lot with launching multiple Webflow projects in addition to doing a full website backend revamp. Recommend him to anyone!"
Liza Moiseeva
CMO · Commons
"Derrick and his colleague were tasked with helping to implement new designs for our Home and Product pages on our website. We had a super tight deadline and they took it in their stride. Their communication throughout the project was great and the results were fantastic. Would highly recommend."
Marcus Vitelli
Brand Executive · Flexciton
"Derrick translated our ideas into visually stunning designs. He took our vision for Mirador Local's online presence and brought it to life in a way that exceeded our expectations. I highly recommend him to anyone seeking a talented and reliable designer for their next project."
Gerry White
Global Growth · Mirador
"Derrick has a solid and broad understanding of Webflow and has delivered huge improvements to our website."
Tim Sater
Marketing Lead · Provenance
"Derrick and his team did a great job building our marketing site and leaving us with the tools to sustainably iterate on our website. They didn't stop until the site perfectly matched our design vision. We would definitely work with them again!"
John Outwater
Data Visualization · Renoster
"Derrick made our vision a reality, he's simply a brilliant website developer. We're incredibly happy with the results, which match the designs. If you're a startup or scale-up looking for an excellent web developer to turn your ideas into reality, look no further!!"
Ben Leftley
Senior Delivery Manager · Unmind
"It was great working with Derrick’s team! Communication was smooth and the website ideation, design and development were executed well without much hiccups. Will highly recommend for your website projects! :)"
Indra Basak
Marketing · PreciX
"Derrick was conscientious, efficient and delivered on time. Communication was effective and they really understood the issues at hand. He ultimately delivered a professional looking website that exceeded expectations."
Miles Owen
Head of Digital · FMpay
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"Derrick and his team were wonderful to work with and helped us a lot with launching multiple Webflow projects in addition to doing a full website backend revamp. Recommend him to anyone!"
Liza Moiseeva
CMO · Commons
"Derrick and his colleague were tasked with helping to implement new designs for our Home and Product pages on our website. We had a super tight deadline and they took it in their stride. Their communication throughout the project was great and the results were fantastic. Would highly recommend."
Marcus Vitelli
Brand Executive · Flexciton
"Derrick translated our ideas into visually stunning designs. He took our vision for Mirador Local's online presence and brought it to life in a way that exceeded our expectations. I highly recommend him to anyone seeking a talented and reliable designer for their next project."
Gerry White
Global Growth · Mirador
"Derrick has a solid and broad understanding of Webflow and has delivered huge improvements to our website."
Tim Sater
Marketing Lead · Provenance
"Derrick and his team did a great job building our marketing site and leaving us with the tools to sustainably iterate on our website. They didn't stop until the site perfectly matched our design vision. We would definitely work with them again!"
John Outwater
Data Visualization · Renoster
"Derrick made our vision a reality, he's simply a brilliant website developer. We're incredibly happy with the results, which match the designs. If you're a startup or scale-up looking for an excellent web developer to turn your ideas into reality, look no further!!"
Ben Leftley
Senior Delivery Manager · Unmind
"It was great working with Derrick’s team! Communication was smooth and the website ideation, design and development were executed well without much hiccups. Will highly recommend for your website projects! :)"
Indra Basak
Marketing · PreciX
"Derrick was conscientious, efficient and delivered on time. Communication was effective and they really understood the issues at hand. He ultimately delivered a professional looking website that exceeded expectations."
Miles Owen
Head of Digital · FMpay
"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."
Karin Young
Psychotherapist · Karin Counselling
"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"
Taita Ngetich
CEO · Synnefa
"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."
Carla Nassisi
Growth · Briink
"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."
Isabelle Krauze
UX Lead · LLInformatics
"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."
Diana Donaldson
CEO · Be Indigo
"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"
Eliza Gerland
Strategic Marketer · UFODrive
"Derrick and his team were wonderful to work with and helped us a lot with launching multiple Webflow projects in addition to doing a full website backend revamp. Recommend him to anyone!"
Liza Moiseeva
CMO · Commons
"Derrick and his colleague were tasked with helping to implement new designs for our Home and Product pages on our website. We had a super tight deadline and they took it in their stride. Their communication throughout the project was great and the results were fantastic. Would highly recommend."
Marcus Vitelli
Brand Executive · Flexciton
"Derrick translated our ideas into visually stunning designs. He took our vision for Mirador Local's online presence and brought it to life in a way that exceeded our expectations. I highly recommend him to anyone seeking a talented and reliable designer for their next project."
Gerry White
Global Growth · Mirador
"Derrick has a solid and broad understanding of Webflow and has delivered huge improvements to our website."
Tim Sater
Marketing Lead · Provenance
"Derrick and his team did a great job building our marketing site and leaving us with the tools to sustainably iterate on our website. They didn't stop until the site perfectly matched our design vision. We would definitely work with them again!"
John Outwater
Data Visualization · Renoster
"Derrick made our vision a reality, he's simply a brilliant website developer. We're incredibly happy with the results, which match the designs. If you're a startup or scale-up looking for an excellent web developer to turn your ideas into reality, look no further!!"
Ben Leftley
Senior Delivery Manager · Unmind
"It was great working with Derrick’s team! Communication was smooth and the website ideation, design and development were executed well without much hiccups. Will highly recommend for your website projects! :)"
Indra Basak
Marketing · PreciX
"Derrick was conscientious, efficient and delivered on time. Communication was effective and they really understood the issues at hand. He ultimately delivered a professional looking website that exceeded expectations."
Miles Owen
Head of Digital · FMpay
Need a website or app built, improved, managed or automated? Tell me what is getting in the way and I'll get back the same working day.
Common questions about connecting search visibility and conversion work.
Yes. Search data helps explain why somebody arrived and conversion data shows what happened next. I use both to decide which pages deserve attention, what the visitor needs from them and whether the work is producing qualified enquiries or revenue.
I start with anything that can stop an important page being discovered, indexed, understood or used. Then I look at search intent, page quality, internal links, proof and the route to conversion. The output is a short, ordered backlog tied to commercial value, not a long list of technically true but low-impact observations.
There is no honest fixed timeline. A blocked page can become crawlable as soon as the fix ships, while discovery, links and sustained demand usually take longer. I agree the commercial outcome first, record the baseline and report the leading signals without pretending that a ranking movement is the result the business hired me for.
It can be. The platform matters less than whether the site publishes useful pages, exposes them through crawlable links, gives you sensible control over metadata and redirects, and stays easy to maintain. I work with Webflow, Astro and other stacks, then fix the constraints that are actually affecting the site instead of blaming or praising the platform by default.
No. Competitor pages are useful for understanding the result type, questions and expectations around a query, but their average word count is not a content brief. I write as much as the answer needs, use the language a customer understands and look for something worth adding that is not already in every other result.
Programmatic SEO uses structured data and reusable templates to publish many genuinely distinct pages. The template is the production method, not the strategy. Each page still needs a specific audience, a useful answer and something unique such as first-party data, a working comparison, a real example or a meaningful combination of information.
I work across product marketing and engineering, turning ideas into useful digital products and improving how they perform after launch.
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