Obsessed with the craft.
Web Gem began in 2025 when I realized most trade and local service businesses were stuck with template websites that didn't bring in calls or jobs. I set out to build a practice where craft, strategy, and real lead generation were equal partners.
Today, I work directly with owners of roofing, landscaping, plumbing, and real estate businesses to ship websites and brand systems that grow real revenue.
I believe great design is a competitive advantage — not a cost center.
Three principles that shape every engagement.
Strategy first
Every pixel earns its place. I start with positioning, audience, and outcomes — design follows.
Human-centered
I design for real people, not personas. Research, interviews, usability testing — built into every engagement.
Measurable results
I instrument and report on what matters: conversion, retention, revenue. Design that pays for itself.