Projects

The Insurance Center: Company Website

Organic search up 203% through the April 2026 site migration

Led the full design, build, and ongoing management of theinsurancecenter.com, the agency's primary digital presence and lead generation engine.

Took the website from concept to launch and have managed it since, handling everything from information architecture and design direction to SEO optimization and content strategy. The site serves as the agency's storefront, referral hub, and a key driver of inbound leads. Includes individual agent pages, a full blog, and structured data for local search.

SearchLight Digital

An SEO and GEO agency built for the new era of search — where AI answers are the new page one and most businesses have no idea they're invisible.

SearchLight Digital is the agency I founded to solve a problem I kept running into: the rules of search have changed, but most agencies are still playing the old game. It focuses on SEO and Generative Engine Optimization — helping brands show up in Google, ChatGPT, Perplexity, and AI Overviews. Every strategy is built around where attention actually lives now, not where it lived five years ago.

Apple Watch Whoop Replacement

Recovery, strain, and sleep scores from data already on the watch

A personal health algorithm that turns Apple Watch data into Whoop-style recovery and strain scores — without the subscription.

Whoop's insights are genuinely useful, but the data is already sitting in my Apple Watch. This system pulls health metrics directly from Apple Health — HRV, resting heart rate, sleep stages, SpO2, and more — and runs them through a custom algorithm that calculates daily recovery scores, strain scores, and sleep performance. The output mirrors what Whoop delivers but is built on data I already own, costs nothing to run, and can be tuned to how my body actually responds.

Utah Golf Tinder

Track every golf course you've played in Utah and see how far through the state's full catalog you've made it.

A map-based web app that lets Utah golfers log which courses they've played and visualize them on an interactive map. The app tracks your personal percentage of Utah's total golf courses played, turning it into a fun challenge to work through the whole state. Built for golfers who want to see their progress and discover courses they haven't hit yet.

Premier League Command Center

743 KB upstream payload trimmed to the 12 KB the screen renders

A live, one-screen Premier League dashboard — fixtures, results, standings, and match detail, all visible without scrolling.

Built for match days: a dark, data-forward control room for the Premier League. A LIVE pill appears only when a match is actually in progress, live fixtures pulse and show the minute, and clicking any match swaps in a detail panel with possession, shots, xG, and key events. Data comes from FotMob's public JSON through a server-side proxy that caches every 35 seconds and normalizes a 743 KB payload down to the 12 KB the screen actually renders. If the upstream fails, the last good response is served with a "stale" chip so the screen never blanks.

Play Me in Chess

Trained on 311 of my own games

A chess bot trained on 311 of my real games. It plays my openings, at my strength, with my habits.

The bot comes in three strengths: Casual Jett, Jett, and Jett on a good day. The leaderboard runs on an API route I wrote, backed by Airtable, and keeps the five best results by fewest moves.

Table Talk

Order five Premier League clubs by a hidden stat — founding year, ground size, titles won. One shot a day.

A daily ranking game: drag five clubs into the order you think is right, lock it in, and see how close you got. It keeps your streak, gives you one attempt a day, and produces a shareable result grid.

Gut Check

A daily five-round test of marketing instinct. Which headline actually won? Which line did a machine write?

Each round puts a marketing choice in front of you — two headlines, a button, a subject line — and asks you to pick the winner, or spot the line a machine wrote, before the answer is revealed. New rounds every day.

Birthdle

A Wordle riff where the hidden answer is a famous person's birthday.

I built it to find out whether guessing dates carries the same daily-habit loop that makes Wordle stick. Plain JavaScript, no framework.

Insurance Center Analytics Dashboard

Built to answer "what's working?" in under 60 seconds

A custom dashboard that surfaces what's actually driving results. Marketing decisions come from real numbers instead of gut feelings.

Aggregates SEO performance, lead flow, keyword rankings, and revenue attribution into one place. The goal was to make it easy to answer "what's working?" in under 60 seconds. Built with React on the frontend and Python for data pipelines and API integrations.

Google Reviews Workflow

95 → 306 Google reviews, rating holding at 4.9

An internal workflow system that tracks Google Review performance across agents. Making getting reviews a competitive, trackable team activity.

Google reviews are one of the highest-leverage local SEO signals, but getting agents to consistently ask for them was inconsistent. This workflow system tracks review requests, captures responses, and surfaces a leaderboard that shows each agent's review count and trend over time. The competitive element changed behavior. Reviews at The Insurance Center increased significantly after implementation.