Your website carries the revenue. Nobody senior owns it.
That's the gap I fill: a fractional Head of Web in your corner, without the full-time hire. I come in, learn your business, your team and how work actually flows - then we sort it out: strategy, processes, AI playbooks, and the website itself. A presence in your team, not monthly decks.
Sound familiar?
The pattern repeats in most SaaS teams where the website carries the revenue but nobody senior owns it.
It drives pipeline, but it belongs to everyone and no one. Requests pile up, processes are duct tape, and everyone quietly knows the site isn't pulling the revenue weight it could.
Clear ownership and one prioritised web roadmap, argued from funnel data - with someone senior enough in the room to say no.
Visitors come, signups don't follow. A/B tests run sometimes, conclude rarely, and everyone remembers the results differently.
Clear direction on where to test, what's worth testing and how to speed up the loop - with your AI system pulling its weight in experimentation. What 500+ tests taught me, shared as we go.
Publishing a page takes three teams and two weeks. The platform migration keeps sliding because nobody in-house has done one at this scale.
Processes rebuilt around agents where it pays off - and migration calls made with someone who has shipped them at 24-locale scale.
“We should be using AI” comes up in every meeting. People paste things into ChatGPT here and there - but there's no internal web AI system that knows your business.
An AI operating layer that knows your business - skills, MCPs and a context repo wired into how the team ships, with people trained to run it.
The site got a full redesign - new brand, new build, big invoice. The numbers stayed exactly where they were.
Changes driven by funnel data and experiments, not taste - and an honest call on whether a redesign is even the answer.
You joined and the website came with the job - old stack choices, orphan pages, tracking nobody fully trusts. Hard to say what's safe to touch.
A clear map of what exists, what matters and what to kill - so you make moves with confidence instead of guesswork.
If two of these hit home, you don't need another agency deck. You need someone who comes in, learns how your team actually works, and helps sort the sh*t out :)
Most fractionals show up with experience. I show up with experience plus a working AI playbook - skills, MCPs and context repos your team can adopt. The leverage compounds; the judgment calls stay yours.
The areas I work in.
No brand strategy, no paid ads, no digital-transformation decks. The web - the central place where the real business happens - and how modern teams build and run it.
Where to focus web investment, what to ignore, how to prioritise the roadmap. Second opinion on direction, not just execution.
Experiment roadmaps, test prioritisation, reading results without fooling yourself. From velocity testing to full-funnel analysis - and how AI fits into a modern CRO stack.
CMS, platform, stack migrations - vendor selection, architecture decisions, scope management. I've done this at scale.
Where AI agents genuinely save time vs. where they add noise. What a Claude Code-powered workflow looks like in practice. How to wire agentic automation into web ops - not as a demo, but as a durable operating model.
Second opinion on web team structure, agency relationships, and hiring decisions. Especially useful if you're scaling the web org for the first time.
Running a website across multiple languages and markets - translation workflows, CMS architecture for i18n, QA pipelines that hold up when you add a locale.
What I bring beyond opinions.
Most advisors show up with experience and a Notion doc. I show up with a working AI operating layer - already tuned for web work. I help your team pick what fits, wire it in, and run it - taught by walking through the real systems and live examples I use myself, not slide decks. The end goal is simple: when I step away, the team is stronger, the website works harder for the business, and AI does real work in the right places. If it all keeps running without me - that was the point.
A growing set of Claude Code skills tuned for web work - conversion optimisation, A/B test scaffolding, publishing workflows, QA passes, content drafts. I help your team pick the right ones, adapt them to your stack, and make them part of how the team ships.
MCPs plug Claude into your CMS, analytics, search console, repo, CRM. Agents stop guessing and start reading your real data - drafting against actual content, opening real PRs, pulling live numbers. I advise on which to wire, in what order, for what payoff.
Brand voice, ICP, product context, design system, decisions log - structured into a repo your agents read on every task. The compounding asset most teams don't realize they're missing. I help you start one, or audit the one you have.
Running live at Pipedrive.
I lead the web org at Pipedrive - a global SaaS used by 100K+ businesses across 175 countries. The same operating model I bring to advisor engagements is the one I run there.
- skills + MCPsA/B testing & CROSkills draft and iterate variants against real company context - funnel pain, ICP, brand voice - while MCPs pull live experiment + analytics data. Variants ship without engineers in the loop.
- skillsMulti-market QAPre-deploy QA across locales runs as a skill - copy, broken paths, tracking, schema, broken links - before anything ships to a single market.
- MCPsWeb publishing at scaleMCPs connect Claude to the CMS so review, edits and updates run inside the agent loop - not 50 manual tabs across 24 locales.
- contextCompany context repoBrand, product, ICP, decisions and design system maintained as a structured context source agents read on every task across the org.
Why the fee is the small number.
When the website is your main revenue channel, it's the highest-leverage asset you own. Any single one of these covers the engagement - and they stack.
The website is your biggest funnel. Even a small, sustained lift on the signup or demo flow out-earns the fee - and keeps paying after I'm gone.
A wrong platform-migration call or a vanity redesign burns six months and six figures. Not making that mistake is the cheapest thing I do.
One workflow cut from weeks to hours - publishing, QA, experimentation - compounds every week after, across every market you run.
Against what your website moves in a quarter, the fee should read like a rounding error. If it doesn't, we're not a fit - and I'll tell you that on the first call.
Shape-to-fit, not a fixed deliverable.
Every engagement is different. The default is a weekly sync and always-on async access - but the mix shifts to what's useful. Sprint-heavy when you're in a crunch. Lighter when you just need your web partner on call.
The first weeks are deliberately unglamorous: I learn your funnel, your team, your processes and where things get stuck. No playbook gets installed into a company I don't understand yet. That's where the three-month minimum comes from - not a contract clause.
- Simple and straightforward. Systems where they pay off - none where they don't.
- Async by default. Meetings only when they earn their slot.
- More action, less talking.
- Low formality, high trust - let's get good stuff done together.
Drop a message via the contact page. Brief context on what you're working on and what you're looking for.
A 30-min call to see if there's a fit. No prep required. I'll ask a few questions, you ask yours.
If it makes sense, we shape the engagement. Rhythm, focus areas, how async access works.
Three-month minimum to start. Renews on mutual agreement.
Good fit. Bad fit.
- Founder or VP making web decisions without a dedicated Head of Web
- Growing a web team and need an outside perspective on direction
- Mid-market company navigating a platform migration or AI tooling shift
- You want a pair of hands - hire an agency. I'm not a delivery resource.
- You want a scope doc and sign-off milestones - that's a project, not advisory.
- The website isn't a serious growth channel for you yet - come back when it is.