Full Stack Web Solutions for Businesses
Knowledgeable in online trends, business, design, user experience and technology concepts and principles. Bridging the gap between leadership and customers on one side, and the content strategy, production and development teams on the other.
I see technology as a way of facilitating and improving communication between people and understand that people come before technology.
I think that my software development experience benefits me a lot in my strategic thinking because it gives me an idea on the effort needed for an application to be built, the process and also what it means maintaining it. And since I understand technology, it’s easier for me to foresee obstacles in a project.
I am looking for small-, medium-, or large-sized companies or individuals with two things in common: innovative ideas and creative projects.
I come from a software development background. In the past 11 years, I’ve participated hundreds of web projects, integrating technologies and open source applications. I worked with big companies as well as small businesses. Many times as technical lead.
Lately I’ve focused more on development for websites. I also understand server infrastructure and how networks work.
When it comes to Web Development I am specialized in Front-End technologies, interested in standard-compliant, well-engineered, accessible and engaging sites. I am experienced in user-friendly web interfaces developed to the highest W3C standards. I am interested in social media and the semantic web.
Here are some of the technologies that I master:
* jQuery, jQueryUI
* precompilers: Less
* Responsive layouts with Bootstrap
* multiple templating languages: Twig, Smarty
* supporter of semantic markup
* Frameworks: Symfony2, CodeIgniter
* Git, SVN
* Agile methodologies
* WordPress and Drupal theming
* VBA (developed complex macro scripts for MS Excel)
* Linux commands
I have an extensive experience with integrating plugins and working with Open Source platforms.
SEO guidelines are pretty standard and clear. However, depending on the situation, the tactical decisions may differ. Need to start by evaluating the company and their objectives, and see what can benefit them better in the short and long term.
For a retail company that has online shops, it may be better to start by using AdWords, for a more clear insight of the Search Engines Results Pages (SERPs), then focus on a keywords campaign.
For a publication that has thousands of articles, I would focus more on the long tail in the beginning. This would include improving the URL architecture, on-page factors, internal linking and social media opportunities.
Other than this, I am for natural link building strategies and encouraging quality content.
Ranking high in the SERPs is all about beating the competition. It is not a battle against the Search Engines. Competitive intelligence data is available and it’s free. It is essential using it for identifying strategic opportunities.
In terms of SEO, I help my clients with the following:
* site architecture
* keyword research and competitive analysis
* SEO best practices & site audits
* on-page tuning for maximum benefits from Panda
* local search optimization
* white-hat link-building strategies
* pagination and duplicate content issues
* rel=canonical configuration
* rich content strategies, including search-optimized photo galleries, Google Maps API, embedded video, etc.
* Google+ authorship (rel=author, rel=publisher)
* page speed analysis and recommendations
* WordPress SEO plugin configuration
* semantic markup via schema.org
Choosing the right set of web metrics is the key to online success. Concentrating on the critical few, not the insignificant many.
Segmenting the data is a must. It provides insights that drive meaningful action. For instance, segmenting incoming traffic opens opportunity on researching effectiveness of different promotions.
Also a part of my analytical strategy is focusing on Customer Behavior Metrics. Looking beyond aggregate metrics, such as number of visits and focusing on behavioral metrics, such as Bounce Rate, Loyalty, Recency and Returning Visitors. With this insight, it’s easier to understand what’s broken and what’s working.
Making decisions on web analytics data at the end of the first month and then evolving over time to make more complex decisions while capturing ever more valuable and complex data from the web. This may lead into reevaluating and changing strategy on the run.
As far as is humanly possible, when looking at a Web page it should be self-evident. Obvious. Self-explanatory.
We don’t read web pages, we scan them. The interface needs to be planned so that a newcomer can use it without any guessing.
This seems obvious. However, most web designers tend to make web pages pretty and not useful. And most clients think all the information is consumed and everything is important for the reader.
“In order to form an immaculate member of a flock of sheep one must, above all, be a sheep.” Albert Einstein
When it comes to usability, feedback from visitors is important. Using surveys as much as possible. They answer the ‘why’ question and are usually affordable.
Heatmaps are also very useful, as they not only give you insight on how the website is used, they are easy to understand by designers, developers and management when taking important strategic decisions.
Conversion Rate Optimization (CRO)
Launch early and often and fail faster. On the Web you lose opportunity when you take your time, so speed is crucial. An educated mistake is better than no action at all.
With the tools available today (heatmaps, AB testing and Multivariate testing) the only limit is having a decent amount of traffic for the tests and the quality of the ideas.
Of course, always starting by making goals evaluation criteria and up-front decisions. Choosing the success metrics for the test before launching and creating a goal for those metrics.
Reporting is important. Showing the right kind of report for each stakeholder. Business owners understand better income figures than rates of clicks and funnels.
Online business development strategic decisions are correlated with your organization’s identity. They are based on a good understanding of the company’s objectives, internal organization and customer profiles.
Researching the industry, the existing market (online and offline), competition and trends, is essential for a powerful web strategy.
I usually prefer planning for short term success at first. This process creates a closer relationship with the teams and generates perspectives for other great ideas.
I usually advocate for “Less is more” when it comes to web design.
When I started my consultancy business, I was also doing graphic design. It’s fun, but as the projects got bigger I had to delegate work, so I had to choose.
I am now still using my designer skills for feature demos, reports and infographics.
Planning and implementing an application is not sufficient in a business relationship. The process includes communication and help on both sides. When the project is finished, the beneficiary needs support on launching it.
Many times the client doesn’t have enough time to test everything (sometimes he doesn’t even know what to test), the team that implemented it considers it to be finished, and the end project gets into production phase without proper testing. We need to make sure it is ready for users.