One thesis, tested many ways.

Founder · proofsignal.biz

Proof Signal

The problem

Customers used to find local businesses on Google. Now they ask ChatGPT, Claude, and Google AI for a recommendation. Most small business websites have none of the signals those tools look for. Good businesses are invisible not because they aren't good, but because their sites don't speak the AI's language.

What I built

Proof Signal audits websites against the three things AI needs (Found, Understood, Trusted), then fixes what's broken and monitors month over month as AI tools and competitors change. A free FUT Score tool shows any business where it stands in 60 seconds, and a real person, not a robot, translates every report into plain English.

The product line now includes Proofactory, an instant website builder for small businesses that don't have a site at all but need one fast to establish online visibility.

What it proves

Turning an AI-era insight into a productized service that non-technical buyers understand and pay for: offer architecture, positioning, pricing, and delivery: the full stack of the strategy work I advise on.

Founder · igloocubes.com

Igloocubes

The problem

AI tools cite content that answers real questions directly, in plain language, with structure machines can parse. Most content on the web does none of that, and most advice about "AI content" is untested opinion.

What I built

A daily answer-publishing platform: hundreds of plain-English answers to real search questions, across a dozen categories from Home & DIY to Money to Small Business, with new answers shipped every morning.

What it proves

That I can run an AI-era content operation at volume, and it's a working lab. What gets discovered and cited on Igloocubes directly informs what Proof Signal recommends to clients. The advice is tested here before anyone pays for it.

Client Work · nicecolorpainting.com

Nice Color Painting

The problem

Nice Color Painting operates in a crowded local category. Homeowners in the western Chicago suburbs can compare dozens of painters in minutes, and most painting websites make the companies look interchangeable. The business needed a sharper way to show why it was different before a prospect picked up the phone.

What I did

Started with a market study across 28 competing painters in the western suburbs, then used that research to identify the brand signals, service-area opportunities, and positioning gaps Nice Color Painting could own. From there, built a new website around the company's strongest advantages so it could win trust, expand into adjacent local markets, and capture high-intent search traffic competitors were leaving exposed.

What it proves

Research, positioning, web strategy, and execution working as one system. The site is not just a brochure. It is built to act like the company's best salesperson when homeowners are actively looking for painting services and deciding who to trust.

Consultant · industrialprocessequip.com

Industrial Process Equipment

The problem

IPE, a Seattle-based distributor of sanitary pumping and conveying equipment for food processing, was running on a simple one-page site with thin content and no structure. It did not explain the industries served, the manufacturers represented, the pump types available, or how a visitor should choose the right pump for a specific use case.

What I did

Rebuilt the site as a hub-and-spoke system: industry pages, manufacturer pages, pump-type pages, fully rewritten product and application copy, direct-answer FAQs, and a pump selection tool that helps visitors match equipment to flow, material, sanitation, and handling needs. The rebuild also added the structured signals (schema, specifications, plain-language summaries) that AI crawlers need.

What it proves

The Proof Signal methodology applied to a real client in an unglamorous, technical industry. The work turned a flat brochure site into a search and sales resource that helps buyers understand options before they call.

Advisor · kendrakett.com

Kendra Kett, Visual Artist

The problem

Kendra Kett is a mixed-media visual artist showing work in galleries from suburban Chicago to Houston. Her Squarespace site was visually rich but had none of the structural signals AI tools use to find, understand, and recommend an artist's work. No clear metadata, minimal text context around images, nothing a crawler could connect to search intent around her mediums or themes.

What I did

Ran a full FUT (Found, Understood, Trusted) audit covering technical SEO, content structure, discoverability, and AI citation readiness. Recommended changes to page structure, metadata, alt text practices, and how the site communicates its subject matter to machines as well as humans. Kendra implemented the recommendations directly, improving how her work surfaces in search, AI overviews, and discovery contexts.

What it proves

The Proof Signal methodology works beyond local business. An artist operating alone, without a technical background, was able to take the audit and act on it, and her site is visibly stronger for it. Same framework, different industry, no developer needed.