I’ve been doing this
for a long time.
Not managing people who do it. Not reviewing reports from someone who does it. Actually doing it — the audits, the code, the keyword research, the GA4 setups, the WordPress builds, the strategy sessions.
Hands-on. Start to finish. Every time.
From web design
to figuring out what actually works.
I started in design. Websites, print, anything visual. I was always the person who understood both the creative side and how things actually worked underneath.
Early on, I ended up in a forensic cybersecurity environment. That changed how I think. It turned everything into a problem to solve — not just something to make look good.
When I came back to building websites, I started noticing a pattern. Sites looked good. They launched. And then… nothing. No traffic. No enquiries. No growth.
So I went deeper. Into SEO. Into tracking. Into how people actually search, click, and convert. I tested things. Broke things. Fixed them. Learned what works — and what gets sold as working.
That distinction matters more than most people realise.
Over time, that became the work. Not just building websites — but fixing the underlying problems that stop them from performing.
And that is still how it works now. The same person who diagnoses the problem is the person who fixes it.
I launched “nogravy” because I got tired of watching good businesses waste money on the same cycle.
Slick pitch. Signed contract. Junior assigned. Monthly PDF. Vague explanations when nothing moves.
The industry has a problem with smoke and mirrors. Results get dressed up. Dashboards get built to impress instead of inform. And business owners end up paying for work they cannot measure.
That is not a technology problem.
That is an honesty problem.
“nogravy” is the opposite of that. One strategist. Maximum five clients. Direct access. Plain language. And a diagnostic-first approach that means we find what is actually wrong before recommending what to fix.
No gravy. Just growth.
What I actually do.
Deep experience across a specific set of disciplines that actually work together.
Tools: Semrush · Screaming Frog · Google Search Console · GA4 · Ahrefs · PageSpeed Insights · GTM
Not everyone. Maximum five retainer clients at any time. That is deliberate. The work requires it.
South African business owners and marketing managers who have outgrown vague agency relationships and want to understand what is actually happening with their digital presence.
Specifically: ecommerce brands on WooCommerce, professional services firms, and B2B businesses with complex sites and real SEO challenges.
Not everyone. Maximum five retainer clients at any time. I am selective because I have to be — the work requires it. When you are one of five, you get the kind of attention that is simply not possible when you are one of fifty.
All engagements are remote. That is not a limitation — it is how good digital strategy work gets done.
Start with a Site Audit.
The fastest way to understand what your digital presence needs — and whether we are the right fit — is a Site Audit. Fixed price. Plain language. No obligation to continue.
No gravy. Just growth.