AlphaTubes
A word puzzle game with a satisfying “water sort” feel — but instead of colors, players untangle letters to discover hidden words. Designed, branded, and built as an original game concept for web and mobile.
Focused on Performance + Conversion
Tooling React / Gatsby / Sanity
I build fast, searchable websites—and the tools behind them.
I’m Paul: a web developer and agency lead who lives at the intersection of clean UI, technical SEO, and real-world business outcomes. I’ve spent years shipping attorney-focused sites (SEO + PPC + dev), building side projects, and obsessing over the stuff that actually moves the needle: speed, clarity, and trust.
“I like systems that make the next decision obvious—less chaos, more shipping.”
Featured work
Real projects + real problems solved
Find93
A long-running side project tracking thousands of crowd-sourced gas stations that carry 93 octane. Built for usefulness first: clean search, reliable data, and a simple UX people actually return to.
Attorney marketing sites
Years of building sites where trust signals matter: fast load, clear user intent, schema, content modeling, and conversion-first components (CTAs, reviews, results, intake flows).
About
The human behind the commits
I’m a Minnesota-based web developer who grew up “learning by breaking things” (and yes… Windows ME was involved).
These days I lead development for an attorney-focused marketing team—shipping websites and features that support SEO, PPC landing pages, and conversion performance. I’m happiest when a build is fast, the content model is clean, and the UX makes someone say: “oh, that was easy.”
Outside of work I’m big on family time, building side projects, and watching football like it’s my job (Skol).
How I work
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Clarity first Simple IA, obvious CTAs, and content that reads like a real person wrote it.
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Performance is a feature Core Web Vitals, payload discipline, and avoiding “death by third-party script.”
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CMS structure matters Sanity schemas that scale without turning editors into full-time babysitters.
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Make it shippable Good defaults, repeatable components, and tooling that prevents avoidable mistakes.
Stack & strengths
The stuff I reach for without thinking
Front-end
React, Gatsby, component systems, responsive design, accessible UI, and clean animation when it helps—not when it distracts.
Content & data
Sanity schemas, Portable Text, structured content, GraphQL sanity-checking (yes, I still double-check everything).
SEO + performance
Technical SEO, schema, internal linking, crawl paths, and performance budgets so your site doesn’t feel like a ransom note to the browser.
Build & deploy
Netlify workflows, environment sanity, build debugging, and making “it works locally” a thing of the past.
WordPress (when needed)
Custom themes, performance fixes, security cleanup, plugin reality checks, and “why is this iframe doing that?” detective work.
Product mindset
Clear scope, measurable outcomes, tight feedback loops, and building tools that reduce manual work (or eliminate it entirely).
Writing & notes
What I learn (and what I don’t want to relearn)
Sanity patterns that scale
Reusable schema blocks, editor-friendly defaults, and how to prevent “empty image blocks” from nuking builds.
Performance without drama
What I actually do to improve Core Web Vitals without turning a site into a lifeless skeleton.
Side projects that shipped
What worked, what didn’t, and what I’d do differently if I started Find93 again today.
Contact
If it’s interesting, I’m in
Want to talk agency work, a product idea, a Sanity modeling problem, or why your build started failing right before launch?
Tip: include a link, a goal, and what “done” looks like. I’ll respond faster.
Quick intro blurb (copy/paste)
Hi Paul — I found your portfolio and I’m looking for help with [project]. Our goal is [outcome] and we care most about [speed/SEO/conversions/CMS]. Timeline is [date]. Here’s the link: [url].