Case Studies
A deeper look at selected projects and how I applied marketing research, strategy, web design, copywriting, search visibility, content systems, paid media planning, analytics, and AI workflows.
AEO Content Campaign
A content strategy project focused on helping local service businesses understand how AI search changes visibility while reinforcing the importance of SEO, website clarity, Google Business Profile, reviews, and original content.
Challenge
Local businesses are hearing that SEO is dead because of AI search, but many still need clear explanations of what actually changed, what still matters, and what to fix first.
Strategy
Create an educational content campaign that explains AI search visibility through practical business fundamentals: clearer owned assets, stronger service pages, accurate Google Business Profiles, specific reviews, local proof, and original answer content.
Build
Business Value
The campaign helps business owners understand what to improve before buying random AEO services. It positions clarity, quality, and owned assets as the foundation for both customer trust and AI visibility.
Skills Proven
McCoy's Lawn Maintenance Local Growth System
A local business marketing project focused on building a stronger brand and lead generation foundation through positioning, website strategy, value-led copywriting, local SEO, Google Business Profile planning, Google Ads preparation, review systems, analytics planning, and content strategy.
Challenge
McCoy's Lawn Maintenance needed a clearer local marketing foundation that communicated value, supported lead generation, and prepared the business for organic search, paid traffic, reviews, and customer trust.
Strategy
Position the business as a professional, value-led lawn maintenance company built around consistency, clean work, and better management rather than being the cheapest option.
Build
Business Value
This project is designed to make the business easier to understand, easier to trust, easier to find, and easier to contact. It creates a stronger foundation for local search visibility, paid traffic, brand credibility, and lead conversion.
Skills Proven
Conversion-Focused Hero Framework
A website messaging framework that helps service businesses improve the first section of their website by clarifying the offer, communicating the outcome, and making the next action obvious.
Challenge
Many business websites lose potential customers because the hero section is vague, too focused on the business, or unclear about what action the visitor should take next.
Strategy
Create a simple three-part framework: Offer → Outcome → Action
Build
Business Value
The framework helps businesses communicate faster, reduce confusion, and guide visitors toward a clear next step, improving the foundation for conversion-focused web design.
Skills Proven
Whitelaw Digital Marketing System
A personal brand and marketing system project focused on building a clear positioning strategy, service offers, content pillars, campaign workflows, and proof assets.
Challenge
The brand needed to move from a broad digital marketing identity into a sharper strategic position connected to conversion strategy, content systems, search visibility, paid media, analytics, and AI workflows.
Strategy
Develop a research-led positioning system that connects service offers, content production, campaign planning, and proof-building into one clear marketing direction.
Build
Business Value
This project demonstrates how a digital marketing system can be built from the ground up with clear positioning, repeatable workflows, and proof assets that support trust, visibility, and conversion.