I help marketers turn their existing websites into clear, trusted sources for humans, search, and AI
Measured, tested improvements that improve how search engines, AI systems, and people engage with your site, driving organic visibility, engagement, and conversion without rebuilds.
- Purpose-built tools
- Website management
- Performance & conversion fixes
“I have found my nerd.”
Paul Purdue, Musician
Oh, what a tangled web we weave.
The web is where ideas, people, and systems come together. When your website works, it helps you explain what you do, connect with the right people, and move your business forward, for humans and the systems that increasingly mediate discovery.
When a site doesn’t work, well, we’ve all seen the misery of bad websites. Confusion, missed opportunities, and a lot of frustration.
If your website isn’t attracting the right audience, isn’t converting, and isn’t be recognized by search and AI, you’re not alone. The problem isn’t that the site needs to be replaced. It’s that the value already there isn’t being fully realized.
Without pushing for a disruptive, wholesale redesign, together we can:
- define what actually matters,
- shape a plan that fits reality (and your budget), and
- improve the pieces that drive performance.
If your website isn’t doing the job it should, let’s make it work better.
“Michael delivered high-quality results.”
Jodie Goulden, Founder, Orgdesign Works
Audience Acquisition and Conversion Tools to Improve Your Website
Tools to Improve Your Website
One thing that sets my work apart is that I don’t just deliver advice and plans. I build ready-to-use tools specifically designed for audience acquisition and conversion.
These tools integrate directly with your site’s existing theme, inheriting its typography, colors, and layout, with flexible CSS overrides when needed. Plus, whenever possible, these tools add AI-ready schema to your site so LLMs can interpret your content faster and with more precision.
Unlike off-the-shelf WordPress plugins, I work hands-on with clients to install, configure, and tailor each tool to their site and needs.
AI/SEO Readiness Report
Are your site’s high-value pages ready to be discovered?
An AI/SEO Readiness Report evaluates your site’s high-value pages to identify barriers to visibility in search engines and large language models.
It provides a prioritized checklist and a clear roadmap to improve discoverability, relevance, and rankings.
Smart Offers: On-Site Marketing That Adapts
Smart Offers is a product that helps marketers better convert site visitors by dynamically promoting current marketing priorities on content marketing pages.
Marketers use Smart Offers to make sure qualified traffic sees those priorities.
FAQ Manager Powers Clear Answers for Humans and AI
Modern search engines and AI systems want clear, trustworthy answers fast. Humans do, too. That’s where FAQ Manager comes in.
Content marketers use FAQ Manager to create, organize, and manage informative product Q&As across an entire site. The result: people, search engines, and AI get clear, concise, and easy-to-digest answers.
ExtraSpace Creates Space for What Matters
Open up a brand new space on your site: off the screen.
ExtraSpace gives you a clean, attention-grabbing way to surface your top marketing priority to everybody who visits your site.
Instead of cramming more onto the page, ExtraSpace slides in, gets the point across, and gets out of the way.
Sitemap Manager Shapes How Search and AI See Your Site
Your XML sitemap is a powerful signal to Google and other search engines. It helps search engines discover and prioritize your content.
Too bad it’s just a neglected list of URLs showing every published page, whether you want it there or not.
Branded Shortlinks Preserve Brand Trust Across Every Link
Are your tracked links reinforcing your brand or someone else’s?
Branded Shortlinks are a brand-first alternative to generic shorteners. Built on your own domain, they provide the tracking, analytics, and flexibility you expect, and include unlimited, permanent, editable links and QR codes that don’t lose value when campaigns change.
“Michael Grover turned that idea into reality.”
David Zeiger, Director, Displaced Films
Website Management Services
Regardless of how your website is managed, many clients bring me in to help ensure business and marketing priorities are reflected in web decisions where they matter most. I work independently or alongside internal and external teams as an embedded partner, with engagements tailored to your needs.
Examples of client work:
Content Posting and Management
Provide the content and I’ll handle publishing, formatting, and timing so it goes live cleanly and consistently.
Site Speed Improvements
For one client, performance optimizations increased Lighthouse scores from the 40s into the 90s, resulting in a faster, more reliable site experience.
New Section Development
From concept to launch, I design and build new site sections that integrate cleanly with your existing structure and goals.
Analytics and Reporting
I set up clear, focused analytics and KPI dashboards so you can see what’s working, what isn’t, and where to focus next.
SEO and LLM Optimization
I structure pages to perform well across modern discovery surfaces, including search engines, large language models, and answer engines.
Technical Expertise
CMS: WordPress, Webflow, Squarespace, and custom setups
Code: PHP, ColdFusion, front-end integrations
AI tools: ChatGPT, Gemini, Claude for research, writing, analysis, and workflows
Creative Cloud: Photoshop, Premiere, Audition
Analytics: GA4, Google Tag Manager, Adobe Analytics
Infrastructure & performance: hosting architecture, CDN, caching, security, Core Web Vitals
Optimization: conversion tracking, UX diagnostics, performance and funnel analysis
Ways I help
These are the kinds of problems people usually come to me with.
- Clarifying what a website is really supposed to do
Turning vague goals into something concrete and actionable. - Untangling messy or outdated sites
Bringing structure, focus, and momentum back to something that’s grown chaotic over time. - Improving high-value pages
Home, services, events, lead-gen … the pages that actually move the business. - Fixing broken or confusing conversion paths
Making it easier for people to inquire, buy, register, or engage. - Making content easier to find and use
Better navigation, better structure, and better flow. - Setting up measurement that people actually trust
So decisions are based on what’s really happening, not guesses or vanity metrics.
“…equally strong on long-term goals and the finer points of design and functionality.”
Amy Sklar, Mechanics Hall
How we can work together
There are a few natural ways this work usually takes shape.
Organic Visibility Plan
A smart place to start is with Organic Visibility Plans for your high-value pages. Each plan provides a focused, page-level report that shows how a specific page can be made clearer, more relevant, and more competitive.
You’ll get a concrete, prioritized set of actions to help each page earn more visibility and value across search engines, LLMs, and modern answer engines. They’re written so your team can act on them directly or we can use them as the foundation for deeper work together.
Project-based
When you’re ready to act, we can focus on a specific piece of work: a high-value page, a broken flow, a redesign, or a system that needs attention. I’ll scope it out and give you a clear, flat-priced way to move it forward.
Ongoing site stewardship
For organizations that rely on their website day in and day out. Steardship is about continuity and care; keeping things aligned, improving what matters most, and making sure the site doesn’t quietly drift out of sync with the business.