Selected Work
Systems we built.Outcomes they own.
Not a gallery of pretty sites. A record of problems solved.
Every engagement here started the same way: a real bottleneck, a business that wanted to own the fix, and a system we built alongside them. The logos change. The pattern doesn’t. Here’s what that looks like in practice.
Fifteen minutes. Just a plan.
Enterprise Track Record
Enterprise standards. Owner-led attention.
Before Lovable Gazelle, Will led engineering at enterprise scale, running the platforms behind names like Microsoft and the NBA. The same standards now go into every local build.
100+
Engineers led, across time zones
15
Enterprise platforms, $500K–$8M each
$10M+
Annual renewals secured
95%
Reduction in escalations
Case Studies
Problem in. System out.
A few builds we’re proud of. What was broken, what we built, and what the owner had to say about it.
“His expertise helped my website be recognized by Google and brought real visibility to my business.”
Christopher Dunlap · Mops & Buckets
Local Service · Cleaning
A new cleaning company that Google could finally find.
Christopher had a real business but no presence search could see. We built a ground-up website engineered for local visibility: the structure, the local signals, the on-page work. Now the right customers find him first. And it’s his to keep, not rented.
“Working with this team has been a game-changer. Their creativity, passion, dedication, and enthusiasm brought our business to new heights.”
Steve Mandelbaum · The Greatful Plumber
Home Services · Plumbing
Turning hard-won trust into a site that shows it.
Steve had the reputation; the old site didn’t carry it. We rebuilt around trust: clear positioning, proof up front, and a clean path from “found you” to “booked you”. A presence that finally matches the quality of the work.
Selected Projects
From global platforms to the shop down the street.
Two decades of building the systems brands run on. Enterprise platforms serving hundreds of millions, and local businesses serving their own block. Same engineering. Same care.
Enterprise · Sports
NBA
Built and scaled the high-traffic WordPress architecture behind the league’s fan platforms.
High-traffic architecture at league scale
Enterprise · Technology
Microsoft
Engineered content architecture across Microsoft News, Surface, Bing, and Office.
Product platforms at global scale
Enterprise · Marketplace
Care.com
Platform development with complex, two-sided marketplace logic.
50M+ monthly transactions processed
Enterprise · CPG
Campbell’s Soup
Led a multi-site WordPress ecosystem for recipes and brand storytelling.
150+ years of brand legacy, digitized
Enterprise · Tourism
Visit Philadelphia
Built the content platform powering visitor engagement for the city.
46M+ annual visitors to the city
Brand Launch · E-commerce
Tim Tam USA
End-to-end digital presence and store for the Australian icon’s U.S. debut.
U.S. market launch, end to end
Home Services
The Greatful Plumber
Trust-first website and positioning for a home-services pro (Steve Mandelbaum).
Clear, credible service presentation
Local Service
Mops & Buckets
Ground-up website built for local search visibility and booking (Christopher Dunlap).
Immediate lift in new customers
Product · Trades SaaS
FieldContent
A mobile app that turns job-site photos into marketing. Capture, approve, publish. Built for field service teams.
Integrates ServiceTitan, Jobber & Housecall Pro
Product · Health & Recovery
Survivor Science
A recovery platform for stroke and brain-injury survivors. Community, podcast, courses, and coaching in one place.
Community, content & coaching, unified
Product · Open Source Tooling
FITFO CLI
One command maps a site’s domain, DNS, hosting, email, and analytics before a handoff or a rebuild. Built for the terminal. Made for operators.
Public on GitHub · GPL-2.0
Product · Client Diagnostics
Groundwork
Shows a business exactly who controls its domain, DNS, email, and hosting before a rebuild or a handoff. The first step is facts, not a scavenger hunt for logins.
Free at groundwork.fitfoapp.com
“
We don’t hand you a tool and a login. We build the system with you. Then make sure you can run it without us.
How Lovable Gazelle works
100%
Systems the client owns and keeps
0
Black-box tools. You see how every decision fires
15 min
To a real plan on a free 15-minute fit call
Ready?
Let’s figure outthe next move.
Fifteen minutes. A straight conversation about where you are, where you could be, and whether we’re a fit. Tell us what you have in mind. If it’s a match, we’ll point you to the right next step.
Free. 15 minutes. Tell us what you have in mind.