About
I've spent twelve years fixing things that were built in the wrong order.
I help B2B companies turn their website into a system that captures customers and follows up automatically.
I help B2B companies turn their website into a system that captures customers and follows up automatically.
By the time someone calls me, they've usually paid somebody else already. Sometimes twice. The work didn't hold, and now they're paying a second time to undo it.
That's where most of my business comes from, and I'd rather it didn't. Every project I take now starts with a diagnostic because I got tired of being the person who shows up after the money is gone.
Most of my work starts the same way. Someone has a website that doesn't bring in clients, a list of contacts nobody follows up with, and a stack of tools they're paying for and barely using.
They usually think they need a new website. They almost never do.
What they need is for someone to define what the business actually sells, to whom, and at what margin — before anyone opens a design tool. I learned that the slow way, by building things for people who had never been asked those questions. The work was good. The results weren't, because we started in the wrong place.
That's why every project I take now begins with a diagnostic.
What I've worked on
Nine of those twelve years have gone into the content operation behind two cooking blogs in the US Hispanic market — search, content architecture, and a combined subscriber list of over 50,000. Last year I ran an audit that surfaced 48 recipes flagged under Google's health-content guidelines, and several that were technically impossible to cook because of bad translation. Nobody had caught either in nine years.
I've rebuilt a mass-messaging system for a financial institution that was failing under race conditions and feedback loops, and documented the architecture for both SMS and WhatsApp channels.
I built a US transport blog run by seven AI agents that handle research, drafting and review. Zero to organic traffic in seven months. I built it to find out whether Google penalizes AI-assisted content. It doesn't, when it's done properly.
I hold a master's-level qualification in SEO and I work in Spanish and English.
I work from Colombia's coffee region with clients across Latin America and the United States.
How I work
I tell you the uncomfortable thing before I invoice, not after. If your offer is weak, a better landing page won't fix it. If a tool you're paying for is redundant, I'll say so even though it means less to bill.
I don't sell software. I don't care which platform we use. You shouldn't either. What matters is whether qualified people reach you and whether anyone follows up.
You don't have to learn anything. I spent years handing clients powerful, empty platforms and leaving them to figure it out. Most of them gave up, and they were right to. Now I operate the system and you receive the results.
One hour on a call, a few days of analysis, and a document that tells you what's actually holding the business back.
Bogotá time (UTC−5). Same business day, most days.