My Case Studies

ZedScore AI is an AI-powered contractor trust and performance platform built to bring transparency and data-driven decision-making to the construction industry.

The platform transforms contractor experience, project history, and performance feedback into a structured reputation system, helping clients make more informed hiring decisions while giving contractors a way to build a verifiable professional reputation.

For this project, I designed and developed the ZedScore AI marketing website as a fully custom WordPress experience, focusing on performance, responsive UX, product storytelling, conversion optimization, and an automated early-access lead collection workflow

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The Challenge

Construction contractor selection is often influenced by referrals, word-of-mouth, scattered reviews, and incomplete project histories.

ZedScore needed a website capable of explaining a relatively complex AI-driven product in a way that was:

• Easy for construction professionals to understand
• Trustworthy enough for enterprise and professional audiences
• Visually aligned with an AI/SaaS product
• Optimized to convert visitors into early-access users
• Flexible enough to evolve as the product grows
• Fast, responsive, and SEO-friendly

The challenge wasn’t simply creating another WordPress marketing website.

The goal was to create a digital product experience that could explain the ZedScore concept, establish trust, communicate the platform’s value, and continuously capture qualified early-access leads.

My Approach

I developed the website around a clear conversion journey:

Problem → Solution → How It Works → Benefits → Product → Plans → Trust → Early Access

Rather than overwhelming visitors with technical details, the experience progressively introduces the problem ZedScore solves, explains its scoring methodology, demonstrates the value for both sides of the construction ecosystem, and ultimately drives users toward the early-access funnel.

The result is a website that works as both a product marketing platform and a lead-generation system.

Custom WordPress Development

The website was developed using WordPress with a custom theme, rather than relying on a generic pre-built theme.

This allowed the design and functionality to be tailored specifically around ZedScore’s product and brand requirements.

Key development areas included:

• Custom WordPress theme development
• Reusable content sections
• Responsive layouts across desktop, tablet, and mobile
• Custom navigation and conversion-focused CTAs
• Product and feature presentation
• Pricing presentation
• FAQ architecture
• Custom forms and lead capture
• SEO-friendly content structure
• Performance-conscious front-end implementation
• Cross-browser responsive behavior

The custom-theme approach also gives the ZedScore team greater flexibility to evolve the marketing website as the SaaS product develops.

Designing for a Complex AI Product

One of the most important UX challenges was communicating what ZedScore actually does.

The platform evaluates contractor performance across multiple dimensions, including areas such as time management, workmanship, communication, adaptability, safety and compliance, and cost management. The scoring framework uses structured client feedback while AI helps analyze and standardize the resulting data.

Instead of presenting this as a complicated technical system, I structured the website so visitors could understand the product progressively.

The experience communicates:

1. The problem

Contractor selection can involve uncertainty, incomplete information, and unreliable references.

2. The solution

ZedScore introduces a measurable and data-backed trust layer for construction.

3. The process

Users can understand the journey from creating a contractor profile to adding projects, evaluation, receiving a ZedScore, and building reputation over time.

4. The value

Clients can evaluate contractors more confidently, while contractors can use verified performance to differentiate themselves beyond price.

Early Access Lead Generation System

A major part of the project was the early-access experience.

Instead of treating the CTA as a simple contact form, I implemented it as a lead-generation workflow designed to make the process easier for the business team.

When a visitor submits the early-access form:

Visitor → Form Submission → Lead Processing → Structured Lead Data → Excel Record + Email Notification

The captured information can be automatically organized into an Excel-based lead record, while the relevant lead details are also delivered through email.

This means the business can start collecting and organizing potential customers without manually copying information from website submissions.

Why this matters

The website isn’t just generating traffic.

It creates a bridge between:

Marketing → Lead Capture → Lead Organization → Sales Follow-up

That makes the website a functional part of the product’s early go-to-market strategy.

Spam-Resistant Lead Capture

Because early-access campaigns can attract automated submissions and unwanted messages, the lead form was also designed with spam prevention in mind.

The objective was to maintain a frictionless experience for genuine users while reducing low-quality and automated submissions.

This is particularly important for an early-stage SaaS product where every genuine lead can represent a potential customer, partner, contractor, or enterprise opportunity.

Conversion-Focused UX

The website uses repeated but purposeful calls to action throughout the customer journey.

Primary actions such as:

Get Early Access

Join the Waiting List

See How It Works

are positioned at important decision points rather than relying on a single CTA at the top of the page.

The site also separates the product’s two primary audiences:

For Clients

Helping companies and developers evaluate contractors, reduce uncertainty, and make better hiring decisions.

For Contractors

Helping professionals build a verifiable reputation, demonstrate performance, and compete based on quality rather than price alone.

This audience segmentation helps visitors quickly understand “what’s in it for me?”

Product Storytelling

The website presents ZedScore as more than a conventional review platform.

Its core proposition is that contractor reputation should become measurable, portable, and backed by evidence.

The website communicates this through a combination of:

• Product storytelling
• Feature sections
• Process explanations
• KPI/scoring concepts
• Contractor benefits
• Client benefits
• Pricing
• Testimonials
• FAQs
• Repeated conversion points

The result is a marketing experience designed around understanding and trust, rather than simply listing SaaS features.

Responsive Front-End Development

The interface was developed with responsive behavior as a core requirement rather than as a final-stage adjustment.

The layouts adapt across:

• Desktop
• Laptop
• Tablet
• Mobile

Special attention was given to typography, spacing, navigation, CTA placement, content hierarchy, cards, pricing sections, and form interactions so the experience remains consistent across screen sizes.

SEO & Search Visibility

The website was also structured with SEO in mind.

The content naturally targets concepts surrounding:

• AI-powered contractor scoring
• Construction technology
• Contractor reputation
• Contractor performance
• Contractor evaluation
• Construction AI
• Contractor trust scores
• Construction SaaS
• Contractor verification
• Construction project management

Rather than keyword stuffing, the content architecture allows search engines to understand the relationship between ZedScore, AI, contractor performance, construction, trust, and project evaluation.

The site’s supporting pages—including How It Works, For Clients, FAQ, pricing, and product-focused content—also create additional topical depth around the core product.

Technical Highlights

Frontend

• Custom responsive UI
• Semantic HTML structure
• Modern CSS architecture
• Responsive typography and layouts
• Conversion-focused component structure
• Cross-device optimization

WordPress

• Custom WordPress theme
• Custom page structures
• Flexible content sections
• Custom forms
• CMS-driven content management
• SEO-friendly architecture

Lead Automation

• Early-access lead capture
• Automated lead processing
• Excel-based lead organization
• Email notifications
• Spam-resistant submission workflow

UX / Conversion

• Clear information hierarchy
• Audience-specific messaging
• Strategic CTA placement
• Product storytelling
• Early-access conversion funnel

The Result

The final ZedScore AI website serves as more than a company brochure.

It functions as a conversion-focused product marketing platform that explains a complex AI product, communicates value to multiple audiences, establishes credibility, and turns visitor interest into structured early-access leads.

The combination of a custom WordPress theme, responsive front-end development, SEO-conscious architecture, and automated lead handling created a scalable foundation for ZedScore’s product launch and future growth.

What This Project Demonstrates

This project showcases my ability to work beyond visual implementation and think about the complete lifecycle of a modern product website.

Skills demonstrated

Custom WordPress Development

Building a tailored WordPress experience without being restricted by an off-the-shelf theme.

Frontend Engineering

Creating responsive, scalable and polished interfaces across devices.

UX & Product Thinking

Turning a complex AI/SaaS concept into a clear and understandable user journey.

Conversion Optimization

Designing CTAs and user flows around measurable business objectives.

Lead Generation

Building an early-access workflow that transforms website visitors into structured business leads.

Automation

Connecting website submissions with spreadsheet-based organization and email notifications.

SEO

Structuring content and pages around relevant product and industry topics to improve organic search visibility.

Performance & Scalability

Creating a flexible foundation that can evolve alongside the ZedScore product.

Project Snapshot

Project: ZedScore AI

Industry: AI · Construction Technology · SaaS

Platform: WordPress

Development: Custom WordPress Theme

Focus: Product Marketing · Lead Generation · Conversion Optimization

Key Feature: Automated Early-Access Lead Capture

Audience: Contractors · Construction Companies · Developers · Clients

Website: zedscore.ai

Final Takeaway

ZedScore AI was a project where the objective went beyond building a visually impressive website.

The real challenge was to translate a new AI-powered construction product into a digital experience that people could understand, trust, and act on.

By combining custom WordPress development, frontend engineering, UX strategy, SEO-focused content architecture, conversion optimization, and automated lead management, I built a website designed not only to represent the product — but to actively support its growth.

A custom WordPress experience built to turn an emerging AI product into a credible, scalable digital brand.

AI Advisor Guy is a professional AI consulting and business growth platform designed to help organizations adopt artificial intelligence strategically and achieve measurable business outcomes. The platform positions AI as a business transformation tool rather than just a technology solution, helping companies identify high-impact opportunities, reduce operational bottlenecks, and accelerate growth.

The website was built on a custom Duda CMS implementation with a strong focus on conversion optimization, user experience, content management flexibility, and lead generation. The platform effectively communicates complex AI consulting services through a clean, modern, and trust-focused digital experience.

Business Goals

• Generate qualified consulting leads
• Establish authority in AI strategy and advisory services
• Educate business leaders on practical AI adoption
• Showcase service offerings and success stories
• Drive discovery call bookings and consultation requests

Key Features

Custom Duda CMS Development

• Fully customized Duda CMS implementation
• Flexible content management system
• Easy page and content updates
• Scalable architecture for future growth

Conversion-Focused Landing Experience

• Strategic call-to-action placement
• Lead generation forms
• Consultation booking flows
• Trust-building messaging and social proof

Service Showcase System

• AI Strategy Consulting
• AI Training & Workshops
• Fractional AI Leadership
• Department Blueprints
• AI Pilot Programs
• Business Process Optimization

Responsive User Experience

• Mobile-first design approach
• Optimized browsing experience across devices
• Fast-loading pages
• Intuitive navigation structure

Brand Authority & Trust Building

• Client success stories
• Industry expertise positioning
• Results-driven messaging
• Professional business presentation

SEO & Performance Optimization

• Search-engine-friendly architecture
• Optimized page structure
• Fast performance and accessibility standards
• Lead-focused content organization

My Role

As the developer, I was responsible for:

• Custom Duda CMS development
• Frontend implementation
• Responsive design development
• Conversion-focused UI/UX implementation
• Custom page layouts and components
• Performance optimization
• CMS configuration and content architecture
• Lead generation workflow integration

Technical Highlights

• Custom Duda CMS Development
• Responsive Web Design
• Custom UI Components
• SEO Optimization
• Performance Optimization
• Lead Capture Systems
• Conversion Rate Optimization
• Cross-Device Compatibility

Results

The platform successfully delivers a professional digital presence for AI Advisor Guy, helping transform complex AI consulting services into a clear, accessible, and conversion-focused experience. The website serves as both an educational resource and a lead generation engine, supporting business growth through strategic AI advisory services.

Insyghtful AI is a cutting-edge real-time AI sales coaching and forecasting platform designed for B2B sales teams. It acts as a live co-pilot during sales calls, providing instant insights, prompts, and recommendations to help sales representatives improve conversations and close deals faster.

Key Features

⚡ Real-Time AI Coaching

Provides live prompts during sales calls, guiding reps on what to ask, how to respond, and when to act.

🧠 Intent & Sentiment Detection

Analyzes customer emotions, objections, and intent in real-time for smarter conversations.

📊 Automated Deal Intelligence

Extracts key signals like budget, stakeholders, risks, and next steps directly from conversations.

📈 Accurate Sales Forecasting

Converts real conversation data into reliable pipeline insights, improving forecast accuracy.

🎯 Sales Playbook Integration

Embeds company-specific sales strategies into AI-driven coaching for consistent performance.

🔗 Tool Integrations

Works alongside platforms like Zoom and calendar tools, fitting into existing sales workflows.

Problem It Solves

Traditional sales coaching happens after calls, which is often too late to impact outcomes.

Insyghtful AI solves this by:

• Delivering in-the-moment guidance
• Eliminating guesswork in sales conversations
• Improving conversion rates and deal velocity
• Making forecasts data-driven instead of intuition-based

Target Users

• B2B Sales Teams
• Sales Managers & Revenue Leaders
• SaaS & Tech Companies
• Professional Services & Consulting Firms

 Business Model

• SaaS-based platform
• Subscription pricing per user/seat
• Scalable for teams with volume-based pricing

Overview

Qarar Pro is a decision-intelligence platform designed to help professionals and teams make complex decisions with clarity and confidence. The project focuses on transforming abstract data and multi-step decision processes into an intuitive, engaging digital experience. The website was built using Webflow and enhanced with GSAP to deliver smooth, purposeful interactions that guide users through the platform’s value.

The Challenge

Decision-making tools are often difficult to understand, visually overwhelming, or disconnected from real-world workflows. Qarar Pro needed a website that could:

• Clearly communicate a sophisticated product without cognitive overload
• Build trust and credibility with business users
• Visually represent complex decision logic in a simple, accessible way
• Keep users engaged while guiding them toward action

The Solution

We designed and developed a motion-driven website that balances clarity with engagement. Using Webflow for rapid iteration and scalability, and GSAP for refined animations, the site:

• Breaks down complex concepts into structured, easy-to-follow sections
• Uses motion to highlight key ideas and guide user focus
• Creates a smooth narrative flow that mirrors the decision-making journey
• Maintains a clean, professional aesthetic aligned with Qarar Pro’s brand

The Experience

GSAP animations were used intentionally—not decoratively—to enhance understanding and interaction. Subtle transitions, scroll-based reveals, and micro-interactions help users absorb information naturally, making the experience feel intuitive and confidence-building rather than overwhelming.

The Outcome

The final result is a polished, high-performance website that effectively communicates Qarar Pro’s value proposition. By combining thoughtful UX, motion design, and Webflow’s flexibility, the platform presents decision intelligence as approachable, actionable, and empowering—encouraging users to engage, explore, and take informed action.

Neonox Group is a strategic acquisition and growth platform designed to help founders unlock the next chapter of their business with clarity and confidence. Built on Webflow and enhanced with GSAP-powered interactions, the experience guides business owners through Neonox’s proprietary Tiered Acquisition Model. An interactive assessment allows founders to evaluate their goals and instantly discover the tier best suited to their needs whether they’re looking to exit, partner, or accelerate growth. By combining thoughtful storytelling, motion-driven design, and data-informed guidance, Neonox Group empowers leaders to make informed decisions while preserving the legacy they’ve worked hard to build.

Platform: WordPress — a powerful and widely used content management system, ideal for flexibility in managing content, navigation, and media-heavy product pages.

Theme: Custom WordPress theme — carefully designed and developed to reflect UltraLift's industry-focused branding, providing a tailored UI with company-specific styling.

Frontend Tech:

• PHP (WordPress Templating): Powers dynamic page rendering including custom post types like product catalogs and support pages.
• HTML5 & CSS3: Structured markup with responsive layout design for optimal display across screens.
• JavaScript / jQuery: Enhances interactive user experiences—likely used in features like image sliders, menu interactivity, and embedded media.

Plugins & Integrations:

• SEO plugins for search optimization.
• Contact forms for lead generation.
• Possibly brochure downloads or video embedding functionalities for product demonstrations and support.

Database: MySQL — the default backend for storing site content, pages, metadata, and user interactions.

Workflow & Deployment: Git for version control, enabling structured development and controlled updates from staging to live.

Performance & SEO Optimization: Clean code base, image/media optimization, and caching enhancements for faster load times and enhanced discoverability.

Platform: WordPress — CMS for managing content, events, and pages

Theme Development: Custom theme built on BlankSlate (minimal starter theme) for a fully tailored design and lightweight performance

Frontend:

• PHP (WordPress templating) — dynamic rendering of pages, posts, and custom templates
• HTML5 & CSS3 — responsive, mobile-first layouts and styling
• JavaScript / jQuery — interactive elements like sliders, navigation menus, and dynamic content features

Database: MySQL — powering WordPress core and site data

Workflow: Local development with Git for version control, deployed to production hosting

Optimization: SEO-friendly structure, caching, and clean markup for fast performance and improved discoverability

Frontend: React.js — modern, component-based UI with responsive design and seamless user interactions

Backend & Database: Supabase — authentication, database (PostgreSQL), and real-time APIs for managing bookings and tenant-specific data

Architecture: Multi-tenant structure — isolated tenant data and configurations for scalability and security

Authentication: Supabase Auth — secure user sign-up, login, and role-based access control

State Management: React Context API / Hooks — handling session state, tenant context, and booking flows

APIs & Real-Time: Supabase Realtime — live booking updates, availability sync, and instant changes across tenants

Deployment: Vercel — optimized for React apps with CI/CD workflow for fast, reliable deployments

UI/UX: Tailwind CSS — clean, modern, and fully responsive interface for a smooth booking experience

Platform: WordPress — CMS powering the storefront with flexible content management

E-Commerce: WooCommerce — product catalog, shopping cart, checkout, and order handling

Frontend:

• PHP (WordPress Core + Theme Development) — custom templates and business logic
• HTML5 & CSS3 (SCSS) — responsive, mobile-first layout and styling
• JavaScript / jQuery — interactive elements, sliders, and dynamic components

Theme Development: Custom WordPress Theme — designed and developed for brand-specific layouts and styling

Plugins & Integrations: WooCommerce extensions, SEO tools, payment gateways, and marketing add-ons

Database: MySQL — powering WordPress and WooCommerce data storage

Hosting & Deployment: Cloud/VPS hosting with WordPress-optimized stack (Apache/Nginx + PHP + MySQL)

Version Control & Workflow: Git for source management, with staging → production deployment

Optimization: SEO-friendly structure, caching, and performance tuning for fast load and smooth UX

Platform: Shopify — core eCommerce platform for products, checkout, and order management

Theme Development: Custom Shopify Theme — built with unique layouts and brand-focused design

Frontend:

• Liquid — Shopify’s templating language for dynamic pages and product rendering
• HTML5 & CSS3 (SCSS) — responsive structure and mobile-first styling
• JavaScript (ES6) — interactive elements like galleries, menus, and dynamic sections

Integrations: Shopify APIs & third-party apps for marketing, promotions, and analytics

Workflow & Deployment: Shopify CLI / Theme Kit with Git for version control and theme updates

Optimization: SEO-friendly structure, fast load times, and cross-device responsiveness

Platform: Shopify — the e-commerce backbone enabling product management, checkout flow, orders, and SEO.

Theme Development: Custom-built Shopify theme — crafted from scratch to reflect the Lure Essentials brand through tailored layouts and design.

Templating & Layouts:

• Liquid — Shopify’s templating engine for dynamically displaying collections, product details, and navigation.
• HTML5 & CSS3 (SCSS) — for structured content and responsive design, ensuring visual consistency across mobile, tablet, and desktop.

Interactive Behavior: JavaScript (ES6+) — powers custom UI interactions like navigation menus, sliders, and dynamic content sections.

Version Control & Local Workflow: Git integrated with Shopify CLI or Theme Kit — supports efficient local development, versioning, and seamless theme deployment.

App & API Integration: Shopify APIs and third-party apps — extend functionality for features like analytics, marketing, customer reviews, or email automation.

Tech Stack Frontend: Vue.js — responsive and interactive dashboards with real-time visualizations Backend: Node.js & Laravel — APIs, data processing, and business logic for analytics Database: Supabase (PostgreSQL) — structured storage with real-time data sync Real-Time: WebSockets & Supabase Realtime — powering live KPIs, charts, and news feeds AI/ML: Integrated modules for sentiment analysis, clustering, and forecasting Authentication & Security: Supabase Auth + JWT for secure access and role management Hosting & Deployment: Cloud hosting with CI/CD pipelines for seamless updates Version Control: Git & GitHub/GitLab for team collaboration and deployment workflows

Platform: Shopify – powering product catalog, checkout, and e-commerce operations

Theme: Custom Shopify theme built with Liquid, HTML5, CSS3, and JavaScript

Frontend: Responsive design tailored to BioMat’s brand identity and wellness-focused product line

Interactivity: JavaScript for product carousels, dropdowns, and enhanced user experience

Integrations: Shopify APIs and apps for promotions, order management, and content sections

Optimization: Mobile-first approach, SEO-friendly Liquid templates, and performance-tuned assets

Tech Stack Frontend: Vue.js — modern, responsive, and dynamic user interface Backend: Laravel — core backend framework for APIs, authentication, and business logic Supabase — managed PostgreSQL with authentication, storage, and real-time features Node.js — for microservices and real-time event handling (e.g., streams, notifications) Database: PostgreSQL (via Supabase) — secure, scalable data storage for users, trades, and community interactions Real-Time: WebSockets & Supabase Realtime — powering live feeds, chat, and trading updates Authentication & Security: Supabase Auth & Laravel Sanctum/JWT — handling roles, permissions, and secure sessions Hosting & Deployment: Cloud hosting (VPS/Containers) with Nginx/Apache and CI/CD pipelines Version Control: Git & GitHub/GitLab — for source control and team collaboration Other Tools: Vue Router & Pinia for state management, Laravel Queues for background jobs, analytics dashboards

Frontend: Vue.js — interactive dashboards, appointment calendars, and a responsive user interface

Backend: Laravel (PHP) — API-driven architecture, user authentication, and business logic handling

Database: MySQL — structured storage for patients, appointments, invoices, and treatment plans

Architecture: Modular, SaaS-style system with multi-role support (admins, dentists, staff)

Features Powered by Stack: Appointment scheduling, patient record management, billing, reporting, and inventory control

Deployment: Cloud hosting for scalability, security, and high availability

UI/UX: Tailored design for healthcare workflows, making complex operations simple and efficient

Every Beat Counts is a compassionate educational platform dedicated to equipping everyday individuals with the confidence and ability to save lives. By making CPR, AED, and first-aid training accessible and engaging, it transforms ordinary users into everyday heroes.

HospiTrack Tech Stack — Hospital Management System

• Tech Framework: Built using Next.js, harnessing the power of React with server-side rendering and static optimisation for blazing-fast performance and SEO.
• Interface: Designed with Tailwind CSS for a clean, responsive, and scalable UI that works seamlessly across devices — from dashboards to mobile.
• Motion & Feedback: Utilized Framer Motion to deliver smooth animations, transitions, and micro-interactions — enhancing data clarity and user experience (e.g., dashboard loading animations, button hovеrs).
• Data Handling & APIs: Integrated with Supabase, offering a PostgreSQL database, real-time subscriptions, and built-in authentication — simplifying secure, real-time data management.
• Reporting & Analytics: Custom analytics dashboards capture key metrics like OPD queues, billing cycles, and patient flow, empowering informed decision-making.
• Authentication & Access Control: Leveraged Supabase Auth for secure user authentication and role-based access control, ensuring physicians, admins, and nurses access appropriate data.
• Deployment Platform: Hosted on Vercel, tapping into global CDNs and edge capabilities to ensure low latency, fast response times, and seamless deployments.
• UI Design Assets: Built with React Icons well-integrated to represent healthcare actions and data storytelling.

CMS & Framework: Developed on WordPress, leveraging its flexibility for custom development and content management. E-Commerce Platform: Powered by WooCommerce, enabling secure product management, cart, and checkout workflows. Theme & Builder: Customized with the Avada theme, taking advantage of its responsive grid system and design flexibility. Styling & Layout: Enhanced with custom CSS for fine-tuned branding and responsive design. Plugins & Extensions: WooCommerce extensions for payment gateways and shipping SEO optimization plugins for discoverability Caching & performance tools for speed optimization Hosting & Deployment: Hosted on a WordPress-optimized environment with CDN for global performance. Analytics & Tracking: Integrated with Google Analytics and Facebook Pixel for marketing insights.