Better website decisions.
I help businesses figure out what their website actually needs before changing anything.
What SiteSpruce Does
SiteSpruce is an independent website diagnosis and decision-support service.
I help businesses understand how their website is supporting the business — what's working, what's holding it back, and why certain problems keep surfacing.
Rather than listing isolated issues or jumping to solutions, I focus on underlying patterns — how messaging, journeys, and performance connect across the site.
The outcome isn't a push to redesign or rebuild.
It's a clear, shared understanding of what's really going on — giving teams and agencies a common reference point for decisions, so any next step is intentional, proportionate, and defensible.
When This Is Useful
Something's Off
The site works, but no longer reflects the business or its goals.
Deciding Direction
You're considering changes without clarity on what matters most.
Avoiding Mistakes
You want to reduce risk before committing time or budget.
How It Works
Clarify what the site needs to do
We establish what the website needs to support at a business level — the goals, constraints, and decisions at stake — before looking at the site itself.
I diagnose the website as a system
I review how messaging, journeys, performance, and trust interact — looking for the underlying patterns that create friction, confusion, or drag.
You get clarity
I explain what's really going on, what's getting in the way, what matters most to address, and what can safely wait.
You decide what's next
You own the next step — whether that's improving what you have, planning a larger change, or doing nothing for now.
Why This Approach Works
Most website problems aren't isolated issues — they're the result of decisions made over time, under pressure, with incomplete information.
This approach works because it starts by understanding the site as a system — how messaging, journeys, performance, and trust interact, and how small misalignments compound into bigger problems.
By diagnosing patterns rather than symptoms, it becomes easier to:
- see what's actually causing friction or confusion
- avoid fixing the wrong thing first
- protect what's already working
- make changes that hold up over time
Just as importantly, the work is independent of delivery. There's no incentive to recommend a rebuild, a new platform, or more work than is necessary — only to improve decision quality before action is taken.
The result is fewer false starts, clearer briefs, better use of budget, and more confidence in what comes next.
Validate Your Next Step
Talk through what's going on with your website and sense-check your direction before you commit to change.