Part Time & Freelance Work

When I started with FirePerfection, there was no catalog to migrate. There was a static Squarespace page with product images and nothing underneath them, no descriptions, no specs, no way to actually buy anything online. The only real input I had to work with was a stack of vendor PDF price lists, model names, SKUs and prices, nothing else.

So I built the catalog from there. Around 540+ products, each with its own variants, went up one at a time. For every single one, I researched the actual product across the internet to write proper detail page content and source usable images, since none of that existed anywhere I'd been given. That groundwork is what actually turned the site into something that could sell, and it's also the part that never shows up in a line item, since nobody sees the research behind a product page, they just see whether it answers their questions.

Online sales went live on the back of that work. Then the business itself changed shape, the owner moved from sole trader to a registered company, which meant a new company name and a full branding refresh layered on top of everything already running. I handled that transition end to end alongside the day to day site.

That moment was also when I made the call to move the whole store from Squarespace to Shopify. Before committing to it, I looked at the Shopify paid apps that promised to handle a migration like this automatically, and decided the cost wasn't justified for what was actually a solvable data problem. Squarespace and Shopify use completely different catalog export formats, so the real risk wasn't the migration itself, it was silent data mismatches, a variant losing its price, a SKU landing on the wrong product. I used ManusAI's free tier to process and reconcile the catalog export instead, checking carefully that nothing slipped through the format change, then designed the new Shopify theme and imported the full catalog clean.

From there I built out SEO and analytics tracking, and designed and ran the digital marketing campaigns myself, so the new store wasn't just live, it was findable and measurable from day one.

PhilCare's original site lived in a GitHub repo nobody could access anymore, the pages were minimal, and there was no way to edit what little existed. There was no fixing it, only starting over.

I rebuilt it from scratch on Wix, sketching the theme section by section against what the business actually needed, not just what looked good. The new site was built around two deliberate goals: protect and promote the brand itself, and get a visitor to their core service in three clicks or less. Getting that right meant actually understanding their business model first, which service was the real revenue driver among everything else they offered, then designing the site so that path was the obvious one, not buried alongside lower priority pages.

The real turning point came when PhilCare needed a proper candidate database. That need is what pushed the move to a different hosting setup entirely, one that was both cheaper and gave the freedom to integrate tools without licensing costs stacking up. From there I built the automation layer the business actually needed. Candidate application forms fed directly into a live Google Sheets database through Apps Script, instead of manually copying entries in. Email automation kept candidates and clients moving without anyone chasing replies by hand. Trello dashboards mapped both the candidate screening journey and the customer journey side by side, so the business always knew where someone stood. Calendly handled meeting scheduling without back and forth emails.

None of this needed a CRM platform or its price tag. It needed someone to look at the actual workflow and build the smallest tool that solved it properly, at virtually zero cost. That's the same instinct I brought from my experience working in larger programmes: find where the structure is missing, then build just enough of it, nothing more elaborate than the problem actually calls for.

The combined effect freed up real time the business had been losing to managing calls, scheduling and candidate tracking by hand. On the front end, the conversion-focused site design and targeted marketing campaigns drove a real increase in enquiries from across Ireland, proof that the three-click thinking behind the rebuild was the right call.