About
I have been doing this long enough to be sceptical of most of it.
I run [Stafferton Digital](https://stafferton.digital), a small consultancy working
almost entirely with purpose-built student accommodation and build-to-rent
operators. This site is the personal one: writing, side projects, and a way to
get hold of me.
## What I actually do
Three things, mostly.
**Technical SEO** for large property portfolios — the sort with hundreds of room
type pages across a dozen cities, where the crawling and indexing problems are
structural rather than cosmetic.
**Analytics and tracking** that reconciles. GA4 and Google Tag Manager
implementations where the booking numbers match the booking system, which is
rarer than it should be.
**Direct-booking conversion.** Most operators lose bookings to their own
websites before a portal ever gets involved. Testing, measuring and fixing that
is the work I enjoy most.
## How I work
Small engagements, done properly, rather than large retainers that drift. I would
rather tell you a piece of work is not worth doing than bill you for it.
Most of my clients came through people I have worked with before. That is
deliberate.
## Elsewhere
Twenty years ago I was building sites in a bedroom. These days it is a garden
office with two cockapoos in it, which is an improvement on most measures. There
are usually a couple of side projects on the go — some of them turn into
something, most of them teach me a thing and then sit there.