3.0 Why the Name (About)

People usually search for a web designer.

What they actually need is a local SEO Sherpa.

That’s the short version of why this site is called Not a Web Designer.

What Did You Google to Get Here?

Most business owners are proud of their websites. They fill them with industry language, service lists, and the terms they use every day with colleagues.

The problem is that real customers often search differently.

A therapist might fill their site with clinical language and modality names. But the person who needs help is more likely to type something like “why do I feel anxious all the time” or “how do I stop overthinking.”

A plumber might talk about trenchless technology and hydro jetting. The homeowner is usually searching “clogged drain San Clemente” or “water heater not working.”

The gap between how businesses describe themselves and how customers actually search is where much of the visibility is lost.

I build websites and Google Business Profiles so they speak the language of the people who are looking for help — not just the language of the industry.

A Short Version of My Story

I taught myself HTML in high school and have always treated web and app development as a hobby. After 20 years in the Navy and retiring as a Senior Chief, I started exploring web design and SEO more seriously. I liked the problem-solving side of it — the metrics, the structure, the quiet satisfaction of watching something start to work.

I took additional courses and completed a NuCamp bootcamp focused on Python and SQL. What began as a side interest turned into real client work. Over time I started managing websites and local search for businesses I respect. I’m CompTIA Security+ certified, and I still treat this work with the same seriousness I brought to my previous career.

I live in San Clemente, which sits in a good central spot for Orange County and North San Diego County. Some clients come to me. More often I go to them.

The Sites I Currently Manage - Braggy Selly Time ;-)

I keep the list current because results matter more than claims (organic, not paid, of course):

• FreedomDogs.org -->NEW! Check back for more.

• ClearWaterPlumbingOC.com -->SC-OC Local and CRUSHING IT in the Map Pack!

• OldGoatAerialServices.com -->NEW! Check back for more.

• AuthenticLivingTherapy.co --> BEST PERFORMER (2 MILLION Google search impressions this year, over 20,000 Facebook Followers, Stacey posts weekly blogs that get THOUSANDS of weekly clicks.)

• SanClementeSMP.com -->NEW! Check back for more.

• ConcordisBH.com -->From 17 daily Google search impressions to over 300 in less than 6 months (1,900% increase).

I also link back to this site from the projects I work on. It’s a simple way to keep everything connected.

Why This Site Is Built the Way It Is

This website is intentionally simple.

It is not trying to win design awards. It is built to do the things I tell clients to do:

• Clear structure and keywords

• Strong technical foundations and schema

• Consistent name, address, and phone information

• Real images and useful content

• A working Google Business Profile

• Reviews

• Ongoing updates

In other words, I am trying to follow my own advice in public.

You do not need to buy every SEO tool on the market or turn yourself into a full-time marketer. Most local businesses get better results by sticking to a practical checklist and doing the basics consistently:

• A website that is clear and well structured

• A complete and accurate Google Business Profile

• Consistent citations

• Real photos of actual work

• Helpful content that answers real questions

• A steady flow of genuine reviews

Content still matters. Consistency still matters. Showing up with accurate information still matters.

What This Site Is For

This site is a working example and a public record.

It shows the kind of work I do. It tracks results over time. It gives me a place to explain the thinking behind the systems I build. And it lets potential clients see the approach before they ever get on a call.

I’m not interested in selling complexity. I’m interested in building systems that help the right people find the right businesses.

That’s why the name is Not a Web Designer.

Justin Oxford

</not> a web designer

cell: 619-358-3183

email: justin.t.oxford@gmail.com

Related: → 1.0 What I Do → 2.0 The Process