Web Architecture

Services offered: wireframing, content curation, research, website evaluation

A website is a visual map for all the things you want to say. But how do you do it without overwhelming, confusing, or boring your visitor? How do you know what to include and where to include it?


A web architect’s job is to prioritize and balance information to create an effective experience. Using simple mockups called wireframes, a web architect will take your information and organize it into a working visual environment.


Similar to storyboarding in movies, wireframes simulate how the content and links will relate to one another, and how the overall story will flow, beginning from the home page and throughout the site.

Using wireframes helps understand the logic. It identifies redundancies when creating linksets. Before going into Photoshop and final production, a web architect uses wireframes to make sure that pieces fit and there’s clarity in the design.

After the wireframe phase, and before final production, if the architect chooses, he will create intermediate designs using Photoshop. The architect will try experimenting with colors, fonts and different visual schemes to see how they fit within the parameters of the wireframes.

Depending on the needs and resources of the client, a web architect can be utilized for one specific phase of the project or be contracted to oversee the whole production, working with graphic designers, writers, and the marketing team. Because of the multidisciplinary nature of the job, a web architect is often familiar or even fluent with graphic design tools, knowledgeable about web coding, has a background in writing and editing, and a solid understanding of web marketing.


Content Writing

Services offered: Content writing, editing, proofreading, research, consultation

Web content writing is conversational, technical, supportive, relational, and market-driven. It’s about distilling words to get to the essence of the topic.

Good writing catches the visitor’s attention in a matter of seconds. Once you have their time, you need to earn their trust. You do this by becoming an expert on what you’re saying, doing due diligence in terms of research, fact-checking, keeping in touch with current events and shifts in the consumer market.

Writing for the Internet means having to consider and include weblinks, supportive graphics, different font sizes and colors, and an ability to “design” words, not just write them.

Writing means knowing that long passages will need to be divided into smaller ones, and long articles will need to be distributed throughout multiple web pages. And no matter what, the writing has to be understood quickly and easiliy.

As for search engine optimization (SEO), it is best accomplished by providing the most thorough, transparent, and honest information that you can offer, then performing tasks to help search engines find each page more efficiently. As always, content is king, and the more useful content you have, the better.

To read a sample of my research and writing, please visit the Robotic Surgery section of the Upper GI and General Surgery Division of the Keck USC Department of Surgery.


Social Media

Services offered: Facebook, Twitter, Google+ and YouTube administration, social media integration within a website environment, social media widgets for WordPress and static sites

It’s like juggling plates while making dinner at the same time.


A website can’t exist on its own anymore, because it isn’t the only environment anymore. In addition to proper search engine optimization and promotion, a website must also be supported by Facebook, Twitter, and if possible, YouTube. To target more specific markets, there are the groups within Google+ and Reddit. And if your site has pictures of products, you should be on Pinterest, Instagram and Flickr.

In terms of fresh content, a website often contains the most static but accurate information, and is usually the jumping off point for the other promotional tools. Facebook is updated a few times a day, promoting areas or features from the website, or trying to organize a group for an upcoming event. Twitter is updated more frequently than Facebook, and is often used to broadcast an event right at the moment that it’s happening. During the event, videos are recorded and later uploaded to YouTube.

Cultivating the use of social media does take time and resources, but is absolutely necessary since everyone uses it, and much more often than they visit websites.


Want to know more about a typical workday? Please read A Day in the Life.


Information Architecture

  • Rapid visualization and prototyping for websites and supportive online promotional campaigns.
  • Hierarchical and strategic placement of web content to optimize search engine rankings.
  • Researching, writing and editing content for ease of understanding and visitor enjoyment.

Content Strategy

  • Preproduction A/B testing from initial sketches through wireframe development and final design, with an emphasis on target demographics and white hat search engine optimization.
  • Researching competition, identifying areas of strong vs. weak market saturation.
  • Maximizing budget by implementing social media and viral campaigns to target untapped areas with high demand.

Corporate Branding

  • Logo, collateral material, and website design, including typeface and color testing, marketing slogans, and advertising verbiage to coincide with an Internet presence.
  • Produce creative solutions while adhering to company’s established style guidelines and maintaining visual consistency.
  • Strategy consulting and implementation using social media, including Facebook, Twitter, YouTube and Google+


  • Research, write and proofread medical and educational content since 1997, including acute and chronic diseases and treatments, patient guides, physician biographies, education personnel testing material, and infographic text for California higher education programs.
  • Assisted in writing marketing pieces, including print brochures, posters, event invitations for hospitals and individual practices.


  • Multi-tiered search engine optimization for different audiences, including general public, niche demographic, regional (GEO-SEO), and business-to-business.
  • Use Google Analytics in conjunction with manual, non-cookie searches through search engines including Google, Bing, Ask, Lycos, and Duckduckgo to get objective popularity data.