Portfolio

Real websites, real campaigns, real results.

Work behind PsyMark's approach, built before PsyMark had a name. This is what the thinking looks like applied.

Work shown was completed for past employers and clients across finance, retail, and B2B SaaS. Shown for demonstration of skill and approach; it does not imply current affiliation.

Featured case study

How a 319% jump in search visibility turned into real enquiries, not just traffic

An Australian tax and mortgage business had strong services but wasn't showing up when people searched "tax accountant near me" or "mortgage broker Berwick." The fix wasn't more blogging, it was the right content aimed at real search intent, backed by proper SEO structure.

One post, written around a high-panic search topic (ATO audit red flags), earned a featured snippet and drove strong visibility fast. From there, local rankings followed: the business started appearing on Page 1 and in the Google Map Pack for searches like "mortgage broker Berwick" and "tax accountant Berwick."

The unexpected part: because the content was written clearly and structured properly, it started getting cited by AI answer engines too, ChatGPT, Claude, Perplexity, and Copilot were all referring traffic back to it.

ClientRands Tax & Business Consultants + Rands Financial Services
RoleSEO, Content Strategy, On-page, Local SEO
TimelineMar 2025 – Oct 2025
+319%
Google search visibility increase
Page 1
Rankings for multiple local keywords
Featured
Snippet won on a high-intent search topic
4 AI engines
Citing the content as an answer source
Websites & landing pages

Built, shipped, and running.

Two sites taken from positioning through to deployment. Open either to see the decisions behind them, not just the result.

Interactive tools

Built to answer the question, not just rank for it.

Most finance content explains a problem and stops. These were built to resolve it on the page — turning a high-anxiety search into a number someone can act on. Each tile opens a working demo, rebuilt here so you can use it.

Writing

Published, ranked, verifiable.

A sample from 17 published articles. Every link is live and checkable.

ATO Red Flags 2025: How to Stay Off the Audit Radar

Client site · Tax & accounting
Featured snippet Read →

What Can I Claim on Tax in Australia? Your 2025 Guide to Smart Deductions

Client site · Tax & accounting
Page 1 ranking Read →

EOFY 2025 Checklist for Australian Small Businesses

Client site · Tax & accounting
Published Read →

The Ultimate Guide to Refinancing Your Home Loan in Victoria

Client site · Mortgage & finance
Published Read →

RBA Cuts Cash Rate to 3.85% in May 2025: What It Means for Your Mortgage Strategy

Client site · Mortgage & finance
Timely / reactive Read →

First Home Buyer Checklist 2025 – Victoria Edition

Client site · Mortgage & finance
Published Read →
Design & social creative

Where the writing meets the visual.

A mix of static posts, banners, and campaign creative across tax and finance clients.

Buy First Sell Later bridging loans social post

Bridging loans campaign — static post

What Can I Claim on Tax in Australia social post

Tax deductions guide — social post

First home buyer Berwick Victoria social post

First home buyer campaign — Berwick, VIC

Late Lodger Don't Stress tax ad creative

Late lodger reminder — ad creative

ATO notices don't wait warning ad creative

ATO audit awareness — ad creative

Paid campaign results

What the ad spend actually did.

Real performance snapshots, not projections.

Facebook leads campaign results

Leads generation campaign

364 on-platform leads from 113,500 reach, at Rs116.75 per lead.

Social media messaging campaign results

Social messaging campaign

1,117 messaging conversations started, a 422% increase, with new contacts up 807%.

Video views reach-focused campaign results

Video views campaign (reach-focused)

157,229 ThruPlays and 642,595 reach on a Rs100,000 budget.

B2B SaaS lead generation campaign strategy and results

B2B SaaS lead generation

58 MQLs generated, 3 clients converted within the same campaign window, at $2.10 CPL.

Client and business names have been generalized or omitted in some campaign visuals to respect confidentiality. Results are shown to demonstrate approach and skill, not as guarantees of future performance.

This is what the thinking looks like in practice. Want to see what it could do for you?

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Full site · Self-built

PsyMark Solutions

A consultancy site has one hard job: prove the thinking rather than assert it. The constraint I set was that it had to run indefinitely at effectively zero cost, and that I had to be able to publish to it without touching code.

Decisions and why

  • Static, no framework. A brochure site with a blog needs neither a build pipeline nor a database. Skipping both removed an entire category of maintenance and cost.
  • Publishing separated from deployment. Writing a post commits content; the site rebuilds and republishes itself. Nobody sits between having an idea and shipping it.
  • Structured data on every page, not just meta tags. Search is increasingly answered by AI engines that read structured markup, so the site is built to be quoted, not only ranked.
  • A serif display face. The generic AI-built look is one neutral sans used for everything. A characterful serif carrying the headings is the cheapest way to avoid it.
  • No third-party scripts beyond analytics. Every dependency is something that can break, slow down, or start charging.

Result

  • Sub-second loads, no hosting cost, and publishing that does not require a developer.
  • The tools section on this page weighs about 6KB compressed — less than one small photo.
You are already on it →
Full site · Retail

Chey Cherry

A gifting and custom-apparel brand selling through Instagram and WhatsApp. The obvious move was a hosted store platform. The obvious move was wrong — monthly fees and transaction cuts against a small average order value, to replace a sales process that already worked.

Decisions and why

  • Catalogue, not checkout. Customers already ordered by messaging. A cart would have added friction to remove a step nobody was complaining about.
  • Message handoff with the product pre-filled, so the buyer never retypes what they want and the seller never guesses.
  • No payment gateway. No transaction fees, no card-data compliance scope, no chargeback handling, and a launch measured in days.
  • Mobile-first, genuinely. Traffic arrives from a social bio link, so the phone view is the real design and desktop is the afterthought.
  • Product data in a spreadsheet the owner already understood, rather than teaching a CMS to someone who did not need one.

Result

  • A live storefront with no recurring platform cost and no per-sale commission.
  • The owner updates stock without needing a developer.
Visit the site →
Calculator · Tax

Capital Gains Tax Estimator

People selling an investment property search "how much CGT will I pay" and land on 2,000-word explainers that never give them a number. The opportunity was to answer it directly — and let the 50% long-hold discount do the persuading, since most sellers do not realise how much it changes the figure.

Working demo · simplified
Capital gain—
Discount applied—
Taxable portion—
Estimated CGT—

What I did

  • Wrote the field labels in the words people search with, not accounting terminology.
  • Defaulted the hold period to "more than 12 months" so the discount is visible immediately — the surprise is the hook.
  • Put the limitations in a visible callout rather than fine print, because in financial services trust is the conversion mechanism.
  • Built it into a content page rather than a separate tool, so it earned rankings and captured intent in the same place.

Rebuilt here as an illustrative demo with simplified logic. Not tax advice, and not the production calculator.
Calculator · Property

First-Home Upfront Cost Calculator

First-home buyers save toward a deposit and assume that is the barrier. Then stamp duty and lender's mortgage insurance arrive and the plan breaks. This puts the real total in front of them early, and makes the 20% deposit threshold concrete rather than abstract.

Working demo · simplified
Entry-level homes in the target area started around $610,000.
Deposit covers—
Stamp duty (est.)—
LMI (est.)—
Cash needed upfront—

What I did

  • Anchored the price field with a real local figure, so the first number on screen already feels relevant rather than hypothetical.
  • Showed deposit as a percentage, because "12% deposit" triggers the LMI realisation faster than a dollar figure does.
  • Kept it to two inputs. Every extra field costs completions, and the goal was the realisation, not precision.
  • Targeted suburb-level search intent, far less contested than national mortgage keywords.

Rebuilt here as an illustrative demo with simplified stamp duty and LMI logic. Not financial advice, and not the production calculator.
Assessment · Lead gen

Bridging Loan Readiness Check

Bridging finance is high-anxiety and poorly understood, so a "contact us" form gets ignored. Reframing it as a readiness self-check gave people a reason to engage before they were ready to talk to anyone, and produced far better-qualified enquiries.

Working demo

Nothing ticked yet — start with what you already know.

What I did

  • Wrote every item as something the person can answer alone, so nothing forces a phone call too early.
  • Used progress feedback rather than a score — progress invites completion, scoring invites abandonment.
  • Placed the capture step after the value was delivered, not before it.
  • Framed the hardest item, holding two loans, as a comprehension check — which surfaced the real objection instead of hiding it.

Rebuilt here as an illustrative demo. Not financial advice.