Outside of work
A little about us
I'm a husband, a dad, and a serial café explorer across Sydney, mainly the North Shore at the moment. I'm usually on the hunt for a great flat white, though I make a pretty decent one at home too, and I'm always looking for simple ways to save a few dollars. (Something for a future blog, I'm sure.)
When I'm not working, you'll find me spending time with my young family, serving in my local church community, trying really hard not to drink too many bubble teas, or lacing up for a game of football, soccer, technically, but it's football, with varying levels of fitness success.
I've always enjoyed learning, growing, and making things a little better over time. It's a mindset I carry into everyday life, and it's the foundation Seedwell Co. is built on.
Flat white hunter
North Shore's cafés, systematically tested.
Footballer (it's not soccer)
Varying levels of fitness success.
Family first
Young family, local church, community roots.
Always learning
Growing a little better every day.
The Seedwell Co. Journey
Over time I kept seeing the same problems play out for small business owners. Managing their own websites, turning to AI tools that promised simplicity, ending up more confused than when they started. Spending more time on their site than on their actual business. Meanwhile their Google Business Profile sat unclaimed, quietly losing customers every day without anyone knowing.
Before
Corporate change management
Years working across government, retail, and large organisations, helping people navigate complex systems calmly. Clear communication. Realistic expectations. Steady progress over quick fixes.
Now
Helping small businesses get found
Same principles, different context. Local SEO, websites, and Google Business Profiles, handled with the same calm, people-first approach. Clear advice, ongoing support, and building something that actually works over time.
The web shouldn't be this hard. I know which suburbs the physios in Chatswood are competing against. I know what "Lane Cove counsellor" searches look like versus "North Sydney psychologist." Local knowledge matters in local SEO. And if you work with Seedwell Co., you're working directly with me, not a junior account manager three weeks in.
What we stand for
Our values
Clarity over complexity
We believe the web should be understandable. No jargon, no unnecessary tools, no confusing advice, just clear explanations and decisions that make sense for your business.
People first, always
Websites exist to serve people, business owners and customers alike. We listen first, meet people where they are, and build solutions that respect time, energy, and real-world constraints.
Practical, quality work
Clean design and solid SEO foundations, built using proven frameworks and refined for your business. Always fast, secure, and fully mobile-friendly, no bloat, no shortcuts.
Steady progress beats quick wins
Growth doesn't come from one launch or one tweak. It comes from consistent improvement, realistic expectations, and ongoing support that compounds over time.
My approach
The Seedwell Co. approach
Step 1
Listen before anything else
Every client relationship starts with a conversation, not a proposal. I want to understand your business, your goals, and what's actually been getting in the way before I suggest anything. The Findability Audit is usually where that starts properly, it gives us both a clear picture before any decisions get made.
Step 2
Build the whole foundation, not just one piece
Most agencies do one thing well and leave the rest to chance. I build the website, set up the Google Business Profile properly, and strengthen local search together, because for a local business the three only work when they work as one.
Step 3
Explain what's happening, always
You'll always know what's being done and why. Every month there's a plain-English report showing the real picture, not just the numbers that look good. If something isn't working, I'll say so.
Step 4
Stay involved over time
This isn't a build-and-disappear relationship. I stay involved, keep the foundations maintained, and make improvements as your business moves forward. The work compounds. That's what makes it worth doing properly.