Total clarity on why your visitors aren’t converting
A clear-eyed expert teardown showing exactly what’s wrong, why it matters, and what to fix first. Delivered in 48 hours.
Something about your site isn’t working
.... you can feel it.
It’s not broken. It loads. It looks fine. But it’s not doing what you hoped it would.
You know it should be performing better, generating more interest, more trust, more momentum yet you can’t quite explain what’s off. The site doesn’t repel people outright, but it doesn’t pull them in either. It lands… flat.
You’ve stared at it for too long. The pages are too familiar. The decisions feel justified. The obvious problems stopped being obvious a while ago.
So you start tweaking. A headline here. Spacing there. Colors, sections, layouts. Small changes, made in isolation, guided more by instinct than clarity. You push, adjust, refresh and nothing really moves. Effort without direction.
Before committing to a redesign, a rebuild, or spending more money and time, you want certainty. Not opinions. Not generic best practices. You want to understand what’s actually happening when someone experiences your site and what’s quietly getting in the way.
Because you care about quality. About clarity. About how your site truly lands on people, not just how it looks to you.
You don’t want noise. You want to see clearly.
Seeing it clearly
You send me your website. I record a private teardown showing exactly what’s holding it back.
I don’t redesign anything. I don’t give vague feedback.
I show you where your website is falling short and how to correct it in priority order.
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What I review
I go through your site, top to bottom, and point out what’s confusing or unclear, what weakens trust or credibility and what’s quietly killing momentum.
This includes your information architecture, content & messaging, layout, UX & accessibility, and overall visual language.
How it helps you act
For every issue, I explain why it matters and what to fix first, so you stop guessing and stop wasting effort.
You get a private, unlisted video teardown you can rewatch and use as a clear fix-order for your site.
The specifics
Format: Private, unlisted video
Length: ~15–30 minutes
Delivery: Sent within 48 hours
Privacy: Only you get the link
Scope: One website
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Any website.
No exceptions.
Marketing sites, SaaS, portfolios, e-commerce, editorial. Any format. Any vertical.
How this plays out
From submission to clear priorities.
You submit your website
After checkout, you’re taken to a short form where you submit your website URL (optional context included).
I record the teardown
I record a focused, screen-recorded video walking through your site and explaining what’s wrong, why it matters, and what to fix first.
You get a video & Figma file
Within 48 hours, you receive a private, unlisted video link by email (yours to rewatch anytime) and Figma file with written comments and notes.
What you walk away with
Clear outcomes you can act on immediately.
A clear path to higher conversions
You see exactly what’s blocking sign-ups, sales, or inquiries, and what to fix first to unlock meaningful lift.
You stop wasting time on the wrong changes
No more tweaking layouts, colors, or copy that don’t matter. You focus only on changes that have real impact.
You finally feel confident about your website
No more wondering if your site is “good enough” or secretly broken. You know where it stands and what to do next.
See your website clearly
Discover what’s quietly costing you attention, trust, and conversions every single day
This started as a professional habit. It turned into a service.
Hey, I’m Izzy. I spend an unreasonable amount of time judging websites.
I’ve been picking apart websites as part of real work for a long time. In the middle of projects. When decisions mattered. Pointing out the same issues, again and again, across very different sites.
I’ve designed, rebuilt, and audited everything from early-stage startups, e-commerce and personal portfolios to agencies and large institutional sites. I’ve also grown multiple websites from zero to sustained five-figure monthly fully organic traffic.
Along the way, I taught and mentored web design at the University of Ottawa and Flux Academy.
My background is in chemical engineering, which means I don’t approach websites as art projects. I think in systems, constraints, and cause-and-effect. If something isn’t working, there’s always a reason and it’s usually fixable.
Do you offer refunds?
If you genuinely don’t find it valuable, I’ll refund you. No drama.
What types of websites do you review?
Pretty much anything with a goal. Startups, personal brands, e-commerce, SaaS, agencies, portfolios, landing pages. If it’s trying to convert, communicate, or build trust, it’s fair game.
Is this for early-stage sites or more established ones?
Both. Early-stage sites get clarity before bad decisions compound. More established sites usually uncover blind spots that slipped in over time. The stage doesn’t matter. The moment things feel “off,” this is useful.
Do you review the entire website or just one page?
I look at the site as a system, but I focus on what actually matters. That’s usually the homepage and the pages tied to conversion or decision-making. This isn’t a page-by-page checklist. It’s about fixing the right things first.
Is this design-only or do you cover content too?
Both. This includes your information architecture, content & messaging, layout, UX & accessibility, and overall visual language. Anything that affects how the site is understood and experienced is on the table.
How long is the video?
Usually around 20–30 minutes. That’s intentional. Long enough to go deep and cover what actually matters, short enough that it stays sharp and doesn’t turn into noise. The goal is clarity, not volume.
How soon do I get it?
Within 48 hours. Often sooner, but 48 hours is the promise.
Can I ask follow-up questions?
Yes. If something isn’t clear or you want clarification on a specific point, you can reply via email or leave a comment on the video (it's private) or Figma file and I’ll answer. The goal is that you walk away actually knowing what to do next, not feeling half-sure.
What happens after I buy?
You’ll check out, then you’ll be taken to a short form where you submit your website and any context you think matters. From there, I review it, record the teardown, and send it to you via email once it’s ready.
Is this a live call or a recording?
A recording. That’s intentional. You can rewatch it, pause it, and actually use it while you’re making changes.
Is the teardown private?
Yes. It’s private and unlisted. Only you get access to it, and it’s not shared or reused anywhere else.
My website isn’t live yet, can you still review it?
Yes. Staging links, previews, Figma files, or work-in-progress sites are all fine. In many cases, catching issues before launch is even more valuable.
Can you review a website in other languages?
I use translation where needed, which is more than enough to spot issues around messaging, emphasis, and intent.
Do I get any written notes or files?
You’ll get the video, a transcript, AI summary and in many cases a Figma file with annotated screenshots. The goal is that you can act on it without having to re-interpret anything.
Is this useful if my site already “looks good”?
Yes. That’s often when it’s most useful. A site can look polished and still be unclear, unfocused, or quietly underperforming. This helps you see what’s actually pulling its weight and what isn’t, even when everything looks fine on the surface.
Stop guessing.
Know what to fix first.
Before you redesign, rebuild, or waste yet another week fixing the wrong things.