Why this firm exists.

I built Clarion because I kept seeing the same pattern.

Someone who had spent twenty or thirty years becoming the person their field calls when the question is genuinely hard, and a digital presence that looked like it was assembled in an afternoon. Not because they were careless about it. Because everything on offer was built to make them look like everyone else. The template providers sold them a site indistinguishable from the practice across town. The generalist agencies produced ideas that died in review. The technology vendors sold them a portal carrying somebody else's brand.

I started in one profession, because that is where I could get evidence. In May 2026 I audited 130 independent registered investment advisory firms against the layer AI systems actually read. Eighty-nine percent of them surfaced in AI search. Their mean schema coverage was 1.93 out of a possible five, and not one of the 130 linked its own SEC record — the public filing that proves a firm is what it claims to be — from its own website. They were being found through directories they did not control and could not correct.

Then I went looking for the same shape in professions with nothing else in common, and found it immediately. A law practice. A specialty trade. The vocabulary changes and the structural absence does not.

That is what Clarion is for. The machines now answering questions in your field build those answers out of what they can read and verify, and almost nothing about hard-won expertise is legible to them by default. Somebody has to make it legible, in a way that holds up when it is checked.

That's Clarion.

I've written more about the gap this creates, why it exists and what it costs, in The Translation Gap.

I also breed Lagotto Romagnolos, which means I have had to be both the expert and the builder on my own entity graph, with nobody to blame if it didn't work. The disclosed, checkable version of that is a case study, not an anecdote.

What I bring to the work.

Every site we build is hand-coded. No framework, no theme, no page builder: the markup is written to be read by a machine deciding whether you are real, and that is not a job you can hand to a template. We publish the performance numbers and stand behind them.

Most of my working time goes to one question approached from two directions — how sophisticated people decide who to trust, and what a machine can verify about a person before it will recommend them. Where a profession is regulated, the rules are part of the design brief rather than an obstacle to it. Knowing them well enough to design inside them is an advantage most marketing partners cannot offer.

And I have a real respect for people who are the best in the world at something narrow. It is rarer than it sounds, it almost always took decades, and it deserves better than being flattened into category language by a system that never had the chance to know.