Specifics over vibes
Real tool names, real prices, real trade-offs. If I can't point at the number or the example, I'll say so instead of hand-waving.
I help organizations get found and get chosen — and I keep a side bench of strange little software running at all times.
I'm Will Scott. I've spent my career in search and digital marketing — long enough to watch the ground shift from blue links, to local packs, to whatever you want to call the current moment, where an AI answers the question before anyone reaches your site.
My day job is leading an AI-forward marketing practice out of New Orleans. The short version of how I work: data-driven, but honest that all the data is wrong — the only question is how wrong, and what you do about it. I'd rather name the tool, the price, and the trade-off than hand anyone a one-size-fits-all answer.
WebBoss is the personal side of that. It's where I write, where I keep the side projects, and where I point people who want the unfiltered version. Some of those projects are useful. Some are experiments that exist because I wanted to see if they'd work. The weird ones are usually the most fun.
If any of that overlaps with what you're working on, the contact box is real and it reaches me directly.
Real tool names, real prices, real trade-offs. If I can't point at the number or the example, I'll say so instead of hand-waving.
Measurement is imperfect, attribution is messy. The job is knowing how wrong it is and making a good call anyway — not pretending it's clean.
The fastest way I learn a new tool or platform is to build something stupid with it. Half the side projects exist for exactly that reason.
If I can't explain it plainly to a smart person who isn't in the weeds, I don't understand it well enough yet. So I write it down.
Marketing engagements, advisory, a talk, or a side-project tangent — start here.