Build or finish software
From idea to deployed product.
SaaS applications, MVPs and AI-built prototypes taken to production, or an existing product that needs another experienced engineer.
Built: BeatVisualiser, AussieBankStatements
Software that ships. Sites that get found.
I help startups, SaaS companies and specialist businesses turn search demand into customers. I build the software, then the landing pages, free tools and technical SEO that bring people to it.
Join your existing team for an agreed engagement, or scope a standalone build.
Built two SaaS products from scratch and engineered their organic growth: 100,000+ Google impressions and 2,400+ organic clicks, without a marketing team or paid search.
- Customer problem
- Build + deploy
- Found in search
- New customers
Joel Mathers · Developer, SaaS founder and technical SEO specialistBased in London. Speak to the person doing the work.
Three reasons teams hire me.
Each one backed by work that is live and in use.
Fix inefficient workflows
Make your existing systems work better.
Replace repetitive admin, disconnected tools and fragile spreadsheets with integrations, data pipelines and internal tools.
Built: Brickwood, SignalSauce
Engineer organic growth
Bring customers to your product.
Search-friendly websites, programmatic landing pages, free tools and technical SEO, built to capture demand that already exists.
Real business problems.
Working software.
Client work and products I’ve built myself. Here’s what the software actually does.
1,200+ users
BeatVisualiser: tracks into shareable music videos.
My own browser-based product for musicians promoting their releases on social media. I built the application and grew it through search: organic clicks went from almost zero to 20 to 40 a day within six months.
What I built
A browser-based editor that renders 1080p music videos, with accounts, billing and the search landing pages that bring creators in. Around 3% of visitors register.
- Customer enquiry
- Calculated costs
- Right venue manager
Shipped in a week
Brickwood: bookings across five venues.
I replaced a generic enquiry form with a branded application that validates booking requirements, calculates costs and routes enquiries to the right venue manager.
What I built
Venue-specific menus, booking rules, service-charge and deposit calculations, and formatted emails to the relevant manager. The team gets the information it needs without manually pricing and forwarding each enquiry.
8,000+ pages a month
AussieBankStatements: PDFs into spreadsheets.
For my own product, I built the application and its bank-specific parsing infrastructure to turn inconsistent financial documents into structured transaction data.
What I built
A full-stack document-processing product, with dedicated handling for different bank layouts and structured spreadsheet output. It brings a specialised processing workflow into an application people can use themselves.
250+ enriched leads a month
SignalSauce: funding news into recruitment leads.
I built scheduled scrapers that collect funding announcements, extract company information and feed a scoring and enrichment pipeline. Recruiters get structured leads in a private dashboard instead of reading through news sites.
What I built
A Python ingestion layer across multiple news sources, handling different feed formats and inconsistent article layouts. Scheduled runs feed structured data into AI scoring, AI enrichment and custom dashboard delivery.
More client work and products on the work page.Explore more work
Capture demand. Don’t chase attention.
Your best customers are often already searching for a fix. Ads and social posts interrupt people; search meets them at the moment of need.
Most developers build the product. Most marketers try to get it found. I do both.
Zero to 20 to 40 clicks a day in six months
BeatVisualiser
- Clicks
- 1,370
- Impressions
- 19,400
- CTR
- 7.1%
- Avg. position
- 9.4
64%of organic clicks came through purpose-built landing pages, not the homepage. Each page targets a feature, use case, style, workflow or competitor alternative customers actually search for.
Around 100 targeted pages over 16 months
AussieBankStatements
- Clicks
- 1,040
- Impressions
- 83,200
- Avg. position
- 8.9
- Period
- 16 mo
Google Search Console, web search, October 2026.
Hire me as an SEO specialist, technical SEO specialist, AEO specialist or SEO contractor. Weighing ads against SEO? Read organic SEO vs paid search in 2027.
I build what most SEO agencies only recommend.
Agencies hand over a report. I research the search intent, ship the software that captures it and measure the results in Search Console, Bing Webmaster Tools and Ahrefs.
Searchable product architecture.
URLs, routing, rendering, sitemaps and canonicals designed in from the start, so every useful page can be crawled and indexed.
Programmatic landing page systems.
Pages for each distinct problem, use case and integration customers search for, so the whole site ranks, not just the homepage.
Free tools that rank.
Useful, no-signup utilities that attract the right audience through search and introduce them to your paid product.
Specialised discovery websites.
Directories and comparison sites that help buyers research a category, structured so AI assistants can read them too.
Sometimes the best marketing asset is a useful piece of software.
Around one of my SaaS products I run three connected properties: the product with its landing pages, a free browser tool for the same audience, and an industry directory where buyers compare tools. Each one brings people in by a different route.
Read more about engineering as marketing, or compare an SEO agency with an SEO engineer.
Choose the arrangement that fits the work.
Contract development
Booked days.
Hands-on development or technical SEO for an agreed period. Join your team, full time or a few days a week, or take responsibility for a defined area of work.
- Full-stack development and organic growth work
- Agreed priorities and booked days
- Reviewable changes and progress updates
- Documentation and a practical handover
A scoped project
A fixed quote.
Workflow automation from £1,200. Business applications from £6,000. An agreed first improvement milestone from £1,200. Programmatic SEO systems, free acquisition tools and technical SEO are scoped after a short review.
We agree the deliverable, boundaries and acceptance checks before implementation. These are starting points for a bounded scope; further work and ongoing support are quoted separately.
- One defined outcome and what’s included
- Milestones and acceptance checks
- Release and support responsibilities agreed
You know what happens next.
A clear first milestone, regular opportunities to review, and software your team can take forward.
- Tell me the goal
- Agree a milestone
- Build, test, review
- Release + handover
Tell me the goal.
Share what you need, what’s blocking it and any timing or budget constraints. I’ll reply to establish whether I can help.
Agree the first milestone.
We choose the engagement, define the work and decide what a successful result looks like before building.
Build, test and review.
You see progress as it develops. We check the real workflow, address edge cases and agree changes as they arise.
Release and hand over.
Complete the agreed release work, document the decisions and access, and clarify any further support.
Before we start.
Can you work with our existing team or code?
Yes. I can join an existing project and work with its repository, review process and release conventions. I’ll assess the stack and access needed before confirming the engagement.
Do we own what you build?
Ownership, repository access and handover are agreed before work starts. The project should leave your team with the code and practical information needed to keep using and developing it.
Can you improve the interface as well?
Interface implementation and refinement can be part of the scope: clear hierarchy, consistent components, responsive behaviour and complete interaction states. Any wider brand or specialist design work is identified separately.
Can you work on something built with AI?
Yes. The starting point is what works, what’s missing and what the next users need. Useful code stays useful. The review establishes the changes and evidence needed for the next release.
Can you help us grow organic search traffic?
Yes. I review how search engines and AI assistants see your site, fix the technical issues and build pages around what your customers search for. Because I also write the code, changes ship without waiting on a separate development team. Rankings can’t be guaranteed, but progress is measured in Search Console from the start.
What about timing and support?
Share the dates you have in mind and I’ll confirm availability. Hosting, third-party costs and post-project support are discussed explicitly as part of the engagement.
A few lines is enough to start.
Tell me what you want to build, improve or unblock. If you have a budget or date in mind, include it. I’ll reply with questions or a suggested next step.