Rebuilding TractorFoods.com in-house.

The corporate site was visually dated and slow to load, but the real cost was operational. A new location, a menu change, or a seasonal promotion meant filing a ticket with an outside agency, waiting for a quote, then waiting again for the change to appear.

That lag shaped behaviour. Teams stopped asking for updates because updates were expensive, so the site drifted further from what the business actually looked like.

I rebuilt the site in-house with a modern component-based stack, using AI-assisted development to move quickly through layout, copy iterations, and accessibility passes without a full engineering team behind me.

The constraint I set was simple: anything the marketing or operations team would need to change monthly had to be editable without touching code, and everything else had to be simple enough that one internal person could learn it.

I handled the migration end to end — content audit, redirects, analytics, and a launch checklist so nothing broke for search or for existing customers.

Routine updates dropped from a multi-week agency cycle to minutes of internal work, and the recurring agency spend for routine changes went away.

Just as important, the site became something the business used again — location details, menus, and campaigns stayed current because keeping them current was finally cheap.

The build was ready before the team was. I wrote documentation and ran training after go-live, which created a short window where changes still funnelled through me. Producing a one-page editing guide during the build would have made the handoff instant.