About · Melbourne · One person, start to finish

Edward Glush. Actuary, software developer, Melbourne.

I trained as an actuary, then spent eight years shipping production software. I run a one-person practice by choice. The person who finds the problem, sizes it and builds the fix is the same person.

Book a 20-minute call See the work
Four things I sell: Websites · SEO + AEO · CRO · Automations & AI. Prices are public, on the pricing page.
01 · Trained

Actuary by training.

Years of exams in probability, statistics, risk and finance. The habit it leaves: state what you counted before the number, take a baseline before changing anything, and keep what the data shows separate from what you want it to show.

02 · Shipped

Eight years in production.

Software with real users and revenue. Three products of my own, each taken from an empty file to a live system with customers, payments and search traffic, with nobody else on the commit history.

03 · Solo

One person, by choice.

Most of this work goes wrong in the handoff between the person who scoped it and the person who built it. Removing the second person removes the handoff.

Why one person

No account manager. No handoff.

An agency splits the work between a strategist, a project manager and a developer. Here there is one person and no handoff. That has a cost and a benefit.

What you get

The person who finds it, sizes it and builds it is the same person. When I take the URL inventory from your old server, I also write the redirect map and test it before launch.

The person on the first call is the person on the last call. Every email about your project is written by the person doing the work, usually the same day.

Prices are fixed after scope because there is nobody to bill by the hour.

The trade-off

There is no bench.

If I am sick, the build pauses. If two projects collide, one waits, and I say which before you sign.

The risk is handled structurally. A named developer is briefed on every build, with the handover document written as the work goes. Every account is registered in your name: domain, hosting, analytics, Search Console, the code.

Built solo

Three products, built solo, blank file to production.

Each one is live, has customers, and can be opened and checked.

Sports analytics

Bet Better

betbetter.world · one free pick a day, a public results ledger, paid access to the full board
  • 9,008 pages, generated from data, in four sitemaps
  • A news sitemap of 242 pages on a rolling 48-hour window
  • Ten named AI crawlers allowed in writing, and a 23,540-byte llms.txt to guide them
  • Three published research papers with permanent DOIs, and a free API
  • 1,200 organic clicks a week, over six weeks, from a small base (Google Search Console, organic only)
How it was built
Attribution and CRO

Zyro

zyro.world · records which marketing brought each sale, measured on the server
  • About 108 pages, 54 of them long-form articles
  • 8 calculators and 7 competitor comparison pages
  • Software that shifts traffic to whichever page version is converting, running live
  • The same measurement this site runs on itself
  • About 250 organic clicks a week in a category with almost no casual search volume
The products
Orchestrated-AI marketing

Scoutr

scoutr.world · AI-run marketing that posts across six platforms overnight
  • An AI engine that runs every night, unattended
  • Six connected platforms, one pipeline
  • Brand-safety checks before anything is published
  • The reason I put guardrails first on every automation job
The products
Every figure here is dated and sourced on the page it links to. Traffic figures are absolute counts from Search Console, never multiples.

Client work is on the work page. The products are here as proof that I build the software myself.

How I work

Four fixed habits.

The same on a A$1,500 audit and on a full package.

01 · The copy

I write it myself.

You approve it and can rewrite any line. A build that waits on client copy does not launch. Most owners spend under four hours across a whole build.

02 · The baseline

Before anything changes.

Ninety days of your own Google search data, a full copy of the old site and the list of pages your server serves, captured before I touch anything. Without it, nobody can prove anything afterwards.

03 · The email

One, on Monday.

What was done, what is next, what I need from you. A 45-minute call each week if you want one. No status meetings, no dashboard you have to learn, no project management tool to log into.

04 · Ownership

Yours from day one.

Domain, hosting, analytics, Search Console and the code are registered in your name before work starts. I get delegated access and you can revoke it.

Fixed price after scope Replies from me, usually same day Australian spelling, first person, numbers over adjectives
What I am not

Four things this practice is not.

Most sites do not need a rebuild. If yours does not, I say so on the call. The same applies to whether you need me at all.

Not

An agency.

No team, no account manager, no juniors. If you need twenty pages of copy by Friday and three people in parallel, an agency is the right purchase and I will say so.

Not

A designer-first shop.

The sites I build are clean and fast. The design serves the words and the URLs. If the brief starts with a mood board and the redirect map is an afterthought, you want someone else.

Not

A lawyer.

Where a category is regulated, compliance review is included. That is not legal advice. If you need a ruling, you need a lawyer.

Not

Available by the hour.

There is no hourly rate. Monthly packages with a set scope, and fixed quotes for automations and websites. Every price is on the pricing page.

How I measure

Every number on this site has a source, a date and a definition.

The rule

State the basis before the number.

A click, an impression and a presence rate are different things counted by different parties, one of them me. The definitions page defines each one, says who counts it, and lists what I will not claim.

Read the definitions
The tools

The tools.

A short list. Each one I have run in production for years.

ASP.NET SQL Server R WordPress classic themes Google Search Console Bing Webmaster Tools Stripe

My own products run on the first three. Client sites run on the fourth. The last three are where the numbers on this site come from.

Questions before booking.

Why would an actuary build websites?

The habits transfer. An actuary states what was counted before giving the number, takes a baseline before changing anything, and keeps what the data shows separate from what he would like it to show. Most website, search and conversion work fails on those three points. The software side came from eight years of shipping production systems, three of them my own products.

Where are you based?

Melbourne, Victoria. I work from a virtual office in the CBD. Most work happens over video calls and a Monday email.

Do you work with businesses outside Melbourne?

Yes. Everything is delivered remotely. Clients so far have been in Melbourne and Sydney. The first call is a video call wherever you are in Australia.

Do you have a team?

No. It is one person by choice. There is no bench and no account manager. The person on the call does the work. To cover the risk, a named developer is briefed on every build and every account is registered in your name.

Can I talk to a past client?

Yes, on request, once they have agreed. There are no testimonials on this site.

What happens if you are unavailable?

Every account is yours. The code is in your repository. The handover document is written as the build goes. A named developer I have briefed can pick it up. There is no login of yours that you do not already hold. Leaving costs you a password change.

The first call is 20 minutes and free. The same person on every call after it.

Tell me what is slow, leaking, manual or guessed at. I tell you whether it is worth fixing, roughly what it costs, and whether I am the right person. If not, I say who is.

Book a 20-minute call See the prices
Melbourne, Australia One person, start to finish Replies from me, usually same day
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