The rules are public and free.
The failure rate is 95.9% anyway.
Which tells you the hard part was never finding out what to do. Accessibility, privacy and digital governance fail inside well-run organizations, staffed by capable people who already know roughly what they should be doing. I work on the part that comes after knowing — and I price it so you can see what you’re buying before you call.
Four links, closing into one circle — that’s the mark on the logo. The heartbeat was already there. The work is making the ring whole.
What a digital front door actually is
It’s more than your website. It’s the connected ecosystem people encounter across search, websites, location and staff data, scheduling, mobile applications, portals, communications and every other digital touchpoint — whether you manage it as one thing or not.
When the platforms, data, ownership and operations behind those experiences are fragmented, people experience the gaps even when they can’t see what’s causing them. The work is identifying those gaps, determining which are creating the greatest business and customer impact, and building a practical path from where you are to something that holds together.
It’s also the only evidence anyone needs
This is the part organizations tend to find out late. Your front door is the one piece of your technology estate a stranger can examine completely — without permission, without a breach, without an insider, and without anyone inside your organization ever knowing they were there.
Right-click any page and choose Inspect. That’s the whole toolset. From there, someone with no access to your systems can read:
- Whether your images carry alternative text, and whether your form fields carry labels
- Whether your buttons and links have accessible names, or arrive at a screen reader as “button, button, button”
- The exact contrast ratio of every piece of text on the page
- The page’s declared language, or its absence
Those are the six defects behind 96% of all detected WCAG failures. Every one is visible in seconds, from a laptop, by anyone.
Open the Network tab and it goes further. Every third-party tag announces itself — what it is, which page address it just transmitted, and which cookies travelled with it. If a tracking pixel fires on a page whose URL names a condition, a service line or an appointment type, that is visible to a stranger. Nobody has to get through the door to see it. It’s written on the door.
Which is why it scales into filings
Because the evidence is public, screening for it is cheap. A firm can review hundreds of organizations in a day without contacting any of them. That economics — not malice, and not any particular failure on your part — is what turns a defect into a docket.
The disclosed settlements in the healthcare tracking wave run to $12.5M, $12.2M and $9.5M for single organizations, with cumulative totals well into nine figures and filings moving steadily down-market toward smaller practices. On the accessibility side the pattern is identical: Frazier v. HCA Holdings named more than 159 hospitals and facilities in a single action. That isn’t investigation. That’s a script, run against a list.
And none of it requires you to be a covered entity. GoodRx was not a hospital and was not covered by HIPAA. The FTC reached it anyway, under the Health Breach Notification Rule.
Start with a defined piece of work — or bring me in properly
You shouldn’t have to book a call to find out what’s on offer. This is all of it: the fixed engagements that make a sensible first piece of work, and the longer arrangements for when you want me inside the effort rather than beside it.
A defined first engagement
Fixed scope, fixed fee, fixed turnaround. These are deliberately self-contained — a real piece of work with a real output at the end, and a straightforward way to find out how we work together before anyone commits to anything longer. Plenty of engagements never need to be more than this.
| Engagement | What you receive | Turnaround |
|---|---|---|
| WCAG 2.2 AA accessibility audit Up to 25 templates | Findings ranked by severity and by legal exposure, in the order your team should work through them | 10 days |
| Remediation roadmap & developer tickets | Tickets with acceptance criteria your developers can pick up without translation | 5 days |
| Tracking & consent risk review | Exactly where your tracking has outrun your privacy posture, and what to fix first | 7 days |
| Accessibility conformance readiness | What has to be true before anyone can sign a conformance report | 10 days |
| Digital Front Door Assessment Multi-property | Cross-property audit, data integrity review, and a sequenced 12–18 month roadmap you can budget against and take to your board | 20 days |
Fees on request, and fixed before we start — no hourly meter, no scope creep, no invoice that surprises you.
Longer arrangements
When the work is larger than a single deliverable, or the scope genuinely can’t be pinned down in advance, these are the shapes it takes. All three put me inside the work with your team rather than reviewing it from outside.
A defined program
Scope, fee and schedule agreed up front, delivered against milestones. Suits a consolidation, a migration, or a remediation program with a known end state — where we can see the shape of the whole thing before starting.
When the scope honestly can’t be fixed
Some work can’t be scoped in advance without guessing, and a fixed fee then just means one of us absorbs the guess. Agreed rate, agreed ceiling, and I’ll tell you as we approach it rather than after we’ve passed it.
Working inside your team
Committed days each month, three-month minimum. In your stand-ups and your backlog, hands-on alongside your developers and marketers — not a consultant who appears for a readout. The most integrated arrangement I offer.
In the embedded and time-and-materials arrangements the hands-on delivery is real — I’m in the work with your people, not reviewing it afterwards. The goal doesn’t change: by the end, your team should be able to carry it without me.
Tools at cost, always. My time is the fee. Paid platforms a job needs — extra testing licences, a consent platform, additional research seats — pass through at cost with the vendor invoice attached. I don’t mark up a tool you could get yourself.
Start here: Digital Front Door Assessment
The outside view of the full chain — from the operational systems of record to the page a customer actually lands on. It’s what I can assess without access to your network, and it’s how every engagement begins: you can’t fix a break you haven’t located.
- Cross-brand audit of what a customer encounters entering through each acquired or legacy property
- Platform inventory and consolidation roadmap, sequenced by risk and revenue impact
- Data integrity review — locations, providers, services, and any other source disagreeing with itself
- Accessibility and compliance exposure by property (ADA/WCAG, HIPAA, Section 1557, GDPR, FDA, PCI)
- Conversion path analysis, including handoffs to third-party domains
Best suited for: Health systems, multi-location healthcare organizations, life sciences organizations, and other complex enterprises dealing with fragmented platforms, inconsistent data, M&A integration, aging digital infrastructure, or a digital transformation initiative that needs a clear starting point.
You receive: executive findings, a digital maturity assessment, a risk map, prioritized recommendations, and a 12–18 month transformation roadmap you can act on, budget against, and take to your board.
The assessment is designed to create a decision point — not another report. Findings are translated into prioritized actions based on business impact, customer or patient impact, risk, effort, dependencies, and organizational readiness.
ReDefine Digital can remain involved through strategy and execution, or your internal team can use the roadmap to move forward independently.
Three disciplines that keep failing for the same reason
Each is a standing obligation rather than a project with an end date. That’s why they slip: the work that keeps them true competes with everything else on a release calendar, every quarter, forever.
Accessibility & WCAG 2.2
Digital Front Door Customer ExperienceEvery February, WebAIM scans the home pages of the top million websites — the closest thing this field has to a census. The 2026 result: 95.9% carried detectable WCAG failures, up from 94.8%. It is getting worse, not better.
Six defects account for 96% of everything found, and the same six have topped the list for seven consecutive years — low-contrast text, missing image alt text, missing form labels, empty links, empty buttons, missing document language. Not one is a hard technical problem. Contrast is a token value. Alt text is a content field. A label is an attribute.
They persist because they aren’t habitual, and they aren’t habitual because almost nobody was taught them: roughly one in eight working practitioners learned accessibility in school. This isn’t a story about careless developers. It’s a discipline that was never installed.
And the commercial case arrives well before the compliance one. More than a quarter of US adults have a disability. Working-age adults with disabilities hold roughly $675B in disposable income. Sixty-nine percent abandon a site they find difficult and buy elsewhere — in the UK that redirected £17.1B to accessible competitors in a single year. The money isn’t lost to the economy. It’s lost to you.
Available as
- WCAG 2.2 AA audit — 10 days
- Remediation roadmap & tickets — 5 days
- Conformance readiness — 10 days
Before you call anyone
Six checks, no tooling, one afternoon. They’re in the brief, free, and they’ll find a real share of what’s wrong on your own site today.
Privacy, HIPAA & Consent
Operations Digital Front DoorNobody sets out to leak patient data. They install a marketing tag.
The pattern is depressingly ordinary. A team adds an advertising pixel or analytics tag to measure a campaign. Nobody checks which pages it fires on. Some sit behind a login, or their URL names a condition. The tag does exactly what tags do — it sends the page address, and whatever cookies it finds, to a third party. No breach, no attacker, no security failure. A routine decision made in good faith on a page nobody thought of as sensitive.
Disclosed settlements run to $12.5M, $12.2M and $9.5M for single organizations, with cumulative healthcare tracking settlements well into nine figures — and the filings are moving down-market, from the large systems that dominated the first wave toward smaller specialty practices.
Available as
- Tracking & consent risk review — 7 days
- Consent platform implementation — scoped to your stack
Before you call anyone
Three places identifiers leak, and how to check each — the same method the firms filing these claims use. It’s in the brief.
Digital Strategy & Governance
Operations Business AdvantageNobody decides to run three hundred websites. They accumulate one reasonable decision at a time — an acquisition here, a campaign microsite there, a service line that wanted its own thing, a vendor who built one more.
Every good recommendation about a digital estate eventually arrives at the same unanswered question: who owns this, and what happens the next time it changes? Without an answer, the recommendation is a document. With one, it’s a program.
Transactions make this acute, and not every transaction is an acquisition — a divestiture, a separation and a rebrand each leave a different mess. The thing I’d most want you to take away is that Day 1 is decided before close, not on Day 1. The organizations that arrive at close with a plan put the digital estate on the transaction calls months earlier.
This is what digital transformation actually is. It was never the new website.
Available as
- Digital Front Door Assessment, multi-property — 20 days
- Discovery, under NDA — see below
- Fractional or advisory — recurring
Before you call anyone
Start with a count. How many web properties do you actually have? The count is the first step and also the diagnostic — the difficulty of producing it tells you most of what you need to know.
What an assessment can’t see — and why that’s the point
An assessment works from the outside: no NDA, no access to your internal systems. It shows you where the chain looks broken. It can’t show you why — because that lives inside your operation, with the people who run it every day.
With an NDA in place, discovery begins:
- Interviews that surface the real problem. Structured conversations with executives, staff, and the people actually using your front door — where the friction is, in their words, not a scan’s.
- Root-cause diagnosis. A look inside the systems, data and ownership the outside can’t reach, tracing each broken experience back to the operational decision that caused it.
- Remediation designed around what surfaces. New process, new governance, and — only where it earns its place — new technology.
This is the part that can’t be automated or handed to a scan. It’s also where a decade inside enterprise operations does work no assessment can.
The measure isn’t what I fixed. It’s what your team can fix after I’ve gone.
I find the gaps, build the roadmap, and guide the people already in place through implementing it — teaching the method as we go. Your team is not an obstacle to route around. They’re the reason the work holds once the engagement ends.
I work with who you have
Your developers, your marketers, your compliance people. They know your systems and your constraints better than any outsider will in eight weeks. My job is to give them a plan they can execute and the method to keep executing it.
Senior throughout — which isn’t the same as solo
The person you meet is the person who leads the work. Nobody sells you a principal and delivers a junior. That’s a promise about who’s accountable, not a claim that I do everything with my own hands.
Hands-on when you need it
If you’re a small organization without a team, I’ll get into the CMS and do the work. That’s a real service and I offer it. It just isn’t the goal — the goal is capability that stays.
I want to leave every team and organization better than it was when the engagement started.
Seven capability areas, and where each sits in the chain
The three practices above are the specialism. These are the transformation work that surrounds them — usually reached through a project or a fractional engagement rather than a fixed-scope one.
01 · M&A & Post-Close Digital Integration Operations
Acquisition is where fragmentation starts. This is where it gets closed.
- Digital diligence ahead of close
- Brand, platform and journey integration following acquisition
- Spin-off and divestiture separation
- Sequencing that keeps both organizations operating while the merge happens
The outcome: a sequenced integration plan that reduces redundant platforms, preserves continuity and search equity, clarifies ownership, and moves acquired properties toward one coherent experience.
02 · Data Strategy & Governance Operations
The system-of-record work. The least glamorous line on this list, and the one that fixes the most.
- Centralized data strategy for locations, people, services, products and content
- API and integration architecture so operations, internal tools and the public site read the same truth
- Core system and partner integration — scheduling, engagement and operational platforms that actually connect
- Migration off fragmented legacy sources without disrupting live operations
- Governance — who owns what, who updates it, how it stays accurate at scale
The outcome: a single source of truth that operations, internal tools and the public experience all read the same way, so the data stops disagreeing with itself.
03 · Platform Strategy, Consolidation & Migration Digital Front Door
Technology accumulates. Platforms overlap. Each acquisition adds another CMS, another vendor, another set of dependencies. Eventually maintaining the ecosystem is harder than improving it.
- Multi-brand consolidation strategy and brand architecture decisions
- CMS migration and modernization — Drupal, Acquia, Adobe Experience Manager, Sitecore, WordPress
- Platform and capability rationalization
- Migration planning that protects SEO equity, accessibility conformance and daily operations
- Enterprise rebuilds at 1,000+ page scale
The outcome: a rationalized platform landscape and a migration roadmap that reduces complexity while protecting experience, search equity, accessibility, integrations and operations.
04 · Governance, Accessibility & Compliance Digital Front Door
Digital teams operate across Marketing, Technology, Legal, Privacy, Security, Accessibility, Operations, vendors and business stakeholders. Without clear governance, accountability blurs, decisions drift, and risk gets discovered after launch.
- Enterprise governance frameworks spanning content, privacy, accessibility, analytics and operations
- Operationalizing HIPAA across web and mobile, in partnership with Legal and Privacy
- ADA, WCAG and Section 1557 conformance embedded in content models and delivery
- PCI DSS obligations where the site takes payments
- GDPR and privacy-by-design in digital operations and vendor governance
- Roles, decision rights, approval workflows and escalation paths
The outcome: clear decision rights, repeatable standards and accountable ownership — governance that reduces risk without turning Legal, Privacy, Accessibility or Security into a bottleneck.
05 · Content, SEO & Conversion Customer Experience
Content has to do more than fill a page. It has to be findable, understandable, maintainable, accessible, locally relevant and connected to the action someone is trying to take.
- Local SEO, metadata strategy, information architecture and taxonomy for decentralized networks
- Structured content models supporting SEO, accessibility and local relevance at once
- Conversion optimization — navigation redesign, personalization and A/B testing
- Executive KPI dashboards in Adobe Analytics, Google Analytics and Power BI
The outcome: content that’s easier to find, navigate and maintain, and better connected to measurable action.
06 · Product Strategy & Digital Experience Delivery Customer Experience
Digital products succeed when customer needs, business priorities, technology capabilities and operational realities stay connected from strategy through release.
- Product strategy and roadmap development
- Product ownership — roadmap, backlog, requirements, release readiness and UAT
- Journey requirements across web, mobile, portals and connected experiences
- Engagement platform strategy across push, in-app, SMS and email
- Interoperability and API integration strategy
The outcome: a roadmap connecting what people need with what the organization can realistically build, operate, measure and scale.
07 · Fractional & Advisory Business Advantage
Sometimes transformation can’t wait for the organization to build a permanent leadership function — and sometimes what’s needed isn’t another hire, but someone to lead the people already there through it.
- Fractional digital leadership for organizations mid-transformation — committed days each month, minimum three-month term
- Coaching and capability-building for in-house digital, marketing and development teams — so the method stays after the engagement ends
- Advisory to private equity and executive leadership on digital diligence and post-close integration
- Executive support for transformation strategy, prioritization and roadmap decisions
- Vendor and platform strategy
The outcome: senior leadership and decision support without waiting to build a permanent executive function — and a team that needs less of it next time, because they’ve been taught the method rather than handed a deliverable.
Engagement models
Not every piece of work needs the same shape. The five fixed engagements above are the fastest way in; these are the broader arrangements.
| Model | Best for | Shape |
|---|---|---|
| Assessment | Locating where the chain breaks, from the outside | Fixed scope, fixed fee, roadmap deliverable |
| Discovery | Understanding why it breaks — stakeholder, staff and end-user interviews under NDA | Fixed scope, fixed fee, findings plus remediation plan |
| Project | A defined consolidation, migration or rebuild | Scoped statement of work, milestone-based |
| Fractional | Organizations mid-transformation without senior digital leadership in the room | Committed days per month, three-month minimum, unused days roll forward one month |
| Advisory | Diligence, post-close integration planning, board-level guidance | Retainer or per-engagement |
The numbers I work from
Every figure carries its source and its limitations. A number you can’t defend in a meeting is worse than no number at all.
Sources: WebAIM Million, February 2026 (automated analysis of 1,000,000 home pages — these are detectable failures, and automated tooling reaches roughly a third of the success criteria, so each figure is a floor). Disability:IN / American Institutes for Research, June 2026. Click-Away Pound Report (UK, self-reported intention rather than observed behaviour). Allina Health settlement via HIPAA Journal, disclosed amounts only. WebAIM Survey of Web Accessibility Practitioners #3, n=758. HHS/OCR Section 504 rule.
What ReDefine Digital doesn’t do
This isn’t a development agency looking for a platform to build, a software vendor looking for a product to sell, or a staffing firm looking to fill seats.
I’m one person, and I don’t build, host or maintain websites myself. I’ve spent a decade managing the teams that do — specifying the work, holding it to standard, and making sure what gets built is what the business actually needs — and that’s the seat I take with you. When an engagement needs ongoing production, hosting or technical support, I don’t pretend to be an agency. I bring in my trusted digital agency partner and stay on the strategy side, where I’m most useful to you.
The work starts with the business problem.
Sometimes the answer is a new platform. Sometimes it’s better data, clearer governance, a redesigned journey, consolidation of what you already have, or simply getting the right teams aligned around the same priorities. The goal is to identify the change that creates the most value and build a realistic path to it.
If you’re a small business, start here.
Most of what I write about happens inside large, regulated organizations, but the chain is the same at any size: operations, digital front door, customer experience, business advantage. A small business breaks it in the same places — it just has less room to absorb the cost of getting it wrong. I’d rather help you get it right the first time.
Getting started on the right path
A short discovery on what your business actually needs from its digital presence before anyone buys anything — so you’re not paying for a platform you’ll outgrow in a year, or one you’ll never fully use.
Getting set up
Choosing the platform and tools that fit, with the essentials built in from day one: accessibility, privacy, analytics, and ownership of your own domain, accounts and data. You leave with a plain-language plan you can run.
Vendor negotiations
I sit on your side of the table. I read the proposal, spot what’s missing, translate the technical language, and make sure the contract covers what you need and nothing you don’t.
Long-term technical support
For the build and maintenance work that continues after setup, I’ll introduce you to my trusted digital agency partner and set you up with a direct relationship — you own it. I can coordinate with their team on your behalf during a project, but I don’t stand in the middle or mark up their fees; I earn my fee for my own work. And I stay available for the strategy side whenever you need it.
Three documents, written to be handed to someone who needs convincing
Each is sourced and footnoted, states its own limitations, and hands you the method rather than guarding it. Read them yourself, or forward them to whoever approves the budget.
The Business Case for Accessibility
Why the web keeps failing this, who it actually shuts out, and why this is a growth argument long before it’s a compliance one. Ends with six checks you can run yourself this afternoon.
Privacy, HIPAA & Consent
How ordinary marketing decisions become disclosed settlements, why four of the five enforcement doors don’t care whether you’re a covered entity, and the three places identifiers leak.
Digital Strategy & Governance
How estates accumulate, what breaks on Day 1 after a transaction, and the three parts of governance that only work together. Starts with a count.
Request the briefs
Tell me where to send them. I’ll email the PDFs you tick — nothing else unless you ask for it below.
Tell me the one thing you already know is wrong
You don’t need to arrive with a technology selected or a solution defined. Bring the problem you’ve been unable to get fixed — I’ll tell you where the chain is breaking, what it’s costing you, and what it would take, in writing, before you commit to anything.
Start there Get the three briefs