Formal technical training in the Northwoods, a decade of boots-on-the-ground leadership, and zero tolerance for fluff that doesn't serve the build.
I'm Al Rockwell. I learned to build websites the right way — studying the craft formally at Lake Superior Technical College in Duluth, Minnesota, where the focus was on structure, standards, and code that actually works.
Then I spent ten years as communications director and site supervisor for Habitat for Humanity — coordinating crews, reading plans, passing inspections, and shipping finished homes for real families. I know what it takes to run a project from a bare lot to a signed-off build.
Today I bring that same midwestern technical discipline to the web for contractors and tradespeople across Oregon. I speak your language, because I've worn the boots.
Lake Superior Technical College
Web design & development · Duluth, MN
Habitat for Humanity — 10 yrs
Communications Director & Site Supervisor
Oregon Contractors & Trades
Corvallis · Bend · Willamette Valley
A good site supervisor doesn't pour concrete he doesn't need. Same principle, applied to the web: a rock-solid foundation, strict code compliance, raw utility, and zero fluff — every element earning its keep by helping the phone ring.
Clean semantic HTML poured first. Everything else sits on structure that won't crack.
Standards-based, accessible, and validated. It passes inspection on every device.
No carousels, no pop-ups, no decoration for its own sake. Tools, not toys.
Every pixel pulls its weight toward one outcome: more qualified phone calls.