Tom Dumenjich

Web Operations | Content Strategy | AI Workflows

Web Operations
Content Strategy
AI Workflows

“You took the scary out of the internet.”

The joy I felt when a medical office manager ended our “How to create and publish a blog post” training session with this compliment has stayed with me ever since. That’s when I realized I’m at my best when helping clients understand, manage, and grow their corner of the internet.

I build fast, accessible websites and improve the systems, content, and workflows behind them. If a site already exists, then I untangle content, simplify navigation, increase visibility, and leave the site easier for both visitors and the people who maintain it.

Website Modernization

Making Older Websites Feel Current Again.

I rebuild outdated sites with cleaner structure, modern page builders, and better performance so they're easier to use, easier to maintain, and ready to grow.

Feature Optimization

Adding Features Without Adding Headaches.

From appointment calendars and galleries to lead-generation forms, I integrate the tools people need while keeping websites fast, secure, and reliable.

Search Visibility

Helping People Find What You've Already Built.

I organize content and front-end code so search engines understand your website, improving indexability, Core Web Vitals, and long-term search visibility.

The Project Shapes The Process.

My process depends heavily on the project. A first website requires definition, a renovation requires diagnosis, and an SEO project requires evidence. I use the same core habits—asking questions, simplifying the problem, collaborating, and testing—but the actual process is shaped by what the client is trying to accomplish.

Here are a few examples of that process in practice.

FEATURED CASE STUDY

Future is Now Coalition

From 25 to 92: Rebuilding a Legacy Website Without Starting Over

A growing organization needed a website that could keep up. I rebuilt the site's underlying structure, improved performance across the board, and helped turn a sluggish user experience into a faster, more discoverable platform.

Tools: WordPress Elementor, Advanced Custom Fields, Cloudflare, Google Analytics

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Supply Chain Management

The Journey From “About Us” To “How About You?”

Reorganizing the site's content around accessibility standards clarified the company's expertise and strengthened its credibility, ultimately leading to a second website dedicated to its growing consulting business.

Tools: WordPress Gutenberg, WCAG 2.1 AA, Yoast SEO, Modern Image Formats

View Site →

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Delta Rising Foundation

Helping a Nonprofit Reach More People Through Better Organization

An international nonprofit wanted to reach more people without losing sight of its mission. By reorganizing key content and leading a team of volunteer developers in launching an online nursery, I grew the site's visibility to more than 340 weekly organic search appearances.

Tools: WordPress Elementor, WooCommerce, Semrush, ChatGPT, DaVinci/Nano Banana 2

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Mater Dolorosa

Helping a Historic Retreat Center Speak to Today's Visitors

The Retreat Center wanted a website reflecting its current mission and rich history. My colleague and I introduced an event calendar and organized dense content into a structure easier to explore and maintain.  STATUS: LAUNCHING OCTOBER 2026

Tools: WordPress Gutenberg, Pushpay API, The Events Calendar, CPT Architecture

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Preview UX Build Visit Preview

The Concept Proves The Possibility.

Proofs of concept allow me to explore targeted visual directions, test UX frameworks, and solve specific brand challenges before publication. These mockups demonstrate how I translate strategic goals into clear visual architecture before writing any code.

By the Numbers

95%

Client Retention Rate

25→92

Mobile PageSpeed Increase

32%

More New Users following site restructuring

60

1st week organic impressions after WooCommerce launch

In Their Own Words
"Tom is the DevOps/Web Architecture backbone at FiNC. He aligned our IA with technical SEO, tightened mobile/desktop nav, set up staging and automated backups, and was always dependable, thoughtful, and great to collab with. Zero drama, high ownership. I’d work with him again in a heartbeat."
Lezlie Garr Brand & Creative Strategist
"Tom has an eye for detail and a way of tackling problems that makes him a great collaborator. His dedication to professional development and growing his craft are also part of what makes him so good at what he does. Definitely someone to have in your corner if you're trying to grow a website!"
Elizabeth Thakurdin, Head of Web Services, Bright Cat Marketing
Elizabeth Thakurdin Head of Web Services, Bright Cat Marketing
"Loved working with Tom. Extremely professional and more than competent while being down-to-earth and easy to talk to as well. Excellent at taking feedback and implementing it exactly as desired!"
Tom Eskey Founder, GearWriters & Garage Gym Revisited
"Tom is professional, honest, and genuinely cares about doing quality work. He's the kind of person who approaches every project with a positive attitude and is always willing to take on something new. Even when a project involves a topic he's unfamiliar with, he'll take the time to research it thoroughly and produce well-written, thoughtful content."
Jason Orellana Founder, Emphasis.LA Digital Marketing
"Beyond his interpersonal strengths, Tom brings serious technical depth to everything he does. He stays current with his field, isn't afraid to dive into challenging problems, and has a knack for finding smart solutions that actually work. He's someone you can trust to do the job right."
Sabrina Hernandez Multimedia Social Strategist
"Tom is the most detail-oriented and conscientious person I have been around. He takes the extra time to produce high quality output, coupled with fine customer service and people skills. During our time together at The MLS, he successfully and seamlessly transitioned from web design to helping The MLS Weekend Open House Guide grow from the ground up."
Mark Sternberg Production Manager, CLAW/MLS

Our work is a story of ourselves. I’d love to hear yours and find out what happens in the next chapter.

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2026

Tom Dumenjich

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All rights reserved.

From 25 to 92: Rebuilding a Legacy Website Without Starting Over

Future is Now Coalition had a lot to say—and was trying to say all of it on nearly every page. Its mission, the problems it hoped to address, its vision for a new digital political infrastructure, and opportunities to get involved competed for attention throughout the site. What was intended to make the Coalition’s case instead made its message harder to follow and the website harder to manage.

The Problem

FiNC didn’t suffer from a lack of ideas. It suffered from too many good ideas competing for attention.Visitors needed a clearer path through the information. The organization needed a clearer process for managing it.

Previous home page, top half

Previous home page, bottom half

The Solution

Make the site clearer for visitors.

The Founder, the Marketing Team, the Content Team, and I decided to shift the website from being the Coalition’s only online destination to one part of a growing digital network, giving each platform a clearer purpose and making it easier for members to find the right resources.

We started by giving the homepage a total makeover.

  • We moved information about the Meta Movement, Digital Politics, and Digital Democracy to the Digital Hub, along with a “Join the Hub” signup form.
  • I added links in the hero banner that went to four profile pages.
    • The head of the Content Team department came up with four persona profiles: a member of the media, a candidate, a voter, and a member of another movement aligned with FiNC’s mission. Each page addressed what FiNC could mean to that particular audience, with a “Take Action” button leading to the Join the Hub signup form.
  • In the main section of the page, I added a list of simple, everyday ways visitors could take part in FiNC’s mission.
  • At the bottom of the page, I added a donation form and a newsletter signup for regular updates on the buildout of the Digital Politics app.
 

Make the site easier for FiNC to manage.

FiNC needed a safe place to experiment. It also needed a plan in case the site went down.

  • I cloned the entire site and moved it to a staging server, where enhancements could be sketched out and tested.
  • The site didn’t need dozens of plugins to work well. I replaced more than 20 unnecessary plugins with a smaller set of performance and security tools that made pages faster to deliver and easier to maintain.
    • Tools used: Cloudflare, Cloudways, NitroPack.
  • In the event of the site becoming corrupted, I set up automated daily backups of the site’s files and database as a failsafe against data loss or corruption.
  • The entire FiNC staff collaborated in a cross-department QA session to fine-tune the final layout and flag any issues I might have missed.

Results

After simplifying the site’s technical setup and optimizing its caching and delivery, the mobile PageSpeed score increased from 25 to 92.

Mobile PageSpeed: 25 → 92

February 2026 → August 2026

During my first year managing and restructuring the site, active users increased approximately 34%, while new users increased approximately 32% compared with the previous 12-month period.

34% More Active Users
6.7K → 9K

32% More New Users
6.8K → 9K

January 2024 – January 2025

January 2025 – January 2026

Conclusion

Refocusing the website around the needs of a citizen instead of the needs of the organization required more than a series of technical fixes.

I came to treat FiNC’s website as if it were my own, not because every decision was mine to make, but because I felt responsible for making it better.

Taking ownership didn’t mean taking sole ownership.

The best ideas often came from conversations with the Founder, Marketing, Content, and Art Teams. My job was to listen, contribute, and turn those ideas into something that worked.

Current home page

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