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Ian Parr

@iparr

Senior web developer and interaction designer improving UX, SEO/GEO, and conversion through accessible, performance-focused systems.

United Kingdom

Message

What I'm looking for

I’m looking for a team where I can lead design and development, engage stakeholders directly, and drive conversion-led improvements through UX clarity, accessible builds, and SEO/GEO—without silos—using measurable experimentation and performance discipline.

I’m a senior developer / designer with a strong focus on stakeholder and client engagement, design leadership, and user experience. I’ve driven measurable growth by rebuilding information architecture and responsive experiences—doubling traffic and delivering a 10x increase in sales on touch devices for BT / Plusnet, and creating conversion-led improvements across the sales and service journey.

I’m an advocate for the semantic, open, and accessible web, and I bring a practical “documented - reasoned - action” approach to delivery, QA, and accessibility (WCAG). From leading agile teams and training “a pioneering BT / Plusnet team” to rescuing publishing and eCommerce platforms through redesigns, migrations, SEO audits, and GEO/AI search strategy, I turn clarity into execution and performance into revenue.

Experience

Work history, roles, and key accomplishments

Senior Developer / Designer

Mantra Systems Ltd

Jan 2024 - Jan 2026 (2 years)

Recovered declining traffic during Google Core Updates by leading AI-search/GEO conversion improvements, driving a record-breaking 25% revenue uplift. Led greenfield re-architecture and produced SEO-optimised, persona-driven multi-lingual content to improve performance across the sales and service journey.

SEO GEO Optimisation CRO Google Core Updates Responsive Web Design GraphQL

Design, Developer & technical consultant

Hatch Blue

Jan 2020 - Oct 2024 (4 years 9 months)

Delivered a total redesign and managed rebranding for The Fish Site after it was purchased from 5M Publishing. Expanded a newsletter into a paid subscription membership system and supported multi-lingual sub-domains.

WordPress SEO UX

Designer & Developer

Music Aberdeen

Jan 2023 - Jan 2024 (1 year)

Grew from nothing to dominate organic search locally for events, while implementing automated newsletters and a membership system.

Freelance SEO & Web Consultant

Horizon Seaweed

Jan 2023 - Jan 2024 (1 year)

Expanded an SEO audit request into broader redesign/build work for Horizon Seaweed. Migrated the site from WordPress to Craft CMS and established a thriving digital presence through newsletters and social media.

SEO WordPress Migration Email Marketing Social Media Strategy Analytics

Freelance Web & Marketing Consultant

Now Then Magazine

Jan 2020 - Jan 2024 (4 years)

Developed redesign/build and marketing strategy to strengthen Now Then Magazine’s digital presence during COVID-19. Expanded email newsletters, social media engagement, and overall website growth.

Content Strategy Email Marketing Social Media Growth SEO Auditing UX Analytics

Freelance Web & SEO Consultant

5M Publishing

Jan 2015 - Jan 2020 (5 years)

Optimised publishing workflows and delivered a complete redesign/build to reverse a search-traffic death spiral. Migrated 13 years of content with zero downtime, tripled web traffic globally, and expanded advertising offerings during COVID-19.

SEO UX Workshops CMS migration Content Strategy Analytics

Online Production Lead

BT / Plusnet

Jan 2012 - Jan 2014 (2 years)

Led online production for BT/Plusnet, defined information architecture, and line-managed an Agile team using Jira to deliver SEO and conversion improvements. Doubled web traffic and increased touch-device sales 10x, shifting the sales mix from call centre to website.

Information Architecture Responsive Web Design SEO A B Testing Agile Teams Jira CRO

Lead Front End Developer

DigForFire (2020 Agency)

Jan 2011 - Jan 2012 (1 year)

Joined DigForFire (2020 Agency) and was promoted to lead, forming a new cross-discipline production unit to improve efficiency. Implemented new CMS solutions to pass penetration testing and represented the company in client interactions.

Responsive Design CMS Implementation Multi Lingual Web Delivery Penetration Testing

Freelance Conference Website Producer

Front End North

Jan 2020 - Present (6 years 6 months)

Produced the Front End North 2020 conference website and contributed to a team delivering the event. Served as an SEO strategy consultant, doubling traffic in the first year and supporting sustained subsequent growth.

SEO Strategy Conference Website Production Workshops Analytics Responsive Web Design Content Management