Rob Ws
Founder & Lead Developer, Maxx Effect
I build fast Next.js websites, AI automation workflows, and data infrastructure for small businesses across Muskegon and West Michigan. Before Maxx Effect, I built a production AI-powered case management system for a 180-employee immigration law firm handling 7,000+ active cases — which is how I know the same patterns scale down to a lakeshore contractor, a Norton Shores dental practice, or a Grand Haven law office.
Production work, at scale
Specific projects, specific numbers. This is the "Experience" in E-E-A-T — what I have actually shipped, not what I claim to know.
Built and maintained a production AI-powered CRM for a 180-employee immigration law firm handling thousands of simultaneous case files.
Distributed team using the system daily — attorneys, paralegals, intake specialists, managing partners.
pgvector-backed semantic search across the firm's entire case document history. Natural-language queries answered in under 2 seconds.
Claude-powered document intake pipeline dropped average USCIS form processing time from 18 minutes to under 90 seconds.
Why Muskegon, why Maxx Effect
I have been a full-stack developer for over a decade. Most of that time was spent shipping complex software for larger teams — including the 7,000-case immigration law firm CRM that taught me how to build AI systems that real people actually use every day, not just demos.
West Michigan small businesses — the lakeshore restaurants, the trades, the law firms, the clinics — are being handed AI tools built for enterprise clients and billed at enterprise rates. They are also being sold $500 template sites from out-of-state freelancers that collapse within a year. There is almost nothing in between that is both modern and affordable.
Maxx Effect exists to fill that gap. Custom Next.js websites built on the same stack I used for the law firm. AI automation scoped down to a single workflow that pays for itself in three months. Published pricing so owners know what they are buying. Ownership of your code, your content, your domain — no hostage situations.
I live in Muskegon. I work with lakeshore clients in person and Grand Rapids clients mostly remote. My goal is for Muskegon small businesses to look at the technology gap between them and their Grand Rapids or Chicago competitors and find that gap closed.
What I work with day-to-day
Web Development
- Next.js 16 (App Router + Server Components)
- TypeScript (strict)
- React 19 + Server Actions
- CSS Modules + design systems
- Three.js / React Three Fiber
- Framer Motion
AI & Automation
- Claude Agent SDK (orchestrator + worker patterns)
- GPT-4 + Claude 3.5 Sonnet production integrations
- RAG pipelines with pgvector
- Prompt engineering + evals
- Human-in-the-loop workflow design
- CRM integration (HubSpot, Pipedrive, custom)
Data & Infrastructure
- PostgreSQL + Supabase (Row-Level Security)
- pgvector for embeddings + semantic search
- Vercel deployment + edge functions
- Stripe subscriptions + webhooks
- OAuth + SSO integrations
- Core Web Vitals optimization (95+ Lighthouse)
SEO & Growth
- Local SEO for West Michigan markets
- Generative Engine Optimization (GEO)
- Answer Engine Optimization (AEO)
- Schema.org JSON-LD (FAQPage, LocalBusiness, Article, Person)
- llms.txt specification
- Core Web Vitals + INP optimization
Selected work
Want to work together?
I take on a small number of projects at a time so every client gets real attention. Tell me about your website, your AI workflow, or what is eating your team's hours — I will send back a honest assessment.
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