Who you're dealing with

I'm Brad Goetsch. If I emailed you about your website, start here.

Checking up on me first? Good — that's the right instinct. Half the "there's a problem with your website" messages a business owner gets are scams. This page exists so you can decide, in about two minutes, whether I'm one of them.

What I actually sent you

I test the websites of service businesses in southwest Michigan the way a real customer would use them — I fill out the contact form (clearly marked "website test, not a customer", with the day and time), click the booking buttons, and note what actually happens. If something's silently broken, I tell the owner, with specifics. Nothing I claim requires trusting me: you can repeat every test yourself on your own site in two minutes.

The receipts

Hazen Lawn Care & Snow Plowing

Stevensville, Michigan · full case study

Their contact form was silently broken for about four months — customers hit Send, nothing arrived, no error, no warning. I found it, then rebuilt lead handling so every quote request hits the owner's phone in seconds. The first new customer came in within hours of go-live.

My website looked fine for months while it quietly threw away every lead. Principium Axis found it, fixed it, and built a system where a lead literally cannot fall through the cracks.
— Lance Hazen, Owner, Hazen Lawn Care. Don't take my word for it — ask him.

A small-engine repair shop in St. Joseph

St. Joseph, Michigan

Their site was a broken 2020 template. I built the modern replacement before asking for a dime, put it live on a preview link, and made the offer: keep it, or I take it down and you owe nothing. That's how I'd rather earn work — finished first, decided second. Want to see the build? Email me and I'll send you the live preview link.

How I work

Marked tests only. Any test I run on your site says it's a test, with my name on it. No fake leads, no tricks.
Findings in writing, first, free to read. You see what I found before there's any talk of money.
The $500 Lead Leak Audit is guaranteed. Every path a customer can take on your site, tested and written up. If I find nothing worth fixing, it's free — and it's credited toward any work you hire me for.
You own everything I build. Your system, your data, documented. The monthly plan exists so you never have to think about it — and it cancels anytime.

Straight answers

"Is this one of those scam calls?"
The scam version wants a payment today and can't name anyone you could check with. I'm the opposite: don't pay me anything — first call Lance Hazen at Hazen Lawn Care in Stevensville and ask what happened when his form broke. Then decide.

"What if you disappear?"
Everything I build is yours and documented — any tech person can pick it up. That's the opposite of the software subscriptions that hold your customer list hostage the day you stop paying.

Reach me

founder@principiumaxis.com Contact form

Reply to my email, write me fresh, or use the form — whichever you like. If you'd rather hear it from a fellow owner first, say so and I'll connect you with Lance.