Hi — I'm Elannie Cabal. I built iConvertly, and I'm the one who does all the work. There's no account team, no rotating junior staff, no work quietly handed off to whoever's free that week. It's me — mapping your business, building the CRM and workflows, connecting the AI agent, and staying on when something needs adjusting later.
That's a deliberate trade-off. It means a limited number of clients at any given time, so each system gets real attention instead of being one of a hundred accounts on a spreadsheet. If you need a large team managing dozens of moving parts across a big org, that's not this. If you want the person who builds the system to be the person who understands your business, this is built for that.
Every client I've worked with, I've worked with directly — no account managers, no hand-offs to someone else halfway through. That's built genuinely strong, long-running relationships over the years, and it's let me stay closely involved in the actual results instead of handing a project off and moving on.
Where I've worked
That range spans home services, marine and boat salvage, private aviation, beauty, and coaching brands, among others — plus the underlying skill set that ties it together: HighLevel/GoHighLevel implementation, SEO, paid ads (Google, Meta), Google Business Profile optimization, funnel and landing page builds, and CRM automation.
What that looks like in practice
- You talk directly to the person doing the work — before, during, and after the build.
- Systems are built around how your business actually operates, not a templated package resold to every client.
- Fewer active clients means more time spent getting each system right, rather than shipping fast and moving on.
How I got here
I've been a freelancer since 2015 — over 10 years now, working across a wide range of industries. That range is where most of what I actually know came from.
Early on, I thought a client just needed a website: build it, launch it, done. That assumption didn't survive contact with real projects. What I learned, industry after industry, is that a website on its own doesn't move a business forward. It only works if it's connected to everything around it — search visibility, your Google Business Profile, ads, and what happens after someone shows interest. Chasing that gap is what pushed my skills from web design into full marketing, and eventually into automation.
Somewhere in there, "growth" stopped meaning one nice-looking asset and started meaning a connected system: SEO gets someone to find you, ads bring them in faster, your Google Business Profile builds enough trust for them to click, and automation makes sure that once someone actually reaches out, they don't fall through the cracks. iConvertly exists because I kept running into that same broken handoff with different clients in different industries — and started building the piece that was almost always missing: the automation and CRM layer that connects everything else together.
That's still how I work today. Every project starts by understanding the whole picture — website, SEO, GMB, ads, automation — not just the one piece someone originally asked for.
Working with a direct expert vs. a marketing agency
Neither model is universally "better" — they trade off differently. Here's an honest breakdown so you can decide which actually fits what you need:
Direct Expert (iConvertly)
Advantages- Direct access to the person actually doing the work, every time — no account manager in between
- Deep familiarity with your business — no re-explaining context to a new rep
- Faster decisions — no internal approval chains or hand-offs
- Consistent quality tied to one person's standards, project after project
- Often more cost-effective — no agency overhead built into the price
- Long-term relationship continuity — the person who built it is the person who maintains it
- Limited capacity — fewer clients taken on at once, by design
- One point of contact — less built-in redundancy if I'm unavailable (vacation, illness)
- Not the right fit for very large-scale, multi-department needs
- Fewer in-house specialists for highly niche add-ons (e.g. dedicated video production)
Marketing Agency
Advantages- More hands and resources for large-scale or multi-channel campaigns
- Built-in redundancy — work continues if one team member is out
- Broader bench of specialists for large, varied needs
- Can absorb bigger scopes and tighter deadlines with more staff
- Higher overhead costs, often passed on to the client
- Work frequently gets delegated to junior staff
- Less direct access to senior/strategic expertise
- Slower communication routed through account managers
- Less personal investment when spread across a large client roster
- Quality can vary depending on who's actually assigned to your account
If you need a large team running dozens of moving parts across a big organization, an agency is probably the right call. If you want the person who builds your system to be the person who understands your business — and you're comfortable trading some redundancy for that — this is built for that instead.