I’m Troy Laforteza. I started my career as an Industrial Engineer, a University of the Philippines graduate making busy factory floors run smoothly: the people, the machines, the whole process working as one system.
Then I got curious about the digital world, earned Google’s Digital Marketing & E-Commerce Certificate and later the VJAL Certificate in Applied Artificial Intelligence, and noticed something familiar: most businesses struggle with the same chaos I used to fix in factories. Disconnected tools. Messy handoffs. Effort going nowhere.
That turned into ten years of building for Australian businesses, and health kept finding me. I spent years building and managing the Mindd Foundation’s websites, and behind the scenes I’ve built for the agencies health practitioners hire: one serving dentists, one serving naturopaths and nutritionists, and a platform built specifically for Australian health practices. Different practices, same lesson every time: your visibility is one system. Website, Google listing, AI search. It breaks when nobody’s watching the whole floor.
So that’s who I build for now, in my own name: Australian health practitioners. One system, one engineer watching the whole of it, and a team behind me when a build needs more hands.
Why Health
Those years in health taught me something most web builders never learn: practitioners work under advertising rules, and a website can break them in places nobody thinks to look. Image captions. Page titles. The invisible code that describes your practice to Google.
So everything I build is checked against those rules. I’m not a practitioner and I’ll never pretend to be one: you’re the expert in your patients. I’m the engineer who makes sure the right people can find you, and nothing I build puts you at risk.
Your website, your Google listing and your AI visibility aren’t separate jobs. I look for the point where one fix lifts everything, so you’re not paying for four disconnected projects that pull in different directions.
I don’t ask you to take visibility on faith. You’ll see where your practice stands before we start, and what’s changed after. Measured, in writing, every time.
I build for one kind of client: Australian health practitioners. One audience, one craft, mastered properly, so you never have to learn any of this yourself.
The best system is the one that runs without you thinking about it. Everything I build works for a busy practice: simple for your front desk, invisible to your patients, no babysitting required.
The AI PART
For years the engineering habit stayed behind the scenes: building websites, connecting tools, fixing workflows. Then AI became something everyone could use, and everything clicked. The same systems thinking that ran a factory floor could now be applied to the software deciding which practices get found.
That’s the AI in the name. Not chatbots, not gimmicks: the practical side. How ChatGPT decides which practitioners to recommend. How Google’s AI reads a website. What your listing needs to say so the software describing you gets it right. I’ve followed this shift from the start, and it’s now the centre of what I build.
AWAY FROM THE DESK
Life here in Iloilo is the one my wife Nikki and I are building with our two sons, Alon and Leon, and most of it happens near the water. The value I hope to pass on to my boys is the same one that drives my work: you don’t have to be good at everything. But when you find the thing you’re truly good at, go deep, master it, and share it.
Mine is building systems that get practices found.
Enough about me. I’d rather find out where your practice stands.