Meet Garrett Nafzinger

Garrett didn’t just stumble into digital strategy — he spent over 15 years deep in the trenches of web support, UX, and SEO at one of the country’s top medical associations. That background gave him more than technical chops; it gave him a sharp eye for systems, a knack for asking the right questions, and a strategy-first approach to solving complex problems.

Since launching Garrett Digital in 2017, he’s carved out a unique space: helping clients move beyond check-the-box SEO and into thoughtful, measurable growth — especially when legacy systems and edge cases are part of the equation. In this interview, he shares how getting laid off launched his business, why client alignment matters more than scale, and the surprising joy of a well-used mechanical pencil.

What kind of work did you do before your current business and what did you bring with you into this career?

I spent 16 years at a leading medical association for family physicians, where I held a range of roles over the years. I started in website support, helping members and staff troubleshoot issues and track down bugs. That hands-on experience early on taught me how to spot problems, think critically, and dig into the real cause, not just the symptom.

Eventually, I moved into front-end development, user experience design, and SEO strategy. I worked on a little bit of everything: large organizational websites, several CMS migrations, internal search tools, app interfaces, usability testing, digital-first medical journals, and a consumer health site for patients that eventually got as much traffic as the main website for members. I also guided developers and stakeholders on all things SEO. I was responsible for digging into complex SEO issues. That broad mix of projects helped me understand how websites work and how people find and use them.

One thing that’s always stuck with me from those early days is how much clarity comes from being close to the problem. Whether I was supporting people through website issues or building new tools, I learned that if you ask the right questions and actually watch people try to use something, the real issues show up. That mindset still shapes how I approach projects today.

Now, I bring all of that into my business. I have a strong QA and UX mindset, and I’m always looking at both the big picture, what the site needs to do, and the smaller details that bring it all together. I still enjoy digging into technical SEO issues and helping clients with custom setups that aren’t always simple or clean. I’ve watched SEO evolve to include everything: content, design, branding, user experience, and conversions. It’s all connected, and that’s what makes it interesting to me.

What part of the website creation process is your favorite to work on and why?

I like the strategy side—putting the right team together for the project, figuring out what the client actually needs, and managing things so that everyone’s moving in the same direction. Most of my projects are collaborations, so it’s not just me; it’s about matching the right designer, developer, or copywriter with the job and helping everyone work toward a clear outcome.

I also enjoy getting into the weeds on tricky problems, especially with clients who are on legacy systems or custom platforms. A lot of times, those projects are full of edge cases, SEO issues, and strange configurations. It’s like solving a big puzzle, and that kind of work keeps me curious. Plus, there’s nothing better than watching a site go from barely showing up in search results to pulling in steady, high-quality traffic that impacts the client’s bottom line.

What motivated you to start your own business, and what keeps you going when things get tough?

I got laid off in 2017, and that kickstarted the whole thing. A former colleague reached out needing SEO help, and then a few more projects followed. I’d been interested in running a business since high school, but there’s a difference between wanting to and being ready. I’m glad I waited. Those 16 years at the association gave me a wide range of experiences with very smart people. I still lean on that today. 

Running my own business forced me to shift from a “what does the client want?” mindset to “what will actually help them?” It’s a different lens. I started realizing that a lot of clients weren’t just asking for SEO—they were trying to figure out how to grow their business or get more leads. That perspective has made my work more strategic and, ultimately, more fulfilling.

Having regular conversations with other agency owners keeps me going, especially during the harder times. I’ve been part of TABLE for over a year, and that weekly check-in has become a big part of my routine. It helps to have people who understand what it’s like to run this type of business and to push me towards development and growth. And over time, I’ve learned that it’s not always a bad thing when a client moves on. Sometimes, it’s just clearing space for better work and better relationships.

Outside of work, I’m into cycling, mainly road and urban routes. It clears my head and gives me a unique view of the city. I also play softball in our local iPride league, which adds a good mix of fun and community to the week. At home, my partner and I live with two Labs, a yellow and a chocolate. They’re great companions throughout the workday. Always nearby, usually sleeping, but impossible to ignore when it’s time to eat.