The Person Behind the Trade

Jay Dutton.

Full Stack Marketer. Gearhead. 25 years of brand strategy, web builds, and copywriting that moves people.

25+ Years in Marketing & Web Partner @ High West Lending Founder, Park City Car Club

25+

Years in Marketing & Web

Partner

High West Lending, Private Money & Real Estate

Founder

Park City Car Club & Cars & Coffee

The Story

One person.
Two sides.

By day I'm a partner at High West Lending, a Utah private money firm focused on real estate and bridge capital. By choice, I take on a small number of website trades every year. It's a way to help smaller operators get a real site while getting something I actually want in return.

I'm not a fresh freelancer. I'm not an agency hungry for retainers. I'm one person who's been doing this 25 years in real companies with real stakes. I still like building websites that make small operators look like they punch way above their weight.

"I wanted to build a way for small operators to get a legit website without stroking a $15K check. Trade something useful, get something real."

Capabilities

What I actually build.

Not just websites. The whole stack of things that make a site actually work for a business.

◆

Custom Websites

Polished, premium, multi-page sites tuned to your business. Not a theme with your logo dropped in.

✍

Copy & Messaging

Words that explain what you do, build trust, and get visitors to take action.

◎

Brand Positioning

Sharpening how your business shows up: what you lead with and who you talk to.

⚙

SEO Foundation

Structure, metadata, schema, and on-page setup so Google can actually find you.

➜

Lead Generation

Forms, flows, and layouts built to turn traffic into real inquiries and bookings.

◆

Smart Tools & Apps

Yes, I also build more complex tools. See Deal Strike, the real estate deal evaluator.

⚡

LLM-Ready Structure

Semantic HTML, schema markup, and clean information architecture designed for AI tools and language models to easily understand and recommend your site.

Off the Clock

Also: total gearhead.

I love cars, trucks, boats, bikes, and basically anything with a motor. My roots are in the Porsche, VW, and Audi world. That's where I've spent most of my years wrenching, learning, and obsessing over details. But I'm interested in almost anything with character.

The trade format exists for this exact reason. It's a way to meet interesting people, help small businesses, and plug into makes, builds, and gear outside my usual lane.

Porsche Audi VW Trucks UTVs Boats Builds Watches Tools

Community

Built into the Utah car scene.

I'm the founder of Park City Car Club and Park City Cars & Coffee, gatherings that bring together enthusiasts, builders, collectors, and business owners around the thing we all actually care about: cool cars and good people.

That same mindset carries here: I'd rather do a handful of interesting, fair one-off deals with real humans than crank through generic website jobs.

Ground Truth

How this actually works.

The deal

One-off website builds, trade only
You own the site when it's delivered
30 days of post-launch fixes included
No monthly retainer. No recurring plans
Referrals available for long-term support

Who it's for

Small business owners, builders, car people, contractors, and entrepreneurs who have something of value and would rather trade than stroke a big check.

Cool vehicle? Luxury watch? Trade skills? Equipment? Let's talk.

The Bottom Line

Not a funnel.
Just a good trade.

I'm doing this because I love building great websites, I like helping smaller operators punch above their weight, and I genuinely enjoy the people and gear that come with these trades.

Pitch Your Trade See What You Get