A better website starts with better questions.
Most websites are built from a template and a brief nobody enjoyed writing. I start the way I'd start a television interview: by asking you, your team and your customers the questions nobody has asked them. Then the site is built around what they said.
Your work is excellent. Your website says "Welcome to our website."
- People who find you have to ring to understand what you actually do.
- Your best work is four clicks deep, or not there at all.
- You look exactly like the three competitors you beat on every job.
- It was built by someone who has since left. Nobody wants to touch it.
Six steps. The first two decide whether it works.
Anyone can make a website look good. The hard part is knowing what it should say, and to whom.
Discovery
An interview with you, then short conversations with your team and two or three customers. I listen for the things you say without noticing, and the things customers say that you've never written down.
You get: A one-page summary of why people choose you, in their words.
Positioning and messaging
What you do, for whom, and why you rather than the other three. Then the page structure and every word on the site, written before anything is designed.
You get: A site map and finished copy to approve.
Design
Built on your brand, or a sharpened version of it. Real photos of your people and your work wherever we can get them. No stock handshakes.
You get: Designs for phone and desktop to approve.
Build
Fast, accessible and secure, with modern tools. If a job needs a specialist, such as a complex booking or payments system, I tell you before we start, brief them and check their work.
You get: A working preview site you can click through.
Testing
Every page on phones, tablets and desktops, in Safari, Chrome and Firefox. Accessibility checked against WCAG 2.2 AA. Speed measured. Forms tested end to end.
You get: A test report, not a thumbs up.
Launch
Domain, redirects, search foundations and privacy-friendly analytics, so you can see what people actually do with it.
You get: A live site, and the numbers that matter.
You deal with me from the first question to launch day. I lead discovery, positioning, the writing and the design direction personally. There's no account team to pass you to, because there isn't one.
The proof is the page you're on.
Yes, it's my own site. That's the point: the same process, run on the most demanding client I've got.
- Discovery
- 30 years of work reduced to six problems business owners actually ring about, and three kinds of work that solve them.
- Words
- Every line written to be checked. Claims that couldn't be sourced were taken out, including some I liked.
- Testing
- Zero accessibility violations against WCAG 2.2 AA, on every page, at phone and desktop widths. No sideways scrolling from 320 to 2560 pixels.
- Speed
- Pages load in about a third of a second on a fast connection, measured in October 2026. Lighthouse mobile scores of 96 to 100.
Fair questions.
Are you a web developer?
No. I work out what your website needs to say, write it, direct the design and lead the build to a finished, tested site. You're paying for judgement and a result, not lines of code.
Can I start with the thinking and decide on the build later?
Yes. Discovery and messaging can be done on their own. Plenty of businesses find that the words were the problem, not the website.
Do you use AI?
I use modern tools, AI included, the way an editor uses an edit suite. The questions, the writing, the judgement and the sign-off are mine.
Will I be able to change things later?
Yes. You own the site. Before we start we agree how changes will be made and by whom, so nobody is left holding a website they're afraid to touch.
What does it cost, and how long does it take?
It depends on the size of the site and how quickly we can get the interviews done. After a 20-minute call you'll get a clear price and a timeline, before any work begins.
Tell me what your website should be saying.
Book a 20-minute call. Tell me what's going on in your business. I'll tell you what I'd do, and whether you need me at all.