Work
Twelve jobs, twelve different problems.
Not twelve versions of the same brochure site. A quote tool, an ads account spending on the wrong thing, a booking widget that checks a postcode, a therapist whose visitors arrive nervous, a community co-op, a campsite, a couple of sole traders. Every screenshot is the live site.
- Projects shown
- 12
- All links
- Go to the real site
- Longest running
- 39 months
- Smallest
- A one person trade
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Agile Landscapes
Chris was pricing every driveway over the phone, which meant an evening of callbacks for jobs that were never going to happen.
Built a quote tool that prices a driveway from the measurements and the surface, feeding straight into a diary. Then ran the Google Ads alongside it so the traffic lands on the quote rather than the homepage.
39 months and still working together
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Chandler’s Vet Physio
Abbie treats horses and dogs at the owner’s yard, so a booking is only possible if the address is within range. Every off the shelf booking tool ignores that and books it anyway.
Built a booking widget that checks the postcode against a service radius before it will take a deposit, so she stops turning down bookings she should never have received.
20 miles checked before a deposit is taken
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Your Inner Changes
Nobody shops for hypnotherapy the way they shop for a plasterer. They arrive anxious, often slightly embarrassed, half expecting something that sounds like stage tricks. A site full of confident sales language makes that worse, not better.
Built it to lower the temperature. The page explains what hypnotherapy actually is before it asks for anything, the reviews sit where a doubtful person will find them, and booking is one short step rather than a form that interrogates you.
Reassure first then ask for the booking
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Nine Yards Detailing
The reports looked healthy. Conversions climbing, cost per conversion falling, green arrows everywhere. The phone was not ringing any more than before.
Found the account was counting a page view as a conversion, so the automatic bidding had spent months learning to buy the cheapest possible visits. Rebuilt it around real enquiries and told Josh the numbers would look worse before they got better.
Months of bidding aimed at the wrong thing
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ARTBARS
A cocktail bar hire company competing for festival and wedding work against much larger operators with much larger budgets.
Rewrote the pages around what people actually search for when they are planning an event, added the structured data so the service and area are machine readable, and sorted the Google listing. The approach became the template I now use for every SEO job.
The template every later SEO job is built from
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Forest Row Energy
A volunteer run energy co-op that needs to explain complicated things, solar, heat pumps, grant funding, to people who did not come looking for a lecture.
Built the site and run the newsletter, with a rule we hold to: every statistic gets a human sentence next to it. A villager has to be able to read it once and repeat it to a neighbour.
Director as well as the person who builds it
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HerMove
Getting women and girls into sport is the easy half. Keeping them there is the hard half, and that is a content problem more than a website one.
Co-founded it, built the site and write the content. Events, activities and the blog all have to be findable by someone who is nervous about turning up at all.
Co-founder not a client, a thing I help run
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Ziggy’s Pet Supplies
An independent pet shop competing with next day delivery from people who will never know the dog’s name.
A site built around the thing the big sellers cannot do, which is a local delivery round. I also do the deliveries some weeks, which is not a service I advertise.
Local delivery, the thing Amazon cannot copy
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Heath Construction
Dave does Grade II listed work, which is a different trade from general building and attracts a different client, but his site said "builder" like everyone else’s.
Rebuilt it around the listed building specialism so the enquiries that arrive are the ones worth his time, rather than a stream of quotes for extensions he does not want.
Grade II specialism, said plainly
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Tori Cadogan
An independent school consultant, where the entire decision is whether a parent trusts you with something that matters enormously to them.
A calm, uncluttered site that leads with who she is and how she works rather than with a list of services. Looked after monthly so it keeps moving.
Monthly so it does not stand still
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Long Acres
Holiday businesses live or die on whether somebody can picture being there, and then book without friction.
Built around the pitches and the setting, with the practical questions answered on the page rather than buried in a FAQ nobody opens.
Seasonal booking, built for the rush
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Thwaites Plastering
A one person plastering business that needed to exist on Google at all, with no budget for anything elaborate.
A small site that loads fast and says exactly what he does and where, plus the Google listing filled in properly. For a sole trader that listing usually brings in more work than the website.
One person business, which is most of them
What else
Imagination is the limit.
- A calculator that prices a job from a few answers
- A booking system that knows your area and your diary
- A members area, a portal, a private price list
- A shop that talks to the stock you already keep
- Email that goes out without you writing it each month
- Something nobody has asked me for yet
None of the twelve above came from a menu. Somebody said what they were trying to do and we worked out what that meant. A quote tool, a booking widget that checks a postcode, a shop, a newsletter nobody dreads opening.
Because these are built rather than assembled, there is no feature list to stay inside. If you can describe it, it can almost certainly be built. The real limit is not what is possible, it is whether you can tell me what you actually want, and most people cannot do that cold.
Which is exactly why we have a conversation first. Not a sales call. A proper talk about what your business does, who buys from you, what is frustrating at the moment and what would count as this having worked. Half the time people find out what they want while explaining it.
Then I go away and tell you what I think it needs, what it costs and how long it takes. If what you want is not worth the money, I will say that too.
Tell me what you are thinking.
Two fields are required and you are not committing to anything. Even if you are only half sure, send it. I would rather talk you out of something than sell you the wrong thing.