Web & Conversion
Fast sitesthat actually convert
A beautiful site that loads in four seconds and buries the enquiry form is a very expensive brochure. I build sites that are quick, that work on the connection your customers actually have, and that make the next step obvious. Then I measure whether it worked.
- Sub-second targets
- Measured, not assumed
- You own the code
Sound familiar
What people say about their current site
It looks great and nobody ever fills in the form.
We have nineteen plugins and none of us know what they do.
Every change needs the agency, and they take three weeks.
It scores fine on the speed test but feels slow on my phone.
The approach
Speed is a feature, not a score
A lab score measured on a fast machine with a fast connection tells you very little. What matters is field data: what real users on real devices actually experience, which is usually considerably worse and is the number search engines use.
Most sites are slow for a small set of reasons. Render-blocking resources in the head, images without dimensions causing layout shift, fonts loading without a fallback, third-party scripts injected before anything useful, and a page builder shipping a hundred kilobytes of CSS to render two columns.
I build without a page builder, ship the CSS the page needs, and hold third-party scripts to a budget. That is most of the work, and it is why the sites I build are fast on a mid-range phone rather than only in a test.
What you get
Every build includes
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A performance budget, enforced
Agreed limits on CSS, JavaScript and third-party scripts, checked before launch rather than measured with regret afterwards.
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Editable without a developer
Every piece of content in a labelled field an editor can change. Nothing important hardcoded in a template.
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Accessibility built in
Keyboard operability, visible focus, correct heading order and real contrast, done during the build rather than audited after.
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Analytics and conversion tracking that works
Set up and verified at launch, so the first month of data is usable instead of being discarded later.
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Structured data from the start
A connected entity graph rather than blocks bolted on, so the site is legible to search and answer engines on day one.
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Full ownership
Your repository, your hosting, your accounts. No proprietary platform, no licence that expires when we stop working together.
The process
Three steps to launch
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Decide what it must do
The one action that matters per page, the content that must be editable, and the performance budget. Before any design.
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Build against the budget
Hand-written templates, no page builder, third-party scripts held to the agreed limit and checked as we go.
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Launch and verify
Field data, tracking verification, accessibility pass and a redirect audit. Then measurement, so improvement can be evidence-led.
Field data, not lab scores
I report on what real users experience on real devices, and on the conversion rate that follows from it. A perfect lab score with poor field data means your customers are having a worse time than your testing suggests.
Receipts
Build and conversion work with the numbers attached
Who you work with
The person who writes the code
You are not handed to a junior after the sales call, because there is no sales call and no junior. I scope it, I build it, and I am the person you email when something is wrong.
Coming from infrastructure rather than design means I care about different things: what the site costs to run, what happens under load, whether your team can edit it without me, and whether it will still be maintainable in three years. Those questions do not come up in a design review and they determine most of what a site costs you over its life.
The trade-off is capacity and taste. I take a small number of builds at a time, and if you want something highly illustrative or animation-led, I am not the right person and I will say so.
Questions
Build questions, answered plainly
Do you use a page builder?
No. Page builders ship large amounts of CSS and JavaScript to render layouts that need very little of either, and they make the site slow in a way that is hard to undo later. I build custom templates with structured editable fields, which gives editors the same control without the weight.
Can our team edit the site afterwards?
That is a design requirement, not an afterthought. Every piece of content lives in a labelled field an editor can change without touching code. If your team needs a developer to change a headline, the build has failed regardless of how it looks.
How long does a build take?
A focused marketing site is typically four to eight weeks depending on page count and how ready the content is. Content readiness is the usual constraint. Ecommerce is longer because of catalogue and checkout work.
Do you do the design as well?
I design in the browser for clarity and speed rather than producing elaborate mockups first. If you have a designer or a brand system, I will build to it faithfully. If you want highly art-directed or illustration-led work, hire a designer and I will build what they give you.
What about hosting?
Your accounts, your billing, always. I will recommend something appropriate to your traffic and set it up properly, but it is yours from the start. Hosting held by an agency is a hostage situation waiting to happen.
Next step
Send me the URL and what it should be doing
I will tell you whether it is fixable in place or worth rebuilding, and roughly what each option costs. Repairing is usually cheaper and I will say so when it is.
- Reply within 24h
- Repair before rebuild
- You own everything