Website design and development

A website is the only marketing asset you own outright. Every other channel rents attention from a platform that can change the terms. That makes the site worth building properly, and "properly" means three things that are frequently traded away: it loads fast on a mediocre phone connection, it can be edited by your team without breaking, and it is instrumented so you can tell what people do on it.

We build sites that are static or server-rendered by default, because most business websites do not need a single-page application and pay a real performance and SEO cost for using one.

Why this is worth doing properly

The performance bar has become a ranking and conversion issue simultaneously. Core Web Vitals are a genuine Google signal, and independently of search, slow pages lose users on mobile connections before anything renders. A great deal of the weight on a typical business site comes from tooling chosen for developer convenience rather than user need.

The second issue is editability. A beautiful site nobody can update becomes stale within a year, and the cost of that staleness exceeds whatever was saved by building something bespoke and undocumented. The right question at build time is not only how it looks but who changes the pricing page in eighteen months and whether they need a developer to do it.

The third is integration. A site that does not write into your CRM produces leads that live in an inbox. Forms, tracking, and CRM handoff are part of the build, not a phase two that never happens.

Where this work usually goes wrong

Designing before writing

When copy is poured into a finished design, the message is squeezed into whatever space the layout left. Writing the page first and designing around the argument produces better pages and fewer revisions.

A single-page app for a brochure site

Client-side rendering costs you first-paint speed, complicates indexing and adds a build toolchain nobody on your team can maintain. Most business sites should be static HTML with a small amount of JavaScript, and the ones that should not are genuinely rare.

No redirect map on a rebuild

Replacing a site without mapping every old URL to its new equivalent discards accumulated search equity. This is the most damaging and most preventable mistake in a redesign, and it happens on a large share of them.

Accessibility as a final audit

Contrast, focus order, form labels and keyboard navigation are cheap to build in and expensive to retrofit. Treating them as a compliance pass at the end guarantees a list of structural problems at the point where structure is hardest to change.

Launching without measurement

A site with no analytics, no conversion tracking and no CRM connection is a site whose performance is a matter of opinion for as long as it runs.

What this covers

Corporate websites

Multi-page company sites built for search visibility, credibility and lead capture.

Personal-brand websites

Founder and executive sites, usually simple, fast and heavily focused on one call to action.

Landing pages

Single-purpose pages written for a specific campaign promise and instrumented for testing.

Campaign websites

Short-lived microsites for launches and events, built to be archived cleanly afterwards.

E-commerce websites

Storefronts with structured product data, payment integration and order automation.

Booking and appointment websites

Availability, scheduling and confirmation flows connected to a real calendar.

Membership and academy platforms

Gated content, accounts, progress tracking and recurring billing.

Web portals

Authenticated areas for customers, partners or staff with role-based access.

Custom web applications

Bespoke tools where an off-the-shelf product genuinely does not fit.

Multilingual websites

Properly separated locales with correct hreflang, not machine translation bolted onto one tree.

UX/UI design

Structure and interface design grounded in what the page has to achieve.

Responsive design

Layouts verified on real breakpoints and real devices rather than in a design tool.

Website copy and content

Page copy written to search intent and to a conversion structure.

Website redesign

Rebuilds with full URL mapping, so rankings survive the transition.

Conversion-focused website optimisation

Structured testing on pages that already receive traffic.

Payment gateway integration

Stripe, PayPal and regional providers, with the tax and currency handling that goes with them.

CRM and third-party integrations

Forms that write into your CRM with source attribution intact.

Website maintenance

Updates, dependency patching, backups and uptime monitoring on a schedule.

Performance and security improvements

Core Web Vitals work and security headers on sites that already exist.

How the work runs

1. Structure and copy first

   Sitemap, page-level briefs and written copy before any visual design. Design decisions made against real words are better decisions, and this sequence removes most of the revision cycles that make redesigns overrun.

2. Design the system, not the pages

   A component library with defined type, spacing and colour tokens, so page fifteen costs a fraction of page one and later additions do not drift.

3. Build static by default

   Static generation or server rendering unless there is a specific reason otherwise. Fewer moving parts, faster pages, simpler hosting and no framework upgrade treadmill.

4. Instrument before launch

   Analytics, consent, conversion tracking and CRM handoff wired and tested on staging. Launching first and instrumenting later means the launch period, the most interesting data you will ever have, goes unmeasured.

5. Migrate carefully

   A full crawl of the old site, a redirect map for every URL, and post-launch verification that each one resolves. This is a checklist exercise and it is where redesigns are won or lost.

6. Hand over properly

   Documentation, editor training and repository access. You should be able to hire someone else to work on it.

What you receive

• Sitemap and page-level content briefs
• Written page copy
• Design system and component library
• Responsive, accessible build
• CMS configuration and editor training
• Analytics, consent and conversion tracking
• CRM and payment integrations
• Redirect map and migration verification
• Documentation and repository handover

You probably need this if

• Your site is slow on mobile and you have stopped measuring it.
• Nobody can update a page without a developer.
• Form submissions arrive by email and get lost.
• The last redesign cost you search traffic.
• You are running a single-page app to display eight pages of text.

What we build and work with

We choose boring, durable technology and avoid anything that makes you dependent on us specifically.

Static site generation

Astro, Eleventy or a plain build pipeline for content sites — fast by default, trivially hostable, no runtime to patch.

Next.js or similar

Where an application genuinely needs server rendering, authentication and dynamic data rather than because it is fashionable.

Headless CMS

Sanity, Payload or Directus where your team needs to edit without a developer, chosen for editor experience rather than developer preference.

Cloudflare or Vercel hosting

Edge delivery with sensible caching, security headers and no per-request server cost for static content.

Stripe and regional gateways

Payment integration including VAT handling, currency and the strong customer authentication requirements that apply in Europe.

Playwright

Automated checks on critical flows so a deploy cannot silently break the contact form, which is the failure nobody notices for weeks.

Structured data and analytics

Schema.org markup, GA4 with consent mode, and server-side conversion tracking wired at build time.

What changes once this is in place

Pages that load fast on a phone

Static delivery and a disciplined asset budget, measured on real page loads rather than asserted from a build report.

Leads that reach the CRM

Forms write into your pipeline with source attribution intact, instead of landing in a shared inbox.

Rankings survive a rebuild

Full URL mapping and post-launch verification, which is the difference between a redesign and a traffic loss.

Your team can edit it

A CMS chosen for the people who will use it, plus documentation and training at handover.

No supplier lock-in

Standard technology, your repository, your hosting account. Replacing us should be an inconvenience, not a rebuild.

How this differs by market

The work is the same craft everywhere. What changes is the law, the language and the buying culture — and those change enough to matter.

European Union

A consent banner that sets analytics or advertising cookies before a choice is made is non-compliant, and this is the most common defect we find on European business sites. The European Accessibility Act extends accessibility obligations to a wide range of consumer-facing digital services from June 2025, which for many businesses makes WCAG conformance a legal question rather than a preference.

Nordics

Payment expectations differ from the rest of Europe: BankID authentication in Sweden and Norway, MobilePay in Denmark and Finland, and Vipps in Norway are commonplace and their absence is noticed. Card-only checkout underperforms in these markets in a way that is easy to miss from outside them.

United States and Canada

ADA-related web accessibility litigation is a live commercial risk in the United States, and WCAG 2.1 AA is the practical benchmark. In Canada, Quebec’s language legislation requires French versions of commercial websites serving Quebec, and the French version must be at least as prominent as the English one.

United Arab Emirates

Arabic-language versions with proper right-to-left layout are a design and engineering requirement, not a translation task — mirrored layouts, correct numeral handling and Arabic typesetting all need building in. VAT is charged at five per cent and e-commerce checkouts must handle it correctly.

Not legal advice. Regulatory summaries on this site describe how we scope and build, and are current to our latest review. Verify the operative text with qualified counsel in the relevant jurisdiction before relying on it.

How we know it worked

We measure Core Web Vitals from real page loads before and after, at least twice each, and report the run-to-run variance rather than a single flattering number. Build-directory file sizes are not a performance measurement and we do not present them as one.

Conversion rate is measured per page and per traffic source, with the pre-launch baseline captured before anything changes. Without that baseline, any post-launch claim of improvement is unfalsifiable.

After a migration we verify every redirect resolves and re-crawl the site to confirm indexable pages return 200 with self-referencing canonicals. That verification is evidence we hand over, not an assurance we offer.

Estimates are labelled as estimates. Any figure on this site that describes a range is a planning estimate with its assumptions stated, not a measured client outcome. We do not publish client results without the client's permission and a date.

Related services

Sectors where this is usually the lead engagement

These are the industries where this discipline is typically the first thing a client buys rather than something added later. The link goes to a page written for that sector specifically, with a paragraph on this service and on every other one.

• Healthcare & Clinics — One of the fastest-growing sectors for digital investment, and the one where the constraints on what you may say and where data may sit shape everything.
• E-commerce & Retail — The third-largest sector for digital transformation spending, and the one where a business can grow revenue while losing money on every order.
• Hospitality & Hotels — A sector where the OTAs supply the volume and take the margin, and where every system decision has to survive a season.
• Education & Training — Long enrolment cycles, accessibility obligations that are genuinely enforced, and learner data that includes minors.
• Travel & Tourism — Long research cycles, multilingual audiences, and package regulation that turns a bundled booking into a legal obligation.
• Architecture & Design — Work won on portfolio and relationship, delivered on drawings, and quietly lost on unrecovered fee variations.
• Fitness & Wellness — A subscription business where churn decides everything and January decides the year.
• Nonprofits & Associations — Retention economics identical to a subscription business, budgets that must be defended to a board, and systems that have to work for volunteers.
• Restaurants & Food Service — Margins measured in single percentage points, delivery platforms taking a third, and allergen data that is a legal obligation rather than a menu detail.
• Public Sector — Where accessibility is law, procurement is formal, and the service has to work for everyone rather than for a target segment.

It appears on all thirty sector pages, because every one of them carries a paragraph on all twenty-two services. This list names only the sectors where it tends to lead.

Where we deliver this

This service is delivered across the European Union, the Nordic countries, North America and the United Arab Emirates. The craft does not change; the law, the language and the buying culture do. Consent regimes, invoicing mandates and payment conventions differ enough between markets that a campaign or a system built for one frequently cannot be used unchanged in another.

Each country page sets out what actually differs there and what it means for scope — all 32 countries and 10 cities are listed here. A few of the markets we work in most:

• Germany
• Netherlands
• France
• Sweden
• United States
• United Arab Emirates