A website that brings work in.
A fast, clear site with answering, booking and follow-up built in from the start, structured so that both search engines and AI assistants can read what you do.
Talk to usIn short
A site that answers the question, books the appointment and gets found, rather than one that lists a phone number.
- Answering and booking built in, not bolted on
- Fast enough to keep the visitor
- Written so search and AI can read it
- Yours: domain, code and content
Brochures and bounces
Most websites are a brochure with a phone number on it
Somebody arrives, reads a little, has one question, and leaves. The site did nothing except exist. It never asked who they were, never answered the thing standing between them and a booking, and never told anybody they had been there.
The usual repair is a chat widget added to an existing site, and it helps a little. It also always looks like what it is: a box in the corner, disconnected from the content around it, not wired to the calendar, dropping enquiries into an inbox that gets read when somebody remembers. An assistant added afterwards behaves like an addition.
Underneath both problems is the same omission. Nobody decided what the site was for. It was commissioned to look professional, which is not a job a site can be measured against, so it was never measured. A site with one job can be judged. A site meant to look nice cannot.
You are, as it happens, looking at one of ours. Everything on this page about speed and structure is testable on the page itself.
What goes in
A site with one job, built to do it
- 01
Built to convert, not to look busy
Structure and content decided before design. Most bad sites are bad because nobody settled what the site was for before somebody started styling it.
- 02
The assistant is part of it
Answering and chat live inside the site rather than in a widget bolted to the corner of it, connected to your calendar rather than to an inbox nobody reads.
- 03
Enquiries that go somewhere
Every form and message lands in a process that follows it up, instead of an address that gets checked when somebody remembers.
- 04
Service and industry pages
Pages that say what you do and who you do it for, in the words your customers use, which is also what makes them findable.
- 05
Mobile first in practice
Built and judged at phone size first, because that is where most of the traffic is and where most sites quietly fall apart.
- 06
Speed as a requirement
Performance treated as something to hit and measure rather than something to apologise for once the site is already slow.
- 07
Search fundamentals
Titles, descriptions, headings, structured data, sitemaps and local listings handled as part of the build rather than sold back to you later.
- 08
Readable by AI assistants
Marked up so an assistant answering a question about businesses like yours can read what you offer, where you work and how to reach you.
- 09
Room to grow
Structured so pages can be added later without a redesign, which is the usual reason a three-year-old site gets replaced instead of extended.
Fast, and findable
The two things you cannot judge by looking
LCP
2.5s
Largest Contentful Paint
How long until the main thing on the page has actually appeared. The number that decides whether a visitor waits.
INP
200ms
Interaction to Next Paint
How long the page takes to respond when somebody taps something. Slow here reads as broken rather than as slow.
CLS
0.1
Cumulative Layout Shift
How much the page moves under the reader while it loads. This is what makes people tap the wrong thing.
These are Google’s own published thresholds for a good experience, not a score we have awarded ourselves. They are what the build targets and what gets measured on real traffic after launch, which is the only measurement that counts.
And so it can be found
- Titles and descriptions written, not generatedEvery page gets its own, written for the person deciding whether to click rather than assembled from the page heading.
- Structured dataYour business, services, location, hours and reviews marked up in the format search engines and assistants read, so the answer about you comes from you.
- Local searchBusiness profile, categories, service areas and consistent details across the places that carry them, since a mismatch is enough to cost the ranking.
- Answer enginesPeople increasingly ask an assistant for a business rather than searching for one. The same markup that helps search helps there, and the content has to actually state what you do.
- Crawlable and indexedSitemaps, canonical URLs and clean internal linking, checked after launch rather than assumed, because a page nobody can reach ranks for nothing.
- Measured after it shipsWhere people land, where they leave and what converts. A site is a hypothesis until it has traffic on it.
The order of work
Decisions first, design second
- 01
Decide what the site is for
Book appointments, generate calls, capture enquiries, or sell. One primary job. A site asked to do four things equally does none of them, and this is the decision most sites skip.
- 02
Structure and words first
What pages exist, what each one has to say, and in what order. Design comes after, because designing before this is decoration applied to an undecided argument.
- 03
Build with the assistant wired in
Answering, booking and follow-up are part of the build rather than something added afterwards, which is the difference between a site that handles contact and one that describes how to make it.
- 04
Launch, then measure
Where people land, where they leave and what converts, read a few weeks in. What you expected people to do and what they do are rarely the same thing.
Hooked up to
The site, the assistant and the calendar as one thing
- Booking
- Calendly, Acuity, Square Appointments
- CRM
- HubSpot, Salesforce, Pipedrive, Zoho
- Payments
- Stripe, Square
- Analytics
- Google Analytics, Search Console
- Listings
- Google Business Profile, Apple Business Connect
- Google Workspace, Microsoft 365
This indicates the class of system supported rather than an exhaustive list. Where a business runs on something less common we confirm compatibility before anything is agreed.
Worth doing when
Where a rebuild pays
A good fit
- The site gets traffic that does not turn into contact
- It is slow, dated, or was never built to do a job
- Enquiries arrive somewhere nobody is watching
- You are invisible when somebody searches for what you do
Not a fit
- The site already converts and the problem is that nobody is arriving at it
- It was rebuilt recently and the structure underneath is sound
- Nothing about the business is bookable or enquirable online
Fair questions
Asked most often
How is this different from any other website?
A brochure site tells people how to contact you. This one handles the contact: it answers the question, qualifies the enquiry and books the appointment, and the visitor never has to wait for office hours.
Can you work with our existing site?
Sometimes. If the structure is sound and it is merely dated, improving it is usually better value than replacing it. If it is slow at the foundations, improvements sit on top of the problem rather than fixing it, and we will say so.
Who owns the site when it is built?
You do, including the domain, the code and the content. It runs on infrastructure in your own name wherever that is practical, so nothing about the arrangement depends on us being involved next year.
Will we be able to edit it ourselves?
Yes, for the things that change: copy, services, hours, images, posts. Structural changes are worth a conversation, because that is where a site usually starts drifting away from what it was built to do.
How long will it take?
That depends on how many pages there are and how quickly content and decisions come back, which is genuinely the longest part on most projects. We will give you a schedule once we know the scope rather than a number now.
Goes with
The rest of the front
A website that brings work in.
Send us your current site and what you wish it did. We will tell you whether it is worth improving or worth replacing, and we have said the former often enough to mean it.
Talk to us