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01 — Service

Your site should bring in work. Not apologies.

I rebuild it from scratch: fast, clear on a phone, findable on Google, and editable by you without calling anyone.

Diagnosis

Eight reasons to rebuild instead of patching

A rebuild isn't a matter of taste. It's what you decide when the site costs more to keep alive than to redo. Here are the eight situations where that happens.

  • 01Offer
    You no longer sell what the homepage says you do
    The business moved, the site stayed. One page gets added, then another, and the message dilutes. Visitors can't tell what you actually do anymore.
  • 02Image
    The design gives away the year it launched
    Default fonts, a carousel spinning on its own, heavy drop shadows. Nobody thinks "that's dated" — they think "are they still trading?".
  • 03Features
    You want to add what the site can't do
    Booking, payment, client area, a link to your management software. Bolted onto a base that was never built for it, it holds for six months.
  • 04Tech
    Nobody wants to touch it anymore
    Abandoned plugins, an end-of-life PHP version, a bought theme that can no longer be updated. The smallest change turns into a quote.
  • 05Google
    Search rankings have been flat for two years
    Unreadable URLs, pages stacked with no structure, mobile added as an afterthought. You don't fix an architecture with keywords.
  • 06Autonomy
    Changing an opening time takes an agency
    You wait three days and pay for a callout to correct a phone number. A site you can't edit yourself always ends up being wrong.
  • 07Journey
    Visitors leave before they find it
    An endless menu, information buried three clicks deep, a twelve-field form. These aren't design details: they're the path between a visit and a call.
  • 08Results
    There's traffic, but nothing comes in
    That's the signal that counts. A site that gets visitors without producing a single enquiry doesn't have a colour problem — it has a structure problem.
Teardown

What I look at first, on any site

Six problems I find site after site. Thirty seconds on a phone is enough to spot them. Each one costs you calls. Or loses you customers.

  • Six seconds of white screen on 4G — they go back to Google and click the next result
  • Stutters on scroll: 40 scripts loaded to render three paragraphs
  • Everything shifts while it loads — you aim for one button, you hit another
  • Two scrolls before anyone knows what you sell — nobody makes the second one
  • Invisible on a trade + city search, the only one your customers type
  • The form lands in an inbox checked at night — they called someone else at noon

The last one is where the two halves of my work meet — see AI automation.

How it works
01
Audit & content
What you sell, to whom, and what the current site hides. We rewrite before we redesign.
02
Design
Mobile first, because that's where your clients are. You see it before a line of code.
03
Build
Clean, light, no plugin pile. Booking, quote form, menu, whatever the job needs.
04
Launch & handover
Redirects, analytics, a 15-minute video showing you how to edit it. It's yours.
The real risk

A rebuild must not cost you your search traffic

This is where most rebuilds go wrong: brand new site, changed URLs, and traffic that takes months to come back. So I start from the pages that already get visits: I keep the URLs that work, redirect the ones that change one by one, carry over the content that brings people in, and compare before and after. A prettier site that gets fewer visitors is not a successful rebuild.

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