25+ years building the web
Websites, eCommerce, and web applications — delivered AI-first.
My Experience
From hand-coded websites in the late 90s to AI-first SaaS today, I've spent over 25 years building websites and software — as an engineer, a founder, and in CIO/CTO/COO/CMO roles across various industries. My specialism is eCommerce and web applications: systems that make money, take bookings, and run businesses.
The last two years has seen massive change; my engineering team is now AI — shipping in days what would have taken months. Often AI is also built into the products themselves: chat interfaces, automation, second-brain systems.
Ed Ralph — Principal Consultant, Doctrine
Capabilities
Simple but Bespoke Websites
Marketing and brochure websites done properly — fast, SEO and AEO optimised, and built to convert. Every site ships with self-editing built in: you update it yourself, by chatting with an AI.
- • All the usual sections, plus a contact form straight to your inbox
- • Self-editing via an AI chat interface — no CMS training, no tickets
- • Hosting, performance, and SEO fundamentals handled
Sophisticated Web Applications
Standalone, web-based business systems and AI-first SaaS. From eCommerce to booking platforms, portals, and internal tools — software that runs the business, not just describes it.
- • eCommerce and payments
- • Booking and scheduling systems
- • Customer portals, dashboards, and internal tools
- • AI capabilities built in: chat, automation, second-brain systems
Bespoke Systems on CRM & ERP
Custom applications that sit on top of, and leverage, your CRM or ERP. Your data already lives somewhere — we build on it rather than duplicating it.
- • Salesforce and ERPNext ecosystems
- • Custom apps, integrations, and process automation
- • AI layered over your existing business data
- • Email Marketing Automation
Pricing
£99/month
marketing website
£1,000s/month
bespoke build or revenue share
the middle · where agencies go to die
We work in the extremes. Either a simple subscription website at £99 a month, or a serious bespoke build. Nothing in between — the middle is where agencies go to die, and where clients get mediocre work at premium prices.
Marketing website
Website Plan
£99/month
No upfront build cost
- • Custom-designed for your business — never a template
- • Marketing-style website with the usual sections
- • Contact form straight to your email
- • Self-editing via AI chat interface
- • Hosting included
- • Up to 1 hour of support per month
What it isn't: no eCommerce, no custom features, no integrations. That's what the bespoke tiers are for.
Support quota
Resets monthly
25% used
Tracked live in your admin dashboard
Bespoke build
Bespoke Retainer
£3,000*/month
During the build phase, minimum 3 months
- • Bespoke web application or CRM/ERP system
- • Monthly retainer while we build
- • Reverts to a support & hosting subscription after go-live, based on hours of support per month (e.g. 6 hours/month is £1k)
- • Email marketing automation
- • GTM support - Google Ads / LinkedIn
- • Scope and pace agreed per engagement
* typical monthly cost
Bespoke build
Revenue Share
% of revenue
Minimal build fee
- • A business partnership, not just a build
- • We advise and work to increase conversions and improve operational efficiency
- • Minimal upfront build fee
- • Percentage of revenue
- • Typically a 3-year term
- • Eligibility evaluated on case-by-case basis
- • We only win when you do