Website Engineering
Full-stack engineering with a bias toward simplicity, longevity and business ownership. Modern React (TanStack Start) on Cloudflare Workers. No frameworks a client cannot understand in a week.
Services
Ten capabilities. One integrated practice.
Applied together across every engagement. Not a service menu — a way of working.
These services are described in engineering language because that is what most of the work actually is. But the underlying philosophy is a business one, developed over more than a decade of running the sort of small, credibility-driven businesses this practice exists to serve.
The aim is rarely a dramatic redesign. It is a website that is clearer, faster, better structured, more honestly presented and more useful to the people who actually visit it. Websites and SEO work well when they are treated as part of a wider effort to improve how a business presents itself and performs online — not as isolated technical exercises.
AI has accelerated the delivery of this work significantly. It has not replaced the judgement, sector experience or accountability behind it, and the practice is deliberately structured so that it never will.
SEO
Technical SEO as an engineering discipline. Entity-first architecture. Historical URL audits. Redirect strategies that respect real authority and retire real clutter. No content mills, no link farms.
AI-assisted Development
AI used the way a senior engineer uses it: to compile intent into code faster, not to replace the intent itself. Every prompt, every generation, every commit reviewed by a person accountable for the outcome.
WordPress Modernisation
Moving businesses off legacy WordPress without losing anything they actually built. Content preserved verbatim. Search authority preserved. Images consolidated into owned infrastructure. Plugin surface eliminated.
Website Migrations
Audit-first migrations. Every historical URL classified: keep, 301, or 410. Zero chains. Zero loops. No homepage dumping. Complete redirect register documented and validated post-launch.
Entity SEO
Sitewide @graph. Stable @ids. Verified sameAs. Schema treated as a first-class engineering artefact, not a plugin's afterthought. Person, Organization, ProfessionalService, Service, Article, Breadcrumb, FAQ, ImageObject.
Digital Asset Ownership
The site is a business asset. So are the images, the copy, the schema, the repository and the deployment. Every one of them ends up in the client's ownership. No third-party CMS lock-in. No CDN dependencies the business cannot cut.
Disaster Recovery
Documented restore paths for every project. Target RTO: four hours to a running preview from a clean environment. Repository is the source of truth. Images live at immutable URLs that survive any platform change.
Technical Consulting
Senior engineering judgement for businesses that are too small to justify a full-time CTO but too serious to hand critical infrastructure to a marketing agency.
Business Strategy
Aligning the website with what the business is actually trying to do. Positioning, entity structure, network architecture. The website as a business decision, not a marketing project.
See how these apply in practice across nine live businesses in the case studies, or read the underlying methodology.