Design That Serves Your Business
A website isn’t art. It’s a business tool. Every design decision should answer one question: does this help visitors become customers?
I design websites that build trust the moment someone lands on the page. Professional appearance that matches the quality of your service. Clear paths to booking, calling, or enquiring. Mobile-first because that’s where your customers are. Distinctive without being distracting.
The Problem With Most Web Design
Generic templates make you invisible. When your website looks like every other business in your industry, visitors can’t tell why they should choose you. Templates are designed for everyone, which means they fit nobody.
Pretty but not functional. Some websites look beautiful but don’t make the phone ring. Visitors admire the design, scroll through the pages, then leave without booking or enquiring. Design should guide action, not just impress.
Design that doesn’t translate. Many designers create mockups that look perfect on screen but fall apart when developers try to build them. The gap between mockup and final site happens when designers don’t understand web constraints. You end up with something that looks nothing like what you paid for.
Template Design
- Same look as hundreds of competitors
- Limited layout options
- Generic stock imagery
- Designed for everyone (fits nobody)
- Mobile as an afterthought
Custom Design
- Unique to your brand and market
- Every element serves a purpose
- Photography direction included
- Designed around your specific customer journey
- Mobile-first from the start
The Design Process
Discovery (Week 1)
I start with a working strategy session. This isn’t a questionnaire. I review your competitors’ sites and identify what works and what doesn’t in your market. I map your customer’s decision journey from first visit to booking or enquiry. I define exactly what each page needs to accomplish.
By the end of discovery, you have a clear picture of what your site needs to do and how design can make that happen.
Wireframes (Week 2)
Wireframes are grayscale layouts showing content hierarchy, button placement, and user flow. No colours, no polish. This is where I make structural decisions about what goes above the fold, how services are presented, where trust signals sit.
You approve the structure before I add any visual design. This is the cheapest stage to make changes. One round of revisions included.
Visual Design (Weeks 3-4)
With structure approved, I build the visual identity. I create a full design system in Figma with colours, typography, spacing, and reusable components. Every page is designed for both desktop and mobile. Mobile-first means I design for mobile screens first, then enhance for desktop. This ensures the experience works on the devices your customers actually use.
The design system documents every colour value, font size, and spacing token. This gives developers everything they need to build the site exactly as designed. One round of revisions at this stage.
Prototype and Handoff (Week 5)
I deliver an interactive Figma prototype. Click through the full site experience before a single line of code is written. This lets you preview the user journey and catch any issues early.
Developer handoff includes:
- Design system documentation (every token and component documented)
- Asset exports (all images, icons, and graphics ready to use)
- Developer notes (specifications for any interactions or behaviours)
What You Get
| Deliverable | Description |
|---|---|
| Discovery and strategy session | Competitor review, customer journey mapping, page goals |
| Wireframes for all pages | Grayscale layouts showing content hierarchy and user flow |
| Full Figma design system | Colours, typography, spacing, reusable components |
| Desktop and mobile designs | Every page designed mobile-first, then enhanced for desktop |
| Interactive prototype | Clickable Figma prototype to preview the full site experience |
| Design tokens documentation | Every colour, font, and spacing value documented for build |
| Developer handoff assets | All images, icons, and graphics exported and ready to use |
| Two rounds of revisions | Feedback cycles at wireframe and visual design stages |
Pricing
Design projects start from £3,500. The price scales with scope and coverage, not page count. A site targeting three local areas costs less than one covering an entire region. I quote based on what your business actually needs to achieve.
Every project includes two rounds of revisions at each stage (wireframe, visual design).
Frequently Asked Questions
Can I take the designs to another developer? Yes. You own the Figma files completely. I provide full developer handoff documentation so any competent developer can build from my designs.
What if I don’t like the design direction? That’s what the wireframe stage is for. I don’t start visual design until you approve the structure. You get two rounds of revisions at each stage.
Do you use templates? No. Every design is custom. I use established patterns when they work, but the visual identity is unique to your business.
How long does it take? Typically 4-5 weeks from kickoff to final delivery, assuming timely feedback at each stage. Rush projects are possible for an additional fee.
