Website & digital presence
Custom website relaunch
Most of the websites I come across aren't wrong. They're just unclear: the design and navigation are cluttered, and it's hard to tell at a glance what the business stands for, what you'd get – or why you should trust it.
You'll get …
- 1
A website that says what you stand for
Visitors see at a glance what you do, what they get and why they can trust you.
- 2
A clear next step
Every page has a job, and each one leads visitors where you want them to go: an inquiry, a booking or an application.
- 3
A foundation that grows with you
Easy to maintain without worry, visible to search engines and AI, and ready to take a chat, a knowledge base or internal areas.
01Intro
A relaunch puts this right by working through strategy, structure, content, design and tech – in that order. First we agree what the site needs to achieve (inquiries, bookings, applications, trust), then we plan the page structure and the routes to get there, and only then do we build. After more than twenty years of design and web work, this is my core business – and these days I build every website so it can do more later: easy to maintain without worry, visible to search engines and AI, and ready to take a chat, a knowledge base or internal areas.
Not every website needs AI, and not every business needs a relaunch – sometimes a targeted upgrade of the existing site is enough. And if it turns into something bigger, such as an internal area or a portal with logins, roles and approvals, I build that too. We then plan it as a separate application from the outset rather than a quick add-on to the website, so it's solid from day one.
02How it works
- 01
Pin down the starting point and the goal
What does the current website do – is it there to look good, or is it meant to sell? Which inquiries come in, and which ones should? Comparing the two gives us the target: what the new site needs to achieve, and how we'll measure it.
- 02
Plan the structure and user journeys
We plan the site's main goal, page structure, content, features and conversion paths before anything gets designed. Every page gets a job – and every visitor a clear next step.
- 03
A design that's yours
No off-the-shelf template look. The design comes from your positioning, so people recognise the business and the site builds trust before anyone picks up the phone.
- 04
Build it and add the content
Built on the right stack, with content we sharpen together rather than just copy across. Fast, clean on mobile, no dead weight.
- 05
Upkeep, measurement, room to grow
By the end, we've agreed who looks after what and how, what gets measured – and where the site can be extended later: companion, knowledge base, booking, internal areas. If you like, upkeep can work differently too: you tell your website in a conversation what needs changing – much as you're talking to Neo here.
03Stages
A relaunch doesn't have to be a major project – you can also start small and focus on your most important offer.
Starter: a focused one-pager
A landing page for your most important offer – a fresh look for the core of the business without touching the rest of the site. Often a trial run for the bigger solution.
Next step: the full relaunch
Structure, content, design, conversion paths and maintainability – the whole website is rebuilt from the ground up.
Full build: AI-ready from the ground up
From day one, the relaunch is built as a data foundation: structured content, a content model for a companion and knowledge base, and optional adaptive elements – like this website.
04Try it yourself
The homepage of a fictional trades business, as visitors experience it today. Hover over “Services”, then start the relaunch – and try for yourself how an inquiry reaches the business.
05Technical implementation
- The stack depends on the project: a coded Astro website for maximum control and speed, Webflow for sites you want to maintain visually, or an existing CMS as the base.
- Recurring content (services, case studies, team, FAQs) sits in a CMS layer as structured fields – which keeps the site easy to maintain and, later on, usable by AI.
- Hosting depends on the stack: Vercel or Netlify for coded websites, Webflow hosting for Webflow – recommended on the basis of need, not habit.
- Forms and contact: a clean back end, or integration with your existing system (email, CRM, booking tool).
- The basics are always included: page speed, mobile build, technical SEO, structured data, and tracking once data protection has been checked.
- Optional, as a separate layer: a chat/companion as a website component with its own back end – planned in from the start, even if it's added later.
for context · This shows how something like this usually gets built – not how it has to be built for you. What actually fits is worked out in the project: around your existing setup, your team, and what stays easy to maintain.