Everything you need to know before we start.

Projects are split into two payments — 50% to begin, 50% on delivery. The first payment confirms your spot and covers the analysis and strategy phase, which starts immediately. Once that work begins, it's non-refundable. The second payment is due when everything is ready to go live. No hidden fees, no surprises.

Less than you'd expect. I handle everything — copy, design, structure, materials. What I need from you is a detailed onboarding questionnaire at the start, feedback at two review stages, and your approval before anything goes live. Most clients spend 2–3 hours total across the whole project. The rest is on me.

Two rounds of revisions are built into every package. Before I design anything, we align on direction through the questionnaire and strategy phase — so surprises are rare. If something doesn't feel right, we adjust. What I ask for in return is specific feedback. "I don't love it" is hard to work with. "The tone feels too formal" or "I want it to feel warmer" is something I can act on immediately.

No. Most of my clients come to me without a defined brand — that's part of what we build together. The analysis phase covers your voice, your positioning, your visual identity, and your ideal client. If you already have a logo or colour palette you love, we work with it. If not, we build from scratch. Either way, you'll have a consistent identity by the end.

A web designer builds what you give her. I start before the design — with the analysis of your practice, the definition of your ideal client, the positioning strategy, and the conversion architecture of every page. The website is one output of that strategy. Most practitioners who come to me already have a website. It didn't work because it was built without positioning. That's the difference.

The system is designed to convert — not to generate traffic. When the right person finds you, they should understand your work, feel confident in your approach, and know whether you're a fit. That's what positioning does.

What it doesn't replace is traffic strategy. The package includes foundational SEO and blog content that builds organic visibility over time. But if you need significant audience growth, that's a separate marketing investment. What this system solves is a different problem: the people who DO find you are leaving unconvinced, or the wrong people are reaching you. Both are positioning problems.

You get a full video walkthrough so you can manage everything yourself. Depending on your package, you also get one or two rounds of post-launch edits included. After that, small updates are available at an hourly rate. The goal is that you feel confident owning what we built — not dependent on me for every change.

Before we sign, you choose your visual direction — that choice is written into the agreement. So by the time work begins, we're both already aligned on exactly where we're going.

During Phase 1, if something shifts and you want to change direction, that's possible with a signed amendment. From Phase 2 onwards — once design has started — the direction is locked. Changing it at that stage means rebuilding significant work, which falls outside the original scope.

Everything. Your website is hosted on your domain — no subscription, no platform lock-in. You get a password-protected visual editor where you can change text, images, colours, show or hide sections, and add new sections from your own pre-designed library. Materials are yours. Emails are in your account. Nothing is held hostage. Nothing requires my involvement to maintain.