Services
Build it. Advertise it. Get found.
Five services that are usually split between a web developer, an agency and an analyst — done by one person, so nothing falls between them. On Google, and in the AI answers more and more people rely on.
Web development
Websites that are fast on a real phone.
Websites and web applications built by hand, on whatever suits the job — a fast static site, a headless CMS, WordPress or Shopify, or a bespoke app on the stack you already run. No page builders and no theme stacked with plugins: just the code the page needs, which is why it loads quickly and keeps loading quickly.
- Marketing sites, customer portals and web apps
- Accessible to WCAG 2.1 AA as standard
- Built to pass Google’s Core Web Vitals on a real phone
- Editable content through a simple CMS where you need it
- Rescue work: inherited codebases, broken builds, slow sites
Landing pages
One page, one search, one action.
A landing page does a single job: turn the person who clicked an ad into an enquiry. It is written for the exact search that brought them, loads before they lose interest, and asks for one thing.
| Structure | Headline matching the ad → proof → offer → form |
|---|---|
| Form | Short, spam-protected, tested with a real submission |
| Tracking | Enquiry recorded as a conversion, after consent |
| Hosting | Your own domain, SSL, served from a CDN |
Google Ads (PPC)
Campaigns managed by hand, down to the search term.
Google Ads rewards detail and punishes defaults. Most wasted spend comes from a handful of settings nobody checked — so they get checked, every time.
- 01
Audit or brief
What you sell, where, to whom, and what a lead is worth to you. Existing accounts get a line-by-line audit first.
- 02
Structure
Tightly themed ad groups, match types chosen deliberately, and a negative keyword list in place before a penny is spent.
- 03
Message match
Ad copy and landing page written together, so the headline someone clicks is the headline they land on.
- 04
Tracking
Enquiries and calls recorded as conversions and tested end to end, so bidding optimises for leads, not clicks.
- 05
Manage
Search terms reviewed, negatives added, bids and budgets adjusted — then reported in plain numbers each month.
| Setting | What it costs you |
|---|---|
| Location set to “interest” instead of “presence” | Your ads show to people merely researching your area, not people in it. |
| GA4 key events assumed to be Ads conversions | Google Ads can’t see them until they’re imported, so Smart Bidding has nothing real to optimise for. |
| Broad match with no negatives | Budget drains into searches that were never going to buy. |
| Ads pointing at the homepage | The visitor has to hunt for what the ad promised. Most won’t. |
| Pausing one ad instead of its ad group | The other ads in the group keep serving, so spend carries on where you think it stopped. |
View data
| Period | Value |
|---|---|
| W1 | 9 |
| W2 | 8 |
| W3 | 11 |
| W4 | 12 |
| W5 | 12 |
| W6 | 15 |
| W7 | 16 |
| W8 | 15 |
| W9 | 19 |
| W10 | 20 |
| W11 | 22 |
| W12 | 24 |
Tracking & reporting
Plain numbers, every month.
Tracking is set up before the ads go live and tested end to end — a real enquiry, seen arriving in GA4 and in Google Ads. Then each month you get a short report: what was spent, what came back, and what changes next.
- GA4 with a cookie-consent banner that actually blocks tags
- Form and call conversions imported into Google Ads
- Monthly report: spend, clicks, enquiries, cost per enquiry, search terms
- Your accounts, in your name — you keep full access
AI search visibility
When customers ask AI, be the business it names.
Search is shifting from typing keywords to asking questions — in Google’s AI Overviews and AI Mode, in ChatGPT, Gemini, Perplexity and Copilot, and out loud to Alexa+ and Siri. The answer usually names just a few businesses. This is the work that makes you one of them.
- Google AI Overviews
- Google AI Mode
- ChatGPT
- Gemini
- Perplexity
- Microsoft Copilot
- Alexa+
- Siri
Answer-first content
Pages that answer real customer questions in plain, specific sentences — the kind an AI can quote word for word.
Structured data
Schema markup that spells out who you are, what you do, where, when and for how much — in the format machines read.
One consistent identity
Your name, address, services and hours matching across Google, Bing, Apple and the directories AI assistants check.
Reviews and mentions
AI assistants lean on what other people say about you. A steady flow of genuine reviews and mentions is now visibility.
Open to AI crawlers
Fast, server-rendered pages, a robots.txt that lets AI search crawlers in, and an llms.txt summary for the tools that use one.
Monthly AI visibility checks
The questions your customers ask, put to the major assistants every month — so you see whether you’re named, and what’s said.
The honest bit
Nobody can guarantee an AI assistant will recommend you — anyone who promises that is guessing. What I can do is make your business the clearest, most consistent and best-evidenced option for it to find, understand and quote. Then check, every month, what it actually says.
This site does it too
Structured data on every page, AI crawlers welcome in robots.txt, and a plain summary at llms.txt.
Conversion & testing
Every page is tested until it can’t be beaten.
A landing page is never finished. I test headlines, copy, images and buttons against each other, watch the results live, and keep only what the numbers prove — so the same ad budget buys more enquiries each month.
Dynamic message matching
The page headline adapts to the search that triggered the ad, so every visitor lands on words that mirror their own.
Live conversion tracking
Every form, call and click recorded as it happens, so decisions are made on today’s numbers, not last month’s.
Continuous split testing
Headlines, copy, images and buttons tested against each other. Winners stay, losers go, and the page keeps improving.
Speed you can measure
Hand-built pages that load fast on a real phone — because every second of waiting costs conversions.
The landing page rules I don’t break
One page, one goal
Every extra link is a way out. The page asks for one thing, and everything on it points there.
The headline repeats the search
Someone who searched “boiler repair Leeds” should read “Boiler repair in Leeds” first — not a slogan.
The button is the only thing in its colour
If the call to action shares a colour with anything else, the eye has two places to go. It gets one.
Buttons say what happens next
“Get my free quote”, never “Submit”. People click on outcomes, not on instructions.
Real photos over stock
Your van, your team, your work. Stock photography reads as an advert, and visitors scroll past it.
Proof sits next to the ask
Reviews, accreditations and guarantees go beside the button — where the doubt happens.
Short forms win
Only the fields you need to call someone back. Every extra field costs enquiries.
Fast on a phone, or it doesn’t ship
Most ad clicks come from mobiles. A page that stalls on 4G loses visitors you’ve already paid for.
AI-assisted advertising
Stand out in a crowded auction.
When every competitor bids on the same keywords with the same message, the ad that says something different wins the click. AI lets me find those differences and test far more of them — with a person accountable for every word that runs.
- Price / cheapest7/9Crowded
- Speed / same day5/9Crowded
- Reviews / trust3/9Crowded
- Local / Leeds-based2/9Open
- Guarantee1/9Open
The opportunity: lead with the angles nobody owns, so your ad isn’t the eighth one saying “cheapest”.
- 01
Map the market
AI reviews the ads your competitors are running and shows which angles are crowded — and which nobody owns.
- 02
Generate the variety
Dozens of headline and description variations across different angles: price, speed, trust, local, guarantee.
- 03
Let the auction decide
Google’s responsive search ads and Smart Bidding rotate the variations, and the data shows which ones win.
- 04
A human signs off
Every ad is read and approved by me before it runs. On-brand, accurate, policy-safe — never AI filler.
What AI does
- Maps the ads competitors are running, and the angles they crowd into
- Drafts dozens of headline and description variations per ad group
- Adjusts bids auction by auction with Smart Bidding
- Surfaces patterns in search terms worth acting on
What I do
- Set the strategy, the budget and what a lead is worth
- Read, edit and approve every ad before it runs
- Keep claims accurate, on-brand and within Google’s policies
- Decide what to test next, and when a result is real