Web development & CRO
We design and build websites around how your customers search: an architecture based on keyword research, performance within the Core Web Vitals thresholds, accessibility built into the code, and a conversion optimisation process driven by data rather than opinion.
“A new website should not be a design project with SEO bolted on at the end. Architecture, content and speed are decided before the first screen is drawn.”
How we approach every web project
SEO from the blueprint
The most expensive mistake in a redesign is agreeing the menu in a meeting and discovering later that there is no page for half the searches that matter, or that five pages are competing for the same one. We reverse the order: first we research how your market searches, group queries by intent, and only then decide which pages exist, what their URLs are and how they link to one another.
The result is a site map in which every page has a clear purpose and intent, a hierarchy that Google and AI assistants understand, and internal linking that channels authority towards the pages that generate business. If the site already exists and has traffic, the new architecture is designed alongside the redirect map, as we explain under SEO migrations.
Technical foundations
We build to meet Google's ‘good’ thresholds at the 75th percentile of real visits: LCP ≤ 2.5 s, INP ≤ 200 ms and CLS ≤ 0.1. INP replaced FID in March 2024 and measures responsiveness to every interaction, not just the first.
Learn moreWe use WCAG level AA as our benchmark: contrast, keyboard navigation, alt text, form labels and semantic structure. Directive (EU) 2019/882, the European Accessibility Act, has made accessibility a requirement for many digital services, such as e-commerce, since June 2025.
Main content present in the served HTML, without relying on JavaScript to show text, links or prices. This works best for Google and for AI crawlers, which often do not execute JavaScript.
Organization, LocalBusiness, Product, Article, FAQPage or BreadcrumbList depending on the page type, generated from the template so it never drifts out of sync with the content.
Learn moreOne URL per language, reciprocal hreflang, a language switcher that does not auto-redirect by IP, and content that is adapted rather than machine-translated without review.
Learn moreHTTPS throughout, security headers, spam-protected forms and cookie consent management in line with European rules.
Choosing a CMS
We have no favourite CMS. We choose based on who will edit the site, what it needs to do and how much maintenance you are prepared to take on.
| Platform | A good fit when… | Bear in mind |
|---|---|---|
| WordPress | Content sites, service businesses and blogs with a team that publishes often; you need flexibility and a large ecosystem. | Performance and security depend on the theme and plugins. It requires updates and maintenance discipline. |
| Shopify | Online shops that want to focus on selling, with payments, inventory and logistics handled by the platform. | Fixed URL structure (/products/, /collections/), filters that can create duplicates, and reliance on apps for advanced SEO features. |
| Webflow | Corporate and marketing sites with strong design and a marketing team that wants to edit without developers. | Less suited to large catalogues or complex logic; collection and localisation limits depend on the plan. |
| Static / headless | Maximum performance and control, content in a decoupled CMS and a technical team that maintains the code. | Every template change needs development. You must make sure HTML is generated on the server or at build time, not only in the browser. |
CRO
Conversion optimisation is not about changing the colour of a button. It is a process of research, hypotheses and measurement.
We define the steps that lead to an enquiry or a purchase and measure where people drop off, using GA4 and, where appropriate, heatmaps and session recordings with consent.
We analyse forms, messaging, objections and technical friction. We look at what customers ask your sales team and what your website answers.
Every idea is framed as a hypothesis with expected impact, confidence and effort. We start with what moves the most for the least.
With enough traffic, A/B tests with duration and sample size set in advance. With low traffic, sequential changes that are properly documented and measured.
SEO and conversion, together
SEO and CRO are often treated as separate disciplines, which leads to pointless conflicts: the SEO team wants more copy, the design team wants less; one asks for more pages, the other wants to simplify. We work on both with the same goal, which is turning searches into customers.
In practice, it means the page that ranks for ‘full home renovation Marbella’ answers what that person wants to know in the visible area (what is included, indicative timelines, service area, how to request a quote), shows verifiable evidence of your work and offers a clear next step. The copy Google needs and the copy the customer needs are usually the same, if it is well written.
Deliverables
Everything decided before development, documented so your team can understand and maintain it.
A fast, accessible site that is measurable from day one, with a controlled launch.
We coordinate with your legal adviser on the structure and technical implementation of the mandatory texts. We do not provide legal advice, but we make sure everything is published and linked.
FAQ
Yes. We design the interface from the architecture and the content, with a consistent component system. If you already have a brand identity or work with a design studio, we coordinate with them and focus on architecture, development, SEO and conversion.
That is the idea. We choose the CMS with the editors in mind, hand over documentation and train your team. The code and all access stay in your company's name.
If your current site has organic traffic, the project includes a URL inventory, a 301 redirect map and post-launch monitoring. A redesign without that work is the most common cause of traffic loss.
When the page gets enough conversions for a test to reach a reliable result in a reasonable time. Otherwise an A/B test just produces noise; in that case we apply research-based improvements and measure before and after.
Because they are part of Google's page experience signals and, above all, because a slow page or one that jumps around while loading converts worse. We measure with field data (from real users), not just lab tests.
We can, with a maintenance plan (updates, backups, performance monitoring), or combine it with an ongoing SEO and CRO service. We set this out in the proposal.
Related
Technical SEO: crawling, rendering, indexing, Core Web Vitals, site architecture, canonicals, hreflang, structured data, log file analysis and JavaScript SEO.
Core Web Vitals explained: LCP, INP and CLS thresholds, field versus lab data, the tools to measure them and how to improve each metric on your website.
Web analytics with GA4, Google Tag Manager and Consent Mode v2: measurement plans, Looker Studio dashboards and tracking of traffic from AI assistants.
Before designing anything, let's look at the traffic you have, what your market searches for and what the site should do. Start with an audit.