Stock people
Photographs of models pretending to be your staff or your customers. Visitors recognise them and quietly discount everything else on the page.
From $1,900 with a migration · from $2,400 from scratch
Website design.
Sites designed and built as static files: fast, cheap to keep online, and owned outright by the business. Designed per business, not assembled from a template with the colours changed.
What you get
A designed site, real content, mobile designed rather than reflowed, search and AI markup from the first day, and the files handed over in your name. Revisions within scope until you approve it.
Pages
Five to eight, agreed before work startsScope is fixed in writing. New scope is re-quoted rather than absorbed quietly, so nothing stalls halfway.
Design
Per businessType, colour, grid and rhythm chosen for you. Components that are hard to build — a before-and-after slider, a 3D case viewer, a scroll-driven sequence — are reused from a tested library, but page design is not.
Copy
Structured and drafted, corrected by youYou know the business; I write the structure and the first pass, you fix the facts. Nothing is invented — no testimonials, no case counts, no numbers you cannot stand behind.
Images
Real, and compressed properlyYour photography, directed if you need it. Never stock people pretending to be your customers, never AI-generated imagery in a professional or medical context.
Mobile
Designed, not reflowedChecked at 375, 768 and 1440 pixels with a horizontal-overflow test, because most of your visitors are on a phone.
Search
Titles, descriptions, structured data, sitemapLocalBusiness data with a consistent name, address and phone; Service data on service pages. Markup that matches what is visible on the page, which is the only kind that survives.
Speed
Static files on a global networkNo database, no server to keep alive, nothing to patch. It is difficult to make a static site slow.
Handover
Files and account in your nameThe Cloudflare project is yours. If you never speak to me again, nothing switches off.
Things I will not put on your site
A short list, applied to every project including this one. Each item is a thing that makes a site read as generic, and every one of them is a decision someone made rather than an accident.
Invented numbers
“500+ happy clients” when nobody counted. If a number goes on the page it comes from you, and I will ask where it came from.
AI-generated medicine
Synthetic clinical imagery on a professional site. In dentistry and healthcare the pictures have to be real cases, or they are a liability rather than a proof.
Hype adjectives
Cutting-edge, revolutionary, game-changing, world-class. They carry no information and they read the same on every website in every industry.
Cards inside cards
Three levels of box with a border on each. It looks like a dashboard, not a document, and it makes everything equally unimportant.
Purple gradients
Along with emoji bullet points and the same four illustration styles. They are the visual signature of a site nobody designed.
How a project runs
Brief, direction, build, check, ship. You see it early and often, and no stage starts before the previous one is approved, which is what stops a project drifting.
- The brief — about an hourWho the site is for, what you want them to do, what is actually true about the business, and what “finished” means. Written down and agreed, so we are both looking at the same thing.
- Direction — a dayType, colour and layout decided and shown as a real page rather than described in adjectives. You approve a direction before anything is built on top of it.
- Build — three to five daysPages built for real, on a preview address you can open on your phone. Nothing is a mock-up you have to imagine working.
- Check — a dayEvery page at three screen widths, console errors, broken images, horizontal overflow, contrast, keyboard access, and a search-markup validation. Numbers, not opinions.
- Ship — an hourDomain pointed, mail records verified, backups made in three places. Then it is yours.
Where the hard parts come from
A component library built and proven on earlier projects: scroll-driven film, an interactive 3D case viewer, a before-and-after wipe, a review marquee. Built once, installed since, never rebuilt from a description.
Most agencies cannot put a real 3D case or a real clinical film in a hero, so they use a photograph. Those pieces exist here because they were built for real projects and kept: the surgical scene on the Aruba Dental Lab site is rendered live in the browser from actual case geometry, and the clinic's opening film is scroll-locked, not a loop.
If your business has something real to show — a workshop, a machine, a case, a process — that is the strongest asset the site can have, and it is worth more than any amount of design on top of a stock photo.
Questions about design
What does a website cost with you?
$1,900 if there is an existing site to move and redesign. From $2,400 from scratch. Half up front, half when you approve. Both include search markup, mobile layouts, and the first year of hosting at $0. Full pricing.
How many revisions do I get?
Revisions within the agreed scope until you approve it. New scope is re-quoted rather than absorbed quietly, so nothing stalls.
Who writes the copy?
You know the business; I write the structure and the draft, you correct the facts. I do not invent numbers, testimonials or case counts for a client page.
Do you use templates?
No. Reusable components, yes — a slider or a 3D viewer is built once and reinstalled. Page design is done per business.
How long does it take?
About a week of working days for a five-to-eight page site. I work roughly 25 hours a week, 09:00 to 14:00 Aruba time, Monday to Friday, and I take one project at a time so nothing waits behind something else.
Tell me about the business first.
Not the website — the business. What it sells, who buys it, and what you want a visitor to do. The site follows from that, and the first conversation costs nothing.