Structure, thinking, and execution across real and concept projects.
This page shows both real client work and concept projects. Each is clearly labelled. The goal is not to showcase aesthetics — it's to show how I think about structure, user flow, trust, and conversion.
London Dental Clinic
Conversion concept — Healthcare, London
This concept project was created to demonstrate how a private dental clinic website can be restructured for trust, clarity, and enquiry flow. It is not presented as a live client result.
Service businesses in healthcare often have strong demand but weak digital conversion. Visitors arrive with intent but leave without acting — not because the offer is wrong, but because the website doesn't support the decision. This concept addresses that directly.
The common problem
- Homepage doesn't communicate what makes the clinic different
- No clear path from arrival to appointment
- Services buried in generic copy
- No trust signals visible above the fold
What the concept addresses
- Clear positioning and service hierarchy from the first screen
- Structured journey from awareness to booking enquiry
- Trust signals placed at key decision points
- Strong, specific calls-to-action on every page
This is how I think about service-business conversion. The same structural logic applies to any business where enquiry volume depends on the website doing its job.
KZE Organic Beauty
E-commerce website — Organic skincare
KZE is an organic skincare brand that needed a website built for real purchase intent — not just to look like a shop. The existing digital presence was brochure-like: products were listed, but the experience didn't support discovery, trust, or buying decisions.
The project involved full design, structure, content organisation, and implementation — focused on making the store genuinely usable and trustworthy for first-time buyers.
The brief
- Products listed but not presented with intent to sell
- No clear category or discovery flow
- Trust pages absent — no About, Story, or Ingredients logic
- Brand identity not carried through the shopping experience
What was built
- Full e-commerce site with clear category and product structure
- Product pages designed to support purchase decisions
- Trust pages: About, Ingredients, Brand Story
- Blog and content structure to support organic discovery
The outcome is a fully usable store with a clearer product journey, stronger credibility, and a foundation built for long-term growth.
Cimax
B2B website — Technical solutions business
Cimax operates in the technical solutions space — a sector where websites are often cluttered, jargon-heavy, and structured for internal logic rather than for the decision-makers who need to understand and act on what's offered.
The project was a full website build focused on simplifying a complex offer, improving navigation clarity, and building a more credible digital presence for B2B enquiries.
The brief
- Complex offer presented without clarity or hierarchy
- Navigation structured around internal categories, not user needs
- No strong path toward demo or quote enquiry
- Digital presence didn't reflect the quality of the business
What was built
- Structured navigation built around solutions and use cases
- Clear solutions hierarchy for decision-maker audiences
- Expertise and track record surfaced throughout
- Stronger path toward demo request and quote enquiry
The result is a more professional, clearer digital presence that communicates the offer accurately and supports the next step for prospective clients.
How this page works
Concept projects show how I think about structure, user flow, and conversion. Real projects show actual builds delivered for clients. I will always be transparent about that distinction — concept work is clearly labelled as such, and real work is presented accordingly. I won't claim a live result from a concept, and I won't obscure what was actually built and shipped.
Want this level of clarity and structure for your business?
Tell me about your website and what it's not doing. I'll show you exactly where the problems are.