The feedback
My brother, who's spent years working inside big companies, had a look over this site.
The good news came first. He said it looked great, and that the pricing was spot on. Then came the useful part: the home page looked like it was aimed at developers, not business owners. In his words, "half of this is tech talk".
He was right. I build websites and AI tools for small businesses: tradies, local service businesses, shops and property people. They don't care what I build with. They care about enquiries, showing up on Google in their suburbs, faster quotes and less admin. My site was busy describing the engine when people wanted to know where the car could take them.
What I kept
I didn't throw the look away. The dark, polished, slightly techy feel stays. It's part of how I work, and the feedback was clear that the design itself was doing its job.
What changed is what the design shows, and what the words say.
What changed
- The typing window at the top of the home page. It used to type out build commands and speed scores. Now it types an example day at a local business: a new enquiry about a bathroom leak, a quote sent, a site visit booked, a #3 spot on Google for a local search and an invoice paid. It's clearly labelled as an example.
- The scrolling strip under it. The row of developer tools is gone. It now lists the kinds of local businesses I build for, from plumbers and locksmiths to strata managers and tourism operators. If you're curious about the tech, there's a small link to my About page.
- The numbers. The technical scores became things you can check or hold me to: 13 projects built (all on the work page), a reply within one business day, a fixed price agreed before I start, and based locally, across the Gold Coast & Brisbane.
- The AI section. Instead of a technical demo, it shows an owner asking their AI assistant to draft a reply to a customer who wants a quote for a balcony repair, with the draft ready to check before it goes out.
- The AI page. A panel of technical test scores became an illustrative before and after for everyday jobs, like drafting a quote in 10 minutes instead of 45. It's labelled as an example, because every business is different.
- The words, everywhere. The services, pricing and FAQs now say what you get rather than how I build it, and the FAQs have a new question: "I'm not technical. Is that a problem?" (It isn't.)
- The About page, on purpose. One page still leans into the tech for anyone who's curious: a terminal-style "whoami" card, the stack I build on, and a commit log of real project milestones. Everywhere else, the tech stays in the background where it belongs.
What I learned
Good feedback is specific. "Looks good" is lovely to hear, but it doesn't change anything. "Half of this is tech talk" told me exactly what was wrong and where to look. If you ask people for feedback on your own website, ask them to point at the bits that lost them, and ask someone who'll be honest with you.
Know who you're talking to. It's easy to write for people like yourself. I build things for a living, so I wrote like someone who builds things. But my customers are business owners, and every line on this site should make sense to someone who has never heard of the tools I use.
The same goes for your website. It's tempting to write for your industry peers, with the terms you use on site or in the office. Your customers don't use those words when they search, and they don't read them with confidence when they land on your page. Write for the person deciding whether to call you.
Your website isn't for you. It's for the customer who's deciding whether to pick up the phone.
Have a look
Take a look at the new home page and tell me if anything still reads like tech talk. I'd genuinely like to know. You can also see the projects behind the promises on the work page.
Writing for the customer, not the industry, is a big part of how I approach website design and build. And if your own website talks about you more than it talks to your customers, let's fix that together.