There's never one tool that fixes everything.
Tracking, the website, the CRM and ads each need their own tool. We choose them and connect them, so the numbers agree from the ad to the sale.
Each tool does one job. We connect them.
Website
Somewhere worth sending people, that your team can change without a developer.
Astro + KeystaticThe site you're reading is built with Astro and edited in Keystatic. Pages go out as plain, fast HTML, every edit is saved in Git, and when we need something custom we write it into the same project.2 builds
CloudflareSits in front of our sites and tools: DNS and caching, Workers, R2 storage, Access, Turnstile and Pages.8 builds
FigmaWhere we draw the layout and agree it with you before anything is built. Websites, landing pages and ad statics all start in the file.
GitHubWhere our code lives. Code changes are pull requests that are read first, and CMS edits are commits that run checks before they deploy.3 builds
ShopifyShopify runs the products and checkout behind a store we build, and we send purchases to the ad platforms from the server, so ad blockers and checkout scripts don't lose them.1 build
WebflowWe're a Webflow Certified Partner. Your team can edit the pages without a developer, and the tracking and forms are wired in before launch.5+ client stories · 1 build
Tracking
Every visit, form and sale tied back to where it came from.
GA4Counts sessions and events. We check it against the raw data before we report from it.5+ client stories · 1 build
GSCShows which searches bring people to a site and which pages Google has indexed. We check it after every launch, migration and batch of new pages.
GTMHolds every tag, in the browser and on the server, so a change goes in once and gets tested before it goes live.5+ client stories · 2 builds
StapeStape runs the server side of our tracking. Tags load from the client's own domain, and the server passes each conversion on to GA4, Google Ads and Meta, so fewer get lost to ad blockers and Safari.1 build
Data and reporting
One set of numbers everyone works from, and reports your team can actually read.
BigQueryKeeps the raw GA4 and CRM data, so we can join a visit to the lead it produced and check any report against the rows.1 build
Google CloudCloud Run hosts the web tools we've built: three journey analysers, which read their data from BigQuery, and the TechStack Analyser, which doesn't need it. There's no server for us to look after.2 builds
Google SheetsWhere every form fill on this site lands first, and where we keep reports, plans and small client tools.
Looker StudioWhere our client reports live: weekly and monthly dashboards the whole team can open, built on data we've checked.
CRM and follow-up
Every enquiry followed up, every customer remembered.
Cal.comThe calendar behind the Book a call buttons on this site. You pick a time in a pop-up without leaving the page, and the booking carries your visitor ID, so we can match it to the visit that brought you in.
HubSpotThe CRM we set up for clients with a sales team. Forms, email, deals and reports sit on one contact record, and every lead keeps the ad it came from.1 build
KlaviyoEmail and SMS for online shops. It knows what each shopper browsed, left in their basket and bought, so the right email goes out on its own. It's the one we'd pick for a shop.
NotifuseOur own email platform: campaigns, automations and transactional email, sent through SendGrid, Resend or a real Gmail inbox. It does what most businesses pay Mailchimp for, on one small server.1 build
ResendThe sending service behind our follow-up emails and our new-lead alerts. Notifuse and n8n write the message, and Resend gets it to the inbox.2 builds
SalesforceYou keep Salesforce. We make sure each lead keeps the ad it came from, and show which ads became pipeline.1 build
SendGridThe delivery service for our marketing email. We build the campaign in Notifuse, and SendGrid sends it from the company address, or from Ben or Cam.
Twenty CRMOur CRM and task board, on our own server with no per-user fees. Leads from our contact and landing-page forms and our Meta lead forms land in it as a person and a deal, with the campaign they came from attached.2 builds
Automation
The wiring that moves a lead from one tool to the next.
HetznerHetzner rents us the servers our own tools run on: Twenty, n8n, Notifuse and HeadshotAI, each on its own machine in Germany. The price is capped every month, and the data sits on servers we chose.2 builds
n8nAutomation that scales with you, not against you. We run n8n on our own server, so scaling is free and every run is visible, to people and to our agents.3 builds
PlaywrightPlaywright drives a real browser from code. It renders pages for the TechStack Analyser and screenshots and checks our own site builds, so we see what a visitor sees.1 build
Self-hosted toolsOur CRM, automation, email platform and headshot tool run on four servers we rent in Germany. We self-host only when a named person patches the server and is on call for it. Otherwise we use the maker's cloud plan.2 builds
TwilioTwilio runs our main phone line. It owns the numbers, speaks the menu, listens for the key the caller presses, records voicemail and sends the texts.1 build
AI
Faster drafts and faster builds, with a person checking the result.
AnthropicClaude does the planning, the hard builds and the reviews, through Claude Code. Opus for the hardest jobs, Sonnet for routine build work, Haiku for simple runs.
Claude CodeThe AI we trust most to change our code. It plans the work, builds the hard parts, briefs Cursor's agents on the rest and reviews what comes back. A person decides what goes live.4 builds
CursorThe editor we build in and the best place we've found to run Claude Code. Its own agents take the clear-cut coding jobs, on models that come with the plan.7 builds
ElevenLabsElevenLabs gives our main phone line an AI assistant. It answers from our website, collects the caller's details and texts us a summary.1 build
FirefliesRecords and transcribes our calls, so what was agreed gets written down and filed rather than remembered.1 build
Google GeminiGemini is the AI inside some of the tools we host on Google Cloud. It also makes website images and takes notes on some calls.2 builds
GrokRuns our bots on their own cloud computer, so routine checks happen without anyone's laptop being open.
Ads
Ad spend, once the website and tracking are ready for it.
Google AdsSearch for leads, Shopping and Performance Max for online shops. Conversion goals match what the business actually counts, and real leads and sales go back to Google.5+ client stories
LinkedInAds for B2B clients whose buyers are best found by job title and company. We check the list match before spending, then follow the leads into the CRM.
MetaReaching people who aren't searching yet, and following up the ones who left, once the website and tracking can take the visits. Conversions go in from the server.
Microsoft AdsMicrosoft Ads runs search ads on Bing and Microsoft's other placements. We run it next to Google Ads, with a conversion tag that counts the form fills that matter.
Also in the toolbox
Planning, design and the everyday tools around the work.
Adobe PhotoshopFor the image jobs a layout tool can't do: retouching, cut-outs and product image templates that every picture has to match.
GoogleTen Google products under our client work: Ads, Analytics, Tag Manager, Search Console, Cloud, BigQuery, Looker Studio, Sheets, Workspace and Gemini.- Google WorkspaceWhere our own work happens. Mail, calendar, Docs, Sheets and Chat share one login, and a new website enquiry lands in a Chat space the moment it's saved.1 build
What a working stack looks like.
Pick your kind of business. The four jobs stay the same, but the tools change.
Service businessEvery enquiry traced from the first ad to a booked call.
EcommerceEvery order traced back to the visit that started it.
B2B and SaaSEvery lead followed from the first click into the sales pipeline.
- 1
Website
A site that makes it easy to call you or book in.
A shop that loads fast and makes checkout easy.
A site that explains what you sell and books the demo.
- 2
Tracking
Every call and booking traced to the ad that sent it.
Every order tied back to the ad or email that sold it.
Every lead traced from the first visit to the signed deal.
- 3
CRM and follow-up
Every enquiry answered fast, so none go cold.
Emails and texts based on what each shopper bought.
Every lead in the pipeline, with its whole history.
- 4
Ads
Ads reach the people who haven't heard of you yet, and that's where growth comes from. Steps 1 to 3 make sure the spend turns into customers you can count, so you know when it's safe to spend more.Work out what you can spendMore booked calls from people searching for you.
More orders, and you can see what each one cost you.
More demos from the right companies and job titles.
Then we build it
Three tools we made, and the tools each one runs on.
- Built by us
Pacing Journey
The stored visits and forms from one person on one timeline.
See the build+4 - Built by us
Pacing Headshots
A headshot app we forked, rebuilt on our design system and run ourselves: 4 to 10 selfies in, studio-style headshots out, from £14.99 with no subscription
See the build - Built by us
Pacing CRM
Our own CRM: a form fill becomes a person, a deal and an instant alert.
See the build+2
The tools in client work
- Client work
FE fundinfo
Paid media and measurement for Wealth Management, plus a custom journey analyser so the team can see real multi-touch journeys
Read the story - Client work
The Therapy Lounge
70% more enquiries, 6.6x return on ad spend in October 2025, and 316 enquiries tracked from April 2025 to October 2026.
Read the story - Client work
Sector7
An award-winning rebuild, 177% more new users in 2025 than 2024, and Jon calls it "executed flawlessly, on time and on budget".
Read the story
Start with your numbers.
We'll tell you which tools you need and which connections are missing.
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.