services · bespoke web development · london
Bespoke web development for brands that cannot look templated.
Strategy, an original design system and custom code from one senior consultant in London. No themes, no page builders and no handoffs between suppliers. Performance and accessibility targets are written into the brief, and the code is yours at launch.
brief to launch
Six stages, and every piece is made for you.
Scroll through the stages. The frame follows one site as it is assembled: a brief, three directions, the tokens, the components built from them, the pages and CMS, and the launch targets it has to meet.
-
Brief
We use structured conversations, audience research, a map of your category's visual habits, and a content audit. The brief states what the site must do, not what it should look like, and it records what the site must never resemble.
- you get
- A strategic brief covering audience, competitors, content findings and the anti-references.
- moves on when
- Someone outside the project can read it and say what the site is for.
-
Concepts
You get three design directions, each tied to a different strategic angle. I do not polish the first one you like. We compare all three against real content until the strongest route is clear to everyone in the room.
- you get
- Three directions, each shown on your real content.
- moves on when
- One direction is chosen, with the reasons written down.
-
Design system
The chosen direction becomes a working system: type scale, colour and spacing tokens, motion rules, edge cases and accessibility patterns. It lives in Figma and in code, so the site can grow for years without losing its own shape.
- you get
- A documented design system in Figma, with tokens ready for code.
- moves on when
- Every priority page can be built from the system without a one-off.
-
Components
I code components from the tokens up: buttons, forms, cards, navigation and the rest of the library, each with every state it needs. No theme or page builder sits underneath, so nobody has to fight overrides later.
- you get
- A component library with every state, reviewed on a preview link.
- moves on when
- Components pass keyboard and screen-reader checks to WCAG 2.2 AA.
-
Pages and CMS
Pages are built from the library and wired to a headless CMS your editors will use, such as Sanity, Payload or Storyblok. Editors change copy and images inside the system, so the design survives the first year of edits.
- you get
- The site on staging with the CMS connected and your editors trained.
- moves on when
- Your team publishes a real page without help.
-
Launch
The site launches against targets written into the brief: LCP under 1.5 seconds, CLS under 0.05, INP under 100ms and under 100KB of JavaScript on marketing pages. The repository and accounts are yours, and a 90-day iteration window with weekly check-ins follows.
- you get
- The live site, the repository, the design system docs and 90 days of iteration.
- moves on when
- The targets hold on the homepage and the top ten pages.
when bespoke pays off
Four cases where bespoke is worth the money.
The design is the differentiator
Premium products and design-led businesses, where a template would damage the brand and the site forms part of what the customer is buying.
Conversion-led marketing sites
Sites where a small, lasting lift in conversion over the next three years pays for the higher build cost several times over.
Several audiences on one site
Multi-product or multi-audience sites, where each section needs a different structure rather than the same layout with new words.
Flagship sites built to last
Foundation sites and content estates expected to run for five years or more, where the build cost is spread across the full life of the site.
what you get
Custom web development, delivered in writing.
- A strategic brief with audience, competitor and content findings
- Three concept directions, each shown on real content
- A design system in Figma with documentation and tokens ready for code
- A custom-coded front end on Next.js or Astro, with no theme dependencies
- Core Web Vitals passing on every priority page
- Accessibility to WCAG 2.2 AA, with an audit report
- Schema markup and a content structure ready for AI search
- Editorial training for your team and a documented content workflow
- A 90-day post-launch iteration window with weekly check-ins
performance, in the brief
Bespoke is the wrong word if it means slow.
These targets go into the brief on every project. They are the difference between a beautiful site that ranks and a beautiful site that quietly underperforms.
- LCP under 1.5 seconds on the homepage and the top ten pages
- CLS under 0.05
- INP under 100ms
- Initial JavaScript under 100KB on marketing pages
- Lighthouse Performance 90+ on desktop and 80+ on mobile, measured at launch and checked monthly
what it costs
From $5k, priced on scope above that.
from $5k
A small but considered marketing site with an original design system, custom code and the launch targets above.
scoped individually
Enterprise sites with many templates, several languages, integrations or compliance work.
at cost
Hosting, CMS licences, fonts and stock images, all billed to your own accounts with nothing marked up.
What moves the price
- The number of unique page templates and components.
- Whether the design starts from nothing or evolves an existing identity.
- Stack and integrations: search, CRM, commerce and anything else the site talks to.
- Languages, accessibility certification or compliance scope.
- How long post-launch support and iteration should run.
work I built and run
Original builds, still live.
- This site An original design system built from scratch for my own site: 3,100+ URLs in 8 languages on Astro.
- Deluxe Astrology My parents' Vedic astrology platform, where I run the technology: 125,000+ pages across 30 languages.
- HostList.io A custom-built directory ranking 30,000+ hosting companies on Next.js and Supabase, live since 2024.
- 3D web experiences Three.js and WebGL work for brands where motion is part of the identity.
the alternatives
Template, page builder, agency team, or bespoke.
Each route suits a different job. Templates and page builders are quick and cheap and look like everyone else. A bespoke agency team fits large programmes. This service is for one flagship site, designed and built from the brief up, with one person accountable throughout.
| route | what you get | design | when it fits |
|---|---|---|---|
| Theme or template | A ready-made design adapted to your content | Shared with every other buyer of the theme | Short-lived sites and tight budgets |
| Page builder | Drag-and-drop layouts your team can change | Builder patterns, heavier pages | Teams that value layout freedom over consistency |
| Bespoke agency team | A team of specialists across several workstreams | Original | Large programmes with many sites or brands |
| This service | One senior consultant from brief to launch, with specialists when needed | Original, with targets in writing | One flagship site, built to last |
common questions
Bespoke web development FAQ.
What is bespoke web development?
Bespoke web development builds a website from the brief up: an original design system, components coded for that business and a content model shaped around its content, with no theme or page builder underneath. It costs more than template work and takes longer, and in return the site looks like nobody else's, loads fast because nothing is overridden, and can grow for years without drifting from its design.
What do custom web development services include?
Custom web development services, the term more common in the US for what the UK calls bespoke, cover the brief, an original design system, a custom-coded front end, a CMS your team can edit, integrations with the systems you already run, and the launch. Mine also include written performance and accessibility targets, plus a 90-day iteration window after launch.
How much does bespoke web development cost?
Bespoke engagements start from $5k for a small but considered marketing site. Multi-section enterprise builds are priced on scope and can exceed $150k when they involve extensive content, integrations or compliance requirements. Hosting, CMS licences, fonts and stock images are billed to your own accounts at cost.
How long does a bespoke web development project take?
A focused marketing site typically takes 8 to 12 weeks. A multi-section enterprise build usually takes 14 to 20 weeks, depending on content, integrations, accessibility and migration scope. Compressing that hard produces generic results, which defeats the point, so I will not run a bespoke project in four weeks.
How is bespoke different from a customised theme?
A customised theme starts from someone else's design and code, then changes colours, fonts and a few layouts. Bespoke starts from the brief: the design system, the components and the front-end code are all original. The practical differences show up later, in speed, in accessibility, and in how well the design holds after a year of edits.
Which CMS do you use for bespoke sites?
The right CMS is the one your editors will still use in a year. Sanity fits structured content and teams that want real-time collaboration. Payload fits teams that want the CMS in their own repository and database. Storyblok fits marketers who need a visual editor. Contentful fits procurement teams that need an enterprise vendor. I choose against your content model, not my preference.
Who owns the design system and the code?
You own it. The repository sits in your GitHub organisation, the Figma library in your workspace, and hosting and the CMS in your accounts. There are no licence fees on anything I build, and the handover includes documentation so the next designer or engineer can work inside the system.
Do you build to accessibility standards?
Yes. Every bespoke build follows the principles of the UK Government Digital Service Standard: WCAG 2.2 AA, progressive enhancement so the site works without JavaScript, semantic HTML and performance built in from day one. Every form is keyboard navigable and every error message says what happened and how to fix it.
further reading
the first call
Weighing bespoke against a template? Start with thirty minutes.
We talk about your brand, audience and timeline, with no pitch. Within a week you get a free opportunity assessment with a rough scope and timeline, and you decide whether to build it with me or act on it yourself.