Work shaped around what your industry actually does

Each of these pages opens by stating the one reason the generic answer fails in that industry. That is the part worth reading first, because if it describes a problem you recognise, we have probably built for someone with your constraints before. If it does not, the rest of the page will not persuade you and should not.

They are deliberately opinionated. We say that manufacturers should usually fix costing before building a website, that hotels should calculate aggregator commission before commissioning anything, that most businesses asking for an app should build a website instead, and that a school system introduced mid-term will be worked around rather than used. Each of those positions has cost us work, and each is what we would tell a friend in that position.

Where a page describes your sector and gets something wrong, tell us on the first call. Our understanding of any industry comes from the clients we have had in it, which means it is specific rather than comprehensive, and a buyer correcting us is more useful than one who assumes we know. We would rather adjust the page than defend it.

Where your sector is not here at all, that is usually honest rather than an oversight. We have not built for every industry and we will say so on the first call rather than implying otherwise, which is the most common form of misrepresentation in this market. Domain knowledge is learnable and the learning takes weeks that somebody pays for.

One more thing worth stating, because it shapes how these pages are written. We have deliberately put the uncomfortable answers on them: what things cost, how long they take, which requested features are usually not worth building, and where our experience does not extend. That filters enquiries, and the ones that survive the filter arrive already knowing the range and wanting to discuss the work rather than the price. Over twenty years that has been a better commercial trade than keeping the numbers vague, and it is also how we would want to be sold to.

It also matters for how people search now. A growing share of buyers describe their problem to an AI assistant rather than typing a keyword, and those systems answer from pages that state things plainly. A page full of positioning language contains nothing an assistant can quote, so a competitor who published a number gets cited instead. Writing this way is simultaneously the most honest and the most effective approach available, which is a rarer alignment than it should be.

Pricing on every page is published as ranges with the variables that move them. The single largest driver in almost every case is integration with systems you already run, not the number of pages or screens. If you already operate an ERP, a CRM, an accounting package or a warehouse system and expect the new build to exchange data with it, say so in the first conversation and expect the figure to move.