You write a paragraph about the business; about half an hour later there is a complete site, composed from the brief upwards rather than fitted into a template.
What it does
- Architecture. Decides which pages this business needs and how they connect.
- Voice. Writes copy in a register that fits the business: quiet, exuberant, technical, warm.
- Design language. Picks palette, typography pairing, and visual register from first principles.
- Layout. Composes each page section by section, rather than choosing from preset blocks.
- Imagery. Generates original photographs to match the brief.
What it doesn’t
- Pull from a template gallery or theme folder.
- Reuse the same page bones across two customers.
- Ship a site that looks like a form was filled in.
- Skip the brief and ask you to fill in a wizard.
- Leave you to host or compile anything yourself.
You describe the change in plain English to Forge, the studio assistant; it shows you the change in context, and nothing publishes until you approve it.
What it does
- Plain-English edits. “Make the headline shorter and punchier.”
- Cross-page reasoning. Knows what’s on every page; can move things between them.
- Diffs before publish. Shows you the change in context.
- Logged history. Every change is recorded, reversible, and explained.
- Brand-aware. Won’t introduce styles that contradict your design language.
What it doesn’t
- Make you learn website-builder vocabulary.
- Save changes silently or auto-publish without your approval.
- Ask you to drag and drop blocks around.
- Chat about anything except your site.
- Touch the design without a brief: that’s a redesign.
Every publish goes through an editorial gate, and if a page can’t pass, it doesn’t go live.
What it does
- Structural integrity. Heading hierarchy, semantic markup, broken links.
- Visual integrity. Contrast against background, focus rings, motion safety.
- Code integrity. Runtime errors, missing assets, undefined behaviour.
- Mobile interaction. Hover states with touch fallbacks, tap targets, viewport.
- Discoverability. Schema, meta, canonical URLs, open-graph imagery.
What it doesn’t
- Pretend “Lighthouse 100” means a working site.
- Ship a page it can’t prove is sound.
- Audit only on the first publish. Every change is re-checked.
- Auto-fix things that need a human eye (those are surfaced as notes).
- Let cosmetic warnings block a structurally sound page.
The site keeps getting small improvements after launch, at a level of autonomy you set, and every one of them is logged and reversible.
What it does
- Headline experiments. Tests CTAs and headlines on under-performing pages.
- SEO tuning. Adjusts meta, schema, internal links to match how people search.
- Content recommendations. Suggests new pages, sections, or updates based on traffic.
- Performance maintenance. Watches Core Web Vitals and intervenes when they slip.
- Editorial freshness. Flags pages going stale; offers refreshes.
What it doesn’t
- Make a change it can’t undo.
- Override the level of autonomy you set.
- Make changes that affect brand without explicit approval.
- Run experiments that confuse customers or break URLs.
- Send you noise. Only material changes get a notification.
Palette, typography and voice are composed for the business in front of us, so a florist’s site doesn’t look like a law firm’s.
What it does
- Colour palette. 4–6 considered tones, accessible by default.
- Typography pairing. Heading, body, and accent type. Curated, not random.
- Voice register. Documented per-customer and held to.
- Logo. If you have one, we use it; if not, we set a clean wordmark.
- Visual range. Different design language per business; not the same template.
What it doesn’t
- Force you to pick a brand from a preset library.
- Apply the same palette to two customers in the same trade.
- Use system font fallbacks as a default state.
- Replace your logo with a generated one if you have one you like.
- Treat brand identity as a colour picker.
Every site ships with original photographs made for the business, and where you have your own, we use yours.
What it does
- Original imagery. Made for your brief, no stock library.
- Honours your photos. Uses your real images where you provide them.
- Composed for the page. Crop, ratio, and tone match the layout.
- Multiple registers. Working shots, products, environments, abstracts.
- Iterates on request. Forge can swap or regenerate any image.
What it doesn’t
- Watermark or attribute your imagery to a stock library.
- Generate photographs of identifiable real people without consent.
- Pretend a generic shot is your business.
- Let the obvious AI tells through: extra fingers, garbled text.
- Ship before the imagery passes the quality gate.
Contact, booking and quote forms ship working: routed to a real inbox, confirmed back to the customer, and tested on every publish.
What it does
- Contact, booking, quote. Standard patterns ship configured.
- Reach a real inbox. Routes to your email, with reply paths set up.
- Confirms receipt. Sends a thank-you to the customer.
- Anti-spam. Honeypots and rate limits without making customers solve puzzles.
- Accessible. Proper labels, error states, keyboard navigation.
What it doesn’t
- Make you bolt on a third-party form service.
- Demand customers solve a CAPTCHA every time.
- Fail silently if the inbox is wrong.
- Forget submissions that the spam filter caught.
- Ship without a thank-you state.
A Shopify account runs the catalogue, stock, orders and payment behind the scenes, and we render the storefront in your own typography and palette.
What it does
- Product pages. Your Shopify catalogue, composed in the brand register rather than a generic theme.
- Basket & checkout. Shopify’s checkout, carrying through your typography and palette.
- Stock & orders. Inventory, out-of-stock states, and order management handled in Shopify.
- Payments. Card, Apple Pay, Google Pay and more, through Shopify.
- One place to manage it. Run the shop from the studio; the storefront stays in your brand.
What it doesn’t
- Compete with the big platforms on warehouse complexity.
- Render checkout in a foreign visual register.
- Charge transaction fees on top of the platform fee.
- Force a minimum number of products to look right.
- Try to be a marketplace.
You write paragraphs in plain text and get a typeset article, in the same brand register as the rest of the site.
What it does
- Editorial typesetting. Drop-caps, pull-quotes, generous measure.
- Plain-text input. You write paragraphs; we typeset.
- Drafting on request. Forge will draft a post for you to edit.
- Categories & archives. Properly indexed and searchable.
- RSS & feeds. Subscribers can follow without a third-party.
What it doesn’t
- Use a default theme typography for posts.
- Auto-publish AI-drafted content without your approval.
- Allow comments by default (opt-in if you really want them).
- Bolt social-media widgets onto the body of a post.
- Track readers across the open web.
A second language is re-written in the same voice rather than machine-substituted, and it goes through the same quality gate as the first.
What it does
- Second language. Welsh, French, Spanish, German, Arabic, Italian.
- Voice-faithful. Re-written in the same register, not literally substituted.
- RTL typography. Arabic and Hebrew render correctly.
- Localisation. Numerals, dates, currency.
- SEO-correct. hreflang, locale URLs, sitemap per language.
What it doesn’t
- Rely on a browser auto-translate banner.
- Treat translation as a string-substitution task.
- Charge a high mark-up per language.
- Skip the quality gate on the second language.
- Ship a third or fourth language without scoping with you first.
Delivery network, SSL, backups and DDoS protection are part of the subscription, with no separate bill and nothing for you to maintain.
What it does
- Global delivery network. Regional points of presence for fast loads.
- Automatic SSL. Renewed for you; never expires.
- Daily backups. With point-in-time recovery.
- DDoS protection. At the edge, before traffic reaches your site.
- Encryption. In transit and at rest.
What it doesn’t
- Charge separately for hosting, CDN, backups, or SSL.
- Make you choose a region or a tier.
- Share a server with sites we don’t run.
- Require you to maintain anything yourself.
- Lock your domain to our registrar. You keep ownership.
An old site is surveyed, audited and rebuilt around the material worth keeping, at £20 a page with no project minimum.
What it does
- Survey first. No charge until you approve a plan.
- Lifts your real material. Copy, photographs, customer history.
- Modernises the wrapper. Layout, performance, accessibility, SSL.
- 301 redirect map. Old URLs still work.
- Archives the original. Kept safe, in case you want it back.
What it doesn’t
- Rewrite copy you wanted kept.
- Drop pages without telling you.
- Charge a project minimum on small sites.
- Force you onto our subscription afterwards.
- Touch the site without the audit being signed off.