We got tired of invoicing for maintenance that maintained nothing.

The problem we kept watching

A client pays for a site. It launches, and on that day it is the best it will ever be. Then a maintenance plan starts: updates get applied, backups run, uptime is monitored, and the invoices go out monthly. Three years later the site is perfectly maintained and performing worse than the day it launched, because nothing in that list was ever aimed at making it better.

Meanwhile the work that would have helped — the broken link nobody noticed, the page title that has been costing clicks since 2021, the query the site is shown for four hundred times a month and answers nowhere — sits in a document from a paid audit that nobody had time to action.

The problem was never working out what to do. It was the gap between knowing and actually getting round to it — and closing that gap is exactly what software is good at.

Why we run it on ourselves first

We thought about launching this with a folder of client results. We could not do it honestly. Real results take a month to exist, and anything we showed sooner would have been random movement dressed up as evidence.

So this domain is the test subject. The baseline was published before any work started — shown in Google 18,001 times in 90 days, for 26 visits — and every change since is listed publicly, including the ones that fail. If this does not work, this website is where you will see it first.

What we believe

• A number with nothing to compare it against is just a story. Visitor numbers move for a hundred reasons. If you cannot separate your own work from the weather, you are not measuring anything — you are narrating.
• Anything automatic needs published limits. Software with unlimited freedom to change a business's website is a liability, however clever it is. Ours has limits, written as a table anyone can read.
• The mistakes should be as visible as the wins. A list of changes with nothing but successes on it tells you the list has been tidied, not that the work is good.
• You should be able to walk away. The site and everything we improve on it are yours the whole time, and we keep a copy of how it was before we started in case you want that back instead. Trapping customers is what you do when you are not worth keeping.

Where we are

We work remotely with businesses across the United Kingdom. If you want to know whether this suits your site, the quickest way is a free review: we go through the whole thing once and send you the list of what we would fix, whether or not you ever buy anything.