I help organisations build clearer, faster, lighter websites that perform better and waste less.

I help organisations audit, simplify and improve their digital presence so their websites perform better, waste less, and support the business more clearly. Most engagements start with a measurement rather than a proposal, because until you know what is actually slow, unclear or invisible, a build recommendation is a guess with an invoice attached.

I still build and optimise websites, and I look after them afterwards. The order matters though. Implementation follows from clear thinking rather than the other way around, and a brief that starts with a page count has usually skipped the part that decides whether the project works.

I am not a generic freelancer, and I am not a sustainability activist. I am a commercially grounded strategist with implementation knowledge, which mostly means I can tell you what a decision will cost you in three years as well as what it looks like today.

What a digital impact consultant is

The title is unusual, so it is worth being plain about it. Digital impact is the sum of what a website does and what it costs to keep doing it: how fast it loads, how much it weighs, how easily people can use it, how findable it is, how much energy it draws, and how much work it takes to change.

Those things are normally handled by different people who never speak. The designer decides the type sizes, the developer decides the markup, an SEO specialist arrives afterwards and asks why the headings are wrong, and somebody in operations quietly pays for all of it. Treating them as one problem is the whole job.

Why this connects to branding

Branding is usually sold as the visual layer, and then everything expensive happens somewhere else. In practice they are the same problem, and a brand decision is a technical decision wearing better clothes.

A type size decides whether a paragraph is readable on a phone. A colour pair decides whether text passes a contrast threshold, which decides whether some of your customers can read it at all. A spacing rule decides how much markup a page needs, which decides what it weighs, which decides how it loads on a weak connection. None of that is decoration.

That is what this brand system is for. It makes those decisions once, states what each one costs and what it rules out, and then holds itself to them somewhere anyone can check.

How I work

I write things down. Every value in this system has a reason recorded beside it, and every decision names what it replaced and what it rules out. That is not administrative tidiness. It is the difference between a system that survives a handover and one that decays into somebody's memory.

I measure rather than assert. Where this system states a contrast ratio, that ratio was computed. Where it states a spacing distance, that distance was counted across real pages. Where something has not been measured, it says so in the same sentence, because a number without its method is decoration pretending to be evidence.

I would rather remove something than add to it. Most of the work in a website audit is subtraction, and most of the work in a brand system is refusing the fourth variant of something that already has three.

I work with small and medium businesses, founder-led companies, purpose-led organisations, hospitality brands and agencies. What they have in common is rarely their sector. It is that something is wrong with the website, several people have opinions about what, and nobody has measured it.