Meet William.

I studied Graphic Design at university, but quickly became interested in what happens when someone sees the design, how people move through a site, and why certain layouts, messages and interactions make users take action.

That led me into learning to code and building websites. Over time, I became increasingly focused on the mechanics behind digital journeys: user intent, page structure, friction points, information hierarchy, behavioural triggers and the small decisions that influence whether someone bounces, scrolls, clicks, enquires or buys.

My main focus is CRO particularly how SEO traffic can be converted into leads. I’m interested in the full journey from cold search intent through to warm engagement and hot enquiry: what users are searching for, what they expect to find, how landing pages should answer that intent, and how the website can guide them towards a meaningful action without adding unnecessary friction.