I want to make your website flow
User experience (UX) and conversion work for founder-led businesses.
Let visitors get what they came for
Most UX and conversion expertise lives inside large corporations, where it’s used to optimise at scale for huge profits.
For years, that’s where mine lived too — running A/B tests, writing copy, finding the small changes that move people from hesitation to action. I got good at it. But I was making a lot of money for corporations I didn’t care about, so I started testing those same principles on friends’ small business websites instead. Turns out you don’t need 400,000,000 monthly visitors for conversion optimisation to work.
Now I only want to work with businesses that aren’t chasing billionaire-CEO scale — the small, creative, values-led ones that exist to do more than serve themselves. They deserve the same quality of thinking as enterprise UX teams, without needing an enterprise contract to access it.
Currently working across ecommerce, lead gen, and deep tech businesses.
What this looks like in practice
I worked with an organic veg farm who wanted more online sales. Their veg box scheme — the thing most people came for — was wait-list only. So the veg box page was a dead end: big text saying "Wait List Full." Nothing else. No next step, nowhere to go.
We stripped the copy back, gave it a proper hero section, and added one clear option: shop for collection instead. People clicked it. They ordered.
That’s usually the fix, actually. Not a redesign, not more content — just noticing where a website quietly tells people to leave, and giving them somewhere to go instead.
I see websites as journeys. I’m hyper-alert to the places where visitors get left dangling — a dead end, too much copy, not enough reassurance, no clear direction to the next step.
Most sites have a version of that veg box page somewhere — a point where a visitor is ready to act, and the site doesn’t quite let them. It’s rarely obvious from the inside, especially when you’re running the business day-to-day, not scrolling through it as a stranger would.
Collaborative
Is conversion rate optimisation right for my business?
Yes, if you have a website and it gets some traffic.
I’ll help you understand why visitors are leaving your site without getting in touch, and what to do about it. Not with a dense report you’ll never finish reading, but with clear thinking, honest conversation, and changes you can actually make.
The way I work is conversational — we’ll talk, I’ll look properly at what you’ve built, and together we’ll figure out what’s holding your site back and what to do next.
Take Heart provides the focus and expertise of a consultant, without the suit and the price tag.
