I'm Gail. Here's what I actually do.

I've been building websites since 1999 and I still get a kick out of spotting the one small thing that makes everything click into place.

I started out as a web programmer, building bespoke PHP/MySQL sites back when dial-up was a thing. I learned early on that good design means nothing if it doesn’t work.

But the experience that shapes how I work now came later. Nearly a decade working on campaigns and supporter journeys in the charity sector taught me something most web designers don't think about: why people actually take action. What builds trust. What quietly kills it.

Add a psychology degree and a love of data, and what you get is someone who looks at a website the way a campaign manager does. Where does the journey start? Where does attention drop? What tiny bit of friction is quietly costing you results?

This is what I bring to every project.

What you’ll get when you work with me

Clarity: what’s working, what isn’t, and why
Priorities: the fixes that matter most (so you don’t waste money)
Plain English: no jargon, no judgement
Confidence: you’ll understand your website and what to do next
Support: a steady pair of hands if you want help implementing changes

The experience behind my website audits

Web programmer
Bespoke PHP/MySQL sites back when dial-up was a thing. I learned early that good design means nothing if it doesn’t work.
Fundraising & supporter insight
Years in the charity sector taught me how people decide to trust, click, donate - or leave.
Psychology (Hons) graduate & Philanthropic Studies MA
I’m fascinated by human behaviour - it’s why I care about usability, accessibility, and making websites feel effortless.
Photography
Running a studio sharpened my eye for detail - and taught me how to tell stories quickly and visually.

From patterns to practical change

Based in Staffordshire, I work with businesses and mission-led organisations who want their websites to be clearer, more confident, and easier to use.

I don’t believe most websites need tearing down and starting again. Usually, they need clarity, focus and a fresh pair of experienced eyes.

I look at your site the way I used to look at campaigns: Where does the journey begin? What’s the goal? What might be quietly getting in the way?

Then we prioritise. Fix what matters. Strengthen what’s already good. And make sure your website feels clear, confident, and easy to use.

It’s part data, part psychology, part creativity - and genuinely, I love it. I get a real kick out of spotting the one small change that makes everything click into place, and seeing the results that follow.

Not sure what some of the terms mean? I’ve put together a simple Glossary of Terms that explains the jargon in plain English.

{ HurdSolutions }

I'm Gail. Here's what I actually do.

What you’ll get when you work with me

The experience behind my website audits

From patterns to practical change

Let’s make your website work smarter

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