What I do

Designed to work.

Website design and redesign from one person, connecting how your business looks with how it actually works.

View case studies
  • Strategy
  • Design
  • Development
  • Systems

Four disciplines. One person accountable.

Services

What this includes

The website is the visible part. The system behind it is what keeps working.

Built on evidence, not assumptions.
The Crafted Blueprint, Cleland Studio’s guided diagnostic

01.

Strategy & positioning

You know what your website needs to do; guessing how to do it is the expensive way. Before a single pixel, I research your market and competitors and talk through your goals, so you come away with a clear picture of what to build and why.

What this includes

  • Market and competitor research
  • Positioning and messaging
  • Site structure and content plan
  • The Crafted Blueprint

How it connects

Becomes the brief for design: who the site is for, what it must say and what it must do.

View the Blueprintopens in a new tab
Designed around the next step.
Topp Shelf Building home page: “We build houses. We build for futures.” with Explore our work

02.

Web design & user experience

I don’t leave it to chance whether the right person gets lost or starts comparing you to someone else. Each website is designed to earn trust early and guide a visitor toward one clear next step, with every typographic, colour, motion and layout choice tied back to the strategy.

What this includes

  • Bespoke visual direction
  • Responsive layouts
  • Conversion paths
  • Motion and interaction
  • Accessible by default

How it connects

Hands development a structure and every state to build and test.

View Topp Shelf Building case study
Engineered to keep working.
Patu Photography home page: the PATU wordmark, Māori prints & photography, and Isaac Te Reina’s card

03.

Development & platform build

Your site has to actually do things: take payments, schedule bookings, sell a print, log clients in. It has to do them without failing, on a foundation that grows with you.

What this includes

  • Fast, accessible front end
  • Commerce and booking integrations
  • Editable content
  • Technical SEO and structured data
  • Launch and hosting setup

How it connects

Carries the integrations your booking, payments and admin run on.

View Patu Photography case study
Connected, so the business runs lighter.
LH Barbershop website: the barber at work behind the LH monogram

04.

Automation & ongoing care

Admin eats everyone’s week. Useful integrations and, where it earns its place, custom workflows can take on quoting, onboarding, scheduling and chasing replies. Ongoing care is optional: a next step you can choose, never a dependency you inherit.

What this includes

  • Client portal
  • Booking and calendar flows
  • CRM, email and payment integrations
  • Workflow automation
  • Optional care and improvement

How it connects

Feeds what you learn after launch back into strategy.

View LH Barbershop case study

Next step

First call to sign-off

How we begin, and what protects you once we do.

  1. 01.

    Clarity Call

    Free · 30 minutes · Directly with Joshua

    A free 30-minute conversation with me on Google Meet. We talk through your business, your priorities and what’s getting in the way.

  2. 02.

    The Crafted Blueprint

    Free · About 10 minutes · Written analysis

    A free, guided diagnostic of about ten minutes. After you submit it, I research your market and competitors and you receive a written analysis. If it doesn’t leave you clearer about your next move, walk away — no obligation.

  3. 03.

    A fixed-scope proposal

    Fixed price · Agreed milestones · Ownership

    After understanding your business, I put together a fixed-scope proposal with a clear price before any paid work begins. That price is what you pay: anything new is quoted in writing before I start it. Smaller projects can take a matter of days and larger builds up to six weeks, depending on scope; we agree the milestones first. Once the project is complete and paid, the work made for your business is yours.

  4. 04.

    Approve it before I build it

    The Direction Guarantee · Launch date on request

    I research your market, plan the site and design your homepage before anything is built. If it isn’t right after a round of changes, tell me and I’ll refund everything you’ve paid. You keep the research and the plan. Need a set launch date? I’ll commit to one in the proposal: for every week I’m late for reasons on my side, you get a month of ongoing care free, up to three. The clock pauses while I’m waiting on you.

How it comes together.The C.R.A.F.T. framework

The process.

Five core stages take your project from a shared understanding to something you can own and run. You know what’s happening, what comes next, and where your input matters.

  1. Your goals, your constraints, and what success needs to look like. We agree on the real problem before solving it.

  2. I study your market, audience, and competitors. The direction is grounded in evidence, not assumptions.

  3. A considered structure, visual direction, and scope. You review and approve the plan before I build.

  4. Design and development come together in a private preview. You see the work take shape at each milestone.

  5. Careful testing, launch support, and a proper handover. Your logins, documentation, and the knowledge to move forward.

After launch

And when you’re ready for more: Evolve + Double-Down.

Optional ongoing care and improvement after launch. A next step you can choose, never a dependency you inherit.

Is this the right fit?

A good fit if…

  • You run an established, founder-led business with real customers.

  • Your work is better than your website says.

  • You want a website that works as a commercial asset, not a brochure.

  • You’d rather understand the process before the price.

Next step

Ready when you are.

A free 30-minute Clarity Call is the quickest way to find out whether I’m the right person to help.