AI website coaching · London & online
You don’t need an agency. You need to know what to ask for.
I sit beside you while you build your own website with AI — positioning it, writing it, shaping it — so that when we’re done you own the thing and you can change it yourself. Twenty-five years of copywriting and brand work, translated into a way of working with Claude.
For writers, artists, makers, coaches, therapists and independent professionals.
The problem
AI will build you a website in four minutes.
That’s the problem.
Every AI builder hands back something plausible, and plausible is the enemy. The tools have got extraordinarily good at execution and no better at judgement. They don’t know who you’re for, what you’re actually selling, which sentence has to come first, or what your work sounds like when it’s you writing it.
Feed one a vague brief and you get a vague site: clean, competent, and indistinguishable from ten thousand others. Then you sit looking at it, sensing something is off, without the vocabulary to say what.
The gap between what the tool can do and what you know how to ask it for — that’s the whole job. It’s the part I’ve been doing for twenty-five years, and it’s the part I can teach you.
Who I work with
People who make the thing themselves.
Writers & authors
An author site that does the work between books — and that you can update the week the deal lands.
Artists & makers
Work shown properly, with words around it that don’t undersell what you’ve made.
Coaches & practitioners
A site that explains what you do clearly enough that the right people book, and the wrong ones don’t.
Consultants & freelancers
Positioning first, pages second. Something you can point at in a proposal without apologising.
How the work goes
Four steps, and you drive all of them.
Position
Before we touch a screen. Who it’s for, what it’s for, what you want to happen when someone lands. Mostly talking, some hard questions. This is the session that decides whether the site works, and it’s the one everyone wants to skip.
Voice
We get your actual voice into a brief that Claude can hold on to — cadence, vocabulary, the things you’d never say. This is the difference between a site that sounds like you and a site that sounds like the internet’s average opinion of you.
Build
Screen to screen, side by side. You type, I direct. You’ll watch the site take shape and understand every decision inside it, because you made them. When something comes back wrong, I’ll show you why and what to say instead.
Keep
You leave with the site, the logins, the prompt kit we built, and the ability to change a headline on a Tuesday night without emailing anyone. No retainer you can’t get out of. No hostage situation.
Ways to work together
Start small or do the whole thing.
The Power Hour
One call, one problem. Bring a half-built site, a homepage that won’t come right, or a blank page and a deadline.
- 60 minutes, screen shared
- A written plan afterwards
- The prompts to execute it
Build It With Me
The whole site, from positioning to live, over two to three weeks. You build it. I make sure it’s the right thing being built.
- Four working sessions
- Positioning and voice brief
- Your own reusable prompt kit
- Copy review before launch
- Email between sessions
On Call
For people who’ve built it and want someone in their corner as the thing grows. Cancel whenever.
- One session a month
- Email for the small stuff
- Quarterly copy health-check
About me
I’ve written the words on a hundred websites.
Now I’d rather teach you to write yours.
- Twenty-five years as a copywriter and brand strategist. Long enough to know that most website problems are not design problems. They’re clarity problems wearing a design costume.
- Over a hundred websites designed and built. Before AI, with AI, and through every fashion in between. I know what survives contact with real visitors.
- I’m a working writer myself. Novels and plays, and the same uncomfortable job you have — putting your own work in front of strangers and asking them to care.
- I work with Claude, deeply. Not a whistle-stop tour of twelve apps you’ll never open again. One tool, learned properly, used well.
The best website you’ll ever have is the one you’re not afraid to change.
Before you ask
The reasonable objections.
I’m not technical. At all.
Good — you don’t need to be, and that isn’t false comfort. The work is describing what you want precisely, which is a writing skill, not an engineering one. If you can brief a person, you can brief Claude. My job is to teach you what to include in the brief, and what to say when what comes back isn’t right.
Why wouldn’t I just pay you to build it?
You can, and for some people that’s the right answer — ask me and I’ll say so. But websites aren’t finished objects. The people whose sites keep working are the ones who can change them: a new book, a new offer, a paragraph that’s started to feel untrue. If you can only change it by hiring me, you’ll leave it wrong. That’s the situation I’m trying to get you out of.
Which AI do we use?
Claude, almost always. It handles long-form writing and holds a voice better than anything else I’ve used, and it will build and edit a real site with you rather than handing over a black box. If your project genuinely needs something else, I’ll tell you.
How long until I’m live?
Two to three weeks is typical for a full build, and most of that is you writing between sessions rather than waiting on me. A Power Hour can unstick a specific problem the same afternoon.
I’ve already got a website. It’s just tired.
Bring it. Often the fix isn’t a rebuild — it’s the first screen, the order of the pages, and about forty words. We’ll work out which it is on the free call, honestly, even when the answer costs me the job.
Will it end up sounding like AI wrote it?
Only if you let it, and I won’t. Half of what I teach is spotting the tells: the throat-clearing openings, the triples, the tidy little summary at the end of every section. Your voice is the asset. The tool is there to type faster than you can.
Get started
Twenty minutes, no pitch.
Tell me what you’re making and where you’re stuck. If I’m not the right person, I’ll say so and point you somewhere better.
hello@example.com