About
Hi, I'm Alistair. Spruceify is the studio I run.
I design and build websites for small UK businesses that want their site to do something more than sit there. Cafés that need bookings, trades that need quote requests, professional firms that need to look as sharp as they actually are.
I keep the studio deliberately small — one person, three concurrent projects, full attention. Most of my clients come from referrals, and most stay on a care plan for years after launch.
Before going independent I worked in-house on web teams across hospitality and SaaS, so I've seen what works on real budgets with real deadlines. The studio is named after spruce trees — straightforward, well-built, lasting. That's the goal for every site that goes out the door.
How I work
Four principles that shape every project.
Fixed price, not hourly
Hourly billing punishes efficiency. Every project has a fixed scope and price agreed up front. If I'm faster than expected, that's my gain. If something takes longer, it's not your problem.
No templates, no lock-in
Sites are hand-built in modern code (Next.js, Astro, or Shopify if it's e-commerce). You own the code and the hosting. Move anywhere you like, anytime.
Conversion before decoration
A beautiful site that doesn't bring in business is a luxury, not a tool. Every design decision starts with the question 'how does this help the business grow?'
Three at a time
I cap concurrent projects at three. It means slower availability sometimes, but every client gets weekly check-ins, real attention, and a designer who remembers the conversation.
Outside the studio
Outside of work I run, badly, but consistently. I read a lot — particularly business biographies (Phil Knight, Paul Graham, Tracy Kidder) and design writing. I keep a small allotment that mostly grows weeds.
I'm based in the UK and work with clients across the country. Happy to meet in person if you're nearby, otherwise everything runs smoothly remotely.