Portfolio
Each case study covers the problem the business had, what I built, and the results. Projects marked Concept are self-initiated design studies for real business types — not paid client work.
Braam Coffee Roasters
Concept projectCafé & online store · Braamfontein
The problem
A busy Braamfontein roastery took every wholesale bean order over WhatsApp voice notes. Their only web presence was an old Facebook page, so out-of-town customers had no way to buy beans.
The solution
A five-page site with a full online store: subscription bags, wholesale enquiry form, live stock levels and a card + EFT checkout. Menu and roast notes are editable by staff without a developer.
The results
- Concept model: 42% of orders shift from WhatsApp to self-checkout
- Wholesale enquiries captured with source tracking
- Page loads in under 1.2s on 3G
Before
Facebook page only · no prices · no checkout
After
Branded store · subscriptions · same-day orders
Online storePaymentsLocal SEO
Kempton Plumbing Co.
Concept projectEmergency trades · Kempton Park
The problem
A 12-year-old plumbing business ranked nowhere for 'emergency plumber Kempton Park'. Their site was a single unreadable mobile page with a phone number buried in an image.
The solution
A redesign built around one job: get the call. Sticky call bar, service-area pages for six suburbs, real response-time promises and a 60-second quote form.
The results
- Concept model: 3x more call-button taps from mobile
- Six suburb landing pages targeting local search
- Quote form completes in under a minute
Before
One page · phone number inside an image · no mobile layout
After
Sticky call bar · suburb pages · instant quote form
Website redesignLocal SEOLead capture
Sea Point Legal Partners
Concept projectProfessional services · Sea Point
The problem
A boutique law firm looked cheaper online than they are in person. A template site with stock handshake photos undermined fees at the top end of their market.
The solution
A restrained, editorial redesign: typography-led layout, practice-area pages, attorney profiles and a confidential consultation booking flow.
The results
- Concept model: consultation bookings up 58%
- Average time on practice pages doubled
- Brand kit reused across letterheads and decks
Before
Template layout · stock photos · generic copy
After
Editorial design · practice pages · booking flow
BrandingBooking system
Khayelitsha Fitness Lab
Concept projectGym & memberships · Khayelitsha
The problem
Sign-ups happened on a clipboard at the door. There was no way to see class times or join before walking in, and Google showed a dead link.
The solution
A landing page built for paid ads: class timetable, transparent membership tiers, a seven-day trial capture form and a WhatsApp handover to the coach on duty.
The results
- Concept model: 220 trial sign-ups in the first month
- Cost per lead modelled at under R25
- Timetable updates take staff 30 seconds
Before
Dead link on Google · clipboard sign-ups
After
Ad-ready landing page · online trials · live timetable
Landing pageLead captureWhatsApp integration
Milnerton Motor Works
Concept projectAuto repair · Milnerton
The problem
A specialist workshop lost bookings to franchise dealerships because customers could not see pricing, turnaround times or whether their car model was serviced.
The solution
A business website with a service-price calculator, a make-and-model checker, technician profiles and an online booking calendar synced to the workshop diary.
The results
- Concept model: 35% of bookings made outside working hours
- Quote calls shortened by upfront pricing
- Reviews pulled straight onto the homepage
Before
No pricing · phone-only bookings · no model info
After
Price calculator · online diary · trust-first homepage
Booking systemMaintenance plan
Parkhurst Interiors
Concept projectDesign studio · Parkhurst
The problem
A high-end interior studio kept its portfolio on Instagram. Prospective clients could not see full projects, and the studio had no way to filter serious enquiries.
The solution
A gallery-first portfolio site with full project case studies, budget-qualified enquiry form and a press page. Built to load large imagery fast.
The results
- Concept model: enquiry quality up, volume down 20% by design
- Case study pages rank for suburb + interior designer terms
- Image-heavy pages still score 95+ on performance
Before
Instagram grid only · no project detail · unqualified DMs
After
Case studies · budget-qualified leads · press page
Portfolio siteSEOMaintenance plan
Concept projects are unsolicited design studies created to demonstrate approach and craft. Business names, briefs and result figures are illustrative models, not client-reported data.
