InSite Webdesign
Freeland website design
- Role
- Founder · Design & build
- Timeline
- One-month turnaround per client
- Product type
- Service business
What is it
A small web design studio. I build custom, mobile-first sites for local businesses and creators: salons, cafés, boutiques, personal brands.
Why I built it
A lot of good small businesses have a site that undersells them, or no site at all. Usually because the process felt expensive, slow, and full of jargon. I started InSite to make it feel like a normal conversation with a clear price.
What makes it interesting
I run the whole thing myself, from the first discovery call through launch, on a fixed quote and a one-month turnaround. Six sites are live, half of them from referrals, plus four more owners I've advised on brand and digital strategy. It brings in $200 MRR on a process I've repeated enough times to trust: discovery, direction, design and build, launch.
Difficulties & tradeoffs
"Fully custom" and "fast and fixed price" pull against each other. Demo sites are how I bridge it. A travel blog, a bakery, a salon, and a café that I can point at to settle direction in one call, without any of it ending up in the real build.
What I built it with
Figma for design, a custom build, and on-page SEO set up before launch.
Outcomes
- 6 sites live, half from referrals
- 4 more businesses advised on brand and digital strategy
- $200 MRR from a repeatable 4-step process
Client walkthrough — outdoor creator & micro-bakery
A walkthrough of my favorite build: an outdoor travel brand with hand-drawn, journal-style detailing, plus a micro-bakery storefront that lives on its own.
Case in point: an adventure brand with a bakery inside it
My favorite client, and the clearest example of how I work: figure out who you're actually building for, keep separate things separate, and stay on it after launch.
01 — Discovery: two audiences, one person
She came to me as an outdoor and travel creator. She's also an artist and a baker. Discovery made it clear she had two audiences with completely different reasons for showing up: followers reading adventure content and clicking gear links, and neighbors trying to buy bread. Building one site for both would have shortchanged both.
02 — Direction: hand-drawn, not templated
The look came out of her own sketchbooks. Hand-drawn illustrations, texture, little annotations, so the site reads like flipping through her journal rather than another stock travel theme. It's also the part no competitor can copy.
03 — Giving the bakery its own space
The bakery page is my favorite thing on the site and the biggest call I made. She wanted Great British Bake Off warmth, softer colors, cozier type, and she wanted it apart from the travel brand. So it became its own section with its own look and one job: get the order placed. Not a tab buried under the travel identity.
04 — After launch
I'm on a monthly retainer. I publish her blog posts, keep the Instagram feed synced, and update brand-deal links on the lifestyle page. Those affiliate links are the first thing that goes stale on most creator sites, and keeping them current is what turns a one-time project into recurring work for me and steady sponsor revenue for her.
05 — Where it landed
She sells out of her baked goods pretty much every time. I'm not going to claim the website did that, the baking is genuinely good, but the path to ordering is short and the two audiences don't get in each other's way. She's planning to run an ad for InSite on her blog with a promo code, which makes her the first client I didn't have to go find.