Founder-led web, app, SEO and strategy
Digital work that
refuses to blend in.
Founder-led websites, apps, Shopify, and SEO foundations for businesses that need the thinking, interface, and technical base to feel considered from the start.
The Standard
Made to be noticed. Built to be used.
The best digital work has a point of view, but it still has to be clear, fast, findable, and easy to use. Shro Web sits in that space: distinctive enough to stand apart, structured enough to do the job properly.
A sharper first impression
The interface should make the business feel more confident, more credible, and harder to confuse with everyone else.
Journeys people understand
Good design is not just visual. It makes the next step obvious, removes friction, and helps people trust what they are seeing.
Foundations that hold up
The CMS, performance, SEO structure, integrations, and code need to support the work long after launch.
What we take on
Focused project work across the four areas where Shro Web is strongest: websites, apps, Shopify, and SEO foundations.
Websites and web platforms
Site replacements, custom builds, and web platforms where the offer, structure, CMS, performance, and long-term ownership all need proper thought.
Apps and product builds
Native apps, web apps, dashboards, and MVPs shaped around the right first version before design and development move too far.
Shopify and ecommerce UX
Shopify rebuilds, custom storefronts, product journeys, and ecommerce improvements for brands that have outgrown a standard theme setup.
SEO architecture and strategy
Technical SEO, search structure, page planning, and content foundations built into the site instead of bolted on afterwards.
Work built to stand apart
Hull Cleaning
Hull Cleaning needed a clearer local service website for domestic and commercial enquiries. We helped shape a stronger brochure site with cleaner service structure, stronger local coverage messaging, and clearer WhatsApp-first calls to action.
View case study →
JT Accountancy
JT Accountancy needed a website that could take them beyond their existing client base and support growth into new service areas and locations across the region.
View case study →
Elland Road Roofing
Elland Road Roofing needed a stronger service website that felt more credible, explained the offer more clearly, and helped turn local visits into steady roofing enquiries.
View case study →How the work stays controlled
The process is there to reduce drift, expose weak decisions early, and keep the brief realistic.
Find the real brief
We start with the business goal, audience, technical constraints, existing problems, and the standard the work needs to meet.
Shape the first version
We separate essential quality from unnecessary scope, then agree the structure, priorities, and decisions needed before build.
Build with the decisions visible
UX, development, SEO, content structure, and performance stay connected so the project does not split into disconnected workstreams.
Launch, then improve what matters
Launch is treated as the start of the next decision cycle. We can stay involved for iteration, search improvements, product work, and technical direction.
Founder-led
Callum stays close to the brief, the build, and the decisions behind it.
Shro Web is a Hull-based, UK-wide digital studio led by Callum MacInnes. The work is intentionally selective: fewer projects, closer attention, and better decisions before code is written.
What clients notice
"We have been really impressed with the amount of bespoke customisation Shro has built into our Shopify site. It already feels far more tailored to the brand than a standard theme approach."
"Shro has helped us get FORGE to a really strong place. They have supported both the website and app side of the project, and we feel much clearer about the product than we did at the start."
"Shro has been looking after us for three years now, and we are over the moon with the work. The site brings in leads daily, and it feels like we have a team we can genuinely rely on."
Ready to build something that refuses to blend in?
Tell us what you are building, replacing, or trying to improve. We will help shape the right next move across web, app, Shopify, SEO, or strategy.
Common questions, straight answers
Website rebuilds, custom web platforms, apps, MVPs, Shopify projects that need more than a theme, and SEO or strategy work where the foundations need to be properly thought through.
Yes, but as part of meaningful foundations rather than vague monthly activity. SEO, content structure, technical setup, and strategy are strongest when they are connected to the website, Shopify, or product work.
Yes. Early strategic input is often where we add the most value. We can help define the first version, reduce unnecessary scope, and make sure the build is pointed in the right direction.
Yes. We can stay involved for ongoing SEO, content, website improvements, campaign support, and sensible iteration after the first phase of work.
Only when they sit inside a bigger relationship or a clear strategic need. The direction is fewer, better projects rather than lots of small production tasks.
Yes. A strong brief is usually shaped through conversation. If the project matters, it is better to talk before decisions become expensive to reverse.