Small team.

We are a small design and development team based in Hull, working with businesses across Yorkshire and the UK on smaller brochure sites, larger custom websites, stores, and digital products that need to do their job properly.

Hull-based. Small enough to stay direct.

Shro Web exists because too many businesses get pushed into one of two bad options: a larger agency with layers of process and handoffs, or a cheaper route that looks fine at first glance but falls apart when you need it to really do its job. We built something in the middle: small enough to stay direct, senior enough to do the work properly.

Most projects start when a business is a bit fed up with its current setup. The website looks dated, the message is muddy, the store feels clunky, or the thing under the surface is harder to manage than it should be. That is usually where we come in best: sorting what is actually wrong, then building the right next version.

We are based in Hull and want to do more work locally, but we also work across Yorkshire and the wider UK. That means focused starter sites for some businesses, larger custom builds for others, and the same approach either way: be straightforward, keep the process calm, and deliver something the client can actually rely on after launch.

Shro Web studio

A small team, on purpose

You are not buying access to a sales team and then hoping the work lands with the right people. You work directly with the people shaping the design and build, which keeps projects clearer, quicker, and a lot less frustrating.

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What clients can expect from us

Clarity First

We care about making the offer, message, and user journey clearer. Good design is not decoration. It should help people understand, trust, and act.

Senior Input Throughout

The people you meet are the people doing the work. No handoffs to juniors, no disappearing specialists, and no account-management layer slowing everything down.

Straight Answers

If something is a good idea, we will say so. If it is not, we will say that too. We would rather be useful than agreeable.

Built To Last

We avoid bloated setups and short-term fixes where possible. The aim is a site or product that is easy to manage, easy to improve, and still doing its job well in a few years.

Commercial Thinking

We are interested in what the work needs to do for the business: more enquiries, better clarity, smoother user journeys, easier content management, or a stronger launch.

Long-Term Support

A launch is not the finish line for most clients. We stay available for support, iteration, and the next stage once the first version is out in the world.

The people behind the work

Callum MacInnes

Callum MacInnes

Founder / Lead Developer

Callum leads development at Shro Web and is usually the person translating a business problem into something real on screen. He works across websites, Shopify builds, custom functionality, and product development, with a focus on keeping the work technically solid and refreshingly free of nonsense.

Rivers Johansson

Rivers Johansson

Web Designer

Rivers leads design across the studio, shaping websites and interfaces that feel clear, distinctive, and easier to use. The aim is never to decorate for the sake of it. It is to make the business look sharper and the user journey easier to understand.

Extra depth when a project needs it

Brand and Copy Specialist

For projects that need sharper messaging, clearer positioning, or copy that works as hard as the design.

Native App Development Partner

For projects that need deeper platform-specific mobile engineering beyond the scope of a standard cross-platform build.

Cloud and Infrastructure Specialist

For projects that need heavier hosting, deployment, or infrastructure support than a standard website setup.

SEO and Paid Search Partner

For clients who want stronger post-launch visibility and need technical SEO or paid acquisition support alongside the build.

Accessibility Specialist

For projects with more formal accessibility requirements, audits, or remediation needs.

Video and Motion Partner

For projects where motion, product demos, or video content can add real value to the final experience.

If the current site or product is not doing the business justice, let's fix that

Tell us what you are building or where the current setup is falling short. We will come back with honest advice on whether it should be a focused website project, a larger custom build, or a Discovery Sprint.

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