Small team.
Senior work.
We are a small senior team based in Hull, working with businesses across Yorkshire and the UK on marketing strategy, websites, SEO, content, and growth support that needs to do the job properly.
Hull-based. Small enough to stay direct.
Shro Web exists because too many businesses get stuck with disconnected help: one person on the website, another on SEO, another on content, and nobody tying the priorities together properly. We built something in the middle: small enough to stay direct, senior enough to make the work more coherent.
Most projects start when a business is a bit fed up with its current setup. The website looks dated, the message is muddy, search visibility is weak, or content and campaigns are not pulling in the same direction. That is usually where we come in best: sorting what is actually wrong, then improving the right parts in the right order.
We are based in Hull and want to do more work locally, but we also work across Yorkshire and the wider UK. Sometimes that means a focused website project. Sometimes it means broader strategy, SEO, content, and growth support. The approach stays the same either way: be straightforward, keep the process calm, and deliver work the client can actually rely on.
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.
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 strategy, design, Shopify development, and the wider build, which keeps projects clearer, quicker, and a lot less frustrating.
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.
LinkedIn
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.
Luka
Shopify Developer
Luka is a full-stack developer with over 8 years of experience, including more than 6 years specialising in Shopify. He works across front-end and back-end, with a focus on high-performance Shopify builds, CRO-aware UX improvements, premium themes, and scalable custom implementations.
Between us, we cover strategy, design, Shopify development, and broader web development. If a project needs more specialist production support or we are scheduling around capacity carefully, we bring in trusted people we know well and stay responsible for the work rather than disappearing behind subcontracting.
Extra depth when a project needs it
Most projects are handled by the core team. When a brief needs something more specialist, we work with a small group of trusted partners we have worked with directly before. That lets us stay lean without pretending we do absolutely everything in-house.
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 we bring someone in, it is because they improve the work, not because we are outsourcing responsibility.
If the current website or marketing setup is not doing the business justice, let's fix that
Tell us where the current setup is falling short. We will come back with honest advice on whether this should be a focused website project, an SEO and content push, or a broader growth package.