The same person, the whole way through.
Which sounds reassuring right up until you ask what happens when I'm busy.
Foxroy has run out of Burlington since 2008, and it's run by Alistair MacKenzie — me. It started as freelance web work for local businesses and has turned into something narrower: a consultancy for owners who want senior judgment without a five-person agency attached to it.
The shape of it.
Four moments in a typical project, and what you get at each one. The column on the right is what you don't — because that's usually the more useful half.
The first call
You get me on the phone.
Not someone whose job is to book the call with the person who does the work. You describe what's bothering you, I ask a few blunt questions, and by the end we both have a fair idea whether there's work here.
Not includedA discovery workshop, or a proposal deck that turns up four days later.
The first week
I read what you already have.
The site, the search results, the ads if you're running any, and whatever the last person left behind. You get a written brief in plain language: what's actually wrong, what I'd fix first, and what I'd leave alone.
Not includedThree concept directions to choose between. I'll recommend one and defend it.
The build
The person who found it is the one fixing it.
I design it and I build it. Nothing gets handed down to a junior, translated into a ticket, or quietly rescoped around somebody else's availability. If something slips, you hear it from me before you see it on an invoice.
Not includedA project manager, a channel with six people in it, or a status report nobody reads.
Year three
You still have my number.
Most of this work outlives the project that started it. Years on, the calls are usually small — a page that needs changing, a form that stopped sending. I still know how your site works, because I built it.
Not includedA ticket number, or a stranger asking you to explain your own website to them.
Four things I won't move on.
None of these are difficult to say. They're only worth reading because they're the things that get quietly dropped once a project is under way.
One opinion, defended.
Three moodboards is usually a way to delay being responsible for the call. You get a recommendation and the reasoning behind it, and you are welcome to argue with both.
No handoffs.
The same person diagnoses, designs, and ships. Quality stays consistent because nothing has to survive a translation between the strategist and the developer.
The right call, not the bigger invoice.
If the site is fine, I'll say so. If a rebuild is overkill and a content pass is the answer, I'll say that instead — and it's the cheaper of the two.
Built to inherit.
Every project ships with documentation a competent developer can pick up cold. No lock-in, no proprietary CMS, no annual fee dressed up as support.
Note 01 You're allowed to take all of this to somebody else. That's what "no lock-in" has to mean, or it's just a word on a page.
What you'd be inheriting.
Tools chosen because they outlast trends and don't trap whoever picks the work up next. The strategy is the job; this part is implementation detail — but you should be able to see it.
- Nuxt 4 / Vue 3Web framework
- Nuxt UI 4 + Tailwind v4Interface system
- Cloudflare WorkersHosting & edge
- PostmarkTransactional email
- Cloudflare TurnstileBot protection
- Google Analytics 4Analytics
- Documentation a competent developer can pick up cold
- No proprietary CMS and no annual licence
- No fee dressed up as support to keep the site online
Send a link. Get a real reply.
Tell me what you're working on and what's not working about it. I'll look at it properly and reply with what I'd actually do.
Not sure the site is even the problem? Say so. A short call usually settles it, and sometimes the answer is that nothing needs rebuilding.