Outcomes before deliverables.
The goal isn't to impress you with a long feature list. It's more of the right enquiries, from people who already understand what you do and why you're worth contacting.
About Ashlar
The missing piece between being found and getting booked.
I'm Samuel Simmonds. I built Ashlar for businesses that are excellent at what they do, but have outgrown websites that merely exist. I bring design sense, conversion thinking and practical search visibility together — so local businesses are easier to find, easier to trust and easier to book.
Wiltshire based. Founder led. Built directly with clients.
Founder
Samuel Simmonds
Founder, Ashlar
Why Ashlar exists
Local businesses are busy running the work. Their websites quietly drift.
You don't need another site that looks nice for a month and then gets forgotten. You need something that keeps helping: clear pages, visible proof, working forms, fast decisions and a route from search to enquiry that doesn't make people think too hard.
Ashlar exists to close that gap. I build websites that are easy to find, easy to trust and easy to book from — so you get more of the right enquiries without adding more noise to your plate.
- 01
Find the gaps
I look at what's holding you back: visibility, trust signals, content, conversion and the small breaks in the journey.
- 02
Build the system
The site is designed around what people need to see, believe and do before they're ready to enquire.
- 03
Remove the friction
Navigation, proof, calls to action, forms and mobile flow are tightened until the next step feels obvious.
- 04
Keep it working
After launch, care and growth plans keep the site healthy, visible and aligned with how the business actually changes.
Built on a few standards 01 02 03
Simple rules. Better websites.
Clear scope, no surprises.
You'll know exactly what's included, what it costs and why it matters. No padded packages, no vague technical fog, no pretending every business needs the same thing.
Small details matter.
Button labels, page speed, mobile spacing, proof placement and form behaviour sound minor until they decide whether someone enquires or leaves. I treat those details as part of the work, not polish at the end.
What working together feels like
Plain English
No jargon curtain. You'll know what's being done, why it matters and what happens next.
One person, start to finish
You speak to the person doing the work. No account managers, no hand-offs, no diluted brief.
No lock-in
Your site, your domain, your accounts. Care plans are month-to-month and have to keep earning their place.
Before you get in touch
Good fit, better results.
Ashlar works best with service businesses that value clarity, quality and a proper job over quick hacks.
- Trade and home service businesses
- Professional service businesses
- Established local businesses ready to grow
- Owners who want the website to actually pull its weight
Common questions
Before you get in touch.
Do I have to buy everything at once?
No. Most people start with a review or the audit and decide from there. Each step is its own decision — you only take the next one when it's worth it.
I already have a website. Is it a full rebuild?
Not necessarily. Sometimes the quickest wins are small fixes to what you've got. The audit tells you honestly whether a rebuild is worth it or not.
What do you actually need from me?
An hour or so to talk through your business, access to your existing accounts, and your real photos and reviews. I handle the technical side.
Can you work with businesses near me?
I work with local service businesses across Trowbridge, Wiltshire, Bath and Bristol, and remotely further afield. Most of the work happens over email and calls, so location is rarely a blocker.
Will I be able to update the site myself?
Yes. It's your site and your accounts. I'll show you how to make everyday changes, and the care plan is there if you'd rather hand the upkeep over — but you're never locked in.