Senior hands, on the Mid North Coast.

Before this, I spent years as a product builder — shipping and scaling real digital products, including international work for brands like Superhero, Lexus, Bupa and Cuttable.

That background is the difference. I don't just make a site that looks good; I build it to do a job for your business, and I can tell you why every decision was made.

I started Ape Labs because too many good local businesses are stuck with sites that quietly let them down — DIY templates that never convert, or cheap builds from someone who's long gone. I wanted to do it properly, for people I can actually meet, and stand behind the work. I'm here, I'm reachable, and I'll be here next year.

I think about your site the way I'd think about any product: what's it for, who's it for, and is it working?

More on my product background → Curious Ape

Once or twice a year I take on a project for someone doing good work without the budget for it — a local group, a one-person outfit just starting out, someone the region is better for having. I've been on the receiving end of that kind of blessing more than once, so this is me paying it forward. No set price; sometimes it's cheap, sometimes it's free, occasionally it's a trade.

If that's you, don't be shy — tell me your story when you get in touch.