I get the gist—custom software for SMEs—but I had to read the sentence twice to understand the free demo promise. Front-load it.

Headline says 'built around your business' which is fine, but the unique promise (Ed builds a working demo free before you commit) hides in a paragraph. No concise one-liner explaining the free demo + outcome.

Rewrite headline/subhead so the free working demo is obvious. Example: 'Bespoke business systems — with a working demo built free before you buy.'

You drop 'Bristol, UK' and a haulage example, but the page treats SMEs like a foggy blob. Who exactly should click 'Apply for a free build'?

Copy lists types (internal tools, client portals, apps) but doesn't call out the business size, revenue band, or operation type in the hero. The logistics case study is helpful but buried.

Add a short audience line near the headline: 'For 10–200 person operations with manual workflows — logistics, services, and distribution.'

The value is strong: you find the costly workflow and build a working system. It's just phrased like a consultant's elevator pitch rather than a benefit-driven hook.

Promise is specific (find the costly workflow, build around how the team operates). But benefits (time saved, fewer errors, faster invoicing) aren't quantified or highlighted.

Add 1–2 tangible outcomes to the hero: e.g., 'Cut admin time by 30%,' or 'Automate invoice chasing and proof-of-delivery checks' — backed by the haulage example.

One recent delivery blurb and no logos, no clear client names (beyond 'a UK haulage operator'), no testimonials. Feels like 'trust' is on probation.

You mention 'recent delivered work' but provide no visuals, names, metrics, or client quotes to make it credible. No team face, no founder bio—Ed is a name, not a credibility builder.

Add a 1–2 line case study with specific results and a client name/logo (or anonymised + metric), and a quick founder sentence: 'Ed — 10 years building ops software for SMEs.'

No primary CTA on the hero. 'Apply for a free build' is unusual and passive; I had to hunt for a way to start.

Buttons array is empty; links exist but nothing punches as the obvious next step. 'Apply' sounds bureaucratic—scares off busy ops managers.

Make a strong primary button: 'Get your free working demo' (primary) and a secondary 'See real client builds'.