01
Website design from scratch
A complete site for a business that has never had one, or one that has outgrown what it has. Structure, design, build, launch.
Website design — table tennis industry
Available for projectsWebsites forthe table tennisindustry.
I design and build ecommerce stores, new sites, redesigns and conversion work for table tennis brands, retailers, distributors, clubs and coaches — around how players actually choose a blade, a rubber and a sponge thickness.
01
Positioning
A generalist spends your firstmonth learning this market.I already know it.
Table tennis is a specialist catalogue sold to specialist buyers. The websites that work in it are built by someone who understands what is being sold.
A customer buying a blade is comparing ply counts, speed and control ratings, handle shapes and weight. A customer buying rubber is choosing between inverted, short pips, long pips and anti-spin, then a sponge thickness, then checking whether it is ITTF approved. A club is ordering tables and nets in volume. A coach is not selling a product at all — they are selling a time slot.
That detail is the whole job. It decides how a catalogue is structured, what a product page has to show before a customer scrolls, which filters matter, and where a buyer hesitates. I have worked inside three table tennis businesses — two ecommerce stores and one coaching practice.
What that changes in practice
- Category structure that follows how players shop — by equipment type and play style, not by brand alone.
- Product pages built around the specifications buyers actually compare, not around a paragraph of description.
- Filtering that survives pips, sponge thickness, speed and control ratings without turning into a dead end.
- Service and booking paths for coaches, clubs and events, where there is no cart and never should be.
02
Selected work
Three projects.One industry.
Two ecommerce stores and one coaching practice. I would rather show depth in a single sport than breadth across ten unrelated ones.
03
Capabilities
What I build.
Four services. Most projects are one of them; some are two running together.
02
Ecommerce website design
Catalogue architecture, collection pages, product pages, filtering, cart and checkout — built for people buying equipment.
03
Website redesign
Rebuilding an existing store without losing what already works: rankings, product data, URLs and the habits of returning customers.
04
Conversion-focused optimisation
Working on a site that already exists, on the path from arrival to completed order. Fewer dead ends, fewer reasons to leave.
04
Clients
Who I work with.
Everyone here sells something different, and the site has to reflect that. A distributor and a coach do not need the same website.
01
Equipment brands
Manufacturers and brands selling direct.
02
Online & retail stores
Multi-brand shops with deep catalogues.
03
Distributors
Wholesale and regional supply businesses.
04
Coaches & academies
Lessons, camps and clinics — no cart required.
05
Clubs & organisations
Memberships, leagues, facilities and fixtures.
06
Tournaments & events
Entries, schedules, results and sponsors.
05
Process
How a projectactually runs.
Four stages, in order. Nothing is designed before the catalogue and the buying path are understood.
01
Learn the catalogue
Before anything is designed, I go through what you sell and how it is organised — brands, categories, specifications, price bands, the things customers ask about before they buy.
02
Map the buying path
The route from landing page to completed order, written out step by step, with the points where people stall marked on it.
03
Design and build
Design that follows that map, then a working site. Not a concept file handed over for someone else to interpret.
04
Measure and refine
Conversion rate and behaviour after launch, and changes made on the basis of what the numbers show rather than what looks better.
Contact
Tell me about the site and the problem.
Send an email with your store or site, what is going wrong, and what you want it to do. I will tell you honestly whether I am the right person for it.
Email only — no forms, no calls to book, no chat widget.