Services · Web Design & Development
Web Design & Development
for sites machines can actually read.
Most agency websites are designed first and made findable afterwards. We build the other way round, so the HTML your server returns already contains the content search engines and language models are looking for.
Client-side build
- 1 <div id="app"></div>
Server-rendered build
- 1 <h1>Web design and development</h1>
- 2 <main> with the full page copy inside
- 3 <script type="application/ld+json">
Build decisions that decide whether machines can read you
- Server-Rendered HTML
- Core Web Vitals
- Semantic Markup
- Structured Data
- Accessibility
- Conversion Paths
- CMS Handover
- Migration Safety
Our build strategy
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01
Decide what renders where
Before a single screen is designed, we settle which pages the server returns complete and which parts may load afterwards.
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02
Write markup for two readers
Semantic elements and structured data, so a person and a parser take the same meaning out of one page.
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03
Protect what already ranks
Redirect maps and URL preservation planned during the build, then proven by a crawl comparison before launch.
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04
Hand it over properly
Editors get a CMS they can use on their own, and your team gets the documentation to run the site without us.
Web design and development is the work of turning a business case into a working website: the page structure, the interface, the code that renders it, and the system your team edits it in. We treat the HTML a machine receives as part of that design, which is why this work sits so close to organic SEO and Performance SEO rather than being handed over to them afterwards.
Designed first, made findable afterwards, paid for twice
Rendering, markup and URL structure get decided while the site is being built. Changing any of them once it is live means opening the same templates a second time and paying for the same work again.
The empty container problem
A site that renders content only after JavaScript runs looks complete in your browser and blank to anything that does not execute scripts. Plenty of crawlers skip that step, and language models frequently skip it too.
Retrofits cost more than decisions
Adding server rendering, semantic structure or Schema & Structured Data to a finished build means reopening templates, reworking content and sometimes replacing the platform underneath both.
Two audiences, one set of files
Headings, landmarks and link text carry meaning for a person using a screen reader and for a model summarising your page. One set of build decisions serves both audiences when it is made early enough.
Five build decisions and what they cost you later
Every row below is inexpensive to get right during the build. Each one becomes a project of its own once the site is live and the content team has moved on.
| Build decision | What it costs you later |
|---|---|
| Client-side rendering only | Crawlers and language models receive an empty container. Your copy lives in the browser and is absent from the response those readers actually parse. |
| Generic div markup | Navigation, headings and main content become indistinguishable. Parsers guess at the outline of the page, and assistive technology has nothing to announce. |
| No structured data | Your services, locations, prices and authors stay implicit. Engines either infer them from prose or leave them out of the answer altogether. |
| Unplanned URL changes | External links, bookmarks and years of accumulated signals point at addresses that no longer resolve. Rankings earned over years reset on launch day. |
| Inaccessible components | Keyboard users get trapped, screen readers announce the wrong thing, and you carry a legal exposure that grows every time someone adds a page. |
Who this is for
This work pays off where the website carries real commercial weight and where losing its visibility would be felt within a quarter.
Teams planning a redesign
You have a site that earns traffic and a design that has aged out. The risk is not the visual work, it is the URL structure underneath it. Planning the migration before the first mockup is what keeps the traffic you already paid for.
Brands that AI answers never mention
Competitors show up when someone asks an assistant about your category and you do not. Where the cause is a page that only exists after JavaScript runs, no amount of content work fixes it until the rendering changes.
Sites that outgrew their template
Every change needs a developer, the page builder fights the layout, and nobody wants to touch the header. That friction shows up as stale content, which then shows up as declining visibility.
Businesses with an accessibility deadline
You have been told the site needs to meet a standard and you need to know what that means in practice. We audit against the criteria, fix the components, and document what was changed so you can evidence it.
How we build
Six stages, each one ending in something you can open, read or click. Nothing moves forward on a verbal agreement.
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1
Discovery and scope
We write down what the site has to achieve, who edits it, what has to migrate and what can be retired. That document is the reference everything later gets checked against.
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2
Architecture and URL plan
Page structure, internal linking and the full URL list, including which existing addresses stay exactly as they are. Redirect mapping starts here rather than the week before launch.
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3
Design against real content
Layouts drawn around the copy, headings and data the site will actually carry. Designing with placeholder text is how components end up unusable for the people who fill them.
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4
Build with rendering settled
Templates that return complete HTML, semantic elements throughout, and structured data written alongside the markup it describes instead of being appended once the build is signed off.
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5
Pre-launch crawl and accessibility pass
We crawl the live site and the staging build, compare the two, and resolve every URL that lost a destination. In parallel the interface is tested by keyboard and with a screen reader.
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6
Launch, monitor, hand over
We watch indexing, errors and Core Web Vitals through the first weeks, then hand your team the documentation and training needed to run the site independently.
What you actually receive
Everything below is handed over in a form your team can use after the engagement ends, including the source code and the reasoning behind the decisions in it.
The build specification
- What renders on the server and what loads afterwards
- The template inventory and the components in each one
- The accessibility standard we are building to
The site and its source
- Server-rendered templates with semantic markup
- Structured data deployed across the page types that support it
- A repository you own, with readable commit history
The migration file
- Old URL to new URL, every row accounted for
- The crawl comparison run before launch, with its findings
- The redirects deployed, plus how to test them yourself
The handover pack
- CMS training for the people who publish
- Written guidance on headings, links and image text
- The accessibility findings and what was fixed
“We started with a free strategy that showed us specific gaps in our campaigns. Today, LineUp is our regular partner, delivering a measurable return on every invested zloty.”
What clients say on Google
Unedited screenshots from our Google Business Profile. Swipe, or use the arrows, to read them all.
Read these reviews on Google. Reviews written in Polish or Turkish are shown in Google’s own translation.
Questions we get asked
Why does server-rendered HTML matter for AI search?
Many crawlers and language models read the HTML your server returns and never execute JavaScript. If your copy, headings and links only appear after a script runs, those readers receive an empty container. Server rendering puts the content in the first response, which is where LLM SEO starts.
Will a redesign lose the rankings we already have?
It can, and most of the damage traces back to URLs. We map every existing address to its new home, keep the URLs that already earn traffic, and crawl the old site against the staging build before launch so a missing page is caught while it is still cheap to fix.
Do you build on WordPress or a custom stack?
Both. WordPress suits teams who publish often and want to edit without a developer. A custom or headless build suits products with complex data or unusual performance needs. We choose after we understand who edits the site, how often, and what the content actually has to do.
Is accessibility a legal requirement or a nice to have?
In the European Union the Accessibility Act covers many consumer facing services, and public sector bodies already have duties under the Web Accessibility Directive. Beyond the law, the markup that helps a screen reader announce your page also helps a parser understand it.
How long does a build take?
It depends on page count, how much content still needs writing, and how many systems sit behind the site. A focused marketing site moves faster than a catalogue with thousands of URLs. You get a dated schedule after discovery, once the scope is written down and agreed.
Can you improve our current site instead of rebuilding it?
Often, yes. Where the platform is sound, we fix rendering, markup, structured data and speed on what you already have, which overlaps with our Performance SEO work. A rebuild earns its cost when the template system fights every change.
Find out what a crawler sees on your site today.
We will fetch your key pages without executing JavaScript, check the markup and structured data, and send you a plain summary of what is readable and what disappears.
Last reviewed 28 July 2026.