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David Aitken
Web Design, E-commerce & CRO for Growing Businesses
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Fluid22 started out like many web design companies, competing for low-paying projects in a crowded market where everyone was trying to undercut each other.
The turning point came from stepping back and getting clear on three things: how clients were actually interacting with their pages, who their ideal client should be, and why small businesses were not the right market for the level of work they wanted to deliver.
From there, the brand was completely repositioned with new messaging, a stronger design direction, and a clearer offer built around business growth instead of basic web design.
Today, Fluid22 sells projects for tens of thousands of dollars, keeps marketing costs low, and stays consistently busy in an industry where that is extremely difficult to do.
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Here’s a polished version that keeps the story strong without sounding too casual:
I started working with Nomad Internet about three years ago, when their conversion rate was just 0.2%.
We began with a full conversion rate audit, then redesigned the website, improved the messaging, and created a customer qualifier that helped guide visitors to the right solution while also capturing leads. From there, our work continued across the customer journey, including landing pages, offers, ads, lead generation, and conversion strategy.
The results were significant. Nomad Internet grew from a very low-converting website into a business converting at 2–3% overall.
During that time, the company even asked me to step in as CEO, which I did for a period of time to help guide the business through a critical stage of growth. Ultimately, I chose to return to the work I enjoy most: helping businesses improve their marketing, websites, messaging, and conversion performance.
Today, Nomad Internet is a much stronger company and is now positioned for a potential sale.
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CORE 4X4 started as a garage-based business with a great product and room to grow.
We helped strengthen their marketing, ads, landing pages, website design, messaging, and conversion strategy. The result was a stronger online presence, a better customer journey, and growth into a seven-figure business.
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Here’s a cleaner, more professional version:
I began by analyzing their top three competitors to better understand their position in the market and identify opportunities for improvement. From there, I reviewed their traffic sources, advertising strategy, and screen recordings to see how customers were being introduced to the website and how they interacted once they arrived.
Using those insights, I wrote the website content and copy, designed the site structure, and launched the final website on Shopify.
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